In the forecast period fragrances is expected to continue its recovery in current value terms, with sales returning to the pre-pandemic level in 2024. This will be supported by the normalisation of consumers’ lives, with a return to working and socialising outside of the home, as well as rising living standards.
Especially for young professionals, fragrance is not only a daily-use product, but also something to define their personality, sophistication and class. They normally prefer luxury scents from global brands rather than local fragrances, which explains the higher current value growth forecast for premium fragrances than for mass fragrances.
E-commerce saw consistent distribution share growth throughout the review period, and growth is set to continue in the forecast period. However, the surge in sales via e-commerce due to the pandemic exacerbated problems around the control of sellers and products.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Vietnam 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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