Sunday dinner voted most popular ‘homely’ smell

Gavin McCarthy, sales advisor at Barratt Homes, with a 'home' scent at the Silkwood Gate build in Wakefield. Picture by Steve Riding.
Gavin McCarthy, sales advisor at Barratt Homes, with a 'home' scent at the Silkwood Gate build in Wakefield. Picture by Steve Riding.
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There’s nothing quite as inviting as the homely scent of a good old fashioned roast dinner.

That’s the thinking of one Yorkshire housing developer, which has made the smells of a home-cooked roast the fragrance that will greet visitors to one of its Wakefield show homes.

Recent research by Barratt Homes found that one in six adults believe that having the right odour around their house or flat is vital to making it feel like a home.

The study sparked the firm’s first foray into the world of air fresheners and reed diffusers.

The findings revealed that more than a quarter of people surveyed felt a roast dinner was the most homely smell of all.

It was followed by coffee and warm cookies in second and third place in the favourite aromas list.

And the smell of pesto pasta and a full English English breakfast also proved popular - filling the fourth and fifth spots.

Barratt’s new ‘Home’ scent combines aspects of the top three smells voted for in the research, including roast herbs, coffee beans and caramel.

The unusually scented diffuser is being piloted at five of its UK show homes including at Silkwood Gate, off Dewsbury Road, in Wakefield as well as properties in Birmingham and Scotland.

Sam Wood, sales director at Barratt Homes Yorkshire West, said: “We want potential home buyers to have an authentic viewing experience, and making them feel at home is very much part of this.

“Placing our ‘Home’ reed diffusers in our show homes, along with the opportunity for families to come back and view the property as many times as they like, helps to create the best possible environment for those who are looking for their next dream home.”

The bespoke scent is certainly a departure from the norm but is hoped to make customers feel more at ease, and help them envisage themselves living in a new property.

Social anthropologist Kate Fox, who is co-director of the Social Issues Research Centre not-for-profit think tank based in Oxford, believes the thinking behind the new diffuser makes a lot of sense.

“Our perception of smell consists not only of the sensation of the odours themselves but of the experiences and emotions associated with these sensations,” she said.

“The Barratt Homes research shows that familiar food and drink smells evoke feelings of comfort, particularly within the home.”

For further information on Silkwood Gate or on the homely smells research visit www.barratthomes.co.uk/new-homes/west-yorkshire/H489401-Silkwood-Gate,-Wakefield/ or call 01924 365730.

TOP FIVE

1. A roast dinner (27%)

2. Coffee (15%)

3. Warm cookies (4%)

4. Pesto pasta (4%)

5. English breakfast (3%)

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