Fragrance usage in the US is up slightly this year, compared to 2022. The age group leading the boom? Gen Z consumers.
In fact, Gen Z’s usage has expanded significantly, up five percentage points to 83%, according to findings from Circana’s Fragrance Consumer Report 2023.
Compared to total fragrance wearers, Gen Z over-indexes when it comes to myriad factors. For one, consumers aged 13 through 26 rank highest when it comes to heavy usage, or wearing fragrance at least three times a week, and are now more engaged with the category than Millennials.
— Read more in Gen Z Is Sweet On Smelling Good at Happi.
I can’t access the article but I am curious as to what fragrances are popular with them. My girls pretty much wear fragrances on a daily basis.
That’s odd, I don’t have a subscription or anything.
Anyway, it doesn’t say.