Gourmand Perfumes Surge as Weight Loss Drug Use Rises

Interest in gourmand perfumes, characterized by sweet and dessert-like scents, is experiencing a notable increase. This trend appears to coincide with the rising use of weight-loss medications, particularly GLP-1 drugs such as Ozempic and Mounjaro, according to research by Mintel, a global market intelligence agency. The findings suggest that the appetite and sensory changes associated with these drugs may be influencing consumer preferences for fragrances that evoke comfort and indulgence.

Clotilde Drape, Associate Director of Beauty and Personal Care at Mintel, highlighted this connection in an interview with Marie Claire UK. She noted that 40% of adults in the UK believe that the scent of certain foods and drinks enhances their mood. This perception has likely fueled demand for sweet, food-inspired fragrances that promote emotional wellbeing. Drape remarked on the “striking contrast” between the harsh realities of diet culture and the emerging popularity of gourmand fragrances, as consumers navigate their desire for both health and sensory pleasure.

Despite the potential appetite suppression that comes with GLP-1 medications, many consumers are drawn to the idea of enjoying decadent scents. Drape emphasized that fragrance brands should focus on the positivity and joy that these playful scents can bring, rather than reinforcing negative beauty standards.

Gourmand perfumes are also resonating with younger audiences, particularly Gen Z. According to consumer research firm Spate, interest in these fragrances has surged, with Google and TikTok searches increasing by over 170% in the US since 2023. This growing trend has prompted brands to rapidly adapt their offerings to meet consumer demand.

A closer look at the market reveals a significant increase in the launch of sweet fragrances, with Mintel reporting a 24% rise in saccharine scent introductions over the past year. Notable releases include those from celebrities like Selena Gomez, whose brand Rare Beauty recently debuted a fragrance focused on gourmand notes. Another emerging brand, Phlur, founded by influencer Chriselle Lim, has embraced the food theme, creating scents inspired by ingredients such as cherry stems and Granny Smith apples.

The emergence of a new category called “neo-gourmands” is also noteworthy. These fragrances offer a sophisticated twist on traditional sweet scents by blending them with unexpected elements like woods, spices, and fruit accords. This evolution in the fragrance landscape highlights a desire for complexity and originality in scent profiles.

As the market continues to evolve, consumers can look forward to a range of new gourmand and neo-gourmand fragrances. Some notable recent launches include:

– **Phlur Mrs Smith Hair and Body Mist**: Featuring notes of Granny Smith apple, pear, and watermelon.
– **Les soeurs de Noé Jardin De Macarons**: A blend of plum, cassis, and cotton candy.
– **Juliette Has a Gun Miami Shake Eau De Parfum**: Combining wild strawberry, whipped cream, and vanilla absolute.
– **D.S. & Durga Pistachio Eau De Parfum**: Incorporating pistachio, cardamom, and vanilla.
– **Eauso Vert Fruto Oscuro Eau de Parfum**: An exotic mix featuring Mexican black cherry and quince jam.
– **2787 Elixir De Bombe Eau De Parfum**: A fragrant fusion of tangerine, raspberry, and caramel.

With the rise of gourmand fragrances aligning with changing consumer behaviors influenced by weight-loss medications, the fragrance industry is poised for an exciting transformation. As brands continue to innovate, the focus will likely remain on creating scents that not only smell delightful but also uplift and inspire their users.