Europe Perfume Market Size & Share Analysis - Trends, Drivers, Competitive Landscape, and Forecasts (2024 - 2030)

Europe Perfume Market Size

Europe Perfume Market Trend and Growth Drivers

Self-Care and Grooming Are Trending in the Market

• One significant trend in the market is people's growing awareness of grooming and self-care these days.
• In 2022, according to a survey conducted by the Trade Association for the Cosmetics and Personal Care Industry Cosmetics Europe, 7.2% of European consumers use cosmetics, including perfumes and skincare products, as personal care products daily. This percentage increased by 74% among 25–54-year-olds and 80% among women.

Rise in Tourism Is a Major Driver for the Market

• One major driver behind the growth of the market is the increasing tourism in Europe.
• The continent is visited by millions of people every year for its rich culture, historical sites, natural beauty, and wide-ranging cuisine.
• Europe is also famous for its luxury lifestyle and fashion, especially in Milan and Paris.
• As per statistics, Paris is the most-visited city in the world, hosting 44 million tourists in 2022.
• Additionally, in Europe, there are many retail shops offering both local and luxury brand perfumes, which are the main attraction for tourists.
• Tourists often like to visit and purchase from these retail shops, influenced by the essence and discount prices, resulting in a high demand for perfumes.

Change in Consumer Preference Is a Challenge

• One significant challenge that the market has to face is changing consumer preferences.
• Nowadays, consumers are more conscious of their self-care; so, they want these products to be authentic and transparent.
• This demand from consumers is leading manufacturers to invest more in eco-friendly products, transparent labeling, and ethical sourcing.
• Moreover, manufacturers must adapt to the changing consumer tastes and preferences by heavily investing in new product styles, fragrances, and marketing concepts, all of which might be difficult for them to come up with.

Europe Perfume Market Analysis

Distribution Channel Insights

• Supermarkets/hypermarkets will hold the largest market share, in 2024.
• Hypermarkets' quick accessibility and widespread presence throughout Europe are major factors contributing to their dominance in the market.
• Moreover, hypermarkets offer a wide range of perfumes and fragrances; as a result, they become a one-stop shopping destination for consumers, fulfilling their needs and demands.

The distribution channels analyzed in this report are:

• Grocery Stores
• Supermarkets/Hypermarkets (Largest Category)
• Multi-Brand Retail
• Online Platforms (Fastest-Growing Category)
• Direct

Type Insights

• Western perfumes are dominating the market with a share of 55% in 2024.
• They include a wide range of fragrances, such as floral, aquatic, and woody, which are popular among consumers nowadays.
• In addition, France is well-known for having a long and illustrious history of perfume craftsmanship. Owing to its history, prestigious brands, including Chanel, Guess, and Dior, have set the standards for Western perfumery.

The types of perfume included in this report are:

• Western (Largest Category)
• Oriental (Fastest-Growing Category)
• Concentrated Oil (Attar)

Price Range Insights

• The premium category will hold the largest share of the market, around 50%, in 2024.
• One major reason for the popularity of premium perfumes is their allure. These premium brands often advertise and organize marketing campaigns featuring well-known celebrities and fashion models to attract customers.
• Moreover, European consumers have a high preference for premium perfumes because of their high quality and the fact that they can afford them.

The price ranges included in this report are:

• Masstige (USD 50–150)
• Premium (USD 151–300) (Largest Category)
• Luxury (>USD 300) (Fastest-Growing Category)

Preference Insights

• The women category is dominating the market in 2024.
• Women's inquisitiveness about trying out different scents is a major driver of this category expansion.
• Additionally, women's perfume has a wider product range, which can fulfill the needs of every occasion, such as parties, work, dates, post-gym workouts, and everyday wear.
• Moreover, according to social norms, women like to groom more, which often involves elaborate perfume and other cosmetic rituals.
• As per a survey, women spend an average of five hours a week in self-grooming, while men spend three.

The preferences included in this report are:

• Women (Largest Category)
• Men (Fastest-Growing Category)
• Unisex

Age Group Insights

• The age group of 21–40 will hold the largest market share, in 2024 and grow at the highest CAGR, of 6.2%, in the forecast period.
• Most of the employed population in Europe is represented by those in the age range of 21 to 40, which suggests that they are the most-stable group financially. They are therefore willing to spend money on high-end perfumes.
• Moreover, this age group is more interested in purchasing different fragrances for different events, occasions, and moods, which is raising the demand for perfumes.

The age groups included in this report are:

• Below 20 years
• 21–40 years (Largest and Fastest-Growing Category)
• 41–60 years
• Above 60 years

Purchase Type Insights

• The self-use category will hold the largest market share, in 2024.
• European consumers are renowned for their fine taste in fashion and scents.
• There is a growing consciousness of personal hygiene in Europe, which includes smelling nice.
• The focus on self-care encourages consumers to choose the fragrance that can give them the perfect scent for different occasions.

The purchase types analyzed in this report are:

• Self-Use (Largest Category)
• Family
• Gifting (Fastest-Growing Category)

Usage Type Insights

• The daily use category is dominating the market as it holds the largest market share in 2024.
• The primary cause of this domination is personal cleanliness; as people's desire for personal hygiene grows, so does their need for perfumes to be worn on a regular basis.

The usage types included in this report are:

• Daily (Largest and Fastest-Growing Category)
• Weekly
• Occasionally

Regional Analysis

France Is Largest Country

• France will hold the largest market share in 2024, of 40%, and it is expected to do the same in the coming years.
• France's long history connected with perfumes and its reputation for having the best perfumes are two of the main factors behind the popularity of this country.
• Moreover, France is home to numerous renowned fashion houses, such as Chanel and Dior, which have significantly influenced people here for ages.
• Germany is the fastest-growing country with the highest CAGR of 6.5% in the forecast period.
• This is because major companies such as J.F. Schwaezlose and Douglas have a base in Germany which is promoting the growth of the market.

The countries included in this report are:

• Russia
• Germany (Fastest-Growing Country)
• U.K.
• Spain
• France (Largest Country)
• Italy
• Rest of Europe

Europe Perfume Market Share

Competitive Landscape – Fragmented

With the involvement of big players, such as Chanel, Dior, and Guess, the European perfume market is highly competitive. To obtain a significant share, the major companies are mainly concentrating on the introduction of new products, acquisitions, sales channel expansion, digital (especially social media) marketing initiatives, and geographical growth.

Europe Perfume Market News

• In April 2024, Coty brand Burberry announced the launch of Hero Parfum for men, the third fragrance in its Hero Collection.
• In November 2023, Dior launched a USD 230 fragrance for infants, which is scented by famed perfumer Francis Kurkdjian and released under the baby Dior line.
• In September 2023, the house of Yves Saint Laurent chose an ultra-premium, refillable pack for its major launch. It entrusted Texen with the development of cap with a multitude of technical and esthetic challenges.