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The market for fragrances has grown steadily over the period from 2000-04. Increasingly wealthy
consumers have been tempted to buy more goods on impulse and purchases that were once restricted to
special occasions have become more commonplace. This has helped to grow the market for fragrances in
real terms. Despite this, the growth in value sales has been fairly small, as the impact of
discounting has countered the effect of volume growth.
Since 2003 fragrances retailing has become very competitive. Fragrances have been added to the
ranges in a wide variety of stores including Argos, Matalan, TK Maxx and the supermarkets. In the
mean time department stores have also faced even more competition from the rise of specialist
chains, the Perfume Shop and The Fragrance Shop. Boots, the market leader, is also facing stiffer
competition from Superdrug, which is shaping up its stores and introducing fragrance zones. | 
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