Fragrance trends are increasingly influenced by social media platforms. According to the Mintel study "The Future of Fragrance 2025", viral trends are driving interest in discovery sets, one of the biggest fragrance trends of the year. With shorter trend cycles and economic pressures, trial size products offer customers a no-obligation alternative to discover new fragrances. According to the study, Generations Alpha and Z are also looking for high-quality fragrances without having to spend a lot of money. The London-based market research institute is one of the leaders in its sector.

Test more often without regrets

Mintel recommends that brands make it easier for consumers to access prestige fragrances by offering several trial fragrances for the price of one original bottle - four 10-millilitre bottles for the price of one 30-millilitre bottle, for example. Brands could also encourage participation in micro-trends by marketing and promoting the frequent purchase of mini fragrance products, Mintel said. As smaller bags also continue to trend, brands could also position smaller perfume samples as more portable. As global temperatures rise, consumers also expect fragrance products that take climate change into account. In India, for example, 48 per cent of consumers are looking for products that cool in the heat. In the next five years, fragrances that support wellness goals will take centre stage even more.

Luxury fragrances for small budgets too

At the same time, the "fragrance elitism" of generations Alpha and Z is increasing, as young people not only want to smell good, but also want to be on trend. According to the Mintel "Global New Product Database", the number of prestige fragrances launched worldwide rose by three per cent between 2021 and 2023. They are now the second most popular luxury goods category after shoes. To appeal to young, trend-conscious consumers, brands should offer high-quality fragrances in different price ranges. In this way, they could offer consumers from different economic backgrounds the chance to achieve their desired status without spending too much. Brands could also focus their marketing on the fact that luxury is attainable regardless of wallet.