Industry Insights: The Role of Fragrance in Health and Hygiene
Summary
Industry Insights: The Role of Fragrance in Health and Hygiene explores the importance of introducing scents, and improving the sensorial side of consumption in the health and hygiene products. The report focuses on consumers' motivations, and fragrance preferences for various products categories and sectors.
The main motivation to try new fragrances in household care and laundry products, and cosmetics and toiletries is buyers' curiosity. Unscented product options might observe the highest demand in personal care goods such as deodorants/antiperspirants or skincare, since consumers can be concerned about potential allergies, skin sensitivities, and harsh ingredients, often associated with goods rich in fragrances. A significantly higher share of women than men were appealed to scents associated with relaxation in shower and bath goods, whereas male buyers were more attracted to the idea of feeling energized by the scent of a shower product.
Scope
- Fragrances are key features in a wide variety of goods in health and beauty sectors. They can help mask the unpleasant smell of some ingredients, enhance the experience of using a product, and can often enhance the product’s perceived functionality and effectiveness.
- The interest in fragrances can be observed both in categories with high levels of customer engagement, such as cosmetics & toiletries, as well as in those where buyers are relatively less engaged with the brands and their offers, such as household care & laundry products.
- Calm, relaxed, and refreshed were the most desired moods consumers wanted to achieve when choosing fragrances for household care products. While the most popular option for household cleaning and laundry goods was feeling refreshed, the most demanded mood related to scents in air fresheners in almost all global regions was calm and relaxed.
- Learn how scents and fragrances affect product positioning, how they influence consumer preferences and what are the differences among scent preferences between various consumer groups, regions, and genders.
- Understand what are the main motivations to try new fragrances for cosmetics, toiletries, household care and laundry products.
- GlobalData's TrendSights overview
- GlobalData's TrendSights framework overview
- The role of fragrance in health and hygiene products
- Curiosity and recommendations are the main motivations to try new fragrances
- The role of fragrances in personal care products versus household care
- Fragrances can be leveraged to successfully position health and hygiene products
- Scent marketing utilizes the power of fragrance in marketing strategies
- The rise in popularity of abstract concepts used to describe scents and fragrances
- Consumer preferences for fragrances across categories
- Traditional fragrances are the most appealing to consumers for personal care
- Floral fragrances are the most attractive for buyers across household care categories
- Mood-altering scents have an edge over those inspired by food or drinks, or locations
- All consumers present similar preferences for fragrances in perfumes and aftershaves
- Fresh scents are most appealing in perfumes/aftershaves across most regions
- "Clean" beauty and grooming products and unscented formulas have become appealing
- Middle Eastern and African buyers are the most attracted to scents in baby care
- "Refreshed" is the mood consumers want to achieve with household care scents
- The preferences for desired mood associated with home fragrances vary globally
- More than 40% of female consumers seek relaxation in shower product scents
- Innovation embracing the role of fragrance in health and hygiene categories
- Brands attract consumers through unusual concepts and new scent combinations
- Natural, organic, and mood-altering scents are evident in household care products
- Takeaways
- Fresh, floral, and fruity are among the most appealing fragrances globally
- Fresh notes in perfumes dominate consumer preferences in almost all global regions
- Appendix
- References
Research Assistance
Download our eBook: How to Succeed Using Market Research
Learn how to effectively navigate the market research process to help guide your organization on the journey to success.
Download eBook