The outbreak of the Coronavirus (COVID-19) pandemic and the government measures introduced to spread of the virus, such as social distancing, work-from-home policies and restraints on social gatherings and events, strongly disrupted the occasions and contexts that are the bedrock of fragrance consumption. The situation began to normalise in 2021, especially the second half of the year, but social and work interaction remained limited.
Nonetheless, despite the ambivalence of prevailing social tendencies, retail volume and current value growth rates were strong over 2021 as a whole. This was largely the result of the easing of COVID-19 restrictions in the second half of 2021, especially summer-autumn, combined with a surge in associated indulgence consumption after a perceived long period of abstention.
While fragrances are relatively weakly positioned to benefit from the channel shift to e-commerce, often relying on physical exposure or prior brand knowledge for sales, home indulgence trends helped to offset negative factors and maintain a baseline of demand. With consumers increasingly engaging in indulgence purchases for home consumption, as they adapted to the new market situation, e-commerce sales took off in 2021.
Contrary to initial expectations, fragrances’ prospects in Sweden have been revised upwards. As a result, fragrances is expected to see relatively strong and swift sales growth in the early-to-mid-forecast period.
However, innovation is expected to remain relatively low, driven primarily by the continuing general shift towards premiumisation in the domestic market. Besides classical aesthetics and a focus on clean, low-key, Swedish design and milder scents, the key aspects to innovation are likely to feature trends related to sustainable and organic consumption.
In addition to changing habits of consumption, purchasing is predicted to continue to shift towards e-commerce, where competition is fiercer and price pressure is much more intense. However, fragrances have traditionally struggled in e-commerce due to the lack of opportunity for consumers to become physically acquainted with scents and product properties.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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