Spice is Nice
Explore the Hottest Flavour Trend in Food & Beverage
April 2025
By Hannerie Visser – Studio H
We have seen a noticeable rise in the popularity of heat, and chilli as a flavour, in food trends. Consumers are increasingly embracing spicy flavours, and chefs, food manufacturers, and restaurants are incorporating chilli peppers and spicy elements into their offerings.
The popularity of international and regional cuisines such as Mexican, Thai, Indian and Southern Korean has introduced many people to the complex and delicious world of spicy flavours. As a result, consumers are more willing to explore and appreciate the heat and depth of flavour that chilli peppers bring to their meals, which has seen a significant rise in the past few months:
- 71% of food menus in the US feature the word ‘spicy’, as do 11% of drinks menus.
- 85% of menus feature some kind of pepper.
- Consumers have increased their hot sauce consumption more than any other condiment, with a 23% increase from 2022.
- Hot honey consumption increased by 87% over the past four years.
In 2024 the BBC did an in-depth report on why we love hot sauce so much right now titled “What’s behind our sudden love of hot sauce?” In this article they ask “Sales of hot sauce have exploded over the past year. But why now?” The journalist writes: “Visit your local supermarket’s condiment aisle and you will find a huge range of hot sauces. While a decade ago, there would have been few options, now, there’s every flavour combination you can imagine, with varieties from countries across the globe. The industry has exploded, with retailers seeing a huge growth in recent sales.”
A popular London retailer saw its hot sauce sales almost double in 2023 and Waitrose, the UK supermarket chain, says its hot sauce sales grew by 55% last year. On top of that, retail analysts Mintel reported “53% of consumers are willing to pay more for products with new and innovative flavours,” and hot sauce producers are responding to this by creating more flavoured chilli sauces.
The BBC contributed the boom in hot sauces to the popularity of YouTube show Hot Ones and also to lockdown, when people started experimenting more in the kitchen.
Hot Ones, the YouTube talk show where host Sean Evans interviews celebrities as they tackle increasingly spicy chicken wings, has become a cultural phenomenon since its debut in 2015. Over the years, the show has produced almost 400 episodes with its unique format and engaging content attracting a substantial following, with the First We Feast YouTube channel amassing 14.5 million subscribers. In December 2024, Evans and a group of investors acquired First We Feast from BuzzFeed for $82.5 million, underscoring the show’s significant popularity and cultural relevance.
Waitrose reports in their 2025 trend report that sales of hot sauces have exploded. Sriracha and gochujang, previously little known outside Thailand and Korea, are now store-cupboard staples, with sales at Waitrose rising 5% in the past 12 months. Their product developers also expect to see more and more products marrying chilli with sweeter things with hot honey definitely being the new salted caramel.
The New York Times declared in their report “How Will We Eat in 2025?” that we are going to experience a year of sauces. Sauces are one way for consumers to sample global flavours without too much commitment. We’ll see from viral vinaigrettes and peppery mayo-ketchup blends to more culinarily elevated versions of romesco, salsa macha, tzatziki, hoisin and harissa – sauces will become a global obsession.
Consumers’ love for sauces combined with their obsession with heat and an ever-increasing curiosity about global cuisines, will no doubt further stimulate the growth of heat as a trending culinary flavour.
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Fragrance Trends 2025:
A Sensory Symphony
March 2025
The global fragrance market is experiencing unprecedented growth, fuelled by evolving consumer preferences and the expanding role of scents in daily life. By the end of 2025, the market is expected to reach new heights, with notable growth observed in non-luxury segments, including home fragrances, bath and body products, and personal care accessories.
The Growth of the Fragrance Market
The global fragrance market has seen remarkable expansion, with both mass and premium sectors maintaining robust growth trajectories. Body sprays and bath and shower products, in particular, have gained widespread appeal, highlighting consumer demand for accessible and versatile fragrance options that cater to everyday routines.
