A recent NPD report on the rebound of fragrance explores consumers’ usage and purchasing trends since 2020.
While many fragrance users paused their usage during the pandemic, NPD data shows most of them have returned to the category. Less than a quarter of all users are still wearing less fragrance than they did before the pandemic.
NPD data found that 74% of fragrance purchasers bought in-store, where there is a greater ability for hands-on testing and sampling.
When it came to longer-lasting fragrances, 70% of fragrance consumers are willing to pay more for a higher concentration.
It was also found that 64% of fragrance consumers say Instagram influenced their fragrance purchases, driven heavily by Gen Z and Gen X.
Environmental and social causes are also a big influencing factor, with 33% of consumers looking to buy from a brand with a cause.
In the last 12 months, 89% of consumers reported using home scents.