Fragrances in Uzbekistan

PRE-COVID-19 PERFORMANCE

The unstable local economy and lack of local production cause price hikes in 2019

Despite generating significant retail value sales in Uzbekistan, the country no longer has any local producers of fragrances, so consumers continued to rely on Western brands in 2019. For example, Begim, one of the main distributors and retailers of fragrances in the country, has its own eponymous perfume brand, which is promoted in the luxury price segment (priced at around UZS1.

Heady smells stay in vogue in 2019, with lingering scents especially prized

Fragrances remained very popular in Uzbekistan in 2019 and continued to be heavily linked to social status. As such, consumers had a propensity to use large doses and were willing to spend money on the right fragrance for them.

Puig SL still holds a clear lead in a fragmented category

Spanish company Puig SL remained the clear leader in fragrances in value terms in 2019 thanks to combined sales of the premium brands Paco Rabanne and Jean Paul Gaultier. Both brands are well distributed and benefit from strong marketing support, including frequent in-store promotions.

2020 AND BEYOND

COVID-19 impact

Value sales of fragrances are now expected to decline by 14% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Despite interest in premium fragrances amongst some consumers in Uzbekistan, mass women’s fragrances is set to remain the dominant category in 2020. This is largely due to the fact that women comprise the core consumer base for fragrances in Uzbekistan and they will buy such products again once stores reopen and they start to socialise again.

Recovery and opportunities

Overall, fragrances is expected to see a rise in value and volume sales as consumers stock up once restrictions have been eased and consumers are once again able to visit stores, interact socially, go to work and be seen in public. Premium fragrances is expected to see the strongest recovery in the forecast period with wealthy Uzbekistanis being the least likely to alter their spending habits compared to mass fragrance consumers.

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