Fragrances in Sweden

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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