Fragrances in Turkey

PRE-COVID-19 PERFORMANCE

Fragrances continues to profit from changing lifestyles, growing density of millennials, Middle Eastern tourists, and increased use of e-commerce in 2019

Changing lifestyles, increasing interest in personal care and the density of the young population increased the interest in fragrances in 2019. In addition to this, the Middle Eastern tourists who visited Turkey recently showed an intense interest in fragrances on market and the category continued to grow as a result of this interest.

While polarisation increases in the fragrances arena, there has been a noticeable demand for niche perfumes and environmentally friendly products/packaging in 2019

Polarisation in the fragrance arena was increasing in 2019, with some consumers continuing to seek value for money and others seeking a higher quality. However, while mass players like Avon and others continued to launch products appealing to both types of consumers, there was a notable response in 2019 to increased demand for niche perfumes produced in smaller quantities by small companies and sold through limited retail formats, such as Editions de Parfum by Frederic Malle.

Avon remains the leading player, but faces increased competition from other international and domestic retailers’ private labels and direct sellers in 2019

Avon continued to hold the leading value share within fragrances in Turkey in 2019, on the strength of its top mass brands for women (Avon Perceive, Avon Incandessence and Avon Wishes) and for men (Avon Full Speed, Perceive for Men and Avon Individual Blue). The global direct selling giant has a strong brand portfolio and constantly innovates to maintain its leading position.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

While constant value sales of all fragrance categories have declined in 2020 as a result of the pandemic, mass women’s fragrances and mass men’s fragrances look to be more resilient than their more expensive premium counterparts. As women are the largest consumers of premium fragrance, the reduced demand for fragrance in the first two quarters of 2020 has had the most negative impact on value sales in that category.

Recovery and opportunities

Fragrances is expected to slowly recover between 2021 and 2023 before slowing down towards the end of the forecast period. Given the many fluctuations expected in various categories the category overall will post a similar constant value CAGR to what was registered over the review period, prior to COVID-19.

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