Forces Driving Growth
1. Fragrance as Self-Expression
Fragrance continues to be a versatile tool for self-expression, shaping individual identities while enhancing personal and shared environments. From invigorating citrus blends in the shower to comforting lavender-infused laundry scents, fragrances are integral to everyday rituals and the creation of personal havens. Consumers are building their personal “fragrance wardrobes”—carefully curated collections that reflect their moods, personalities, and the diverse moments of their lives. This desire for customised olfactive experiences is as evident in home care and other personal care products, where scent is a key element of personal storytelling and sensory delight.
2. The Impact of Social Media
Platforms like TikTok, particularly through movements like #PerfumeTok, have revolutionised how consumers discover and engage with fragrances. Gen Z leads this charge, contributing to a significant year-over-year growth in fragrance exploration among younger demographics. Social media has also amplified trends like “mood-centric fragrances,” encouraging consumers to match their scent choices with their emotional states or activities. TikTok has transformed fragrance discovery into a social and interactive experience. Users share reviews, uncover hidden gems, and participate in “blind sniff” challenges, fostering a sense of community and excitement around fragrance.
Olfactive Trends for 2025
As we look to the future, several key fragrance trends are set to define the market:
1. Neo-Gourmand Innovations
The gourmand trend, characterised by its edible-inspired appeal, is evolving into what many now call “Neo-Gourmands.” These fragrances transcend traditional sugary sweetness, integrating unexpected and adventurous elements that create more refined profiles. Notes like black pepper, saffron, and even umami-inspired accords such as soy or mushroom add savoury sophistication, while earthy undertones like patchouli, vetiver, and cedarwood ground these compositions with depth and balance. This trend reflects a consumer appetite for indulgent, yet nuanced fragrances that evoke comfort and curiosity alike. Recent product launches demonstrate the widespread appeal of Gourmands: Woolworths’ Chuckles bath and body range highlights a local and beloved treat-inspired indulgence, while Dove’s collaboration with Crumbl Cookies extends gourmand fragrances into body washes, scrubs, deodorants, and hand washes. These examples underscore how gourmand notes are resonating across both fine and functional fragrance categories, appealing to those who crave familiarity with a modern twist.
2. The Floral Renaissance
Classic floral notes like violet and rose are experiencing a revival, driven by a renewed interest in timeless elegance combined with contemporary sensibilities. These blooms are being reimagined through innovative pairings and formats—for example, rose with spicy accords or violet layered with soft musk—to create versatile blends that captivate diverse consumer bases. Emerging markets and niche fragrance lines are especially fuelling this resurgence, highlighting the global appreciation for floral sophistication.
3. The Fruity and Stone Fruit Revival
Fruity notes continue to dominate the fragrance landscape. While classic interpretations remain popular, 2025 will likely see a shift towards more complex and nuanced expressions. 2024 witnessed a resurgence of fruity fragrances, beginning with a surge in strawberry-inspired scents and culminating in the popularity of cherry-centric offerings. The recent launch of Sabrina Carpenter’s Cherry Baby exemplifies this trend, blending the sweetness of cherry with darker accords like dark chocolate and patchouli, creating a captivating and unexpected olfactory experience. This innovative approach suggests that future fruity fragrances will explore deeper complexities, incorporating intriguing accords and moving beyond simple sweetness to create more sophisticated and multifaceted olfactory experiences.
4. Indigenous Fragrance: The Rise of Local Inspiration
A burgeoning trend in 2025 is the rise of fragrances that celebrate indigenous ingredients and cultural narratives. South African brands are championing the use of locally inspired fragrances like fynbos, rooibos, marula, and buchu, integrating these elements into unique olfactive profiles. These scents not only highlight the rich biodiversity of the region but also reflect a growing consumer desire for authentic, and culturally rooted products. On the global stage, brands such as Voluspa have embraced African inspiration, with creations like their Kalahari Watermelon candle showcasing the global appeal of indigenous scents. This trend points to a future where regional heritage meets innovative fragrance design.
The fragrance industry’s future lies in its ability to adapt to these dynamic trends while meeting the demands of an increasingly informed and diverse consumer base. Whether crafting scents for personal care, home care, or fine fragrance, the opportunities for innovation are boundless. At SensoryFX, we remain committed to shaping these trends, delivering unique and memorable fragrance solutions across all categories.
