This briefing provides a detailed understanding of the current landscape for sustainable fragrances, highlighting key claims and practices within the industry. It examines the potential for innovation in sustainability, influenced by the evolving consumer preference for eco-friendly products, particularly in Western Europe. The briefing emphasises a holistic approach to sustainability, showcasing the industry's focus on developing thoughtful and sustainable packaging solutions as part of a broad
Delivery
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According to Euromonitor’s Product Claims and Positioning tracker, fragrances with sustainability-related claims such as “natural”, “vegan” and “from recycled materials” saw the highest growth in SKU count between 2021 and 2023. Meanwhile, SKUs with skin health and mental wellbeing features fell, indicating higher importance given to sustainability in product development.
The market for sustainable fragrances has shown notable growth from 2021 to 2023. However, it is also a category with the highest price premium, which represents the difference between the cost of SKUs with sustainability claims and the average median price. The elevated price premium will continue to be a significant obstacle for consumers when considering sustainable products.
Of all the global fragrance SKUs tagged against ethical attributes - animal welfare, environmentally friendly, sustainable packaging and sourcing - packaging claims witnessed significant growth, highlighting growing importance of innovation in this space.
According to Euromonitor’s Voice of the Consumer: Sustainability Survey, key barriers to sustainable purchasing are mainly linked to product packaging. This includes unclear labelling and lower trust in sustainable claims made by companies, highlighting lack of consumer awareness towards sustainable features.
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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