Fragrance Preferences – Consumer Survey Insights

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Consumers have increased their focus on fresh and natural fragrances that bring a positive effect and help them to reduce stress or fatigue. Their interest may vary depending on the product category, so understanding consumer preferences for a particular scent accelerates customer engagement.

The fragrance preferences consumer survey report analyzes trends related to consumer sentiment, lifestyles, attitudes, and behaviors. It explores the scents and fragrance claims that consumers find appealing across categories.

What are the key categories in the fragrance market?

The key categories in the fragrance market are personal care and home & baby care.

Personal Care

Floral, fresh, and fruity scents are the most popular in these categories, which is aligned with the fresh and natural consumer trend. Consumers are health-conscious and trying to live more healthily while paying attention to what they are consuming. Brands can align with this behavior by developing “natural” fragrance formulations that are floral, fresh, or fruity while providing transparency about the list of ingredients contained within their products.

Personal hygiene has become more important to reduce the spread of COVID-19. Seeking fresh aromas that bring a feeling of cleanliness for much longer is considered when purchasing a deodorant.  The pandemic has fueled stress among the population and one of stress’s side effects is a sweat that smells worse than when exercising.  Therefore, consumers will pursue avoiding this unpleasant smell. Most consumers prefer floral, fresh, and citrus scents for deodorants. Fresh scents are most preferred in North America while floral and citrus scents are preferred in Central and South America.

Home & Baby Care

People have changed their lifestyles due to the pandemic and they are transforming their homes to adapt to the new normality. Home fragrances can help change the mood or improve the ambiance. The preference for citrus scent in this category is higher compared with all other categories, as lemon is the most appealing ingredient in household care and laundry products. Furthermore, floral is the most preferred scent. Floral fragrances are appealing in laundry products and consumers expect the scent to smell clean, refreshing, and comforting.

Preteens and teens often have trouble with their skin and so will also be wary. Comforting scents peak in popularity among parents of one-to-three-years-olds. The popularity of unscented products, peaks for children under 12 months and above 10 years old. Infants’ skin is especially sensitive, and parents will be especially careful about exposing newborns to new fragrances.

Fragrance Preferences Consumer Survey, by categories

Fragrance Preferences Consumer Survey, by categories

For more category insights, download a free report sample

What are the key take-outs in the fragrance preferences consumer survey report?

The negative impact on mental health caused by the pandemic is encouraging consumers to include products that improve their mood daily. Hence, the brands should select ingredients and fragrances that bring a positive effect on consumers and help them to reduce stress and fatigue. For example, including innovative technologies to change the fragrance composition to positively impact consumers.

Which companies have adopted innovative strategies based on fragrance preferences of consumers?

Companies such as Hey Humans, Function of Beauty, and Bagus have adopted innovative strategies based on consumer fragrance preferences.

Market report scope

Key categories Personal Care, and Home & Baby Care
Key companies Hey Humans, Function of Beauty, and Bagus

Scope

  • The negative impact on mental health caused by the pandemic is encouraging consumers to include products that improve their mood daily.
  • Consumers are proactively seeking products that contain ‘natural’ and organic ingredients.
  • Refreshing scents are growing in popularity due to consumers spending more time at home and searching for a revitalizing aroma that enhances the mood.

Reasons to Buy

  • Understand the reasons that drive consumer interest for a particular scent in each category.
  • Discover preferences within fragrances concepts and how these differ by region and generation.
  • Access valuable strategic take-outs to help direct decision-making and inform new product development.

Givaudan
Hey Humans
Function of Beauty
Bagus

Table of Contents

Table of Contents

1. Consumer Survey Insights: Fragrance Preferences

Introduction

Personal Care

Home and Baby Care

Take Outs

2. Appendix

Frequently asked questions

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