Appetite-battering weight loss drugs inspire hunger for perfumes that smell of food

People are going nuts for scents that stink of cakes, biscuits, chocolate, coffee, vanilla, caramel and even pizza as drugs stop them eating the treats for real

Jerry Lawton Chief Reporter

20:49, 24 Aug 2025

Sabrina Carpenter's coffee perfume is tempting dieters(Image: Sabrina Carpenter via Superdrug)

Appetite-battering weight loss drugs have inspired a hunger for perfumes that smell of food. Folk are going nutty for scents that stink of cakes, biscuits, chocolate, coffee, vanilla, caramel and even pizza.

Industry experts say their popularity is due to a growth in the use of pills that suppress yearnings for grub. Launches of dessert-themed fragrances - known as gourmand perfumes - are up 24% in the past year, according to market research firm Mintel.

The rise is happening alongside the increased use of weight loss medication containing Glucagon-Like Peptide-1 - aka GLP-1 - a naturally-occurring hormone that helps control blood sugar and appetite by mimicking its effects.

Mintel global beauty analyst Clotilde Drap said fragrance brands may increasingly explore such notes to address GLP-1-driven appetite suppression as customers strive to stay lean while enjoying decadent, food-inspired scents.

[Pizza-flavoured fragrance is also popular]

Pizza-flavoured fragrance is also popular

The firms Future of Fragrance 2025 report predicts a further growth in sweet scents as more and more folk turn to weight loss medication.

Online discussions have linked GLP-1 medications to changes in appetite and sensory experiences, potentially driving interest in sensory stimulation like fragrances, said Clotilde.

She said mood-boosting was the top reason for using fragrance in the UK and sweet scents are linked with indulgence.

Website Makes Food Scents markets itself as a one-stop shop for all your fun food scented fragrances.

Its blurb states: Here you can find a variety of scents including chocolate, candy, and sweets.

The range of colognes has been designed to replicate the scent of some of your favourite items including brownies, candy canes, peanut butter, pizza and more goodness.

[Delicious and healthy peanut butter on vintage background]

Peanut butter perfume sales soar(Image: Getty)

These scents have captured your favourite foods and bottled up for you to enjoy anytime, anywhere.

You can find the perfect scent to match any occasion from casual wear to formal events. We have fragrances for every moment, mood, and occasion!

They are particularly popular with younger consumers online.

Google and TikTok searches for gourmand fragrances have shown year-on-year growth of 170% since 2023 in the US, according to consumer research firm Spate.

In April singer, songwriter and actor Sabrina Carpenter released the latest addition to her gourmand-centred perfume line Me Espresso.

It is described as smelling like sugary iced coffee with notes of espresso, biscuit and whipped cream.

The Fragrance by Sabrina scents also include Sweet Tooth, Caramel Dream and Cherry Baby and are shaped like chocolate bars.

Amanda Carr, a researcher at the We Wear Perfume website, said: Generally speaking its a Gen Z-inspired fragrance trend.

Its like a baked cake or a sweet treat.

Its very easy for somebody whos new to fragrance to understand it.

Vanilla does hang about. Its a very heavyweight note. So it seems like a good value for money fragrance and that appeals to Gen Z as well.

Food fragrances are expected to make the global perfume business grow by 3.3% this year, according to data company Statista.

TikTok trends include scent layering which involves buying multiple-fragranced body care products from oil to lotions to boost the longevity of the pong.

Some were sceptical about the trend.

One commented online: I dont see much of a market for a perfume stinking of cheese.

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"How about sausage-In-a-bottle? Got a nice ring to it," joked another.

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