Flavor personalities: Identifying the right flavor for EVERY ONE, not everyone.

Abstract: With 80% of new products failing, the idea of a “one size fits all” flavor is a thing of the past. To win the heart of today’s consumer, technical teams have to be certain that they’re pursuing the development of a new product that aligns with consumers’ desires…which are more diverse than ever.

How can we know what consumers want? One familiar tactic is traditional segmentation, focusing broadly on the attitudes, behaviors, and needs of consumers. We divide consumers into meaningful subgroups by sorting them against key demographics and marketing by generation.

But why do some people find the idea of new food experiences thrilling and others find them terrifying? What if there were ‘flavor personality’ traits, able to be differentiated into segments just like you would identify people as introverts/extroverts, risk-averse/risk-tolerant, or calm/excitable?

Givaudan sought to develop an approach to answer these questions, specifically regarding flavor preferences, resulting in a proprietary primary research approach to enhancing consumer segmentation by applying a flavor segmentation focus on consumer flavor research.

In this session, we’ll explore FlavorFinders™, a unique approach to flavor consumer insights research. The audience will learn how layering on this idea of “flavor personalities” will help them strengthen the development of their next product.