Fragrances in Uzbekistan

PROSPECTS

Economic improvements expected to support recovery in demand for fragrances

Steep price hikes driven by high inflation caused total fragrances volume sales to decline over 2017-2018, and the downward trend looks set to persist over 2019-2020. However, it is expected that volume sales will start to grow again from 2021 as economic development helps to curb inflation and increase disposable incomes among Uzbekistani consumers.

Mass fragrances projected to outperform premium fragrances

While mass fragrances looks set to record modest growth in volume sales over the forecast period, premium fragrances volume sales are expected to decline. Mass fragrances is also expected to outperform premium fragrances in current value growth terms.

Mass women’s fragrances set to show the fastest development

Given that women comprise the core consumer base for fragrances in Uzbekistan, mass women’s fragrances looks set to remain the single largest category over the forecast period. It is also expected to be most dynamic performer in volume and current value growth terms, thanks in no small part to the increasing participation of women in the local workforce.

COMPETITIVE LANDSCAPE

Puig SL continues to lead fragrances in 2018

Spanish company Puig SL remained the clear leader in fragrances in value terms in 2018 thanks to the combined strength of its premium brands Caroline Herrera, Nina Ricci and Paco Rabanne. These brands are widely distributed and benefit from strong marketing support, including frequent in-store promotions.

Coty regains some ground following value share decline in 2017

Liz Claiborne Inc was the second leading company in fragrances in 2018, followed by Coty Inc. Liz Claiborne’s Mexx brand, which competes in mass women’s and mass men’s fragrances, is most popular with young adults.

Russian-language TV stations are the main platforms for mass media advertising

Investment in promotional activities, particularly mass media advertising, is a key requirement for success in fragrances in Uzbekistan. This is especially the case when it comes to the launch of new brands or scent variants.

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