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In an op-ed delivered to Food Dive, Patricia Manos -- SVP, marketing and consumer experience at Curion -- made a claim that might interest anyone watching the CPG space, particularly snacks and beverages.
"'Taste trumps all.' For years, that was the golden rule in the sensory world. The best tasting soda, snack, or dessert always won, in the lab and in the market. But not anymore," Manos began.
"Today’s consumers aren’t asking what product tastes best. Instead, they’re asking which option best aligns with their goals for the version of themselves they are trying to be in that moment," she added, pivoting to note that a recent McKinsey survey indicated that nearly three-quarters (70%) of consumers desired a healthier lifestyle -- and were willing to accept the loss of flavor in return for perceived wellness benefits.
Food and beverage retailers appear to be making that sort of play toward an emerging market. PepsiCo recently introduced Simply NKD Cheetos and Doritos, and is gearing up for Doritos Protein in the near future. Earlier this year, competitor Coca-Cola launched its prebiotic soda, Simply Pop, into a booming market.
In fact, as Manos pointed out based on Curion's own nationwide study, shoppers went so far as to "welcome 'less sweet,' 'herbal,' or earthy flavors as proof of health benefits, embracing taste trade-offs as part of a health halo."
Citing Cargill data points, Manos then outlined three distinct consumer types tied to snacking preferences:
- Impulse munchers: These consumers will head for traditional cookies when stress strikes.
- Emotional snackers: Seeking comfort in nostalgic offerings and flavors, these shoppers nonetheless pine for healthier options.
- Guiltless grazers: These health-conscious consumers actively seek out protein bars and functional chocolate -- chocolate "infused with superfoods, adaptogens, and clean ingredients," per Compartes -- because these choices allow them to indulge guilt-free.
There may also be a social or trend movement associated with this shift in consumer tastes, with Manos noting that many snack, beverage, and dessert shoppers embracing the wellness philosophy celebrated their choices on social media "as symbols of modern life."
"Stories from consumers are telling us that snacks are a social currency, with high-protein bars, nutrient-rich foods, and Instagram-worthy packaging used to signal personal health, purpose, and belonging in today’s culture," Manos wrote.
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And while Manos admitted that taste remained a powerful success indicator, she also pointed toward two other major concepts: that what defines "good taste" is in flux, and that "indulgent flavor isn't the main driver to consider anymore."
"Those who cling to the old equation of 'taste + low cost' alone will pay more later in lost market share. Listen to your consumers -- they are telling you something powerful: 'I’ll give up a little taste if you give me a lot of health,'” she argued.
"Brands need to be able to decode these tradeoffs to connect their consumers directly to their products in the moments that matter. The brands that understand this mindset and design testing to capture it will build the next generation of products that win on both fronts," Manos concluded.