According to the UK based supplier of fragrances, Ungerer Limited, it’s the Great British tradition of afternoon tea and other renowned food and beverages from the isle that are acting as a key driver in fragrance for 2014.
“We find it rather fitting with the birth of the new royal baby,” says marketing manager Jacqui Hughes.
She added: “We have identified that fragrance will move towards more sophisticated gourmand scents which blend delicate fruits and flowers over the next 12 months.”
The marketing manager says the supplier’s latest trend spotting activity incorporates in-depth research into retail, packaging and fragrance, along with creative work carried out by its in-house marketing and perfumery team.
Bringing nostalgia and a touch of fun to fragrance
According to Hughes, the forecast predicts a move away from current trends of indulgent chocolates and fruit smoothies towards light, sweet jams and jellies and refreshing beverages such as herbal tea or sparkling fruit juices as fragrance embraces food and beverage inspired scents.
“We focus on fresh, floral accords fitting for an afternoon spent in the sunshine, and sweet, edible scents to add nostalgia through baked goods and a touch of fun."
Ungerer is so confident in these latest findings that the brand’s latest capsule collection, ‘English Picnic,’ features fragrances that have been specifically developed around capturing this mood, inspired by a pastel colour palette and the holiday season.
Other trending ingredients
With the global fragrance market expected to reach $15.7 billion (€11.97) by 2017, the fragrance specialist also recently revealed the influence of the East is likely to lead the way in European markets, with trending woody and smoldering aromatic scents.
Hughes says that the Oriental and Middle Eastern style is being embraced by Europe, as brands are now more than ever looking to bring more daring and intense scents into the marketplace.
“This influence comes from a desire to travel, taste a new culture, and add to your own identity and style. We predict this trend will continue to influence fragrance and act as a key driver in new launches into 2014,” she tells this publication.