Metrosexual men providing fragrance boost in Russia

Across the continent, more men are adopting a daily grooming regimen as part of their lifestyle which has seen the market develop through demand for skin care, hair care, and fragrance.

And the fragrance category is one of the top three health and beauty sectors in Russia, holding a value compound annual growth rate (CAGR) of 10.1 per cent, and volume CAGR of 8.9 per cent for 2012 to 2017, according to Canadean figures.

Segment breakdown​

Female fragrances have long been the dominant force in the category, and still are, holding value and volume shares of 64.3 and 63.9 per cent respectively.

The category is also expected to continue to grow through to 2017 at a value CAGR of 10.0 per cent and volume CAGR of 8.9 per cent.

However, the men’s segment is beginning to stamp its mark too, thanks to the influential metrosexual trend amongst Russian males.

Men’s fragrance has also taken tips from its female counterpart and as the boundaries are blurred between female and male fragrances, it seems the men’s category is due to grow ahead of other categories in that sector; with Canadean reporting that it will achieve a value and volume CAGR of 10.4 and 9.0 per cent between 2012 and 2017.

The Unisex Fragrances category is also set to grow, with a value CAGR of 10.1 per cent and volume CAGR of 8.5 per cent for the same period, although from a much smaller value and volume share of 4.7 per cent in 2012.

Fragrance market​

Historically direct selling companies held the highest value shares in fragrances in Russia, with Avon Products and Oriflame Cosmetics holding the largest market share in mass fragrances.

The global fragrance industry has also seen a strong resurgence in the last two years on the back of a solid performance in the premium segment.

The category is expected to see amongst the strongest growth in beauty and personal care, supported by growing availability and growing demand.