Cherry or tabasco? Perfumers test weight-loss drug users' appetite for food-inspired scents
XLY•Fragrance makers are studying whether GLP-1 weight-loss drugs are changing consumers’ scent preferences, with early research suggesting users may seek pleasure in fragrances. Gourmet and edible scents accounted for 24% of fragrance product innovation over the last year, up from 9% two years earlier.
1. Studying scent preferences
Givaudan, IFF, CPL Aromas and L’Oréal have explored how GLP-1 users respond to food-linked scents, while stressing that more research is needed. IFF research suggests GLP-1 therapies may increase interest in scent as sensory pleasure; Givaudan’s research found increased interest in fragrance and perfume overall.
2. Changing gourmand trends
Gourmet and edible scents made up 24% of fragrance product innovation over the last year, compared with 9% two years earlier, according to Mintel. Perfumers are expanding beyond sweet notes to savoury, salty, fermented and roasted aromas, including sesame, miso, rice and truffle.
3. Spending and demand
A US study by NIQ found GLP-1 users spent 26% more on fragrances than the typical person. Coty and Puig expect vanilla-based scents to remain popular, while also pointing to more varied edible notes and combinations.
