Fragrances in Slovenia

PRE-COVID-19 Performance

Fragrances remains in decline, as premium products still deemed too costly

The rising disposable income and greater consumer confidence seen in Slovenia in 2019 played a key role in the development of fragrances. However, despite this, the category remained in decline as premium fragrances were still considered too costly.

Unisex fragrances fail to attract interest due to lack of targeted marketing

Unisex fragrances were seen to show strong declines in 2019, in both the mass and premium segments. The majority of fragrances, and especially those launched in Slovenia in 2019, were clearly marketed for either men or women and featured relevant advertising campaigns to target the desired consumer audience.

Fragrances remains static, as no significant marketing noted

Orbico doo led fragrances in company terms in 2019, due to the fact the player offers a strong portfolio of brands including Tom Tailor, Roberto Cavalli, Christina Aguilera, Puma, Bruno Banani, and Oriflame, amongst others. The Orbico brands were those noted as being the fastest growing, as the player offers good deals and a large distribution network, with competitive prices and wide availability.

2020 AND Beyond

COVID-19 impact

Sales of fragrances are now expected to decline by 19% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% decline forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Fragrances is being significantly hit as an overall category. This is due to a combination of factors, including the closure of selective retail stores which were primary channels for fragrances, lockdowns leading to limited social interactions, and consumers no longer spending on non-essential items (especially those which are expensive).

Recovery and opportunities

The recovery of fragrances will be very much based on players’ abilities to offer value-for-money options to consumers with weakened spending power. For example, as can be seen in apparel, designers sometimes produce different lines to suit different budgets, such as haute couture and off-the-peg collections.

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