**Sweet Mandarin & Grapefruit Wins First ‘Home Scent of the Year’ in UK Poll**
A freshly-scented home may be one of Britain’s most desired creature comforts, but this year a particular fragrance has claimed the national spotlight. Baylis & Harding, a renowned brand in personal and home care, has named Sweet Mandarin & Grapefruit as its inaugural “Home Scent of the Year”. The announcement coincides with the launch of the company’s Discover Your Signature Fragrance campaign, highlighting just how powerful the sense of smell is within our homes.
A recent survey involving 2,000 adults across the UK reveals that the nation’s affection for inviting indoor aromas is more than a passing trend. With three out of every four individuals (74%) admitting they notice the fragrance of hand wash in others’ homes, it appears that the scent you choose says as much about you as your choice in décor. Even more striking, nine in ten respondents (89%) reported feeling more at ease welcoming guests whenever their living space smells pleasant.
As households become increasingly conscious of the impact of soothing scents, the research delved into the role that these fragrances play in family life and personal confidence. The top three emotions associated with home fragrances were a sense of cleanliness (56%), comfort (51%), and calmness (49%), according to those polled. Such findings might explain why Britons collectively spend an impressive estimated £8.8 billion a year on home fragrance products, with each household allocating around £25 each month.
The survey also quizzed participants on which unconventional aromas they’d most like to see immortalised in a luxury hand wash. Unsurprisingly, the smell of freshly baked bread took first place (19%), followed by the nostalgia of newly-mown grass (15%), and, perhaps for caffeine enthusiasts, the aromatic lure of fresh coffee (14%). These responses underscore the deep emotional connections that certain scents can evoke, weaving together memories and feelings of well-being.
The survey’s results also highlighted just how tightly scents and social interactions are linked. For many, the ambience of a home can influence romantic relationships; over half of those questioned (52%) confessed that an unpleasant-smelling home could prompt them to end a relationship. A further third revealed they might even avoid visiting friends or family if the atmosphere was less than fresh.
Citrus fragrances hold a particular place in British hearts, as more than a third of participants (32%) expressed a preference for these bright, energising notes, such as those found in the newly-crowned Sweet Mandarin & Grapefruit. Other household favourites include the clean scent of fresh laundry (35%), relaxation-inducing lavender (30%), and the warming comfort of coffee (23%). In stark contrast, the most disliked odours included cigarette smoke (48%), body odour (46%), and the unpleasantness of spoiled food (43%).
To gain deeper insight into the impact of home fragrances, scent expert Suzy Nightingale explained how they influence both our mood and the way we interact with those around us. “The sense of smell is an often-overlooked superpower,” she argued. “Choosing a particular hand wash or home fragrance can lift your spirits and communicate something personal about you.” Nightingale suggested that fans of Sweet Mandarin & Grapefruit are likely to be vibrant individuals who regularly enjoy entertaining at home.
Baylis & Harding co-founder Tania Slater echoes this sentiment, pointing out that “nice smells are vital for people,” and celebrating the popularity of their signature scent collection. “Sweet Mandarin & Grapefruit is refreshing and uplifting, clearly resonating with customers who want their homes to feel welcoming,” she said.
The brand’s expanded range features seven distinct fragrances, spanning everything from energising citrus blends to earthy notes of cedarwood and amber, and even rich vanilla. This variety caters to the diversity of preferences revealed by the national study, and reflects a society increasingly aware of how their home can impact mood and guest experience.
As the campaign continues, Baylis & Harding looks to help customers further explore their personal preferences, encouraging Britons to discover and embrace their signature scents. For those seeking inspiration, the company’s website provides further details and guidance to identify the perfect match for every home.