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After marginal to flat sales and even declines in some regions over 2008–2009, Global Industry Analysts, Inc. (GIA) predicts that global perfume and fragrance sales will climb to $36 billion by 2017. Asia-Pacific, Eastern Europe and Latin America have all seen steady growth.
Demographic sectors to keep an eye on are teenagers, currently the most lucrative market; boomers; and European males, 75% of whom use some sort of fragrance. In terms of trends, GIA reports, keep an eye on customized and natural, eco-friendly scents as well as celebrity fragrances.