The 2025/6 Season's Flavour Index
January 2025
By Hannerie Visser (Studio H)
The flavours that dominate our menus and supermarket shelves, like many food trends, originate in some of the world’s best restaurants, at the hands of a famous chef in their experimentation lab (like noma’s Noma Projects), at a food designer’s pop-up (like Herrlich dining in Berlin), or in a newly released book (like Dr Arielle Johnson’s Flavorama). Based on Studio H’s analysis of menus from The World’s 50 Best Restaurants and industry trends, we reveal the key ingredients, global flavour fusions, and innovative techniques driving the future of gastronomy:
Earth and umami profiles keep rising
Mushrooms and fungi feature prominently in dishes across multiple menus. For example, Frantzén in Stockholm incorporates maitake mushrooms in a dish with barbecued quail, while Atomix in New York highlights enoki mushrooms as part of a Korean-inspired tasting course. Mycelium is gaining popularity as a sustainable, flavour-rich protein alternative. Elkano in Spain features a dish simply named cep and trumpet, while Florilège in Tokyo serves mushroom flan.
Ocean flavours reinvented
Restaurants like Central in Lima and Elkano in Getaria push the boundaries of seafood by integrating marine plants such as sea lettuce and algae. Seacuterie is featured on the menus at Odette in Singapore and A Casa do Porco in São Paulo. The uniqueness of Uliassi’s cuisine is found in the chef’s study of marine flavours and how they meet and “contaminate” meat-based products, with ingredients like shrimp brain and seared cuttlefish on their menu in Italy. Lima’s Mayta, with their great attention to sustainability, serves paiche, an Amazonian fish that needs to be eaten to prevent the destruction of other species.
K-wave
If food is the ultimate window into culture, and Korean culture is increasingly prevalent and valued internationally, then Atomix in New York provides the ultimate gastronomic manifestation of the K-wave phenomenon. This is Korean dining at its very finest: sophisticated and flavoursome food, with dishes grounded in heritage, but distinct and innovative. Dishes range from lamb with deodeok (a Korean root vegetable) to cherry blossom trout with Korean mustard and rhubarb; sea cucumber might be served with shrimp and egg over rice, while just-grilled wagyu is contrasted with cold noodles. Atomix is providing a fresh and more international perspective on Korean cuisine, outside the boundaries of hansik (traditional Korean food) or ‘New Korean’ gastronomy. It has become one of the most influential restaurants in the world
Aromatic and floral ingredients
Florals such as rose and violet are appearing in cocktails and desserts, offering a subtle aromatic dimension. Trèsind Studio in Dubai uses rose in its take on a traditional dessert, while Disfrutar in Barcelona incorporates floral elements into their molecular gastronomy-inspired sweets.
Complex fruits in savoury and sweet dishes
Flavours like yuzu and tamarind are gaining popularity. Gaggan in Bangkok features tamarind in a spicy and tangy amuse-bouche, and Septime in Paris uses kumquats to add acidity to seafood dishes, balancing sweet and savoury elements, while El Chapo in Bogotá serves lobster with tamarind and ant.
The rise of seasonal vegetables
Fine dining menus are elevating seasonal vegetables to hero status. Celeriac, for instance, is featured as a main course at Belcanto in Lisbon, while beets are showcased in creative presentations at Piazza Duomo in Alba. These dishes reflect a focus on sustainability and plant-based excellence. At Alain Passard’s Arpège in Paris, the stars of the menu remain vegetables and plant-based ingredients on his mostly animal-free menu. At Reale in Abruzzo, a singular broccoli leaf is served simply with an anise sauce.
In summary
While Europe retains a dominant presence on this year’s list, the increasing influence of Asia and Latin America indicates a shift towards more global representation. Tokyo, Lima, and Mexico City feature multiple times on the list, showcasing their culinary innovation and status as essential destinations for fine dining.
Sustainability, storytelling, cross-cultural experimentation and disruption of the status quo are growing trends within the fine dining world.
