Fragrances in the United Kingdom

PRE-COVID-19 PERFORMANCE

Premium continues outperforming mass, helped by increasing popularity of identity-based fragrances

Overall fragrances growth in 2019 slowed on the previous year, mainly due to slower uptake in volume terms as consumers invested in more premium fragrances, but may use these more sparingly in an effort to make them last. 2019 once again saw the sales of premium fragrances grow, while mass fragrances recorded a disappointing decline, weighed down by underperforming celebrity fragrances.

Millennial- and Gen Z-focused perfumes come into the mix

The UK is seeing an emergence of brands that specifically aim to target younger generations. New York-based Kierin entered the UK in 2019, debuting a pop-up in Shoreditch, London.

Major brands fight back against niche fragrances with flanker strategy

Coty leads fragrances in the UK with brands such as Hugo Boss, Calvin Klein and Marc Jacobs. In second place is Puig, which owns Paco Rabanne, the UK’s best-selling fragrance brand, followed closely by Estée Lauder with its top fragrance brands, including Jo Malone and Tom Ford.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 5% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

All product areas across fragrances are expected to record declining value sales in 2020 at 2019 constant prices, with mass fragrances even seeing a double-digit downturn, as the COVID-19 pandemic has a negative effect across the board in the fragrances category. Fragrances will be hit by the measures to slow the spread of COVID-19, such as stay-at-home orders, increased working from home, social distancing, the loss of tourist spending and selective retail closures.

Recovery and opportunities

After 2020’s sharp decline in value sales at constant 2019 prices, growth will quickly return to positive rates in 2021. However, the 2021 and 2022 growth rates will still underperform the most recent predictions for the forecast period years, with the performances only moving back in line with the previously forecast growth rates in 2023 and 2024.

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