Play-doh to roast dinner: The top nostalgic scents that take us back to childhood

The smell of a roast dinner triggers childhood memories for almost one in five Brits 

• New research from Comparethemarket reveals family holidays and Christmas Day are Brits’ favourite childhood memories
• One in three (34%) treasure memories involving parents the most, followed by friends (26%) and pets (23%) 
• The smell of a roast dinner triggers childhood memories for almost 18% of Brits

From holidays with family to school trips with classmates, Comparethemarket reveals that four in 10 Brits wish they had appreciated special moments from their childhood a lot more. 

The new research unveils Brits’ favourite childhood moments, the smells that trigger these memories and the feelings they evoke. The results also uncover Brits’ intentions to recreate childhood memories with future generations. To see the full research, please visit: https://www.comparethemarket.com/life-insurance/content/childhood-memories/ 

Family holidays and Christmas Day are Brits’ most memorable childhood moments 

Almost two in five Brits (37%) say holidays with their family, as well as Christmas Day (37%), are the most memorable moments from their childhood. This is followed closely by visiting grandparents (35%) and going on school trips (31%). 

Rank	Memory	%
1	Family holiday/Christmas Day	37%
2	Visiting grandparents	35%
3	Going on school trips	31%
4	Buying sweets from the local shop	30%
5	Getting/having a pet	29%

Other cherished memories include buying sweets from a local shop (30%), having or getting a pet (29%) and first relationships with a girlfriend or boyfriend (27%). 

The smell of a roast dinner triggers childhood memories for almost one in five Brits

While events are memorable, scent is also key to reminding Brits of their childhood. But which smells trigger memories of growing up?

Rank	Smells	%
1	Sunday roast	18%
2	Grandparent’s house	16%
3	School dinners	15%
4	Freshly cut grass	14%
5	The beach	12%

The classic roast dinner smell of hot gravy, roast potatoes and vegetables is a key memory trigger for 18% of Brits. 

Over one in six (16%) say the smell of their grandparent’s home also reminds them of their childhood, while 15% of Brits say the smell of school dinners takes them back to their youth. 

Brits cherish memories with parents, friends and pets the most

Childhood moments with parents are cherished the most (34%), followed by friends (26%). Nearly one in four (23%) value memories that involve a pet compared to memories featuring siblings (22%) and wider family members (21%). 

You can find the full study here: https://www.comparethemarket.com/life-insurance/content/childhood-memories/