Sweet scents emerge as top driver for Gen Z personal care purchases, study finds
The company is betting on this trend by investing in innovation blending science, creativity, and cultural insight to extend these developments beyond body care into categories like laundry products infused with sophisticated scents designed to appeal to this demographic.
UK – Unilever’s latest research reveals that sweet scents, particularly favored by Generation Z, are a key driver for personal care product purchases.
The company identifies a generational shift where scent is not merely about smelling good but has become a form of self-expression among younger consumers.
Unilever’s survey of 2,000 adults found that eight in ten Gen Zers choose personal care products based on how the scent makes them feel, with 41% stating they “must” smell fragrant wherever they go.
About 64% of Gen Z respondents prefer sweet fragrances such as vanilla, strawberries, and cherry blossom, contrasting with older generations who favour more traditional or fresher aromas.
A notable trend highlighted by Unilever is “smellmaxxing,” where nearly one in three Gen Z consumers layer multiple scents to create a personalized aroma.
Social media has a significant influence on these fragrance choices, with 34% of Gen Z regularly purchasing scented products inspired by online platforms, often without first smelling them.
This consumer segment is highly experimental and values scents that evoke emotions such as confidence or nostalgia—81% are likely to try products with memory-evoking fragrances.
The research revealed that 80% of Generation Z select personal care products primarily based on the emotional response triggered by a scent.
In comparison, 41% say they feel it is essential to wear a fragrance wherever they go.
The link between fragrance and emotion is growing stronger in the market, with 26% of Gen Z reporting a preference for scents that boost their confidence.
Vivek Sirohi, head of Unilever Fragrance House, said, “For Gen Z, fragrance isn’t just about smelling good — it’s become part of how they express themselves, like fashion or music.”
“They’re mixing, layering, and choosing scents that reflect who they are and what they care about.”
Unilever’s research highlights the evolving fragrance market, estimated at £62 billion (USD 84.6 billion), as one that is increasingly driven by emotional connections to scent and the influence of digital culture.
Meanwhile, Millennials tend to prefer mint fragrances, appreciating their fresh and invigorating qualities, while Generation X shows a liking for scents reminiscent of freshly washed laundry, enjoying the clean and comforting aroma it provides.
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