Positive performances are expected for fragrances over the forecast period in both retail volume and current value terms. Even though these products might not be perceived as essentials, demand will be backed up by the premiumisation trend and the self-reward trend, as consumers aim to reduce stress and indulge themselves.
Just like other beauty and personal care categories, fragrances saw strong growth vis e-commerce during the pandemic, and is expected to have greater penetration through this distribution channel in the forecast period via both e-marketplaces and social media platforms such as Facebook, Instagram and TikTok. Consumers value the convenience of this distribution channel, as well as offers such as free home delivery and exclusive online promotions, which are attractive to end consumers.
The sustainability trend is expected to become more evident in fragrances in the forecast period, due to rising consumer awareness of the environment and sustainability, and more eco-consciousness amongst consumers. Refill packaging is likely to be one manifestation of this trend.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Thailand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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