According to Modor Intelligence, the APAC’s flavour and fragrance market was projected to grow at a compound annual growth rate (CAGR) of 6.15% from 2024 to 2029.
Dsm-firmenich attributed this to growing income levels and an increasing focus on overall beauty and wellness.
“With a rise in disposable incomes, consumers are also increasingly turning to beauty and fragrance as an expression of personality and self-identify,” said Jun Saplad, Global Head, Regional Consumer Brands, Perfumery & Beauty, and Region President APAC, dsm-firmenich.
This consumption is driven primarily by millennials and Gen Z consumers.
Fragrance trends 2025
Speaking to CosmeticsDesign-Asia, Saplad highlighted several key trends that could potentially influence the future of the fragrance industry in 2025.
He underscored the rise of therapeutic scents, which is linked to neuroscience and their impact on emotions.
“In years to come, beyond smelling good, fragrances will be crafted with specific therapeutic or mood-enhancing benefits. Today, wellness is a holistic endeavour, and we see it transferring to fragrance choices today. Fragrances designed to support mental well-being will gain popularity through formulations using innovations around neuroscience and behavioural science,” said Saplad.
This trend is particularly strong in South East Asia as compared to other regions like North Asia, where fine fragrance “remains occasion-driven and highly experiential”, with consumers using fragrance for special events or settings.
Overall, the company has observed a growing consumer appreciate of perfumery and a growing “recognition of fragrance as a source of revitalisation and feeling great”.
According to dsm-firmenich, 75% of female consumers in APAC find that fragrance can improve their mood and their skin appearance.
“Since the COVID-19 pandemic, our research has shown an increase in fragrance appreciation, with 72% of the population appreciating scents more in 2024, up from 56% in 2020,” said Saplad.
Science-backed scents
Furthermore, fragrance was also becoming a factor in social connection among consumers in APAC.
“We are seeing a rising trend among Gen Zs, who seek to reconnect with the physical world after spending most of their time online and on social media. This highlights an emerging trend of using scents for mindfulness – creating a deeper connection to one’s surroundings,” said Saplad.
Saplad highlighted that consumers are seeking out fragrance products that are backed by science and are willing to pay a premium for it.
“To address these opportunities, we will double down on our vision of producing innovative and sustainable solutions that bring delight and care, all while creating positive impact for the world and our planet.”
In 2024, the dsm-firmenich launched HALOSCENT Pure You, the latest in its profragrance range, which features a patented triggered release technology that “releases fragrance raw materials over time, giving an amplified olfactive effect”.
Haloscent Pure You releases perfumery molecules once its triggered by the microbiome, the firm claimed.
“[Haloscent Pure You ] make scents not only last longer but also reactivates the fragrance at key moments that it remains noticeable and engaging,” said Saplad.
“We aim to transcend the conventional boundaries of wellbeing by creating products that not only make people feel good physically but also foster emotional connections and bring a sense of joy and fulfilment. By blending sensory delight with care for individuals and the planet, we are uniquely positioned to address the evolving expectations of consumers in APAC and beyond.”
