Food Study Explores the Connection Between Food and Pleasure

08 Nov 2016 --- Symrise have announced the availability of their Pure Pleasure study which examines the relationship between food and pleasure. The study quantifies the relevant moments and dimensions of food pleasure and covers specific categories including: Savory and sweet snacks, hot drinks, alcohol, confectionery, dairy produce, ready meals and fruit juice, to name a few. 

The study is an example of Symrise’s intensive and ongoing research program conducted by the company’s Marketing and Consumer Insights Group, under the leadership of Emmanuel Laroche, Vice President of the group and Global Marketing leader. Laroche stated, “Food and beverage manufacturers are encouraged to contact Symrise for a copy of the complete Pure Pleasure study. A Symrise flavor professional can demonstrate the innovative product development concepts that were inspired by this Pure Pleasure Study.”

Key Objectives of the Pure Pleasure Study
Laroche explained: “Symrise Pure Pleasure research turned to Symrise’s Flavor Designers Club, our online proprietary panel that is comprised of ‘foodies.’ We gathered the input of 1,300 participants for a deeper understanding of the genuine pleasure derived from various food and beverage items and came up with nine dimensions of pleasure based on nine consumer profiles, and focused on ten specific moments of pure pleasure.”

Moments of Pleasure have Different Dimensions
The Symrise research team identified the environment, the individual and specific foods and beverages as dimensions of pleasure. Pleasure from the environment is directly tied to ambience, and is experienced in feelings of peace and harmony and affected by sight, sound and balance. Some respondents reported that discovering new places is an important aspect of taking pleasure in the environment. From an individual perspective, indulgence and ritual moments are associated with pleasure. 

Elements of remembering, surprise, and the comfort of being at home, repetition or anticipation of relaxing moments are associated with taking pleasure in food and drink. Specific moments of pleasure were cited and included intimate sharing with another, family and friend get togethers, celebrations, dining out, social fun, and entertaining. Ethical, sustenance and emotional benefits were cited as providing moments of pleasure. 

There’s much self–gratification to be found in food and, with ramifications associated with guilty pleasure, impulse, reward, reassurance and simply stated, happiness and bliss. Exploring and experimenting with new foods and beverages were found to be pleasurable and described by some as an adventure in discovery. From the sensorial standpoint, the dimensions of pleasure include the sensation of euphoria in seeing and tasting, especially in foods and drinks that are perceived as rare and luxurious. 

Getting value from food and drink gave pleasure to some respondents, specifically identified in time needed for preparation and dollar savings in meals prepared at home or at economical venues such as state fairs. The concept of indulgence was a recurring theme. Pleasure was experienced in both active and quiet moments, spanning social fun to times when sustenance or emotional eating is paramount. The study also included identification of the top pleasurable brands and the top pleasurable flavors. 

Symrise has been using these findings to develop new flavor concepts; for example, building on the recurrent indulgence theme and specifically exploring the potential of indulgent coffees and teas. Affogato (combining vanilla ice cream, hot espresso and amaretto), Mexican chocolate mocha with a hint of chili spice, frozen hot chocolate frappacino with caramel and salted pretzel pieces are some of the latest indulgent coffee concepts. Mojito tea latte, lemoncello tea latte, cucumber melon green tea, and tiramisu tea latte are among the many indulgent tea concepts that were also inspired by the study.