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Tuesday, October 4, 2022Market

Fragrance sales back to pre-Covid levels

Les ventes de parfums de retour au niveau d'avant Covid

According to a report by The NPD Group, sales of premium juices in France rose by 20% in the first eight months of the year, between January and August 2022. Spectacular compared to the same period in 2021, this increase confirms the importance of fragrances in the selective beauty market.

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Fragrance is the first flagship category in the premium beauty sector to return to pre-pandemic levels, with sales up 4% in value terms compared to the January to August 2019 period.

While all segments contribute to these positive results, consumers show a preference for more concentrated juices. Indeed, sales of eau de parfum jumped 23% compared to the same eight-month period last year and are up 12% compared to 2019. Even more concentrated, extracts/perfumes are up 60% compared to 2021 and 168% compared to the same eight-month period in 2019. This confirms consumers’ attachment to more concentrated fragrances with a reputation for staying power.

The rise of the ‘high-end’ choice

Consumer behaviour is changing and sales trends show a growing preference for premium scents and collections.
For the period January to August, retail perfume sales of EUR 100 and above increase by 74% compared to 2021 and by 177% compared to 2019.
They represent 19% of the luxury fragrance segment’s results in 2022, compared to 11% in 2019. This taste for more concentrated juices and ultra-premium product lines has resulted in a 5% increase in the average price of luxury fragrances (€68.30) in the first eight months of the year, …

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