Scented Paper Market Size, Share, Growth, Trends, and Global Industry Analysis: By Product Type (Scented Stationery, Scented Wrapping Paper, Scented Drawer Liners, Scented Inserts for Packaging, Scented Greeting Cards), By Fragrance Type (Floral, Fruity, Woody/Earthy, Herbal, Custom/Signature Fragrances), By Material Type (Recycled Paper, Virgin Pulp Paper, Coated/Glossy Paper, Textured Paper), By Application (Personal Use, Commercial Use, Retail & Packaging, Automotive, Hospitality & Events) and Region Forecast 2020-2031

Scented Paper Market size was valued at US$ 420 million in 2024 and is expected to reach US$ 580 million by 2031, growing at a significant CAGR of 4.3% from 2025-2031. Moreover, the U.S. Scented Paper Market is projected to grow significantly, reaching an estimated value of US$ 170 million by 2031. Scented paper industry is a term used to describe the sector in the specialty paper industry that manufactures paper filled with fragrances. Such papers are usually loaded with aromatic compounds during or following the production process, leaving behind a lasting aroma. Scented papers are applied in many uses including stationery, packaging, gift wrapping, drawer lining, air fresheners, and promotional items.

The market for scented paper has been growing moderately but steadily, fuelled by growing consumer interest in personalized and sensory experiences. Luxury packaging and gifting are major drivers of its popularity among premium brands with the use of scented paper. With growing trends in aromatherapy and wellness, attention in fragranced paper products has grown, particularly in home décor and lifestyle segments. Companies are also shifting their approach towards creating environmentally friendly, durable, and lab-created scents that meet changing customer demands and environmental standards.

Facts & Figures

• In fact, over 70% of premium cosmetic brands now incorporate scented inserts in their packaging to enhance unboxing experiences and customer retention.
• Approximately 60% of consumers report that scent influences their purchase decision when selecting luxury stationery or gift items.
• Floral fragrances account for nearly 40% of all scented paper products sold globally, making them the most popular scent category.
• More than 50% of scented paper products in Europe use virgin pulp paper due to its superior scent retention and print quality.
• In Asia-Pacific, scented paper usage in retail packaging has grown by over 30% in the past five years, driven by expanding e-commerce.
• Nearly 45% of scented greeting cards incorporate biodegradable scented paper, reflecting increasing demand for eco-friendly solutions.

Key Developments:

• In February 2025, Plum BodyLovin' in collaboration with SW Network launched India’s first-ever scented billboard at Cyber Hub, Gurugram. This innovative advertising medium transformed the conventional visual display into an immersive sensory experience, highlighting the brand’s award-winning Vanilla Caramello fragrance.
• In April 2024, iD SCENT introduced a highly specialized technique that encapsulates perfume within paper fibers. Leveraging this expertise, Aptar Beauty expanded its fragrance sampling portfolio by offering solutions that are differentiating, customizable, and suitable for e-commerce. The collaboration between iD SCENT and Aptar Beauty resulted in a new flagship scented sample product, designed to meet evolving market demands. This exclusive and innovative technology is expected to generate significant consumer interest by enhancing the sensory experience in fragrance sampling.

Scented Paper Market Segmentation:

Based on the product type:

• Scented Stationery
• Scented Wrapping Paper
• Scented Drawer Liners
• Scented Inserts for Packaging
• Scented Greeting Cards

Among the product types, scented inserts for packaging hold the leading position in the market. The growing emphasis on creating memorable unboxing experiences has made scented inserts a popular choice among premium brands, particularly in cosmetics, perfumes, luxury goods, and apparel sectors. These inserts not only enhance the sensory appeal of the packaging but also strengthen brand identity by associating a unique fragrance with the product. As consumer preference shifts toward personalized and experiential marketing, scented inserts are increasingly seen as an effective tool to differentiate products. This strong demand continues to drive their dominance in the market.

Based on the fragrance type:

• Floral
• Fruity
• Woody/Earthy
• Herbal
• Custom/Signature Fragrances

Within the fragrance type segmentation, floral fragrances dominate the market. Floral scents such as lavender, rose, and jasmine are widely favored due to their broad consumer appeal, evoking feelings of freshness, relaxation, and elegance. These fragrances are particularly popular in luxury packaging, scented stationery, and greeting cards, where a light, pleasant aroma enhances the overall user experience. Brands often choose floral scents to create an emotional connection with customers, leveraging the universal recognition and comforting familiarity of floral notes. As demand for soothing and naturally inspired fragrances continues to rise, floral scents maintain their strong leadership in the market.

Based on the material type:

• Recycled Paper
• Virgin Pulp Paper
• Coated/Glossy Paper
• Textured Paper

Virgin pulp paper holds the largest share in the market. Known for its superior quality, smooth texture, and high absorption capacity, virgin pulp paper is highly preferred for producing scented products that require effective fragrance retention and a premium feel. Luxury brands and premium packaging sectors often favor virgin pulp paper to maintain a high standard of appearance and scent delivery. Its ability to hold fragrances longer without quick dissipation enhances the overall product experience. As consumer expectations for quality and longevity in scented products grow, virgin pulp paper continues to lead material preferences across the market.

Based on the application:

• Personal Use
• Commercial Use
• Retail & Packaging
• Automotive
• Hospitality & Events

In terms of application, retail and packaging represent the largest segment in the market. Brands across luxury goods, cosmetics, fashion, and gift industries are increasingly using scented paper as part of their packaging strategies to create distinctive, memorable experiences for customers. The addition of a pleasant fragrance to packaging enhances brand perception, strengthens emotional connections, and significantly improves the unboxing experience. With the rise of experiential marketing and heightened consumer focus on sensory engagement, scented paper has become a key tool in premium retail packaging. As e-commerce and luxury retail expand globally, retail and packaging continue to drive the largest demand for scented paper products.