2025年港澳香氛市场发展趋势白皮书

FRAGRANCEMARKET TRENDSWhite Paper 2025港 澳 香 氛 市 場 發 展 趨 勢白 皮 書 2025港 澳 香 氛 市 場 發 展 趨 勢白 皮 書 第 一 部 份SECTION 1前 言Introduction1 第 二 部 份SECTION 2市場概況Market Overview3 第 三 部 份SECTION 3消費者香氛使用與消費趨勢Consumer Fragrance Usage &Consumption Trends 3.1香氛使用習慣Patterns of Fragrance Usage53.2香氛消費動向Fragrance Consumption Dynamics11 第 六 部 份SECTION 6香氛產業的可持續發展Sustainability in the Fragrance Industry23 第四部份SECTION 4商業空間的香氛應用Fragrance Applications in Commercial Spaces13 第 七 部 份SECTION 7受訪者基本資料Respondent Demographics27 第五部份SECTION 5科技創新驅動香氛發展Technological Innovation DrivingFragrance Development19 第 八 部 份SECTION 8市場機遇及挑戰Market Opportunities and Challenges29 總 結Conclusion33鳴 謝Acknowledgements35參考資料References37 香氛產品在生活中的角色由輔助性質逐漸轉變為空間應用的關鍵元素 前 言Introduction Fragrance products shifting from a supporting rolein daily life to becoming a pivotal element in spatial applications 全球嗅覺經濟持續發展，香氛產品在生活中的角色正由輔助性質逐漸轉變為空間應用的關鍵元素，並於不同場景中展現出愈加顯著的影響力。嗅覺作為五感中最能喚起記憶與情感的感官，隨著消費者對體驗式消費的重視提升，香氛產品已廣泛應用於家居、商業及零售等空間。市場對產品創新及多元應用的需求持續增長，進一步推動產業向高品質與多樣化方向發展。 experiential consumption. Consequently, fragrance productsare now widely integrated not only in homes, but also incommercialand retail settings.Rising market demandforproduct innovation and diversified applications isfurther propelling the industry toward higher quality andgreater variety. To gain a comprehensive understanding of consumer usageand purchasing trends relating to fragrance products in HongKong and Macau, and to conduct an in-depth analysis of theapplications and future potential of fragrance in commercialspaces, this white paper places particular emphasis on theinfluence of technological advancements and sustainabilitywithin the industry. In July 2025, the International FragranceAssociation, in collaboration with the New Media Group,conducteda systematic market study involving 790respondents from Hong Kong and Macau, collecting andthoroughly analyzing data on their fragrance usage habitsand consumer behaviors. 為全面掌握香港及澳門地區消費者在香氛產品的使用及消費趨勢，並深入剖析香氛於商業空間的應用及未來發展方向，本白皮書重點關注科技進步與可持續發展對產業所帶來的影響。����年�月，國際香氛協會聯同新傳媒集團，針對香港及澳門地區���名受訪者開展系統性市場調查，全面收集並分析其香氛產品的使用習慣及消費行為數據。 本報告旨在通過科學調研數據與專業洞察，全方位呈現香氛市場的最新動態，深入探討消費者行為及產業發展趨勢，為業界提供決策參考與未來發展方向。 第 一 部 份SECTION1 The global olfactory economy continues to develop rapidly,with fragrance products shifting from a supporting role indaily life to becoming a pivotal element in spatial applications.Their influence is increasingly apparent across a broadspectrum of environments. As the sense most strongly linkedto memory and emotion among the five senses, olfaction isgaining growing importance as consumers prioritize This report aims to deliver a holistic, data-driven perspective onthe latest developments in the fragrance market, offeringin-depth insights into consumer behavior patterns and industryevolution. It is intended to serve as a valuable reference forindustryprofessionals in strategic decision-making and inmapping future development directions. 「悅己經濟」潮流及居家生活升級需求下，全球家居香氛市場規模將保持強勁增長動力 市場概況MrketOverview Continued rise of the self-care economy and growing demand for enhancedhome environments, global home fragrance market is expected to maintain robust growth 全球家居香氛市場規模 根據Fortune Business Insights於2024年11月發佈的HomeFragrance Market Size, Share & Industry Analysis報告，2024年全球家居香氛市場規模已達248.9億美元。在「悅己經濟」潮流以及居家生活升級需求的持續推動下，市場預計將保持強勁增長動力，至2032年預計將達到400億美元，年複合增長率為6.56%。其中，室內擴香、精油與香氛蠟燭等品類，受 健 康 意 識 提 升、個 性 化 追 求 及 高 端 生 活 方 式 興 起等趨勢影響，呈現較為明顯的增長。些產品在年輕及高消費力群體中愈受青睞，反映市場對健康、個性與生活品質持續關注。 Product categories such as diffusers, essential oils, andscented candles are experiencing especially strong growth,driven by the rise of health-consciousness, personalization,andpremium lifestyles.These trends directly fuel thepopularity of these products among younger and moreaffluent consumers, reflecting a broader market shift towardwellness, individuality, and elevated living standards. 亞太區香氛市場增長動能 In recent years, the Asia Pacific region has emerged as aprimary growth engine for the global fragrance industry. AAccordingto Statista's 2024 industry data,the overallfragrancemarket in Asia Pacific is projected to reachUS$12.75billion in 2025,accounting for approximately20–28%of the global market.This estimate includespersonal perfumes, body fragrances, and home and ambientfragrance products. 亞太區近年來已成為全球香氛產業最重要的增長引擎。根據Statista於2024年發佈之行業數據，2025年亞太區整體香 氛 市 場 規 模 預 計 將 達 到1 2 7. 5億 美 元，約 佔 全 球 市 場20-28%。這一數據涵蓋個人使用香水、身體香氛、家居及商業空間香氛等產品類別。在家居香氛領域，亞太市場展現出顯著的成長 動能，充分反映區內消費者對氣味生活品質的重視，對健康情緒管理、家居空間氛圍營造的高度追求，以及市場未來發展的廣闊潛力。 Withinthis landscape,the home fragrance segment isexperiencing particularly strong growth. This momentum isdriven by an increasing consumer emphasis on olfactoryquality of life, with greater attention placed on emotionalwell-being and the overall enhancement of living spaces.Thesetrends underscore the significant developmentpotential and promising outlook for the Asia Pacific fragrancemarket. Global Home Fragrance Market Overview 第 二 部 份SECTION2 According