Miso, vanilla or tabasco? How weight-loss drugs are changing fragrance preferences

Weight-loss drugs may be changing what people look for in perfumes as well as what they eat. As medicines such as Wegovy and Mounjaro reduce appetite and change people's relationship with food, fragrance makers are studying whether users are turning to food-inspired scents for sensory pleasure, Reuters reported on Monday.

The link is still being researched, but Givaudan, IFF, CPL Aromas and L'Oreal told Reuters they have explored how GLP-1 drugs may affect fragrance preferences. Companies and scientists said more research is needed.

GLP-1 users are being studied

GLP-1 drugs can reduce appetite and cause side effects such as nausea and other stomach problems. Scientists are also studying whether they can affect taste and smell.

Paule Joseph, co-director of the National Smell and Taste Center at the US National Institutes of Health, said a possible effect on the senses cannot be ruled out. However, it is too early to know how the drugs may change the way people experience smells.

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Research by IFF suggests that GLP-1 users may become more interested in fragrance as a source of sensory pleasure. L'Oreal has also noticed a similar pattern and believes some consumers may look for other forms of enjoyment when their relationship with food changes.

Givaudan has been studying the possible link for about a year. It found that some GLP-1 users may lose interest in scents they previously liked while becoming attracted to others.

Food-inspired perfumes are growing

The development comes as gourmand fragrances, which are inspired by food, are becoming more popular.

Mintel data shows that gourmand and edible fragrances accounted for 24% of new fragrance innovations over the past year, up from 9% two years earlier.

Perfume makers are moving beyond familiar vanilla, chocolate and caramel. New fragrances are using smells inspired by sesame, miso, rice, truffle, cocoa and even tabasco. CPL Aromas said Gen Z consumers are showing greater interest in savoury, salty, fermented and roasted smells.

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GLP-1 users spend more on fragrance

There is also a business reason for companies to watch this group. US market researcher NIQ found that GLP-1 users spent 26% more on fragrances than the average consumer.

The potential market is large. The World Health Organization estimates that more than 1 billion people globally are living with obesity. Pharmaceutical companies and analysts expect the GLP-1 market could reach $150 billion by 2030.

For fragrance makers, the rise of weight-loss drugs could create a new group of consumers looking for scents that recreate some of the taste, texture and pleasure associated with food.