Industry Insights: The Role of Fragrance in Health and Hygiene

"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.

Reasons to Buy

• 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.