- Retailers are experimenting with targeted scents to guide shoppers’ moods and purchasing decisions.
- From fresh-baked bread to citrusy cleaning aisles, smell is becoming a key player in supermarket marketing.
Why Supermarkets Are Testing Smell-Based Marketing
Walk into a supermarket, and your nose might be shopping before your brain even knows it. From the comforting aroma of freshly baked bread near the entrance to the citrusy sparkle in the cleaning aisle, retailers are quietly testing a new strategy: smell-based marketing. The idea is simple but powerful—scent can shape emotions, trigger cravings, and nudge shoppers toward making more purchases.
The Science of Scent Shopping
Studies have long shown that smell is directly tied to memory and emotion. According to research from the National Institutes of Health, scents can influence mood, stress, and even decision-making. Supermarkets are seizing on this science to engineer a more sensory shopping experience.
Instead of just relying on colorful packaging and end-cap displays, some retailers are experimenting with subtle scent machines. For example, a gentle whiff of coffee near the café section might increase the likelihood of grabbing a latte, while warm vanilla notes in the bakery can encourage shoppers to linger—and load up their carts.
From Novelty to Strategy
This isn’t just a gimmick. Brands in hospitality and fashion have been using scent marketing for years, with signature fragrances that create a recognizable brand identity. Now, supermarkets are catching on, blending nostalgia with nudges. Smells of cookies, fresh herbs, or even grilled meats are being deployed not only to sell products but also to make shopping feel less like a chore and more like an experience.
Of course, critics warn that overly strong scents can feel manipulative or even overwhelming. But when used with subtlety, smell-based marketing has the potential to make shoppers’ baskets just a little fuller—without them even realizing why.
The Bottom Line
Supermarkets testing smell-based marketing reveal how retail is moving beyond sight and sound to engage shoppers on a deeper sensory level. As competition with online grocery delivery grows, creating a “sticky” in-store experience could be the deciding factor. After all, you can’t smell fresh bread through an app—but in a store, that scent might just seal the deal.
Jacklyn is a San Diego–based food journalist with a background in the confectionery world. Before diving into food reporting, she worked at a startup crafting plant-based, low-sugar sweets designed to make candy a little healthier
