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Taste first, think second: Consumers in Europe like experimental food and drink
Irrespective of concerns about health and wellness and financial security, taste and enjoyment remains the primary motivations for choosing food and drink products. The last twelve months have highlighted this, with consumers seeking out small indulgences for moments of escapism and to compensate for reduced spend on bigger ticket items. The demand for indulgent products will intensify over the next twelve months for a variety of reasons. For instance, consumers may turn to products to deal with moments of escapism as the impact of the virus lingers on, but may also turn to products for celebratory purposes as they feel that the pandemic is over. Another reason why consumers turn to experimental food is as a form of selfexpression, deeming themselves to be adventurous and sophisticated and wanting to ensure that their social circle is aware of these values via the products they turn to.
61% Proportion of consumers who say that they like food and drink products with new and unusual/exotic flavours (2020)
66% 76% 74%
57%
Denmark France Germany Italy Netherlands
Consumers are seeking out experimental flavours that challenge their sensory perceptions. To a lesser extent they are also seeking new and unusual colours and textures across the food and drink sectors. Consumers like a variety of different types of experimental flavours, for example, they like flavours that they have not tried before, flavours that are not synonymous with a product category, as well as interesting flavour hybrids. In addition, consumers also like flavours from around the world and linked to this, flavours from specific regions from countries around the world. Regional specific flavours are seen to add an extra layer of authenticity to the sensory experience, especially if it is an issue that can be discussed with others, either face-to-face or on social media.
When launching experimental products, it is important to recognise that consumers want premium products as well as experimental products. This means that Europeans want to know the story behind the brand as well as examples of craft production, such as how ingredients were selected, specialised formulation processes and any other types of information that enhances the premium credentials of products. In addition, it is crucial that experimental flavours are seen as more than a novelty and rather seen as enhancing the sensory experience of the consumption occasion. Otherwise, such experimental flavours can devalue a brand as well as a product category.
56% 61% 65% 66% 82%
67%
Poland Serbia Slovenia Spain Turkey UK
Source: Flavours, Textures & Colours survey, Q3 2020 (11,000 respondents)
