Fragrances witnessed a steep decline in demand during the COVID-19 pandemic in Thailand in 2020 and the category witnessed little improvement in 2021. There was a reduced need for these products as most Thai consumers stayed at home, with limited opportunities and social occasions to wear fragrances.
With demand for fragrances having slumped during the pandemic some players looked for new methods of attracting sales and interest. In line with this trend, some players ran promotions in partnership with players outside of beauty and personal care in order to gain exposure to a potential new customer base and to strengthen brand recognition.
Premium fragrances witnessed stronger growth than mass fragrances in 2021 in value and volume terms, which is somewhat contradictory to the shopping behaviour seen in other areas of the market. This trend was partly down to people viewing premium fragrances as an affordable luxury and something which could help provide some relief from the stresses and strains of the pandemic.
Fragrances is set to return to growth in retail volume terms from 2022 onwards, with steady growth projected for the remainder of the forecast period. Premium fragrances is projected to outperform mass variants, although mass fragrances will remain the largest category in value and volume terms.
The boundaries between fragrances and other beauty products are anticipated to blur going forward, with other beauty and personal care potentially cannibalising sales of fragrances. This is especially true with producers of body care (perfume lotion), deodorants (more affordable option) and also body wash/shower gel offering an increasingly attractive variety of fragrances for their products.
New product innovations will remain key in building excitement and generating demand for fragrances in Thailand over the forecast period. Despite the challenges thrown up by COVID-19, large numbers of new scents and products appeared in fragrances in 2021.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Thailand 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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