COMPANY FOCUS
Let’s get emotional about flavour Whether it is the familiar taste of your favourite flavour of ice-cream or the crunchy peanut butter cookies that you used to bake with your grandmother, certain flavours have the potential to evoke specific emotions. Tennille Aron explores how Symrise’s new research tool is helping to find a deeper understanding of how consumers emotions can be directly linked to certain flavours, which can be greatly beneficial in the F&B industry.
T
he warmth and safety that
different needs, namely certainty, variety,
question and go further to understand
you feel when you bite into a
significance, connection, growth and
what this is for specific product categories
delicious muffin made from
contribution. Fundamentally, the priority
and/or countries. With this platform, you
your grandmother’s secret recipe
that an individual places on these needs
can gain a better understanding of the link
is unmistakable. It is as if you are
throughout their lifetime drives all the
between consumer needs and benefits,
transported back in time to when you
decisions that they make. Therefore, any
and flavours. This research tool is based on
used to sit on the kitchen counter while
choice from where a person chooses to
scientific insights coming from psychology
your grandmother baked. There is no
work to what product they choose depends
implying that human behaviour is driven by
denying that the right taste can take
on the hierarchy of their needs. According
needs. In the end people will always go for
you on an emotional journey. In fact, the
to Symrise’s research tool, these needs
the product that best satisfies their most
emotions that a specific flavour elicits
can also be linked to flavour tonalities and
prominent needs. This intuitive platform
can even influence what item you choose
can thus help to create new products that
combines different sources of consumer
to buy. Symrise’s new platform, the
consumers will truly love.
data (quantitative and qualitative
Symrise Need States & Benefit Universe,
research), market data (e.g., new product launch analyses, flavour trends) and
customers flavour usage appeal more
WHAT DOES EXCITEMENT TASTE LIKE?
to consumers.
So, what does excitement or fun taste
holistic approach building upon each other
like? Well with the Symrise Need States
to generate the best possible insights for
& Benefit Universe you can answer this
new product development.
taps into these emotions to help their
Leading psychologists believe that all human behaviour is driven by six
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July 2021 | FOOD RE VIEW
product data (descriptive analyses) in one
