The power of fragrances

By: Budai Klára Date: 2025. 11. 06. 14:12

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On the domestic perfume market demand continued to strengthen in 2024, realising outstanding growth in both value and volume. According to NIQ data, the category developed by 14.3% in value and 10.4% in volume. Although momentum slowed down a little in the second half of the year, the first months of 2025 also brought a positive trend.

For the new generations, perfume is not just a fragrance — it’s a form of self-expression

Rossmann’s reaction to consumer price-sensitivity is stimulating sales with attractive promotions throughout the year.

Hajnalka Horváth-Tokaji
category manager
Rossmann
Magyarország

“Our number one goal during the holiday season is to ensure that customers can purchase their favourite fragrances at the best possible prices”,

says Hajnalka Horváth-Tokaji, category manager of Rossmann Magyarország Kft.

The weeks leading up to Christmas are the busiest period of the year. Perfume sales by dm have grown by 21.7%, exceeding the national and drugstore channel average by far. One of the biggest success stories of the past year was the emergence of Arabian and Eastern perfumes, which brought a new dimension to the market and led to spectacular growth. These fragrances are born from an encounter between Eastern tradition and modern luxury.