When Consumer Perception Clashes with Expert Consensus: Cracking the Code for Global Success

In today’s food industry, launching a new product isn’t just about taste—it’s about navigating the complex relationship between expert approval and consumer acceptance. There’s nothing more frustrating than seeing a well-crafted product that aces all internal benchmarks—branding, positioning, and pricing—only to struggle with repeat purchases. Despite glowing feedback from product developers and tasting panels, retailers start questioning its place on the shelf. What went wrong?

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The Consumer-Expert Disconnect

Your product developers and tasting panels are seasoned professionals. They have refined palates, deep culinary knowledge, and understand the authenticity of the cuisine you’re introducing. But here’s the issue: they’re not your average consumer. The very characteristics that make a product exciting to experts—its complexity, authenticity, or intensity—might be the very things that deter the general consumer.

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This gap is even more pronounced when introducing global flavors into markets where consumers don’t have strong reference points. Take British consumers and tea—most people in the UK know exactly how they expect their tea to taste. But when it comes to flavors from unfamiliar cuisines, their expectations are far less defined, making initial reactions unpredictable.

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The Globalization of Grocery Shelves: A Double-Edged Sword

Supermarkets today showcase products from every corner of the world, catering to increasingly adventurous consumers. But there’s a limit to how far consumers will go outside their comfort zones. When something feels too unfamiliar, they hesitate.

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The most successful global products don’t force consumers to take a leap—they bridge the gap by subtly adapting flavors, textures, and packaging to align with local palates. Think of it as the 80/20 rule:

????????????????? ??????????????? 80% familiarity makes a product approachable.

????????????????? ??????????????? 20% novelty makes it exciting and different.

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Stray too far beyond this balance, and your product risks becoming a “one-time try” rather than a repeat purchase. Consumers might not even be able to articulate what’s wrong—it just doesn’t “feel right.”

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The Power of Flavor Sequencing and Layering

One of the biggest challenges in global food product development is mastering how flavors unfold. Different cultures experience flavors in unique ways—whether it’s heat, sweetness, bitterness, or umami.

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Take a dish where chili heat is the dominant note. The timing and intensity of that heat, relative to other flavors like shrimp or lime, can make or break the experience. It’s not just about how spicy it is; it’s about when the heat hits the palate—before, during, or after the main ingredient. If the flavor sequencing doesn’t meet consumer expectations, even a minor deviation can lead to disappointment.

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The same applies to textures—unexpected crunchiness, softness, or viscosity can subtly influence whether consumers embrace or reject a product.

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Bridging the Gap: Engineering Consumer Acceptance

The challenge for brands introducing new flavors and cuisines is ensuring that products feel both authentic and accessible. The problem? Experts in product development are too familiar with the flavors, making it easy to overlook the barriers that might turn off everyday consumers.

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What experts see as the product’s most attractive feature might be the exact reason consumers hesitate to buy it again. Even a 2% deviation in perceived familiarity can tip the scales.

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Rethinking Consumer Research: Moving Beyond “Like or Dislike”

Traditional consumer research—focus groups, taste tests, and surveys—often fall short. Consumers struggle to articulate why they don’t like something. You’ll hear phrases like:

?? “It just didn’t taste right.”

?? “It was different from what I expected.”

?? “I don’t know… it was fine, but I wouldn’t buy it again.”

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But what does that really mean?

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Instead of just cataloguing what consumers like or dislike, research should map their full sensory and emotional journey as they experience the product. This means identifying:

? How they feel before, during, and after tasting.

? Which sensory cues trigger specific emotions and the whole emotional journey

? How and Why small adjustments in flavor, texture, or aroma can help you align to consumers emotional needs

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Designing for Both Experts and Consumers

The key to success is crafting a taste experience that works for both experts and everyday consumers. Here’s how:

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? Understand consumer expectations: What reference points do they have for your product? What flavors and textures feel familiar?

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? Balance authenticity with accessibility: Can you introduce a bold new flavor without alienating the consumer?

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? Give the product a clear role: How does it fit into their daily life? Can they easily understand how, when, and why to use it?

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? Design for an emotional response: Taste isn’t just about flavors—it’s about how a product makes someone feel. A non-familiar taste can become a positive signal that reassures the consumer they’re making a great choice.

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Conclusion: Making Products That Stay on Shelves

A product’s success isn’t just about whether it tastes good—it’s about whether it makes sense to the consumer. Finding the sweet spot between expert approval and consumer acceptance is the key to driving repeat purchases and long-term brand loyalty.

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By going beyond traditional taste tests and embracing a more nuanced understanding of consumer perception, brands can ensure their products don’t just make it to the shelf—but stay there.

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What’s been your experience with introducing global flavors into new markets? I’d love to hear your thoughts!

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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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