In 2024, men’s fragrances continued to dominate overall sales of fragrances in India, but a clear shift emerged toward premium over mass products. While mass fragrances remains larger in absolute terms, the growth momentum in 2024 was decisively led by international and high-end brands operating in premium fragrances. This reflects the rise in disposable incomes, growing aspirations in urban areas of India, and the influence of global grooming norms that have been shaped by social media.

The Kenyan fragrances market continued to grow in current value terms in 2024, driven by rising disposable incomes, higher employment rates, and the influence of female empowerment initiatives. In particular, the expansion of ICT-driven income opportunities has encouraged increased fragrance consumption across various demographics.

Ongoing financial strain has led many consumers in South Africa to focus on essential beauty and personal care products, with fragrances often seen as a luxury rather than a necessity. For many, both premium and mass-market perfumes are reserved for special occasions or gifted to loved ones, which naturally results in a slower replenishment cycle. However, if economic conditions begin to stabilise and disposable incomes rise in the coming years, there is strong potential for consumers to re-enga

Even with the sale of the Aesop and The Body Shop brands, Natura&Co remains a top 10 player in the global beauty and personal care market. As it moves to simplify its company structure, Natura&Co plans to focus even more on its core business in Latin America, which, following its recent divestments, now accounts for the vast majority of company turnover. A final decision on the future of Avon International has yet to be made, with a potential sale not having been ruled out by Natura&Co.

Henkel is bringing to a close its Strategy Optimisation Programme, which will have overseen the divestment or discontinuation of brands and activities with sales of more than EUR1 billion since it began in 2022. The Germany-based company, which leads hair care in its home market and is the number two player in a number of neighbouring countries, has now acquired the Vidal Sasson brand in China, which will enhance Henkel’s presence in this major market, particularly in the premium segment.

Unilever, the number three player in the global beauty and personal care industry, continues to shape the future direction of the company through its Growth Action Plan 2030. This has seen the recent acquisition of the UK’s number one refillable deodorant brand (Wild), ticking the relevant boxes in terms of being a premium product able to compete in high-growth spaces, while the planned demerger of the group’s ice cream business is expected by the end of 2025.

Volume sales of fragrances continued to expand in Algeria in 2024, supported by steady demand across both mass and premium offerings. However, the pace of growth slowed compared to the previous year, due to worsening economic conditions, rising uncertainty, and increased volatility of the local currency, factors which have led to declining disposable incomes. Nevertheless, in current value terms, growth remained robust, largely driven by sharp increases in average unit prices.

Fragrances maintained positive sales in New Zealand in 2024, despite uncertain economic conditions, and with premium fragrances performing better than mass options. Unlike many personal care categories, fragrances are not as essential of a purchase, especially ones which are positioned as premium. So, consumer spending on fragrances will be somewhat dictated by their purchasing power. However, the category has still performed at an adequate level, suggesting that there is strong enough demand fo

In Germany, value sales of fragrances fared well in 2024, with volume also experiencing modest growth. Sales were driven by premium fragrances, which was the most dynamic category with robust value and volume sales, as consumers enjoyed the affordable luxury that these products offered. This was especially evident in premium women's and premium sets/kits fragrances, as well as premium body mists.

Retail value sales of fragrances continued to grow in 2024, as scents remained deeply embedded in Moroccan culture as an affordable indulgence and a form of self-expression. Both men and women increasingly viewed fragrances as part of their daily routine, with many consumers using different scents depending on the occasion, season, or mood. Fragrances also remained a popular gift, especially for birthdays, weddings, and religious celebrations. Women in particular continued to engage actively wit

Fragrances achieved small positive growth in Cameroon in 2024, heralding an improvement compared to the recent review period, and driven by mass fragrances. On the other hand, premium fragrances remains in a decline. The rise in bootleg and counterfeit fragrances has significantly impacted sales of premium fragrances, with global brands like Dior, Chanel, Tom Ford, and Yves Saint Laurent available in markets like Marché Central and Mboppi for as low as USD33 per 100ml, while brands like Valentin

Fragrances, registered both healthy current and constant value growth in Tunisia in 2024. However, volume growth was more muted, as high prices dampened growth somewhat. However, premium fragrances continued to account for most value sales and also registered higher value growth. Mass unisex fragrances, while niche, also registered healthy value growth, and these are mainly available from apparel brands such as Zara and Mango. Consumers are increasingly drawn to unisex fragrances that prioritise

