As the category becomes more fragmented, product claims aligned with emotional wellness and mental wellbeing are likely to benefit brands aiming for a larger share of sales. Given that more consumers are purchasing and selecting fragrances based on intrinsic motivations, rather than social occasions and pleasing others, wellness claims are also set to grow in fragrances in Singapore, including claims such as “energy-boosting”, “vegan” and “aromatherapy”.
While the share of fragrances sold via retail e-commerce increased substantially from 2019 to 2021 as a result of online shopping during the pandemic, its share experienced a slight drop in 2022 along with the reopening of beauty specialists, especially with the increase in individual fragrance retailers. It is expected that further increases in the share of sales via retail e-commerce may prove to be challenging.
Over the forecast period, it is expected that fragrances will bear witness to more personalisation, which may contribute towards premiumisation. Currently, there is emerging use of artificial intelligence in fragrance-related diagnostics to increase customisation, including allowing consumers to add value-added features (including playing with the concentration and endurance), select clean/vegan ingredients, and create fragrances that are suitable for sensitive skin.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Singapore with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Singapore, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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