Essential oil market with new directions: consciousness is shaping the demand

This article is available for reading in Trade magazin 2025/5.

In addition to the classical aromatherapy goals of stress relief, relaxation and respiratory relief, there is now a strong emphasis on targeted applications backed by scientific evidence. Consumers are more educated, more engaged and expect to receive accurate information on the origin, mechanism of action and correct use of essential oils.

Anita Oláh
assortment manager
dm

Anita Oláh, assortment manager of dm:

“In Hungary more and more people are turning to preventive or non-medicated, alternative medicine solutions to improve their well-being or even to heal themselves”.

Essential oils tuned to seasons

Zoltán Czirbus
director of strategic operations
Naturland

Naturland Hungary has been a key player on the Hungarian essential oil market for decades, and its product range is defined by naturalness, reliability and conscious user needs.

“Essential oils produced from classic plants – lavender, tea tree, eucalyptus and peppermint – continue to be popular, as in addition to freshening the air their therapeutic properties make them suitable for inhalation to relieve stress and cold symptoms”,

explains director of strategic operations Zoltán Czirbus.

In recent years thematic, occasion-specific essential oil blends have also become popular. In Naturland’s offering essential oils don’t just serve aromatherapy purposes, but can also be ingredients for massage oils, medicinal preparations and registered medicines.

Medical approach behind essential oils

In recent years there has been a marked increase in demand for pure essential oils of therapeutic quality, especially for the complementary treatment of conditions such as stress, sleep disorders, respiratory symptoms or musculoskeletal pain.

Dr. András Koroknai
rheumatologist, professional director
HerbaTherapy

“More and more health-conscious consumers are turning to essential oils to reduce their medication intake or find natural support for chronic ailments. Improving sleep quality, relieving anxiety, boosting the immune system or treating allergic symptoms are all areas where aromatherapy can be used as a complementary therapy”,

informs Dr András Koroknai, rheumatologist, sports medicine physician, lifestyle doctor and professional director of HerbaTherapy.

Science in everyday life

Anita Urbán
Pranarôm’s representative
in Hungary

While the Hungarian essential oil market is typically dominated by British type aromatherapy, a representative of the French approach called Pranarôm focuses on scientific and therapeutic uses.

The Belgian-French brand has been developing BIO and vegan certified products formulated by pharmacists for over three decades – these aren’t based on mono-essential oils, but on complex products that support health.

“When consumers can choose between a mono essential oil or an essential oil blend and a medically-backed, ready-to-use product, they typically choose the latter”,

says Anita Urbán, Pranarôm’s representative in Hungary.

Some of the brand’s most popular products are Aromaforce, Allergoforce and Aromapic.

Targeted application instead of scent

Dr. Diána Takács-Tóth
founder
Diadeur

Essential oils are experiencing a renaissance, but while many people used to use them to create a mood, today they are buying them for doing aromatherapy.

According to Dr Diána Takács-Tóth, the founder of Diadeur Aromatherapy:

“Aromatherapy users are now looking for fragrance and at the same time also for knowledge and reliability. Quality expectations are becoming higher and at the same time the need for the presence of an expert has also strengthened”.

Shoppers are typically searching for ready-to-use solutions that can be applied quickly: roll-on products, ready-to-use synergies and massage oils.

With the rise in use of diffusers, home fragrancing has also received a boost

Personalised aromatherapy

Behind the Adrienne Feller and Pranarôm brands we find professional credibility, educational focus and naturalness – no wonder these essential oils are so popular.

Bori Dusík
PR-manager
Panarom

“Sustainability, ethical sourcing, education and personal wellbeing are all buzzwords that drive the essential oil market”,

says the brand’s PR manager Bori Dusík.

The brand offers training courses and also provides solutions that can be easily incorporated into everyday life, to promote conscious aromatherapy. New forms of application such as essential oil-infused cosmetics and smart diffusers are helping to integrate them into daily routines, while demand for personalised blends and consultations with aromatherapists is also on the rise.//