Tomorrows Tastebuds TOMORROWS TASTEBUDS What Is Taste? What Are The Global Key Trends - & Their Counterpoints – The Dangers? Understanding The Big Movers Globally Learning & Applying The Lessons
Global Taste Trends It is clear from my work that there are trends which are Global Certain themes emerge repeatedly – and can be transferred across markets I will illustrate the 5 meta trends via brands I have worked on recently – since I can then answer your difficult questions – hopefully! But – first things first – what are Tastes
In The Beginning: Todays Tastebuds Just like a story or a film – every Consumption Experience has a beginning, a middle and an end There is a story to be unravelled – the taste journey At key Plot points (eg aroma, mid mouth, aftertaste etc) emotional shifts are triggered. These must be understood to ensure the consumer (audience) gets the right experience ……
Cutaway Head Understanding The Consumption Experience Aroma: Location and intensity of impact 1 Initial impact 2 Fuller expansion 3 Growing, spreading wash – additional developments 4 Final pay-off – physiologically & psychologically
Trend 1: Fixing Problems! Brands have become increasingly good at identifying problems and trying to fix them Lager gives the best example
A MOUTH REACTION SUPPORTED BY ONE IN THE STOMACH. Fresh, crisp light refreshment Impact fades quickly Bitterness And sourness builds from mid to rear mouth Aftertaste lingers Too dry mouth with bloated stomach (Need for another lager or change drink to freshen) Fresh, crisp light refreshment Impact fades quickly Bitterness And sourness builds from mid to rear mouth Aftertaste lingers bloated stomach (Need for another lager or change drink to freshen) Duration Intensity Taste sticky builds to satiation adheres to mouth The Lager Problem!! Grolsch & The Lager Problem
Lager Organoleptics Aroma: Clean, some recessive dark notes, sour yet also malty – a misdirection that reinforces the initial in-mouth impact 1 Cool, clean, crisp refreshing, impactful, stimulating, watery: The Lager Moment 2 Liquid flows through, quenching & refreshing yet some flavour residue retained in mid mouth – becoming richer & fuller 3 The malty taste builds plus yeasty brewed notes which accrue in mid/rear and roof area 4 Dull, stale lifeless notes accrue – reinforced by reflux effect – absolute antithesis of Lager Moment Lager Shape 23 4 1
Lifting Parallel Category Learnings Vodka in America is legally defined as: Colourless Odourless Tasteless Rush to deliver against this has promoted Filtration to a God-Like status & made the term Pure desirable across multiple areas – 4 times, 5 times Until Different Filtration methods are promoted as a benefit!
Refrigeration & Cooling Many have tried to include it via Menthol additions to products – especially drinks. No one has yet succeeded but if you want to crack 1 idea that will make your fortune – globally – this is it A cooling addition that doesnt taste medicinal See me later if you have a patentable idea….
Refrigeration & Cooling: The Growing Middle Classes This drives many trends Consider the onward march of bottled waters in places such as China & India…
Taste Transfer Unfortunately water is not always transferable Despite Evian being a global brand – the economics are not very clever & neither is the taste universally acceptable Thus mapping palates for water (& other things – eg fruits) – makes sense