Gourmand fragrances continue to captivate consumers, with luxury and affordable brands across the market creating scents with food-inspired flavours.
US-based trend tracker Spate, revealed that searches for ‘gourmand fragrances’ increased by 58.3% in 2024 alone, with notes such as pistachio, vanilla, honey and salted caramel remaining popular, and packaging, product names and storytelling centred around patisseries, sweet shops and desserts.
2025 has seen plenty of new additions to this category: Daise, a Gen-Z brand with kitschy flower body mists in raspberry and mint or pear and patchouli launched in January; Earl of East expanded its Café Collection in February with the limited edition release of a buttery croissant candle for Valentine’s Day; and in April, Juliette Has A Gun debuted its first gourmand blend with Miami Shake, featuring notes of strawberries, whipped cream and vanilla.
According to Shiyan Zering, Senior Research Analyst at Mintel, dessert-inspired fragrances continue to dominate as they evoke positive memories of celebrations and home-cooked treats.
“In times of economic uncertainty, these scents offer comfort and affordable luxury. Younger people, who often buy baked goods as a treat, drive this trend; 31% of UK 16-24-year-olds purchased fresh sweet baked goods in the 12 months to June 2024, compared to 19% of all UK diners.”
