Kiwis stop to smell the flowers, bread and coffee (but not so keen on their partners!)

New Zealanders prefer the smell of freshly baked bread, flowers and coffee to the smell of their partner, according to the inaugural Air Wick Science of Smell Survey released today.

The survey of 1,000 New Zealanders, reveals fascinating insights into Kiwi’s most loved and hated smells around the home.

Kiwi women would rather wake up to the smell of fresh laundry than their partner. However, Kiwi men were found to be much more sentimental, with twice as many men preferring the scent of their partner compared to females.

The survey reveals that traditional fragrances are popular in Kiwi homes, with vanilla, lavender and frangipani the pick of the bunch.

Aromatherapist, Sharon Erdrich, says that these results show a return to home-based comforts and an affinity with natural, floral based scents.

“The Air Wick Science of Smell Survey shows Kiwis have a fondness for functional fragrances, which can be used in the home to conceal odour and create atmosphere. For example, lavender is used to promote relaxation, frangipani is alluringly exotic and citrus makes a room ‘crisp and clean,” says Sharon.

Smell is the most underrated of the senses and research into the brain has shown its profound effect on emotions.

“MRI imaging studies have shown that smells ‘light up’ the brain more than any other sense.

“Our sense of smell is closely associated with memory and things like coffee and freshly baked bread remind us of the comforts of home and ignite the taste buds,” says Sharon.

The survey showed coffee resonates well with Kiwi men, almost half of whom (44%) listed it in the top three favourite smells, compared to less than a third of women.

While the homely smell of freshly baked bread is a favourite in the provinces, with 61% of provincial respondents listing it as one of their favourite scents.

In terms of the smells Kiwis hate, 70 percent said stale cigarette odor is the worst smell in the home. Young people (aged 18-29) were much more willing to tolerate cigarette smells than those in older age groups.

Toilet odours came a close second in New Zealand’s most unpopular household aromas followed by rubbish smells.

While we can often take our sense of smell for granted, we should take time to ‘smell the roses’ as research has shown that people who lose their sense of smell are more prone to depression.

The Air Wick Science of Smell survey coincides with the launch of Air Wick’s new FreshMatic iMotion, a new automatic spray with clever motion technology to create and maintain the perfect atmosphere in your home.

Air Wick’s new product will be available in New Zealand from September 2009 in leading supermarkets.

-Ends-

Colmar Brunton conducted The Air Wick Science of Smell Survey, in August 2009 on a sample size of 1,037 men and women from around New Zealand.

Air Wick Science of Smell Survey - The full list:

New Zealand’s favourite smells in the home:

1. Freshly baked bread

2. Flowers

3. Coffee

4. Clean laundry/linen

5. Citrus fruit

6. Vanilla

7. Lavender

8. Smell of the beach/salty air

9. Frangipani

10. Smell of your partner

New Zealanders least preferred smells in the home:

1. Stale cigarette smells

2. Toilet odours

3. Rubbish

4. Damp, smelly clothes

5. Foot odours

6. Pet smells

7. Petrol

8. Strong food smells

9. Mothballs

10. Raw meat