Flavors and Fragrances – Consumer Survey Insights

Flavors and Fragrances – Consumer Survey Overview

Flavors and fragrances play a crucial role in product positioning as they enhance the sensorial side of consumption. When reaching for a new flavor, almost 70% of global consumers claim that their main motivation is curiosity. The importance of flavors and fragrances is evident across all market sectors, as many categories utilize these product features as unique selling points. The consumer interest in new flavors and fragrances can also be largely attributed to the rapid growth of the wellness industry. The demand for health and wellness-oriented goods is visible through consumers’ interest in products that often utilize fragrances to enhance relaxation, improve focus, or set a certain mood while flavors reflect the authenticity and quality of goods.

Flavors and Fragrances TrendSights Framework

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“Flavors and Fragrances – Consumer Survey Insights” report analyzes the results of GlobalData’s 2024 Q1 global consumer survey across all regions and market sectors. The report investigates the importance of flavors and fragrances as product features and explores what motivates global consumers to reach for new, unusual, and trendy flavors and scents. The analysis provides insights into the flavors and fragrances in food, beverages, and health and hygiene, and provides an overview of current consumer preferences within these categories.

Flavors and Fragrances in Food

Traditional flavors dominate consumer preferences in food sector products including ice cream, yogurt, snacks, and chocolate. The most appealing variations for savory snacks are salty, savory, and spicy. Likewise, for chocolate, the preferred flavors are sweet, fruity, and nutty. However, there is potential for diversification within the sector as consumers are also seeking authentic and unconventional flavor combinations. Furthermore, consumers’ interest in international cuisines creates the opportunity for new fusions.

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Flavors and Fragrances in Beverages

Sweet and fruity flavors are the most appealing variants for both alcoholic and non-alcoholic beverages. Nevertheless, a relatively high share of consumers in each category found plain/unflavored options appealing as well. This presents the demand for unusual and unique flavors and traditional ones. Brands will need to take into consideration unique consumer preferences when launching new coffee products onto the market.

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Flavors and Fragrances in Health & Hygiene

The most appealing fragrances in the personal goods sector are fresh, floral, and fruity scents. Global consumers also highly appreciate citrusy and herbal notes, as well as marine/ ocean fragrances. However, some consumers might prefer fragrance-free goods for a variety of reasons. Global consumers want to feel calm, relaxed, and refreshed when choosing a specific scent for their household products. The most desired moods associated with household care vary between categories.

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Flavors and Fragrances – Product Innovations

Food: Jack Daniel’s BBQ sauce in honey variant contains a blend of Jack Daniel’s whiskey, pineapple juice, brown sugar, and tamarind. This combination is said to create an unusual flavor. As the brand explains, the ingredients are from the premium range, which might influence buyers’ perception of this product.

Beverages: Smoke Lab vodka launched in the UAE is infused with saffron. Saffron is one of the most delicate and expensive spices known for its distinctive aroma and flavor. The introduction of new flavors might highly appeal to the global audience since a percentage of consumers typically choose unusual, new, or trendy flavors when purchasing alcoholic drinks.

Health & Hygiene: Gisou is a delicate hair fragrance enriched with Mirsalehi honey. The hair perfumes have a mixture of floral and bee garden-inspired notes, which might be highly appealing to global buyers as many of them find floral, fruity, and fresh fragrances appealing in haircare products.

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Key Highlights

• Generation Z and Millennials are the most attracted to new flavors and fragrances.
• Consumers find many fragrances appealing in personal and household care products, but the concept of scents inspired by food or drinks does not attract buyers in either of these categories.
• Consumers globally want to feel calm, relaxed, and refreshed when choosing a fragrance for household care products.
• Younger shoppers and male buyers consume the most functional drinks.
• European consumers find flavored coffee less appealing than other buyers.

Reasons to Buy

• Understand consumer preferences for scents, flavors, and fragrances in all market sectors from a global and regional point of view.
• Explore consumer motivations to try new flavors and reach for new fragrances, depending on the product category and consumer group. Understand different preferences for coffee flavors, types of functional drinks, and most appealing cuisines, which vary depending on consumers’ age and place of residence.
• Learn how sensory product features such as scent and flavor can facilitate product premiumization, enable consumer targeting, and drive new product developments.