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Mindful Moments, Bold Flavours
Mindful Moments, Bold Flavours:
A Taste of What’s Next in Food and Drink
November 2024
By Hannerie Visser (Studio H)
In today’s culinary landscape, consumers are increasingly looking to explore flavours that elevate experiences beyond mere sustenance. This shift marks a move away from traditional food experiences to ones that are immersive, sensory-rich, and meaningful. Four key flavour trends are rising to meet this demand, each offering a unique twist on familiar tastes while embodying the evolving consumer desire for authentic, vibrant, and globally inspired experiences.
Coffee: Bean beyond
Coffee is undergoing a transformation from a morning staple to a versatile flavour powerhouse. Beyond the traditional cup, coffee is gaining popularity as a key ingredient and we’re seeing increased use specifically in sauces, marinades and desserts. Its rich, roasted undertones lend a depth that complements savoury and sweet applications alike, creating unexpected and complex flavour experiences.
Coffee’s complexity allows it to act as both a primary and supporting flavour, whether it’s adding depth to a marinade or balancing sweetness in desserts. The versatility of coffee allows it to blend seamlessly with other flavours, enhancing dishes with a richness that feels luxurious yet grounded. This trend reflects a growing consumer appetite for bold, layered tastes that invite mindful, moment-by-moment savour.
Fruity flavours: freshness with a vibrant twist
Fruity flavours are having a moment, particularly among younger consumers who prioritise health-conscious options that don’t sacrifice taste. Consumers are more conscious of what they consume and prefer flavours that align with their health and lifestyle values. Consumers associate fruity ingredients with wellness and sustainability, contributing to their increased presence in food and beverage products. This trend embraces flavours like pineapple and citrus, which add a refreshing, tropical twist to both food and beverages.
As a result, fruity flavours are increasingly found in health-conscious items like low-calorie desserts, beverages, and snacks, each offering an uplifting, flavour-packed experience that aligns with the desire to treat oneself while staying balanced.
Floral flavours: The elegant, aromatic profile
Once a niche flavour category, floral notes are stepping into the mainstream, adding sophistication and a delicate touch to a variety of food and beverage options. Floral flavours are experiencing a surge in popularity across food and beverage categories, driven by consumer fascination with their unique notes and health benefits. In 2024, according to a recent report from Innova Market Insights 33% of consumers have actively sought more floral flavours in their food and drink. Compared to other botanical flavour categories tracked by Innova, floral flavours in food and beverage launches are growing at the fastest rate.
Floral flavours like elderflower, hibiscus, camomile and rose are particularly popular in drinks and desserts, where their aromatic qualities create a refined and unique experience. Floral notes have also gained traction in the non-alcoholic beverage space, where they provide an elegant alternative to alcohol and complement the rising trend of mindful drinking. The sophistication of floral flavours allow consumers to enjoy complex and satisfying alchohol-free beverages.
Umami-led flavours: a taste of depth and savour
Umami, often referred to as the “fifth taste,” is captivating consumers who crave complex, savoury flavours that go beyond the ordinary. Umami-led ingredients such as miso, mushrooms, seaweed, and soy offer rich, layered profiles that can transform dishes with their depth and subtlety. These flavours provide an intense “taste of depth,” giving consumers an experience that’s both familiar and sophisticated, with hints of savouriness that linger. This trend aligns with a growing interest in authenticity, where consumers appreciate flavour combinations that are both novel and rooted in culinary traditions.
The evolution of flavour as experience
These four flavour trends – coffee, fruity, floral, and umami-led – reflect a significant evolution in the way consumers engage with food and beverages. Today, flavour is no longer just about taste, it’s about creating a memorable experience, exploring different cuisines, and engaging in moments of mindful indulgence. This trend underscores a shift in consumer expectations, where the dining experience is valued as much as the food itself.
Our flavour pairing index:
Coffee
Pineapple
Hibiscus
Elderflower
Miso
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Top Fragrance Trends of 2024
From Gourmands to Classics: Top Fragrance Trends of 2024
October 2024
By Carla Gey van Pittius – Head of Fragrance, SensoryFX.
As a fragrance enthusiast, I’ve been captivated by the exciting developments that have shaped the industry in 2024. From the resurgence of classic notes with a modern twist to the emergence of indulgent gourmand scents, this year has been a remarkable journey for both perfumers and consumers alike. Let’s explore some of the most noteworthy trends that have defined the fragrance landscape.
