Premium fragrances, one of the most adversely affected areas of beauty and personal care during the pandemic, are expected to keep growing over the forecast period, returning to their pre-COVID-19 volume and value in the first half of the forecast period. This relative delay can be attributed to the wider economic climate: soaring energy prices and inflation put pressure on consumers’ disposable income in 2022, and 2023 is expected to exhibit many similarities in this respect.
Mass fragrances seem to have exhausted their momentum, which peaked during the pandemic (due to lack of competition), and are set to keep declining during the forecast period. Mass men’s fragrances will record steady volume and value sales decline, faced with increasing competition from more premium products, which will be increasingly available and affordable online.
During the pandemic, when mass fragrances sold in supermarkets were at the top of their game because of the lockdown in beauty specialists, there was optimism in the industry that the category would receive more shelf space and would hence have greater growth potential in the future. Big supermarkets/hypermarkets had indeed started to allocate more space to mass fragrances for the first time, as they had with mass colour cosmetics too.
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This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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