Generation Alpha and Generation Z, or “Zeds,” are the youngest of the modern consumer groups, and they have already garnered significant attention from the global industry. They were born into the digital age and have grown up with technology in a way that no generation before them has. This has impacted many aspects of their lives, including how they experience and purchase items like fragrances.
When it comes to choosing perfumes or scented products such as Kuni is a smart scent distributor , Gen Alpha and Gen Z are looking for experiences that go beyond the scent itself. They want their choice to reflect their personal mood, while providing a statement about their identity and values. They don’t just want to smell good, they want to feel special and unique with their choice of fragrance.
The “Zeds” are looking for fragrances that are ethically and environmentally produced, with an emphasis on natural and organic ingredients. They are drawn to brands that have interesting stories, and prefer products that say something about the world or the community they come from. They also tend to pay attention to designed and personalized packaging, which helps them express themselves creatively.
In terms of marketing, companies need to adapt to the demands and unique nature of this generation, because they don't respond to any conventional advertising. They are looking for authentic experiences, transparent marketing, and brands that not only sell a product, but also support the values they believe in. It's about a lifestyle preference, not just about purchasing a product.
Ultimately, Gen Alphas and Gen Zs are looking for fragrances that speak to them on an emotional and personal level. They want to feel like their fragrance choices reflect more than just a desire to look or smell good – they want the fragrance to help tell their story, express who they are, and reflect how they see the world.
Generation Alpha and Generation Z - Understanding Consumers
Gen Alpha and Gen Z are considered pioneers in fragrance consumption, with data showing that they are the leaders in the use of perfumes and scented products. With consumers aged 13 to 26 ranking highest in fragrance use, as Larissa Jensen told the National Post, it is important to discern the trends and purchasing preferences of this consumer group.
One of the most notable trends is the repurchasing and repurchasing of fragrance products. According to Jensen, Gen Z shoppers buy a new scent several times a year, with 80% of them reporting that scent is important for improving their mood. This shows the importance of perfumes and fragrances in their daily lives, not just as part of their outward appearance, but as a means of emotional empowerment and a sense of well-being.
American Psychiatric Association statistics prior to the COVID-19 pandemic reveal the emotional struggles of Generation Z, with feelings of depression and lack of energy prevalent among most respondents. Buying fragrance products may be a response or solution to these situations, with fragrance serving as a tool to improve mood and relieve daily stress.
Changes in the purchasing patterns of these young people also include their preference for more subtle and lower-priced fragrances that can be adapted to the daily mood and changed accordingly. The DTC ESW Retail Expert Report from September 2023 notes that unlike previous generations, Gen Z tends not to commit to one scent, but rather chooses different scents depending on their specific mood on any given day. This trend supports the increasing demand for fragrances that can be mixed and matched, allowing for flexible and changing emotional expression.
The Gen Alpha and Gen Z age groups are also showing an increase in fragrance use in the US, according to a 2023 Circana report, and this trend continues to grow. With young people using fragrance at least three times a week, they are conveying a message of greater frequency and importance to fragrance use than previous generations.
The data reflects a picture of a generation that uses fragrances as an integral part of daily life, with diverse purchases that indicate the desire to express themselves through a variety of scents that reflect their moods and emotions at any given moment.
Younger buyers lean towards luxury fragrance
Younger consumers today are showing a clear tendency to purchase fragrances from the luxury category, a phenomenon that has led to significant growth in this area of the American beauty market. According to Circana, luxury fragrance made an impressive showing in 2023 with an increase in sales of about 12%, while the mass only grew by about 4%. These numbers indicate that luxury fragrance has great status and importance in the eyes of younger consumers, and they are willing to invest more of their time and money in it.
According to data released by NielsenIQ, the top luxury fragrance products include eau de parfum and fragrance kits, reinforcing the fact that consumers are paying attention to the quality and value of the products they purchase. Higher concentrations of fragrance such as eau de parfum and parfum have become more sought after and have gained three points of market share in 2023, indicating a shift in consumer preferences towards higher-quality products that focus on the quality of the fragrance and the deep, lasting experience they provide.
