Gourmand perfumes with vanilla, coffee and caramel notes have surged over three years, with launches of sugary, dessert-themed fragrances up 24% last year. The rise coincides with greater use of GLP-1 weight-loss medications such as Ozempic, Wegovy and Mounjaro, and brands may explore sweet notes to address GLP-1-driven appetite suppression. Mintel's Future of Fragrance 2025 report forecasts further resurgence in sweet scents tied to increased weight-loss medication use. Online discussions link GLP-1 medications to changes in appetite and sensory experiences, driving interest in sensory stimulation. Younger consumers show heavy online interest; searches for gourmand fragrances rose about 170% in the US since 2023.
A rise in the number of sweet, food-scented perfumes on the market could be linked to an increase in the use of weight-loss medication, according to the market research firm Mintel. Food-inspired fragrances, with scent profiles that feature vanilla, coffee and caramel and referred to in the industry as gourmand perfumes, have surged in popularity in the past three years. Launches of sugary-scented, desert-themed fragrances increased by 24% last year alone, Mintel said.
The rise in popularity is happening alongside the increased use of GLP-1 medications for weight loss, such as Ozempic, Wegovy and Mounjaro. Fragrance brands may increasingly explore such notes to address GLP-1-driven appetite suppression, said Clotilde Drape, a global beauty analyst at Mintel, as consumers strive to stay lean while enjoying decadent, food-inspired scents. Mintel's Future of Fragrance 2025 report predicts a further resurgence in sweet scents, tied to increased weight-loss medication use.
Online discussions have linked GLP-1 medications to changes in appetite and sensory experiences, potentially driving interest in sensory stimulation like fragrances, Drape said. Gourmand perfumes are trending heavily among younger consumers online. Google and TikTok searches for gourmand fragrances have shown year on year growth of +170% in the US since 2023, according to the New York-based consumer research firm Spate.
In April the singer, songwriter and actor Sabrina Carpenter released the fragrance Me Espresso, the latest addition to her gourmand-centred perfume line. It is described as a sugary iced coffee in olfactory form, with notes of espresso, biscuit and whipped cream. The Fragrance by Sabrina scents also include Sweet Tooth, Caramel Dream and Cherry Baby and are all shaped like chocolate bars, adding to the dessert-themed experience.
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