With how bad for us the common fragrances are in regards to things like cancer risk, endocrine disruption, etc, its surprising that nothing has changed. Most products have fragrance free alternatives.
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We saw a clear correlation between richer consumers and a preference for subtler scents or even no scent.
This even applied across countries: third-world consumers liked aggressive floral scents, but in Northern Europe and North America, the scents are way less concentrated and tend to be more toward subtle alpine or linen.
All this was 15-20 years ago; today I notice that no soap in my house smells like anything at all.
Two different Krogers in the same Houston metroplex, one will have only scented slop while the other has no fewer than 3 unscented options front and center.
You can tell just by walking through the neighborhoods what kind of inventory the grocery stores are pushing. The Febreeze infused Tide is like a chemical weapon when put through a clothes dryer. You can smell that stuff for miles.