3 minute read
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.
The warmth and safety that you feel when you bite into a delicious muffin made from your grandmother’s secret recipe is unmistakable. It is as if you are transported back in time to when you used to sit on the kitchen counter while your grandmother baked. There is no denying that the right taste can take you on an emotional journey. In fact, the emotions that a specific flavour elicits can even influence what item you choose to buy. Symrise’s new platform, the Symrise Need States & Benefit Universe, taps into these emotions to help their customers flavour usage appeal more to consumers.
Leading psychologists believe that all human behaviour is driven by six different needs, namely certainty, variety, significance, connection, growth and contribution. Fundamentally, the priority that an individual places on these needs throughout their lifetime drives all the decisions that they make. Therefore, any choice from where a person chooses to work to what product they choose depends on the hierarchy of their needs. According to Symrise’s research tool, these needs can also be linked to flavour tonalities and can thus help to create new products that consumers will truly love.
WHAT DOES EXCITEMENT TASTE LIKE?
So, what does excitement or fun taste like? Well with the Symrise Need States & Benefit Universe you can answer this question and go further to understand what this is for specific product categories and/or countries. With this platform, you can gain a better understanding of the link between consumer needs and benefits, and flavours. This research tool is based on scientific insights coming from psychology implying that human behaviour is driven by needs. In the end people will always go for the product that best satisfies their most prominent needs. This intuitive platform combines different sources of consumer data (quantitative and qualitative research), market data (e.g., new product launch analyses, flavour trends) and product data (descriptive analyses) in one holistic approach building upon each other to generate the best possible insights for new product development.
The Symrise Need States & Benefit Universe is a platform to link brand positioning, trends, product benefits and consumer needs to flavours and flavour profiles.
1. It provides consumer validated information on how flavours fit to different need states. 2. The insights given enable them to work even more specifically on customer’s briefs and brands. 3. They can work fact-based and emotionally on new concepts, collaborate with customers and strengthen partnerships . 4. They can create strong value propositions based on sensory and consumer insight knowledge.
MEET WARREN CUYLER
Symrise has added a new member to their team. Warren Cuyler has stepped into the role of Symrise sales director. Cuyler has previous experience as a General Manager at the Nigeria facility as well as being responsible for the Central, East and West Africa region. He is sure to be an incredible addition to the team.
WHO IS SYMRISE?
You may be surprised to learn that people interact with Symrise products on average 20-30 times per day. From the minty freshness in your toothpaste to the food you eat or the beverages you drink, Symrise’s ingredients and solutions enrich consumers’ lives with delightful facets valued the world over. Symrise elevates everyday experiences for the whole family by creating inspiring flavours and natural nutrition ingredients solutions.
Their flavour segment produces delicious tastes for food and beverages that go into end products as well as complete solutions, which, apart from the actual flavour, can contain additional functional ingredients, food colouring or microencapsulated components.
The Symrise nutrition segment enriches foods and beverages with taste, texture, colour and functionality, and provides solutions for baby and pet food. Sustainable marine ingredients for aquacultures help to meet the protein demands for a growing population. In addition, probiotics for foods, beverages and nutritional supplements address health-promoting benefits. •
DID YOU KNOW?
Symrise has: • Over 30 000 products • Over 6 000 customers in more than 100 countries
