Having declined at a double-digit rate in 2020, retail constant value sales (2021 prices) of fragrances recovered strongly during 2021 but remained slightly below their pre-pandemic peak. During 2020, local consumers spent much more time at home (with many working or studying for home) and socialised much less, so most of them used fragrances less frequently.
The consumption of fragrances in Spain is strongly linked to older consumers, while younger consumers do not tend to use them as much. Younger consumers are highly inconstant, not loyal to brands and generally prefer to spend their money on experiences rather than things.
Beauty specialists remained the leading distribution channel for fragrances in Spain, followed by department stores and modern grocery retailers, but e-commerce has gained significant retail value share from all three of these channels since the onset of the pandemic, and it continued to grow in importance during 2021. Prior to the onset of the pandemic, many local consumers had been rather distrustful of purchasing fragrances online, and COVID-19 restrictions were a spur that helped them to overcome this unease.
Retail constant value sales of fragrances will exhibit a robust rate of growth during the coming years, particularly during the early part of the forecast period, as demand continues to rebound from the pandemic. During the forecast period as a whole, the performance gap between premium and mass fragrances will widen, with an anticipated post-pandemic economic rebound set to play a significant role in this, in addition to a gradual return to pre-pandemic socialising habits and working practices, as the threat posed by the pandemic continues to ebb.
Spaniards are increasingly looking to spend their money on experiencing things rather than buying things. Therefore, players in fragrances need to go a step further.
Premium fragrance sets/kits will be among the top performers in fragrances during the forecast period, as a return to normal socialising results in the proliferation of gifting opportunities. In contrast, mass fragrance sets/kits will be the worst performing subcategory, with no more than marginal growth in retail constant value sales.
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Fragrances
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 DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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