“There’s a megatrend in the market at the moment globally that is to understand what the consumer feels, his or her personality, and [how to] match that with the product’s packaging, its color, texture or flavor,” said Karen Pérez, head of marketing at Bell Flavors & Fragrances LATAM. “Our specialists are developing these kind of concepts with an emotional design.”
Bell Flavor & Fragrance carried out research at the start of this year on flavor-emotion pairings. Through surveys, focus groups and tasting sessions involving hundreds of Mexican men and women, it found that Mexicans associate love with red wine, red berries, chocolate, and vanilla. Happiness makes people think of events like holidays, payday, weekends and trips to the beach. Flavors such as coconut, tropical fruit and some alcohol drinks best capture happiness.
However, specific associations are not cross-category. A ‘love flavor’ in a beverage will not be the same in a candy, Pérez said.
Bell created multi-sensory experiences allowing people to taste a relaxing flavor while listening to music and smelling a relaxing fragrance.
“People want new experiences when they purchase a product,” she added.
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