1. Gourmand treats
Just imagine the sweet, creamy and indulgent feeling of eating a chocolate but instead of tasting it, you’re smelling it! Wanting to smell like a freshly baked croissant or a creamy pistachio ice cream has never been easier. This year, I’ve enjoyed the rise of delectably edible fragrances such as the rich and addictive Yum Pistachio Gelato by Kayali or the fruity marshmallow favourite, Oriana from Parfums de Marly. The boundaries of the popular gourmand family have been pushed and tested by truly creating such captivating fragrances that one can’t help but give a double take when smelling these creations.
2. Vanilla reinvented
The iconic vanilla has seen a comeback in 2024, but with surprising twists and turns. Pairing creamy, sweet, and edible vanilla with notes such as tobacco and leather has been a game-changer. My favourite example of this trend is Vanille Leather by BDK Parfums, where the spicy pink pepper top notes blend beautifully with the animalic leather and comforting sweet and creamy Madagascan vanilla. Such a contrast between the earthy, harsh leather and the familiar vanilla creates a harmonious and captivating fragrance.
3. The sophisticated cherry
The resurgence of cherry fragrances, infused with a touch of elegance, has been a pleasant surprise. Looking at examples such as Juliette Has A Gun, Juliette Eau de Parfum, we see the delicate blending of the sour cherry facet with the soft florals of jasmine and a beautiful base of tonka bean, elevating this familiar note. The fun and fruity note of cherry is one we all recognise, but being able to have it in such a unique wearable form has transformed and renewed my idea of fruity and flirty nuances.
4. Summer centric fragrances
Who doesn’t love a summer day at the beach, feeling the warm sand beneath your feet and smelling the salty ocean? From solar to floral to fruity, I have certainly enjoyed witnessing summer-inspired fragrances all around in 2024. Parfums de Marly has created a perfect summer fragrance with their Valaya. The fresh aquatic and citrusy top notes create a beautiful opening to the white floral and vetiver heart, leaving a lasting amber, woody base that just echoes the feeling of a refreshing summer day. Lust for Sun by Juliette Has A Gun creates a slightly warmer, cozier feel of a late summer afternoon with the lactonic coconut top and the cocooning musk base that invites you to enjoy a lazy afternoon in the sun. These fragrances allow us to escape our mundane routines and transport ourselves to exotic destinations.
5. Interesting and unexpected notes
Speaking of the exotic, one of the most intriguing and unexpected fragrances I’ve encountered this year is Dead Dinosaur from the niche brand Snif. The fragrance opens with a strong top note of gasoline and pink pepper, blending with Peru balsam and cedarwood to create a rather lasting masculine feel. The idea of using gasoline was prompted by the slight addictive feeling of smelling gasoline when filling up a car for a road trip. On a less adventurous but still interesting route, we have experienced the beautiful golden warmth of honey and vibrant, sulfurous notes of tobacco in the beautiful Tobacco Honey from Guerlain. These unexpected notes have opened up and broadened the palette for both perfumers and consumers.
6. Mood-centric fragrances
I have really been inspired by the rise of mood-centric fragrances. Highlighting the healing and well-being properties of fragrance ingredients has been a pioneering trend in 2024. With Charlotte Tilbury releasing a collection of six mood-centric fragrances in April of this year, these fragrances have inspired consumers to think of their fragrance as an enhancement and extension of themselves, rather than just a step in their morning routine. We are no longer confined to a single signature scent; instead, fragrance has become a tool for escapism, emotional expression and self-discovery.
7. Clean and sustainable
Finally, I’ve seen a significant shift towards cleaner and more sustainable products across all beauty categories. In 2024, fragrances have been developed or adapted for the conscientious consumer. Mojave Ghost by Byredo has been a favourite among loyal customers to the brand, prompting a change towards a water-based reformulation. Water-based fragrances have become increasingly popular due to their focus on skin sensitivity. Sustainably sourced materials have become more important to consumers, leading brands such as Henry Rose to create fragrances with non-toxic and sustainably sourced raw materials as well as 90% recyclable packaging. The ability to choose clean and sustainably sourced fragrances has empowered consumers to become more aware of the products they consume and their lasting impact on the environment.
