Cifras y datos importantes del mercado de fragancias en Colombia

cifras-y-datos-del-mercado-de-fragancias-en-colombia-mini

cifras-y-datos-del-mercado-de-fragancias-en-colombia

Los siguientes datos integran tanto la categoría de perfumería fina como de splash. El mercado año a año ha presentado crecimientos positivos, del periodo 2014-2015 el valor en millones de dólares fue de 1.744, creciendo un 4% y se proyecta un crecimiento promedio del 2015-2020 del 7.2%.

En volumen la categoría tuvo un decrecimiento del -1% en el mismo periodo, esto se debe a que los consumidores colombianos no es que hayan dejado de consumir perfumes, sino que ya no compran en la misma cantidad. Entonces si compraban por ejemplo 2 perfumes al año ya por el tema económico van a comprar solamente uno, por eso en volumen decrece, pero como sube el precio del producto aumenta en valor.

Es importante entender los puntos clave de la perfumería en Colombia:

  • Los colombianos buscamos una perfumación que sea muy económica, y este concepto es tan fuerte que lo vemos desde las tiendas de contratipo y ahora las marcas de ropa empiezan a lanzar sus propios perfumes, por ejemplo, Arturo calle que lanza la Blue de Arturo Calle, también Naf Naf y Vélez, tienen su propio perfume porque entienden que a los colombianos nos gusta perfumarnos de una forma económica y por qué no perfumarnos con la fragancia de la marca favorita.
  • Por otra parte, lanzar fragancias de celebridades es una estrategia que utilizan las marcas para entrar a crear también ese vínculo con los consumidores, pues son muy aceptadas por el público, por ejemplo, Sofía By Sofía Vergara que fue un boom, está la de Antonio Banderas, Cristiano Ronaldo, y cada año aumentan más este tipo de lanzamientos.
  • Los productos con concentración media, como son los Eau de Toilette o agua de colonia son los que más gustan en Colombia, precisamente por el tema económico. Es por esto que las fragancias más vendidas son las de venta directa. ¿Pero qué pasa con la venta directa? No quiere decir que las fragancias de las tiendas de contratipo no sean buenas, sino que la venta directa tiene una gran ventaja y es que yo puedo pagar en 15 días, y como los colombianos buscamos economía se convierte en un atractivo muy importante.

En el top de fabricantes en Colombia podemos decir que los 3 primeros lugares los ocupa la venta directa. En primer lugar, esta Belcorp con sus 3 catálogos Esika, Cyzone y L´BEL. En segundo lugar, esta Yanbal que es un poco más costoso; seguido de Avon y ya las otras casas perfumistas que son L´Oréal y Puig (Marcas como Paco Rabanne, Carolina herrera, Shakira) que también son muy importantes para el mercado colombiano.

Este mercado es muy dependiente de la perfumería masiva como opción de perfumación más económica y aspiracional, el cual tiene el 70% del mercado, dejándole un 30% a la perfumería Premium. Por ejemplo, a mí me gustan las fragancias de Hugo Boss y mi poder adquisitivo no me da para comprarlo en la Riviera o Fedco pero lo compro en las casas de contratipo, de ahí radica nuestra ventaja competitiva.

Por último, existen 4 formas en que las marcas pueden innovar en el mundo de la perfumería, ya sea creando nuevas marcas, teniendo Extensiones de línea, lanzando FLANKERS o vistiendo con Ediciones limitadas. Espera nuestro próximo artículo en donde ahondaremos sobre estas dos últimas estrategias mencionadas, pues se han convertido en estrategias muy importantes para las marcas y son cada vez más utilizadas.

Fuente:

Euromonitor

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