54% of People Are Conscious of Scents in Daily Life; Top Favorite Scents Are "Soap After Bath" and "Freshly Brewed Coffee"
Key facts
54% of People Are Conscious of Scents in Daily Life; Top Favorite Scents Are "Soap After Bath" and "Freshly Brewed Coffee"
Cross Marketing conducted a "Scent Survey (2026)". It found that 53.5% of people are conscious of scents, and the top three favorite scents are "soap/shampoo scent after a bath", "freshly brewed coffee", and "freshly baked bread/cookies".
Source: PR Times
Date: June 4, 2026
Direct answer
Cross Marketing conducted a "Scent Survey (2026)". It found that 53.5% of people are conscious of scents, and the top three favorite scents are "soap/shampoo scent after a bath", "freshly brewed coffee", and "freshly baked bread/cookies".
Citation
54% of People Are Conscious of Scents in Daily Life; Top Favorite Scents Are "Soap After Bath" and "Freshly Brewed Coffee" (June 4, 2026), PR Times
Cross Marketing conducted a "Scent Survey (2026)". It found that 53.5% of people are conscious of scents, and the top three favorite scents are "soap/shampoo scent after a bath", "freshly brewed coffee", and "freshly baked bread/cookies".
🤖 AI Analyzed: June 7, 2026 at 00:31 (80h 10m after Collected)
Cross Marketing Inc. (Headquarters: Shinjuku-ku, Tokyo; President & CEO: Kan Igarashi) conducted a "Scent Survey (2026)" targeting men and women aged 20 to 69 nationwide. While products for enjoying scents in daily life, such as perfumes, fabric softeners, and aromatherapy, are diversifying, discomfort with others' odors and etiquette towards those around us are also drawing attention. This survey investigated awareness of scents and odors, favorite scents in daily life, actions taken regarding scents and odors, feelings about scents and odors, and particularly favorite scents.
◆ For more survey results, click here
https://www.cross-m.co.jp/report/trend-eye/20260603fragrance
■ Survey Results
53.5% of people are conscious of scents, of which 14.7% are "always conscious".
Women have a high awareness of scents, particularly women in their 40s and 50s, accounting for over 70%.
The top three favorite scents in daily life are "the scent of soap/shampoo after a bath", "the scent of freshly brewed coffee or coffee from a shop", and "the smell of freshly baked bread or cookies".
Regarding actions taken concerning scents and odors, 19.5% said they "enjoy the scent of bath products like shampoo and bath salts" and "use wipes or antiperspirants to combat sweat odor".
In addition to the top two items, women showed high percentages for items such as "choose detergents and fabric softeners that leave a lingering scent" and "apply scented products like hand cream for skin moisturization".
The top feeling about scents and odors was "they refresh and relax me" at 25.5%.
This was followed by "meeting someone who smells good leaves a good impression", "I worry about how my own smell is perceived by others", and "I am bothered by others' smells in confined spaces like elevators and trains". Women showed higher awareness of consideration for others, such as "worrying about how their own smell is perceived" and "being bothered by others' smells in confined spaces".
Particularly favorite scents included natural scents like "the scent of osmanthus" and "fresh morning air", as well as diverse scent episodes linked to life scenes and past memories, such as "the smell of a neighbor's dinner".
■ Survey Items
□ Attribute questions
□ Awareness of scents and odors
□ Favorite scents in daily life
□ Actions taken regarding scents and odors
□ Feelings about scents and odors
□ Particularly favorite scents
◆ Download cross-tabulation tables here
https://www.cross-m.co.jp/report/trend-eye/20260603fragrance
■ Survey Overview
Survey Method: Internet research (using Cross Marketing's self-administered survey tool "QiQUMO")
Survey Region: All 47 prefectures nationwide
Survey Target: Men and women aged 20-69
Survey Period: May 29 (Fri) - 30 (Sat), 2026
Valid Responses: 1,100 samples for the main survey
*Percentages may not total 100% due to rounding.
【Company Profile】
Company Name: Cross Marketing Inc. https://www.cross-m.co.jp/
Location: 24F Tokyo Opera City Tower, 3-20-2 Nishi-Shinjuku, Shinjuku-ku, Tokyo
Established: April 1, 2003
Representative: President & CEO Kan Igarashi
Business: Marketing research business, consulting related to marketing research
◆ Media Inquiries ◆
Cross Marketing Inc., Public Relations, Marketing Department
TEL: 03-6859-1192 FAX: 03-6859-2275
E-mail: pr-cm@cross-m.co.jp
≪Request for Credit Notation when Quoting/Reproducing≫
When quoting or reproducing this release, please be sure to clearly state our company credit.
"According to a survey conducted by Cross Marketing, a marketing research company..."
FAQ
What is the purpose of this survey?
To understand consumer awareness, favorite scents, behaviors, and feelings regarding scents and odors.
Where can I find the detailed survey results?
You can find them on the Cross Marketing website (https://www.cross-m.co.jp/report/trend-eye/20260603fragrance).
What tool was used for the survey?
Cross Marketing's self-administered survey tool 'QiQUMO' was used.