Perfume Purchases.

Perfume is a category where online shopping has long become a habit, yet offline retail still holds the leading position.

Nearly half of consumers use perfumes regularly, and offline mass-market stores remain the most popular place to make a purchase. At the same time, online channels are no longer just an extension of traditional retail. Online mass-market stores, beauty and fragrance marketplaces, and specialized e-commerce retailers together account for a significant share of purchases.

What stands out is that consumers do not rely on a single channel. Within the same category, people are willing to buy from mass-market retailers, specialized stores, marketplaces, brand websites, and even while traveling abroad. This means the competition is not only about brand choice but also about winning the point of purchase.

For marketers, this is another reminder that being present only where consumers shop today is no longer enough. Brands need visibility across multiple environments simultaneously, as the path to purchase continues to become less linear and more fragmented.

Another interesting insight is that a considerable share of consumers rarely buy perfumes themselves, highlighting the important role of gifting within the category.

In your opinion, what matters most for driving perfume sales today: a strong brand, broad channel availability, or the opportunity to experience the fragrance in person before purchasing?

Data processed by Media Systems