Weight-Loss Drugs May Be Changing Perfume Preferences, Industry Finds

According to a Reuters report published on October 19, fragrance manufacturers and beauty companies are examining how users of GLP-1 medications, including Wegovy and Mounjaro, respond to fragrances inspired by desserts, spices and other edible aromas.

Gourmand fragrances, which recreate the scents of food and sweet treats, have been popular for decades. Thierry Mugler’s cotton-candy-inspired Angel and Nina Ricci’s toffee-apple fragrance Nina are among the established examples. The category has expanded further in recent years, supported by online shopping and growing interest among younger consumers.

Major fragrance companies, including Givaudan, International Flavors & Fragrances (IFF), CPL Aromas and L’Oréal, have explored the possible relationship between GLP-1 medications and scent preferences. However, companies and scientists interviewed by Reuters stressed that more research is needed to establish the nature of any connection.

GLP-1 medications, commonly prescribed for diabetes and weight management, can cause side effects such as nausea and gastrointestinal discomfort. Researchers are also investigating their potential effects on smell, taste, appetite and other behaviours.

Paule Joseph, co-director of the National Smell and Taste Center at the US National Institutes of Health, said a possible effect on the chemical senses was scientifically plausible. However, she cautioned that it was too early to determine whether these medications significantly change how people perceive different smells.

IFF research suggests that some people using GLP-1 therapies may seek greater sensory enjoyment through fragrances, according to Celine Manetta, the company’s health and wellness director for research and development. L’Oréal has also observed indications that consumers may turn to fragrances and other beauty products for pleasure.

Givaudan has been studying the potential relationship for about a year. Its global head of marketing for fine fragrance, Arnaud Guggenbuhl, said GLP-1 use may influence individual fragrance preferences, with certain familiar aromas becoming less appealing while others gain popularity.

The company is expanding its range of gourmand fragrances, including scents designed to reproduce the complex aromas of banoffee pie, panettone and cupcakes.

Meanwhile, fragrance brands are responding to broader changes in consumer tastes. Market researcher Mintel identified gourmand fragrances as the second-largest category for new product innovation after floral scents, with their share rising to 24% over the past year from 9% two years earlier.

Research by NIQ found that GLP-1 users in the United States spent 26% more on fragrances than the average consumer. However, the finding reflects broader beauty spending patterns and does not, by itself, establish that weight-loss medications are responsible for the difference.

Perfume makers are also moving beyond traditional sweet notes. Vanilla-based fragrances remain popular, while whisky, rum, tequila, cocoa, chilli-like spices, sesame, miso, rice and truffle are emerging as ingredients in more experimental compositions.

CPL Aromas says younger consumers are showing interest in savoury, salty, fermented and roasted aromas. Coty has also highlighted combinations such as vanilla and pistachio, while perfumers are exploring creamy notes associated with banana, whipped cream and warm milk.

Industry executives believe the next phase of gourmand perfumery will focus increasingly on taste, texture and complex sensory experiences rather than sweetness alone.

Although the link between GLP-1 medications and fragrance preferences remains under investigation, the industry is already exploring new ways to appeal to consumers seeking pleasure through scent.

As one Givaudan executive put it, people may still want to enjoy the aromas of foods they choose not to eat.