Research published by Jacquelyn Wenskus of Circana in March 2024 reveals that over 80% of the US luxury fragrance market revenue comes from designer and synthetic fragrance brands, which enjoyed double-digit growth rates in 2023. In addition, it was found that seven out of ten fragrance consumers are willing to pay more for higher concentrations of fragrance, which provide a stronger and longer-lasting experience.
This pattern indicates a shift in consumer behavior among young people, where they tend to value products with high quality and added value more. They are looking for not just a scent that will improve their mood, but a complete experience that contributes to the lifestyle they choose to live. The purchasing power of Generation Alpha and Generation Z continues to influence the market and point to new and exciting directions in the world of luxury and fashion.
Valuable discounts
Younger generations of shoppers are not compromising on value and quality when it comes to fragrances. They are looking for the perfect balance between luxury and value for money. This trend has proven itself in 2023, with gift sets becoming the strongest category in the fragrance market, according to Circana. These sets provide a personalized experience and feel more exclusive and luxurious for their price.
Similarly, there has been an increase in unit sales of women's fragrances, which have grown five times faster than other sizes. This shows that many consumers prefer to try fragrances on a small scale before deciding to invest in a more binding and expensive option.
In addition, the body spray market has grown significantly, nearly tripling in size. Body sprays are a lower-priced luxury option that offers an attractive alternative to consumers looking to consume scents every day and not necessarily on special occasions. Vanskus notes that this polarization is evident in the growth of luxury body sprays, with an average price of less than 100 shekels.
The focus on value also includes a massive 94% growth in private label fragrance sales, reflecting the desire for more affordable fragrance experiences. This allows consumers to enjoy quality fragrances without breaking the bank.
However, despite value awareness, only 23% of perfume buyers are influenced by discounts. This means that most consumers are interested in quality, mood-enhancing scents and are willing to pay a higher price for them, with almost 80% willing to pay a premium for a scent they love.
The striking pattern here is that consumers are more appreciative than ever of the quality and experience that fragrance provides, while remaining conscious of the value of the product they are purchasing. They are looking for the right balance between the financial investment and the overall contribution of the product to their lives and the lifestyle they want to live.
Scent involvement is higher today than ever before
Interest and engagement in the fragrance category is very high and all signs point to this trend only continuing and strengthening. Data presented by Spateg shows a sharp 34% increase in online search volume for fragrance topics year-over-year, suggesting a growing interest and making fragrance the fastest-growing beauty category.
To understand the broad engagement and cultural impact of fragrances, one can look at the success of fragrance-related content on TikTok, with over 7.8 billion views on “Tik Tok Perfume.” The fact that TikTok has become a major platform for fragrance content, especially among Gen Z and millennials, demonstrates the integration of social media with the world of fragrance and beauty products.
Circana's Jensen notes that success in the fragrance category depends on winning the hearts and wallets of Gen Z and millennials, who are the core audience of the fragrance market. After the peak period of the COVID-19 pandemic, the fragrance market has experienced a heating up and sales success, and the main reason for this seems to be the deeply personal and emotional dimension of fragrances.
Fragrance brands need to understand the emotional and personal impact of fragrance on consumers and leverage social media to truly connect with young audiences. They need to offer unique experiences, innovative and inspiring content that speaks to the hearts and minds of shoppers, all while expanding the boundaries of the fragrances they sell.
The high engagement, increase in searches, and popular content on platforms like TikTok mark a new era in fragrance consumption, where consumers want to be more involved, share their experiences, and seek recommendations and influence the brands and products they consume.
In conclusion
Today, as young consumers express a growing interest and commitment to sensory-arousing fragrances that enhance quality of life and mood, Kuni emerges as an innovative and advanced response to the booming diffuser market. With technology that allows consumers to select a fine fragrance capsule and enjoy their favorite scent at home, Kuni Smart perfume Offers a personal experience that adapts to the spirit of the times and the changing needs of each individual.
In an era where interacting with “scented” content on social media platforms like TikTok is gaining popularity and young people are seeking unique scent experiences, Kuni’s Scentware combines smart software with rich fragrances, translating into a personalized atmosphere anytime, anywhere. The product comes in two trendy colors and provides a selection of fragrances that are family, pet and environmentally friendly, and is also recyclable, reflecting the growing environmental awareness of modern consumers.
