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In Singapore, premium fragrances continued to dominate overall fragrances value sales in 2019 as most people who use fragrances are those in higher-income brackets, often doing so for reasons of sophistication and lifestyle. Mass fragrances are not in significant demand: celebrity fragrances do not appeal to Singaporeans’ sophisticated taste.
International fragrance houses continue to dominate the category as wearing fragrance is seen as a sign of affluence and status. Coty Inc and LVMH Moët Hennessy Louis Vuitton SA remained the leading players in fragrances in 2019, with luxury brands such as Burberry, Gucci, Hugo Boss, Marc Jacobs, Bvlgari, Christian Dior and Kenzo.
As Singapore is a small city state with urban consumer tastes, local fragrance brands target sophisticated consumers by means of an artisanal positioning in order to differentiate themselves from mainstream players. Niche brands often run workshops, offering consumers the opportunity to create their own bespoke fragrances.
Sales of fragrances are now expected to decline by 4% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Value sales in all areas of fragrances are declining in 2020 at constant 2019 prices, although the worsening performances will be slightly more marked in premium rather than mass fragrances. Fragrances will generally be one of the worst-hit beauty and personal care categories by COVID-19 in 2020, as people spending a lot of time at home will see less need to wear fragrances.
After the sharp decline in sales of fragrances in 2020 at constant 2019 prices, 2021 is expected to see a strong rebound as life returns to normal in Singapore, with local consumers able to go out and shop and socialise once again and tourists coming back to Singapore. From 2022 through to the end of the forecast period, growth will continue to be seen, but at more modest rates, and very much in line with the predictions made during research conducted at the end of 2019 before the spread of COVID-19.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Singapore with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Fragrances industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.