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.

Yet, when it comes to home fragrance, some of the bloom is off the rose. In fact, home fragrances sales last year fell for the first time in the past decade, according to Kline. Consumers pulled back on home fragrance purchases because they spent less time, well, at home.

— Read more in Of Hearth & Health: The Home Fragrance Market at Happi.

“Fragrances sized under one ounce are selling at three-times the rate of the total fragrance market,” said Jacquelyn Wenskus, fragrance analyst at Circana. That pace is continuing from last year for the category, the firm noted.

“Fragrances under one ounce cost a fraction of the price, about a third of the price of larger size, so these appeal to the consumer that is being cautious with her money but still looking to treat themselves,” she said.

— Read more in How we’re buying perfume could signal how we’re feeling about the economy at CNN.

Global sales of high-end fragrances started growing significantly during the pandemic and have been on the rise ever since, which seemed to surprise even fragrance players: “We initially thought, ‘OK, this is just pent-up demand,’ but we’ve seen it continue for approximately three years. As we’ve started to understand the consumer growth, what we’re finding is there are a lot of new consumers” shared Inter Parfum’s CFO in an interview with Business of Fashion.

— Read more in Fragrance Players Enjoy Double-Digit Growth, Driven By Demand For Premium Labels at Forbes.