Executive Summary

Jun 2019
PROSPECTS
Swedes show a strong preference for premium fragrances

Demand for premium fragrances drove sales of fragrances in 2018. Fewer Swedes purchased mass fragrances as they perceived them to be lower quality, and mass fragrances also account for a rather small proportion of shelf space online and in physical stores.

Demand for a “perfume wardrobe” helps to drive volume sales

Swedes are showing a growing desire to own several different fragrances, rather than solely having a signature scent. Consumers increasingly want to use different fragrances depending on the occasion, for instance they switch fragrances between informal and formal events, as well as between day and night.

Niche products remain in high demand

The growth of ultra-exclusive and niche fragrances continued to increase in 2018, as Swedes demanded more individualised scents to better fit with their preferences, rather than traditional scents. Brands such as Byredo helped to drive this trend.

COMPETITIVE LANDSCAPE
Scandinavian Cosmetics leads fragrances

Scandinavian Cosmetics led fragrances in value terms in 2018, thanks to its wide range of well-performing premium brands (such as Hugo Boss, Gucci and Dolce & Gabbana), best-ranked mass brand (Arianna Grande), as well as many smaller brands. It has reached its leading position partly due to the leading position of Hugo Boss, as well as owning other large brands.

Men and women demand different brands, although their demands are converging

Hugo Boss and Giorgio Armani have for a long time been amongst the leading brands within men’s fragrances; however, in 2018 the convergence between men’s and women’s preferences continued. Hugo Boss became the top-ranked brand for women as well as men, pushing down the previously largest brand Yves Saint Laurent from first position to third.

Niche brands and brand image will help to drive sales

Consumers are increasingly attracted by novel and alternative fragrance brands, which the Swedish niche brand Byredo helped evoke. Swedes are careful about wearing strong scents, in contrast to many other Western European cultures, although Swedes are also becoming more experimental.

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Fragrances in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Fragrances industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Fragrances in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Fragrances in Sweden?
  • What are the major brands in Sweden?
  • What pricing movements are seen across premium and mass fragrances?
  • What are the key product development trends?
  • How are sales of unisex fragrances performing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Fragrances in Sweden - Category analysis

HEADLINES

PROSPECTS

Swedes show a strong preference for premium fragrances
Demand for a “perfume wardrobe” helps to drive volume sales
Niche products remain in high demand

COMPETITIVE LANDSCAPE

Scandinavian Cosmetics leads fragrances
Men and women demand different brands, although their demands are converging
Niche brands and brand image will help to drive sales

CATEGORY DATA

Table 1 Sales of Fragrances by Category: Value 2013-2018
Table 2 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Fragrances: % Value 2014-2018
Table 4 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 5 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 7 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 8 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Beauty and Personal Care in Sweden - Industry Overview

EXECUTIVE SUMMARY

Skin care boosts sales in beauty and personal care
The extreme weather conditions drive sales in sun care
Premium brands drive growth in beauty and personal care
Acids, eco brands and natural brands are major topics
Premiumisation and skin care will drive growth in the forecast period

MARKET DATA

Table 9 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 10 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 11 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 14 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 17 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 18 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources