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Consumer tastes are salivating away from the gourmand trend and leaning toward crisp and sweet.
November 24, 2024
By: Lianna Albrizio
The country may have gotten a brush of the first snow of the winter season, but in the fragrance world, consumers are not quite done with summer flavor.
According to beauty trend tracker Spate, consumers are moving away from the gourmand trend, with tastebuds perked up for crisp and sweet. Currently, matcha and watermelon lead the fastest-growing fragrance products in the US.
Per analysts, the watermelon perfume trend currently sees an average of 1.3K monthly searches and has experienced a +120.0% year-over-year (YoY) growth in searches compared to last year. On TikTok, it garners 7.2K average weekly views, indicating it’s still in its early stages with relatively low visibility. The top-related hashtag, #sweetfragrance, receives 3.7K average weekly views.
This trend also has a very high shop view share of 60.7%, meaning a significant portion of views comes from commission eligible posts. This creates an opportunity for brands to collaborate with influencers active on TikTok Shop or linking to affiliate sites. Plus, consumers are gravitating toward fresh, fruity scents, moving away from the caramel and candy-heavy fragrances that have dominated the market and continue demonstrating growth (+64.1% YoY growth in searches for caramel perfume and +17.8% for candy perfume).
One of the top searches is for watermelon perfume Bath and Body Works, showing that the scent is still largely viewed as an affordable, body-spray-esque option. This leaves space for luxury brands to create a more sophisticated, unique fragrance with a watermelon profile.
Beauty enthusiasts not only enjoy matcha (as in green tea) in their cups. They want it in their perfume spray bottles, too.
Analysts say matcha perfume sees 1.6K average monthly searches on Google with a +127.4% YoY growth in searches compared to last year. On TikTok, the matcha perfume trend receives 26.1K average weekly views, leaving plenty of room for growth. However, it boasts an 8.6/10 TikTok sentiment score, indicating the trend generates mostly positive reactions.
Alongside personal fragrance, the hashtag #matcha garners 77.0K average weekly views and is growing at a rate of 3.9K% YoY. Analysts encourage brands to capitalize on this trend by launching their own matcha fragrances and engaging with the #perfumetok community. Sending products for influencers to unbox this holiday season can ignite dialogue and hype alike.
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