Fragrances saw a return to growth in retail volume and current value growth in 2021 as COVID-19 restrictions relaxed at least for part of the year. In 2020 and the first few months of 2021 perfumeries, specialist retailers and department stores were closed for long periods of time pushing current value sales of mass fragrances, and to a greater extent, premium fragrances into decline.
Although some lockdown measures remained in place in 2021, perfumeries and department stores were able to reopen from March, which are the most important distribution channels for premium fragrances. As consumers returned to shopping in these retail establishments fragrance sales began to improve, resulting in positive current value growth for 2021 overall.
As was the case for many other beauty and personal care categories, fragrance current value sales via e-commerce exploded in 2020 and continued to grow strongly in 2021. Although perfumeries and department stores were closed for most of January and February 2021, they were able to reopen for the rest of the year with no restrictions on opening hours for these outlets.
The fragrances category is expected to fully recover by 2022 in value terms before growing beyond pre-pandemic levels over the forecast period. The steady value growth posted before the pandemic hit will return putting fragrances back on an upward trajectory.
Premium fragrances are expected to witness a stronger growth rate than mass fragrances over the forecast period due to the development of e-commerce as a key distribution channel. Many of the major online retailers in the Netherlands offer a wider range of fragrances than the average perfumery or department store.
It is expected that the average unit price of fragrances will continue to rise for some time to come. Major issues such as the costs of transportation, labour shortages and energy prices will force fragrance prices up in line with rising inflation.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fragrances research and analysis database.
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