Fragrances in South Africa

PROSPECTS

Challenging economic environment influences category’s performance

Fragrances continued to record positive current value growth in 2018, although the growth rate slowed in compared with 2017, primarily because of a challenging consumer environment. Consumers preferred to shop during promotions or looked for the best offers choosing to purchase a gift set rather than just a fragrance.

Emergence of new purchasing patterns

A challenging consumer environment and the rise of internet retailing has led to new purchasing patterns. With the majority of the target audience digitally connected, increasing numbers of consumers are researching both online and offline before making their final purchase.

The rise of new players across internet retailing

Fragrances has in the past primarily been sold mostly through drugstores/parapharmacies and department stores, but there is now a shift in the mix of retailers offering fragrances. Pure online retailers such as Take A Lot, Superbalist and Zando have a growing stock of fragrances across varied price ranges.

COMPETITIVE LANDSCAPE

Prestige Cosmetics maintains lead in highly fragmented landscape

Prestige Cosmetics retained its leadership of fragrances after becoming the licensed distributor of multiple international brands. Although fashion brands such as Dior and Yves Saint Laurent are very popular amongst affluent consumers, with the tough economic climate, entry-level premium brands have been performing better.

Strong presence of counterfeit products

Counterfeit fragrances are present in two forms in South Africa. The first is where the fragrance is packaged in a very similar bottle to the original brand and is usually purchased through variety stores.

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