The United Arab Emirates has a global reputation for fragrance, as it is integral to local culture and traditions. Fragrances have traditionally played a very important role in Arabian culture.
On a more positive note, Emiratis who would normally shop in London or Paris are now buying more regularly in Dubai, which has helped cushion the blow of the pandemic. The declines in fragrances in 2020 could have been much steeper had it not been for the repatriation of local Emirati luxury spend.
Traditional Arabian perfume brands had been leading sales and growth in this category for several years. A generation ago, very few non-Gulf Arabs had even heard of oud.
Among the more mainstream Western fragrance brands, Coty remains the leading player with its licensed representation of numerous leading brands such as Gucci and Burberry. While Coty has relied heavily on in-store marketing strategies, the company pulled back in 2020 and had fewer new launches as well.
E-commerce is expected to become an increasingly significant battleground for players in premium fragrances in the forecast period, with this channel attracting a growing number of consumers due to its convenience, extensive product range and often exclusive offers. The fear that there may be counterfeit could be an obstacle to growth though, especially in premium offerings.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in United Arab Emirates 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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