I believe that in the coming year, the fragrance industry will continue to push the boundaries of our understanding of familiar concepts. From classic cherry and vanilla to unexpected notes like gasoline and tobacco, the future holds exciting possibilities. By understanding the fragrance market and trends, SensoryFX is well-positioned to explore and create fragrance solutions that cater to the evolving needs of consumers.
Carla Gey van Pittius is a seasoned perfumer with a passion for fragrance development. With a keen interest in research and innovation, Carla has honed her skills in matching, and new fragrance creation. Holding an Honours Degree in Food Science and Technology, Carla is the Head of fragrance at SensoryFX, where she leads a team in crafting exceptional olfactory experiences.
The rise of the South:
A Global Flavour Trend
The rise of the South: A Global Flavour Trend
September 2024
By Hannerie Visser – Studio H
Uncover the global culinary impact of the Southern Hemisphere. SensoryFX delves into this exciting trend with insights from industry expert Hannerie Visser.
In a post-pandemic world, we’re finding a renewed appreciation for the power of food – how it has the ability to bring people together, tell our stories and express our emotions like no other medium. We live in unprecedented times: an era of polycrisis with major technology shifts driven by Web3 and AI, two devastating wars in Europe and the Middle East, a cost of living crisis, a planet in crisis, a global energy crisis, and election anxiety across the globe.
And with that we see the rise of this season’s macro trend – urgent optimism.
In addition, a southern generation of creatives is standing up, embracing regional materials, cherishing indigenous values, and creating local flavours with a sense of urgency. The world may be in turmoil, but we know that we are entering an era of optimism, driven by citizens and brands. We are embracing happiness and resilience – essential qualities of the people of the south.
“The south is waking up and grasping global opportunities that are being explored. It took a
long incubation period for its immense talents to gain confidence but now we can feel the
planet tremble with excitement, the globe is exploding with expectation.” – Li Edelkoort
We are seeing a recalibration of the balance between the north and the south. For perspective, according to the UN, by 2100 the population of the global north will have grown by only 0.3 billion to 1.28 billion (11.8% of the global population), while that of the south will have grown by 3.7 billion to 9.6 billion (88.2% of the global population).
Global power dynamics have undergone a significant transformation since the last century, marking a momentous shift from the northern to the southern hemispheres. Until very recently, the balance of power was unequivocally tipped in favour of the northern regions, which had historically retained dominance over capital, assets, and the flow of information. The northern territories were regarded as the primary epicentres of economic prowess and technological innovation.
A discernible paradigm shift is currently underway, underscored by a noticeable stagnation in the north’s ability to generate groundbreaking innovations. Increasingly, the northern regions are casting their gaze southward, seeking inspiration and novel ideas from the burgeoning economies and burgeoning creative forces in the global south.
This fundamental transition in global dynamics not only reshapes the world as we know it, but also highlights the importance of the south as a thriving creative entity.
With that, we see the rise of southern flavours globally. Notably, South African culinary and gastronomic traditions have found a vocal advocate in chef Dave Chang, who frequently references South African food, wine, and beloved biltong in his podcast, The Dave Chang Show, thereby underscoring our growing influence on global tastes. In the UK, biltong has found pride of place in the Selfridges Food Hall with a dedicated biltong counter, and our favourite snack can be found on most supermarket shelves – labelled as biltong (not jerky). Watch out for a global biltong flavour takeover
Another proudly South African flavour stalwart, rooibos, has been having a moment since it was nominated as one of the top ten colours in the Fashion Colour Trend Report for spring 2024 at New York Fashion Week.
We are looking forward to seeing a wave of southern hemisphere flavours take the world by storm with a special focus on ingredients and dishes like kuli-kuli, suya, jollof and fonio from West Africa, driven by chefs like Pierre Thiam and Kwame Onuwachi in the US.
