Perfumes and Flavorists need to be aware of what exists in the mind of the market at that time. It’s constantly shifting. Consumers, were once happy with either healthy food or great tasting food. Now they want both. They are increasingly demanding. They want sustainability, they want natural and clean label and less sugar.
A better understanding of sensory marketing and the role of emotion in fragrance and flavour in NPD can help them better adapt to these shifts as new products typically have 80-90% failure rates. Trying to reduce that figure is important, especially for new brands. And for people to get an emotional attachment to a brand, it’s got to be as quick as possible. So if you can remove any hindrance, so much the better.
Full article by Oliver Morrison in Food Navigator here.
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