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.
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.
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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Beauty and Personal Care market research database.