Side Bar
Pierre Thiam is a chef, author, and social activist best known for bringing West African cuisine to the global fine-dining world. He is the executive chef and co-founder of Teranga, a fine-casual food chain from New York that introduces healthy, casual fare directly sourced from farmers in West Africa. Pierre is also the Executive Chef of the award-winning restaurant Nok by Alara in Lagos, Nigeria and the Signature Chef of the five-star Pullman Hotel in Dakar, Senegal.
His company Yolélé advocates for smallholder farmers in the Sahel by opening new markets for crops grown in Africa. The company’s signature product, Yolélé Fonio, a resilient and nutritious grain, is found in Whole Foods, Target, Amazon and other retailers across America.
Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.
Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.
Sources: Proud South, Proud sound, the rise of the proud Southerner by Kavita Parmar (India), www.pierrethiam.com
Scentsational Shift
August 2024
The Rise of Mood-Centric Fragrance:
The fragrance industry is witnessing a fascinating evolution. Consumers are increasingly seeking personalised olfactory experiences that go beyond singular signature scents.
This shift is driven by a powerful force: the connection between fragrance and mood. We are no longer confined to a single signature scent; instead, fragrance has become a tool for escapism, emotional expression and self-discovery.
The Rise of the Fragrance Enthusiast:
The fragrance landscape itself has become more accessible and diverse due to the rise of niche perfumeries and online retailers. This wider range of scents and fragrance profiles plays a role, but the defining characteristic of this new generation of fragrance enthusiasts is their focus on mood.
Gen Z and Millennials are not simply seeking new scents; they are driven by a desire to leverage fragrance as a tool for emotional expression and well-being. Research shows that a significant portion 80% of fragrance users believe scent can enhance their mood.
This focus on mood transcends generations, but it’s particularly pronounced among Gen Z, a demographic facing heightened levels of stress. Understanding this emotional landscape helps explain their shopping habits – a preference for smaller, more affordable fragrances that can be easily mixed and matched to create personalised experiences.
Beyond the Bottle:
Scent as a Multi-Sensory Experience
The growing understanding of the science of scent has played a significant role. Research has conclusively shown the powerful link between fragrance and our emotional state. Specific scents can evoke specific emotions. Lavender, for instance, is renowned for its calming properties, while citrus notes can energize and invigorate. This scientific knowledge has empowered consumers to leverage fragrance as a tool for mood management.
The Rise of Layering and Fragrance Wardrobe:
This newfound understanding also explains the trend of layering fragrances. By layering multiple scents with complementary notes, individuals can create bespoke olfactory experiences tailored to their mood or desired effect. Imagine a person layering light citrus eau de cologne for a morning pick-me-up with a warm, comforting vanilla body lotion for a cozy evening.
Social Media and the Power of the Influencer:
The rise of social media has also fuelled the fragrance evolution. Platforms like Instagram and TikTok have become hubs for fragrance education and content creation. Fragrance enthusiasts share reviews, tutorials, and tips for layering fragrances, creating a vibrant online community and fostering a culture of fragrance discovery and experimentation. Additionally, the influence of beauty influencers who promote diverse fragrance profiles further drives consumer interest in exploring beyond traditional perfume selections.
Beyond Perfume:
The Diverse Applications of Mood-Centric Fragrance
The power of fragrance as a tool for escapism and self-expression extends far beyond the confines of a perfume bottle. Scent transcends personal application, weaving itself into the fabric of our daily lives. A consumer’s home, now more than ever, is a reflection of their inner sanctuary. Beyond masking odours, this trend reflects a desire to create emotionally resonant home environments. This translates into the development of home and air care products formulated with differentiating fragrance profiles. These profiles target specific moods and needs, potentially encompassing calming scents for bathrooms, invigorating scents for kitchens, and focus-enhancing blends for workspaces.
The rise of mood-centric fragrance signifies a deeper understanding of the emotional connection consumers have with scent. As fragrance developers, SensoryFX is at the forefront of this evolution. We are constantly exploring innovative fragrance solutions that cater to the evolving needs of our clients. By embracing the power of mood-centric scents, we can unlock a world of possibilities, where fragrance transcends aesthetics and becomes an integral part of our emotional well-being.