Tangerine vs orange tree pictures9/16/2023 ![]() ![]() Plant-based food manufactures are, however, experiencing a rough time (meat alternatives supplier Plant & Bean and the Meatless Farm brand are recent casualties in the UK, for example).There are several reasons for this, but one is because some products just do not meet the consumer’s requirements. For example, we regularly hear that people want to eat more healthily and more sustainably and that the answer is plant-based foods. Sensory science can help overcome barriers of rejection in the plant-based food sector. Regarding reformulation, he stresses that identifying “the prime tastes, mouth feels, and carbonation levels that trigger the most positive emotions and that deliver delight and deliciousness” can ensure an “honourable version of the original”. Sensory science and the plant-based sector He urges his students in the food industry to use this phenomenon to help their products gain acceptance. “A well-trained flavourist therefore uses these to trigger these learned responses.” “A sweet orange taste can remind consumers of mornings, fun outdoors, youth or freedom,” said Davis. An exotic note may evoke far-flung places once visited. A certain flavour might spark memories of falling in love. A lime or tangerine flavour might suddenly whisk an adult back to happy memories of childhood, for example. Strong emotions are not always formed in childhood. Certain tastes can trigger certain feelings and can often take us back to a very comforting time. Have you got to resolve each flavour individually? “The solution I find is to reveal the key emotional benefits for consumers of your original product,” said Davis.įood and drink can drive significant emotions within us, which are usually formed in infancy. However, the newer one does not have the same power. The full version has all the personality, flavour, a better texture, and body. “The challenge is to reduce sugar, fat and salt but not the reward,” explained Davis. But the problem is when you take out sugar from a product it impacts all the other types of individual ingredients differently. Reformulation is one trend that could successfully leverage sensory science. Nathaniel Davis is a sensory, qualitative research professional with over 25 years of experience in deriving and applying insights to enable growth Cutting the sugar, fat and salt but not the ‘emotional' reward “For example, aromas from both retronasal olfaction and orthonasal olfaction are strong stimuli, with the memory of scents lasting longer than visual memories.” “Flavours, textures and aromas all produce powerful responses within consumers and trigger powerful emotions with longer-lasting memories than say for example visual cues,” he said. This is crucial in order to ensure successful product performance in today’s competitive marketplace characterised by too many similar products looking to differentiate. Sensory science aims to enable formulators to identify what elements of the consumer consumption experience prompt which emotional, subconscious, reactions and why, Davis told us. The emotional delivery of the product comes from a mass of factors including its branding, positioning, packaging, taste and flavours, aftertaste, and degree of satiation. The difference between a product success or failure is often how well it can deliver positive emotions to the consumer.” ![]() “The failure rate of new food products is between 70 to 80%,” said Davis. ![]() Trends come and go, he told FoodNavigator, and so a better understanding of sensory marketing and the role of emotion and flavour in NPD can help the sector adapt to newer shifts. He’s spent over 25 years giving insights to help food business achieve success. Sensory science is more important than ever in today’s quickly changing food and beverage landscape, believes Nathaniel Davis, a British-born Swiss-based sensory research professional.
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