The Psychology of Taste: Why Flavour Isn’t Everything in Product Development

When developing or enhancing food and beverage products—such as sugar-free drinks or plant-based alternatives—flavour is often considered the most critical factor. Many companies conduct rigorous comparative taste tests, pitching their prototypes against existing or competitor products, with the belief that, "We must at least match, if not exceed, the preferred taste of the original before launching."

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But is flavour the only question that matters?

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The truth is far more nuanced. New or reformulated products are often targeting distinct market segments—sugar-free drinks cater to consumers looking to reduce their sugar intake, and plant-based alternatives are aimed at those seeking to limit meat or dairy. Traditional consumer research might suggest that these products should replicate the taste of the originals, but this assumption overlooks a key insight: consumers don't always fully understand their own preferences. Relying solely on taste comparisons reveals a major shortcoming of conventional research.

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Consider Coca-Cola Zero or Pepsi Max. These beverages do not taste exactly like their full-sugar counterparts, and fans of the original versions often claim they are inferior. Yet, there is a substantial segment of zero-sugar enthusiasts who have no desire to return to the classic versions.

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Similarly, Red Bull famously failed most of its taste tests before its launch, yet Dietrich Mateschitz pushed ahead regardless, and the brand has since achieved iconic status.

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Look at Listerine as another example. Despite its notably strong and somewhat unpleasant taste, millions of consumers worldwide consider it the most effective mouthwash on the market. The underlying principle is this: when consumers say they "like" a product, what they truly mean is that they like how the product makes them feel.

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In comparative taste tests, consumers often favour familiar flavours simply because they recognise them. However, the decision to switch to a new product—whether it be a plant-based burger or a sugar-free soda—tends to reflect deeper motivations. Take plant-based alternatives, for instance. The taste and texture may not exactly mimic meat, but something in the overall experience reinforces the consumer's decision to opt for it. Whether consciously or unconsciously, the difference in taste validates the choice they’ve made, making them feel good about it.

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This experience goes beyond just flavour. When consumers try something new, their initial reaction may be to compare it unfavourably with the original—like when you first taste tea or coffee without sugar. However, over time, they begin to associate the new flavour with the positive outcome they are seeking, whether it’s health benefits or a specific lifestyle choice. Eventually, they may even prefer the new product over the original.

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Remember the first time you tasted Red Bull? You might not have enjoyed it initially, but if you chose it for an energy boost, you likely adapted to and eventually even appreciated the flavour. Similarly, many people who drink sugar-free sodas might initially prefer the original, but soon find themselves gravitating towards the sugar-free version. Even Listerine users, despite initially disliking its intensity, learn to associate its strong taste with the clean, fresh feeling it leaves behind.

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Flavour, while important, is just one aspect of a much larger experience. The overall consumption experience—the conscious and unconscious cues derived from flavour, texture, and the product’s effects—shapes consumer preference over time. A simple taste test does not capture this complexity.

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To design successful new products, it is essential to understand the psychology behind the consumer experience. This approach not only helps create products that resonate with consumers but also ensures lasting loyalty to those products.

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If you liked this article, you can read more here

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

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