The emergence of the pandemic in South Africa and subsequent restrictions introduced by the government in an attempt to control its spread, resulted in prolonged home seclusion including remote working. Government restrictions limited social gatherings and events, including the number of citizens able to gather both indoors and outdoors.
As South Africans have been hit by weak economic conditions as a result of the pandemic, they have seen their incomes and budgets negatively impacted. Many businesses struggled to trade as a result of the government’s restrictions to curb the spread of the virus.
As many consumers have faced declining incomes and pressure on their households to make ends meet they have increasingly been focusing on necessities over luxury or indulgent spends. Changes in lifestyles due to the pandemic, government regulations and employers allowing remote working arrangements have all contributed to a reduction in demand for fragrances from consumers.
The emergence of the pandemic in South Africa encouraged a notable shift among local consumers towards e-commerce in 2020, with online sales of fragrances recording double-digit growth and enabling the channel to gain notable share. Retailers invested heavily in their e-commerce platforms and delivery options to cater for the surge in demand, expanding the number of brands and products available.
Consumers have been increasingly focusing on their health and wellness in response to COVID-19, with many engaging in enhanced self-care routines, and prioritising preventative health measures such as purchasing dietary supplements and vitamins. This trend has meant that consumers have not only focused more on their own health and wellness but also that of the environment.
As consumers have become increasingly familiar with the benefits of e-commerce, online platforms and social media, they have become exposed to fragrances offered by their favourite celebrities. Due to prolonged home seclusion, local consumers also spent greater time online.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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