The niche fragrance sector is expected to grow by 5% in 2026, after proving resilient over the past three years despite adverse macroeconomic conditions, confirming its countercyclical nature.
At the same time, artistic perfumery is seeing steady growth in direct sales channels.
The data comes from the Osservatorio fragranze promoted by Pitti immagine and curated by economist Marco Ricchetti of Blumine.
Its findings, which MFF previewed in recent weeks, will be presented this Friday in Florence as part of the 24th edition of Pitti fragranze, running through Sunday with 260 brands, 75% of them from abroad.
Now in its fourth edition, the observatory provides an overview of market trends and distribution dynamics, based on input from more than 80 exhibitors, including brands and distributors.
