The New Homebody Era: 2025 Trend Report

Insights — 2/25/25

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✨ Our latest trend report, “The New Homebody Era” is built from global consumer intel, cultural currents, and data gathering. A transformation in behaviors and habits is changing our home life. We’re distilling the trends that will shape and inspire brands in 2025 across home, flavors, fragrances, and more.

What's inside...

How trends drive growth
The New Homebody Era
Emotional dimensions of Home
Ways to engage the modern consumer
Key trend takeaways

Post-Pandemic Ideas Of Home Create New Tensions & Need States:

Contradiction of productivity and self-care in one space

Complex living situations elevate need for comfort and familiarity

Personalizing smaller, multi-use spaces as home ownership is out of reach

Today’s Home Isn’t Just Where We Live, It’s An Ecosystem With Emotional Dimensions

Like our moods, our spaces flow from energizing to calming, from personal sanctuary to social hub, often within the same day. Three major needs states have emerged:

Creating spontaneous delight
Finding personal peace
Building deeper connections

Tap Into These Trends To Create Emotional Connections, As Consumers Define Home On Their Terms:

1. GOURMAND REVOLUTION

Join luxury food and fragrance brands in embracing savory and nostalgic gourmand experiences.

…Gourmands exploded in popularity around the time of Covid… Stress-sniffing was the noncaloric parallel to stress-baking. Those who weren’t abusing cupcakes and banana bread were trying to smell like them.
—NY TIMES

Vegetable scents have been trending for multiple seasons… as consumers become more comfortable with the concept.
—WGSN

…Rebellious consumers are pushing limits with unconventional choices… They eat snacks when they should be eating meals. They embrace weird combinations like bao stuffed with Nashville hot chicken, and offbeat brand collaborations like Kate Spade teaming up with Heinz ketchup. Healthy food made from scratch is in, but so is a night out at Chili’s.”
— NY TIMES

2. BOTANICAL THEATRICAL

Provocative florals are popping up everywhere from interiors to film and fragrance.

… Ariana Grande transformed into a literal flower for Cinemacon…the dress in question is a strapless Oscar de la Renta design that is more full-on flower than actual dress.
—Teen Vogue

“Younger perfume wearers don’t want to smell like their mothers or grandmothers,” she says. “Instead, they want scents with daring accords that perhaps shouldn’t work but do.” Her pick? Future Society Haunted Rose Eau de Parfum.
—Byrdie

We’re calling this aesthetic “the garden eclectic”, an embrace of the many sensory features, such as scent, palette, texture, and flavor, that connect people more deeply with nature.
—Home & Garden

3. LAUNDRY LUXE

Empower consumers to infuse their favorite fragrances into new rituals and routines.

Create the feel of a spa day or hotel stay within the home to facilitate moments
of self-care.
—WGSN

The global laundry scent booster market is forecasted to increase at a high-value CAGR of 10.1% and reach $1.43 billion by the end of 2033
—FACT.MR

Dedcool boasts that it has a “new olfactive system”… They make it easy to incorporate your favorite scent into all aspects of your routine.
—Coveteur

4. THAT'S A WRAP

Create traditions and memories with gifts that invite conversation, interaction and decor-worthiness.

Much more early [holiday] research takes place on YouTube. Online video shoppers are 3.9x more likely to start on YouTube than any other platform.
—Think with Google U

Advent calendars were the third most popular holiday gifting category, hitting a
4.8% penetration in 2023.
—WGSN

52% of Americans identify wrapping gifts as the worst part of the holidays…In fact, half will go out of their way to only buy easy-to-wrap gifts.
—Slickdeals

5. MAIN CHARACTER KITCHEN

Texture and tactile pops of joy deliver warmth and personality in modern decor.

For those who favour more pared-back colour schemes and design features, texture adds visual interest & depth… Natural materials in particular instantly add a sense of cozy ruggedness to a kitchen design.
—John Lewis of Hungerford

Take kitchen appliance trends of 2024 as an example… expect chrome accents and geometric patterns to celebrate iconic design moments of the past.
—Decorilla

The popularity of the TV show, The Bear, inspired numerous articles and Jono Pandolfi’s textural coupe dinnerware collection.
—Food& Wine and The Kitchn

6. KITCHEN-MAXXING

A helping hand to reclaim more time and peace of mind via smart tech-enabled products.

The global smart kitchen market was valued at $18.8 billion in 2023 and is
expected to reach $91.5 billion by 2030
—Statista

By 2025, it’s estimated that over 50 billion devices will be connected via the Internet
of Things (IoT), thanks to advancements like 5G
—IOT Analytics

The problem is, the times you need coffee the most are the times you’re the least capable of operating appliances.
—PC MaG

7. CULTURE COLLABS

Brand and culture join forces to create the social conversation.

Celebrity-branded candles are especially popular…even if we hate to admit it, we want to know what our favorite star’s home smells like, and we want ours to smell like that, too.
—Architectural Digest

At Bath & Body Works, everything we do is rooted in the power of fragrance and our collaboration with Stranger Things …we focused on delivering quality fragrances that uniquely embody the characters, scenes and icons from the show.
—Betsy Schumacher, CMO Bath & Body Works