Recent trends in the fragrance market have shown a significant increase in the popularity of sweet, food-scented perfumes, commonly known as “gourmand” fragrances. According to market research firm Mintel, the number of launches of this type of fragrance rose by 24% in the past year alone. These sweet-scented perfumes often feature notes such as vanilla, coffee, and caramel.
This rise in demand for gourmand perfumes appears to correlate with the increased use of GLP-1 medications for weight loss, including drugs like Ozempic, Wegovy, and Mounjaro. Mintel suggests that as consumers turn to these medications, which suppress appetite, fragrance brands may be drawn to food-inspired scent profiles. Clotilde Drapé, a global beauty analyst at Mintel, noted that this could allow consumers to enjoy indulgent scents while managing weight.
Mintel’s Future of Fragrance 2025 report predicts further interest in sweet fragrances, which may be driven by discussions around GLP-1 medications impacting appetite and sensory experiences. Notably, younger consumers are actively engaging with gourmand scents, as evidenced by a 170% increase in Google and TikTok searches for “gourmand fragrances” since 2023, according to consumer research firm Spate.
The trend is exemplified by products such as “Me Espresso,” a fragrance launched by singer-songwriter Sabrina Carpenter, which aims to capture the aroma of a sugary iced coffee. Carpenter’s line also includes other dessert-themed fragrances, designed to appeal to younger consumers who are new to the fragrance market. Amanda Carr, a fragrance writer, mentioned that gourmand fragrances are particularly appealing to Gen Z due to their accessible and recognizable scent profiles.
With the global fragrance market projected to grow annually by 3.3% by 2025, it remains to be seen how these trends will evolve. Meanwhile, “mood-boosting” effects are cited as a primary motivation for fragrance use in the UK, aligning with the increasing appeal of sweet scent profiles.
Source: https://www.theguardian.com/fashion/2025/aug/23/foodie-perfumes-weight-loss-drugs