After sun care, fragrances was the most negatively impacted category within beauty and personal care in 2020 as a result of the pandemic and the various restrictions including lockdowns imposed by the government in an attempt to control the spread of the virus. With most consumers forced to spend their time in the home environment apart from doing essential grocery shopping, they had fewer occasions to wear fragrances, particularly as many were working from home and unable to socialise.
Unisex fragrances in both the mass but particularly, the premium segment, recorded slower volume declines compared to the category as a whole. There has been a growing trend for unisex fragrances in the Philippines, particularly within the premium segment towards the end of the review period, supported by the fashion world embracing gender-neutral products.
Fragrances continued to be led by direct selling companies Avon Cosmetics Inc, Tupperware Brands Philippines Inc and Personal Collection Direct Selling Inc in 2020, due to their strength within the larger mass segment, although all the latter two lost ground as they struggled to maintain their consumer base in the wake of the pandemic and subsequent lockdown restrictions which limited face-to-face consultations. On the other hand, despite notable declines, Avon regained some lost value share from 2019, strengthening its overall leadership pf mass fragrances.
The likely relaxing of restrictions during 2021 depending on the success of the vaccination programme and the threat level of the virus in the Philippines will see a gradual return to some level of normalisation in terms of activity outside of the home, including a return to work and socialising, and therefore, a greater focus by consumers on personal grooming and non-essential purchases.
Department stores such as Rustan’s are likely to see the return of affluent consumers who want to experience new premium fragrances before making a purchasing decision once restrictions relax, and they feel more confident in returning to these stores, while direct selling could also improve sales over the forecast period for the same reasons, although this channel was already losing ground to both department stores and e-commerce prior to the pandemic. The latter has the potential to gain further penetration of fragrances over the forecast period, particularly if local consumers, who tend to be brand loyal, already favour a particular scent and switch online to find more competitive prices.
Stress related to the pandemic during 2020 increased demand for light fresh and relaxing fragrances, which enhanced consumers’ mood. This trend is likely to continue into the forecast period and may be adapted by leading brands, although the category is likely to benefit from brand loyalty where consumers return time and again to a certain fragrance which brings a sense of comfort.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Philippines 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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