Store-based shopping was traditionally the preferred destination for purchasing fragrances in the UK. However, pandemic-led lockdowns disrupted consumer shopping behaviour, with e-commerce dominating value sales in the category in 2020.
Within fragrances, natural ingredients play a vital role as scents are increasingly associated with boosting mental wellbeing. According to Euromonitor International’s Product Claims and Positioning data, the percentage of total fragrance SKU count with a natural claim in the UK rose to 16% in 2022 from 13% in 2019.
From consumers buying local fragrance brands and shifting away from popular international scents, a trend that now seems to have become mainstream, purchasing preferences have changed significantly. Local consumers are now looking for unique attributes that stand out from the crowd or even express their individuality, especially Generation Z.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in United Kingdom 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.
If you're in the Fragrances industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Fragrances
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 DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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