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Fragrance is a decisive factor for consumers when purchasing home and personal care products due to the experiential element it adds. However, consumers’ growing interest in health and wellbeing will create additional scrutiny over the fragrance components in the products they buy over the coming years.

Brands and products can adjust their messaging around fragrances to take into account these consumer concerns, but can also communicate the wider benefits that fragrances can provide to help people in their everyday lives. By doing so, brands can encourage people to see greater value in the products they offer.

By identifying what consumers want from their products, and why, Mintel Global Household Analyst, Richard Hopping has predicted the fragrance trends of the future set to unfold in home and personal care space.

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