The lingering impact of the pandemic meant further instability in Taiwan for much of 2021, changing not only local citizens’ working and living habits, but also their priorities in terms of beauty and personal care purchases. Although Alert Level 3 introduced mid-May meant further subdued sales for department stores, a particularly important distribution channel for premium fragrances in Taiwan, for some of the year, many brands continued to focus in the Q3 on expediting their store expansion plans.
Ex Nihilo, a niche French fragrance, was officially launched in Taiwan in 2021. Towards the end of the review period, local consumers’ perceptions of fragrances were no longer limited to "fashion brand accessories", leading to greater interest in the concept of so-called "niche fragrances".
The pandemic has led to greater anxiety and stress in many consumers’ lives due to the economic impact and uncertainty over the immediate future. They have therefore been attempting to introduce elements of relaxation or pampering to their lives as a way of coping, including through the use of soothing scents offered by natural oils, offered in different formats such as diffuser or even by simply lighting a candle.
Premium unisex fragrances was the strongest performer in 2021 in both retail volume and current value growth terms, and is predicted to gain further momentum over the forecast period. Many consumers in Taiwan tend to be drawn to a particular scent or brand rather whether a fragrance is categorised as suitable for men or women.
Issues such as vegetarianism and environmental protection have come to the fore in beauty and personal care, and fragrance players are beginning to pay attention to these issues to address consumers’ concerns, by improving manufacturing processes and packaging. Many brands have joined the ranks of the sustainable movement, and now ensure that their products are not tested on animals, are vegan-friendly, have limited use of ethanol, and incorporate Fairtrade raw materials.
Generation Z refers to people born from 1997 onwards, and comprised 35% of the global population in 2021. For a long time, millennials were the focus of brand marketing.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Taiwan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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