Awareness Survey on Fragrance Pollution and Chemical Sensitivity: 84% Awareness, Around 30% Changing Behaviors

Shabondama Soap Co., Ltd. (Kitakyushu City, Fukuoka Prefecture; CEO: Hayato Morita), a pioneer in additive-free soap, has designated June and July—months when the summer heat exacerbates health issues caused by artificial fragrances, known as 'fragrance pollution'—as 'Fragrance-Free and Additive-Free Soap Month.' This year, the company once again conducted a 'Questionnaire Survey on Fragrance Pollution and Multiple Chemical Sensitivity' targeting men and women in their 20s to 60s. (Web survey, target: men and women in their 20s to 60s nationwide, survey period: May 18-21, 2026, sample size: 331)

*Fragrance pollution: Experiencing health issues caused by artificial fragrances contained in fabric softeners, cosmetics, etc. *Multiple Chemical Sensitivity (MCS): A condition where trace amounts of chemicals in detergents, fabric softeners, and deodorizers cause symptoms such as headaches, dizziness, and fatigue.

According to the survey results, 77% of respondents reported feeling 'uncomfortable' with artificial fragrances, and 47% stated they had 'experienced health issues.' On the other hand, 89% reported using products containing fragrances, highlighting the reality that scented products are deeply embedded in daily life.

Amidst this, the shift in people's awareness and behavior is notable. Awareness of 'fragrance pollution' stands at 84%, and 'MCS' at 78%, indicating that understanding across society is steadily spreading. Furthermore, about 30% of those who answered 'I know' have made changes, such as reconsidering the products they use and their daily habits. This suggests a growing movement to adjust lifestyles within reasonable bounds.

Additionally, 53% revealed they experience 'fatigue from multiple scents' in their living environments. Against this backdrop, interest in the value of a lifestyle not reliant on artificial fragrances is rising. In fact, 65% answered they have experienced the 'comfort of being fragrance-free.' When in a fragrance-free environment, the most common response was 'able to more deeply enjoy the original scent and taste of ingredients during meals,' followed by 'able to notice the subtle scents of nature and the seasons when going outside.' This demonstrates that embracing fragrance-free options can lead to a richer, more comfortable life.

Issues surrounding 'MCS,' including 'fragrance pollution'—where chemicals in fabric softeners and perfumes cause health issues and discomfort—are garnering increasing attention year by year in Japan. A domestic survey indicated that about 10% of elementary and junior high school students have experienced health issues due to scented products, making it a widespread issue in daily life (*1). Meanwhile, in recent years, this context has driven up interest in fragrance-free and hypoallergenic products. The market for fragrance-free cleaning products in Japan is projected to grow at a compound annual growth rate (CAGR) of 5.1% through 2036 (*2). Beyond merely responding to fragrance pollution, the choice to 'reduce fragrance' is spreading in society as a distinct value for realizing a more comfortable life.

This survey shows how people are beginning to gradually reconsider their choices while being mindful of their own and others' comfort within the fragrance environment. Choosing fragrance-free is a consideration for those around you, and simultaneously leads to a comfortable life that values your own senses. Moving forward, there is a need for society as a whole to deepen its understanding and create environments where everyone can spend their time with peace of mind.

<Survey Result Summary> 1. 77% have felt uncomfortable and 47% have experienced health issues due to artificial fragrances. 2. 89% use some form of scented product daily, and 53% experience 'fatigue from multiple scents.' 3. Awareness rate of 'fragrance pollution' is 84%. Awareness rate of 'MCS' is 78%. 4. After learning about fragrance pollution or MCS, about 30% changed their behavior, such as product selection or lifestyle habits. - Top triggers for changing behavior: 1. 'When I learned that fragrances cause health issues for myself or others,' 2. 'When I want to enjoy the original taste and scent of ingredients during meals,' 3. 'When I felt that using fragrance-free products leads to relaxation.' 5. 65% have felt 'comfortable' in a fragrance-free space. - Situations where they felt 'more comfortable' without fragrances: 1. 'During meals, I could enjoy the original taste and scent,' 2. 'While walking outside, I could feel the scents of seasons and nature,' 3. 'When relaxing at home, I felt calm.'

*1 Japanese Society of Clinical Ecology (2025) 'National Survey on Children's "Fragrance Pollution" and Environmental Sensitivity Symptoms' *2 H&I Global Research (2026) 'Global Market Size and Share Forecast for Sensitive Environment Fragrance-Free Cleaning Agents: Outlook from 2026 to 2036'