The fragrance industry is undergoing a significant olfactory shift, and the data from social media analytics firm Spate confirms it: we have entered the era of the hyper-gourmand scent profile.
According to Spate’s 2025 data, pistachio was leading with a 484K year-over-year increase in views on social media followed by caramel and honey reflecting a craving for comforting gourmand scents that feel both novel and familiar. Vanilla, despite a more modest 212K year-on-year views increase remains the most viewed scent on social media with more than 2M views.
Yet the data also reveals a move toward more complex profiles. Strawberry, fuelled by the “strawberry girl” aesthetic on TikTok, is transitioning from mass-market novelty to premium offerings. Similarly, watermelon views are up 26K reflecting a demand for fresh, juicy notes. Even matcha has entered the mainstream conversation, with views up by 11K signaling a hunger for earthy, green tea notes.
This pivot toward the edible aligns with a broader cultural moment. With the rise of GLP-1 medications and renewed diet culture, consumers are increasingly using scent as a way to access the comfort of food without consumption. What we are witnessing is the maturation of a category that began with Mugler’s Angel three decades ago. The new gourmand is less about literal dessert replication and more about texture and abstraction.
