Fragrances saw a slight rebound in 2021 driven by a greater consumer appetite for self-reward and self-pampering, sensorial products that improve mood, and increased gift-giving to others and to oneself. Trade interviews indicate that, especially for women, there is a noticeable movement towards purchases of fragrances during payday, with female consumers buying fragrances to pamper and reward themselves for their hard work.
The fragrances category is still driven mostly by mass market brands like Bench and those offered by direct sellers because the majority of consumers want to find an inexpensive way to smell good in their daily lives. Fragrance is very important to Filipinos and everything needs to smell good.
Fragrances continued to be led by direct selling companies, Avon Cosmetics Inc and Tupperware Brands Philippines Inc, in 2021. The competitive standing of these players is founded on their strength within the larger mass segment.
The Philippines is expected to see a gradual return to some level of normalisation in terms of activity outside of the home, including a return to in-person work and socialising, during the forecast period and, therefore, a greater focus by consumers on personal grooming and non-essential purchases. The revival of travel activities, including international travel, will also help to spur demand, particularly in the premium segment.
Competition from rival products will continue to pose a significant threat to mass fragrances, in particular, during the forecast period. Deodorants products are prominent amongst the potential threats to fragrances, as budget-conscious consumers look for more economical ways to achieve a pleasant smell.
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 they feel more confident in returning to these stores. 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.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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