Weight loss drugs tipping scales in favour of food-scented fragrances

A sharp 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.

- Priya Bharadia

Food-inspired fragrances, referred to by the industry as "gourmand" perfumes, have surged in popularity in the last three years, with high demand for scent profiles that heavily feature vanilla, coffee and caramel.

Global launches of sugary-scented, dessert-themed fragrances increased by 24% last year alone, according to Mintel.

The surge in popularity is happening alongside the increased use of GLP-1 medications - such as Mounjaro and Wegovy - for weight loss.

"Fragrance brands may increasingly explore such notes to address GLP-1-driven appetite suppression," said Clotilde Drapé, global beauty analyst at Mintel, as consumers "strive to stay lean while enjoying decadent, food-inspired scents".