24-02-2025
Recent survey reveals 97% of GCC households use fragrance to create Happier Homes
Fragrance has always played a vital role in GCC households, going beyond aesthetics to influence mood and foster well-being. In a region where traditions like bukhoor and oud are deeply embedded in daily life, fragrance remains central to creating warm, welcoming, and emotionally uplifting spaces. This trend is further supported by the growth of the regional fragrance market, which was valued at nearly USD 3.76 billion in 2024 and continues to expand.
The Clorox Company's Scentiva disinfectant cleaning range is at the forefront of combining fragrance with mood-setting excellence. By partnering with the world's top fragrance houses, Scentiva has developed unique scents that go beyond disinfection, transforming cleaning into an opportunity to enhance well-being and set the perfect mood. In line with this, The Clorox Company, the maker of Scentiva, collaborated with Censuswide, an independent market research consultancy, to better understand the role fragrance plays in households across the GCC. The survey revealed that 97% of households across the GCC use fragrance to create a special atmosphere at home. With nearly 50% of respondents from KSA, the study highlights that while hygiene remains essential, fragrance has become a key driver for enhancing mood and creating a welcoming, emotionally uplifting environment.
Popular reasons for using fragrance include promoting relaxation (46%), energizing the space (22%), and fostering calmness (18%). The sense of smell, directly linked to the brain's emotional center, is scientifically proven to impact mood, and the survey highlights that KSA residents view fragrance as a powerful tool for their emotional well-being.
According to the survey, 63% of respondents consistently use scents to enhance their mood, highlighting fragrance as a key tool for fostering positivity and comfort while ensuring cleanliness. This evolving cultural appreciation for fragrance is now seamlessly blending with modern cleaning routines, transforming scent into a mood-enhancing ritual for households across the region.
A Shift in Home Care Preferences
In KSA, 93% of residents agree that they clean their homes not just for hygiene reasons but also to create a pleasant mood and atmosphere. This evolution in cleaning habits highlights a growing focus on crafting a desired ambiance and fostering a sense of well-being at home. Over half of the respondents (53%) in KSA prioritize fragrances that are long-lasting and help set the mood, ensuring the home feels inviting and refreshing even after cleaning is complete.
Modern Cleaning Meets Emotional Well-Being
Fragrance is increasingly integrated into daily cleaning routines, with 69% of KSA respondents considering its use important for creating the desired home ambiance. The survey also reveals a trend towards modern cleaning techniques, with 68% of respondents noting changes in cleaning methods compared to previous generations. This includes increased frequency (52%), a shift towards store-bought cleaning products (62%), and the adoption of modern tools like robotic cleaning devices, steam cleaners, and vacuum cleaners (67%).
Fragrance plays a positive role in enhancing mood and well-being for 63% of KSA respondents, creating a clean atmosphere (71%), a welcoming environment for guests (58%), and representing luxury and comfort (60%). Additionally, fragrance helps put consumers in a good mood (60%), aids relaxation (47%), and contributes to a pleasant personal scent (50%).
Clorox Scentiva: Leading the Way in Fragrance-Driven Home Care
With signature scents like Lavender for relaxation, Red Sea Breeze for calmness, Japanese Spring Blossom for joy, and many more, Scentiva provides a solution for creating a personalized ambiance that enhances emotional well-being. These fragrances perfectly align with the preferences of KSA consumers, offering the dual benefit of superior cleanliness and an uplifting home environment in every room – from the living room, to the kitchen and bathroom.
