Mid-price and premium niche unisex fragrances are expected to present the strongest potential over the forecast period, recording positive retail value growth. The shift to niche brands is expected to be driven by both premium customers aiming for strong individualism and mid-range customers looking for more affordable statement gender-fluid brands that not only present modern scent formulas but also replicate prestige brands of the super-premium price range.
With e-commerce being a core retail channel for fragrances, digitalisation is expected to increase further over the forecast period. E-commerce had already been gaining share in fragrances over the review period, but the onset of the pandemic boosted the trend with consumers keen to avoid physical exposure to the virus.
While premium fragrances are expected to grow positively, mass fragrances remain stagnant over the coming years, predominantly driven by stronger demand from the female consumer. Mass fragrance sets/kits are forecasted to continue presenting a negative value size growth throughout the forecast period, whilst mass women's and mass men's fragrances will record a negative value growth in 2027.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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