Sales of fragrances are expected to rise in 2025 in current value terms, with mass men’s fragrances set to be the most dynamic category, recording double-digit growth. Across the forecast period, social media platforms like TikTok and Instagram will continue to be key fragrance discovery channels, shaping consumer preferences.
The growing interest in Arabian fragrances and niche perfume brands will drive demand for oriental, oud-based, and artisanal scents. Notino’s rising sales in Arabian eau de toilettes highlight a shift towards unique, long-lasting fragrance experiences.
In the fragrance market, packaging remains a key differentiator, with bottles designed as statement pieces that enhance the overall brand experience. Consumers see high-end fragrance bottles as collectibles and decorative elements, making design, materials, and craftsmanship essential factors in purchase decisions.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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