Fragrances saw current value growth in Nigeria in 2024. While value sales increased well during the year, however, volume sales declined significantly due to the poor economic environment characterised by high inflation which strongly limited consumer spending power. The rise in value sales was driven by an average increase in unit price of close to 60%. With the vast majority of fragrances in Nigeria being imported, the significant depreciation of the local currency led to a spike in import cos

Fragrances maintained a strong appeal among Austrian consumers in 2024, with interest in both mass and premium offerings remaining robust. Usage became increasingly frequent, and the overall consumer base expanded as fragrances became more embedded in daily grooming and self-expression routines. While premium fragrances continued to command the majority of value sales, mass fragrances outperformed in terms of value growth, driven by their greater affordability in a climate of elevated living cos

Fragrances saw strong growth in current value terms in 2024, showing the resilience of the category in the Australian market. Demand was supported by more stable rates of inflation which meant consumers were better able to afford fragrances. Fragrances are an important feature of the personal care routines of consumers in Australia, with sales further boosted by the skinification trend whereby consumers are combining the typical use of fragrances to enhance personal scent with general health and

Fragrances was the most dynamic category in beauty and personal care in Sweden in 2024, although the pace of growth was more moderate than in the post-pandemic surge in sales seen in 2022 and 2023. The category has expanded rapidly over the last few years of the review period reflecting a structural shift in consumer behaviour, with fragrances increasingly viewed as a daily-use item, an affordable luxury, and a way to express identity.

Fragrances saw strong current value growth in the UK in 2024. During the pandemic, fragrance usage in the UK saw a significant shift, with consumers incorporating scents into their daily routines at home to uplift their mood during challenging times. This change, along with the post-pandemic surge in social activities, drove strong demand for fragrances. In addition, high inflation in 2022 and 2023 further boosted overall value sales. In 2024, with inflation easing, the demand for fragrances rem

Fragrances registered dynamic current value growth in the United Arab Emirates in 2024. The category’s expansion was driven by the cultural significance of scent in the daily life of the country. In the United Arab Emirates, fragrances is not just a luxury or a beauty product; but is considered an essential part of personal hygiene and daily personal care routines. The importance of scent is deeply embedded in the culture, where a pleasant fragrance is seen as a key element of one's identity and

In 2024, fragrances in Portugal recorded remarkable, double-digit growth, fuelled by a surge in consumer demand across the different price segments. Mass market and low-cost product ranges saw a substantial increase in popularity, reflecting a growing appetite for accessible and affordable options. In addition, the premium segment also expanded significantly, with niche luxury fragrances capturing greater attention and share. This dual dynamic underscores a broader trend of polarisation in consu

Among all beauty and personal care products in Latvia in 2024, fragrances was the star performer, registering healthy current value and volume growth. Gifting occasions like birthdays and Christmas, along with more day-to-day use, supported both male and female fragrance sale. Retailers also invested heavily in storytelling and seasonal campaigns, positioning scents as part of wellness, mood and personal identity.

Fragrances in Estonia grew well in current value terms in 2024, marking another strong year of recovery. Gifting, personal indulgence, and a return to more frequent socialising helped drive demand, particularly in premium fragrances. Consumers showed a greater willingness to spend on well-known scent profiles and recognisable brands, while limited editions and seasonal gift sets further lifted value sales. The rise of niche fragrances discovered online also played a supporting role.

Fragrances in Lithuania registered strong retail volume and current value growth in 2024, albeit significantly slower than the double-digit increases recorded in 2023. Consumers in Lithuania usually wear fragrances when going to work, socialising or attending parties or other special events. They remained keen to purchase fragrances in the post-COVID-19 period as they continued to more fully resume these out-of-home activities. For similar reasons, gifting also continued to stimulate purchases a

Fragrances continued their strong trajectory in Norway in 2024, albeit with growth slightly slowing after the exceptional post-pandemic boom. Since 2019, the category has nearly doubled in value, pointing to a structural shift in consumer behaviour. While a temporary correction had been anticipated following the return of travel retail, domestic fragrance consumption remained high. This resilience reflects deeper changes, particularly among younger consumers, who increasingly view fragrances as

Fragrances experienced high single-digit retail current value growth in Indonesia in 2024, mainly driven by the growing popularity of mass fragrances, whereby many new brands entered e-commerce and then expanded to offline retail. There is growing awareness of fragrances in general, as brands are collaborating with top influencers and celebrities to build awareness, and mass brands offer affordable products that are now widely available in convenience stores, supermarkets, and small fragrance st