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. During culturally significant events like Ramadan and Eid, traditional cleaning practices and rituals are observed by a majority of KSA households. Activities include burning bukhoor and using oud (66%), cleaning the entire house (66%), cleaning kitchen surfaces (58%), and spraying rose water or other natural fragrances in living spaces and prayer areas (44%). These practices underscore the importance of cleaning in creating a welcoming and uplifting environment during special occasions. 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%). Over half of respondents in KSA agree that the role of fragrance in maintaining cleanliness is essential with candles or incense (66% in KSA), air fresheners (56% in KSA) and cleaning sprays (45% in KSA) all used by consumers and on average respondents said that up to 4 hours are spent cleaning the home each week. "Fragrance has always been a powerful way to create a warm and uplifting home, and our Scentiva range takes this a step further by making it effortless for consumers," said George Rechdan, MENA Marketing Director at The Clorox Company, manufacturer of Scentiva. "The results of our survey confirm that cleaning today goes beyond disinfection—it's about setting the mood and creating a space where you can relax, recharge, feel at ease and so much more. With Scentiva, we've partnered with the world's top fragrance houses to help us build unique scents that help households in KSA transform everyday routines into moments of calm, energy, and joy, all while keeping their homes disinfected and welcoming." Clorox Scentiva: Leading the Way in Fragrance-Driven Home Care The Scentiva range of cleaning products is designed to meet the emotional and sensory preferences revealed in the survey, offering a range of fragrances that engage the senses and help consumers set the perfect mood in their homes. Whether it's creating a calming atmosphere, promoting relaxation, or sparking joy, Scentiva redefines cleaning as a sensory experience rather than a mundane chore. 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
