The Flavor of Innovation

How can marketers increase trial for new food products? This report examines the psychology of "anticipated taste"—and the impact of optimizing it with consumers. Nielsen found that consumer perceptions of flavors are highly flexible; flavors which at first sound uninteresting become more tempting when combined with other ingredients. Additionally, some brands own certain flavors in the minds of consumers, allowing them to capitalize on food innovations other brands could never pull off.


  • How flavor combinations can fuel breakthrough products and drive growth through line extensions
  • What consumers want from new flavors
  • How brand impacts consumer appeal for different flavors