Cherry or tabasco? Perfumers test weight-loss drug users’ appetite for food-inspired scents

Cherry, banoffee pie, and tabasco are just a few of the food-inspired scents that perfume makers are exploring as so-called gourmand fragrances grow in popularity. Researchers are investigating the potential connection between weight-loss drugs, known as GLP-1 therapies, and consumers' changing preferences for food-linked aromas.

Companies such as Givaudan, IFF, CPL Aromas, and L'Oréal have explored this link, although more research is needed. GLP-1 drugs, which include Novo Nordisk's Wegovy and Eli Lilly's Mounjaro, can cause nausea and gastrointestinal issues, and researchers are also examining other possible effects, including a reduction in alcohol cravings and changes to smell and taste.

According to a study by the US National Institutes of Health, GLP-1 therapies may increase interest in scent as a source of sensory pleasure. Perfume brands and manufacturers are adapting to these shifts in consumer preferences, with an increasing interest in savory, salty, fermented, and roasted aromas. Gen Z consumers, in particular, are seeking out these flavors, and perfumers are incorporating new combinations like vanilla with nuts.

Despite the potential impact of GLP-1 drugs on the perfume market, traditional vanilla-based scents like Burberry's Goddess and Yves Saint Laurent's Libre Eau de Parfum are still expected to remain popular.