Fragrances in Slovenia

PROSPECTS

Volume demand continues to fall

Fragrances contracted once again in current value terms in 2017, after a downwards trend throughout the review period, as the category has not yet stabilised. Fragrances remains under heavy influence of emergent consumer purchasing behaviours and their frugality following the financial turmoil of the previous decade.

Sets/kits benefits from consumers’ desire for discounts

The only fragrances category to avoid a decline in 2017 was fragrance sets/kits. Both the premium and mass segments saw moderate growth for another consecutive year, as price-conscious consumers purchased such products as a way to lower the average unit price of the products in the set.

Mass fragrances are popular amongst millennials

Older consumers tend to choose traditional fragrances with classic appeal and their brand extensions. In general, they are more inclined to buy premium brands, whilst younger consumers tend to be more attracted to mass fragrances.

COMPETITIVE LANDSCAPE

Two companies strongly lead

Orbico led fragrances in 2017, and saw growth in its value share. Most of its portfolio is represented by Coty brands, amongst other manufacturers.

The remaining half of fragrances is fragmented

The rest of the fragrances category is very fragmented. The reason is the extraordinary number of products available in the market, with choice being one of the key performance indicators for drugstores and retailers in general.

No private label or domestic brands

Since fragrances remains one of the most specific categories, with such products perceived as luxury items, there is no room for private label lines. There is no real incentive for product launches whilst fragrances retain their luxury status.

Files are delivered directly into your account within a few minutes of purchase.