Fragrances is expected to return to growth in China in the forecast period, with a retail value CAGR above the average for overall beauty and personal care at constant 2024 prices. Alongside a rebound in consumption as consumer confidence grows, with more brands expected to enter the market in the next five years, the category still has a great deal of potential to be realised, and the habits of Chinese consumers are still being cultivated.
Despite its vast potential, fragrances continues to face notable cultural challenges in China, and remains a comparatively small category within beauty and personal care. Traditionally, strong scents are often perceived as ostentatious or even inappropriate in Chinese society, leading to relatively low acceptance of fragrances in daily life, and hindering the growth of the category.
Fragrance innovation in China is evolving rapidly to better align with local consumer preferences and cultural aesthetics. In terms of scent profile, there is a clear shift towards more unisex and refreshing compositions, deliberately avoiding overly intense floral or smoky notes.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. 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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