Why GLP-1 users’ impact on food-inspired fragrance market is nothing to sniff at

GLP-1 weight-loss drugs may be affecting users’ sense of smell and taste, leading fragrance makers to research more gourmand scents

From cherry and banoffee pie to Tabasco and sesame, the list of food aromas popping up in luxury fragrances keeps growing. Now some perfume makers are starting to ask if weight-loss drugs might be reshaping what consumers want in a scent.

So-called gourmand fragrances like Thierry Mugler’s pioneering candyfloss-inspired Angel and Nina Ricci’s toffee apple scent Nina have been around for decades. More recent growth in the segment has been attributed to the Covid-19 pandemic-era boom in online retail – when familiar food associations helped sales of perfumes that cannot be smelled before purchase – ‌and the growing prominence of Gen Z consumers.

But as scent makers experiment with more novel flavour aromas, eight fragrance manufacturers and top perfume brands reveal how they are assessing the responses of GLP-1 users to these food-linked smells.

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