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New Research on the Mysteries of Flavor Preferences

  • Spence Cooper
  • February 24, 2010
A Rainbow of Fruity Flavor
A taste for the senses

In a recent article, THE Multi-Sensory FLAVOR EXPERIENCE, published in “Flavor & the Menu Magazine”, Steven L. Kaun, president of Flavor Solutions, Inc., a company that combines the art and science of flavor technology with texture technologies, explains how art, science, emotions and memories are layered into our flavor preferences.

Kaun has assembled a handful of fascinating studies that explore what specifically influences our flavor preferences and why. Kaun suggests that gender, emotional state, and cultural backgrounds influence our food choices and consumption levels, and says new research on every level reveals how food interacts with each of our senses.

Kaun cites a 2005 study by New York’s Cornell University and Canada’s
McGill University which revealed that women indulge in comfort foods to boost their emotions when they are feeling down, while men indulge in comfort foods when feeling happy.

Another study by Dr. Alan Hirsch at The Smell & Taste Treatment and Research Foundation demonstrated that the smell of grapefruit affects age perception. “In the presence of the smell of pink grapefruit, women appear to be six years younger [to men] than their real age,”said Dr. Hirsch.

And researchers at Yale University found that chocolate activates two different regions of the brain. Based on aroma experiments, chocolate smelled from the front of the nose triggered pleasure anticipation neurons and food-reward neurons from the back of the palate.

Kaun claims that crunch, texture and tactile components are as important as appearance, aroma and taste in forming our opinions of certain foods. He says scientists from the University of Leeds in England determined that “bursts of ultrasound are generated during the first milliseconds of biting into crunchy food, and our ears and mouth analyze these sounds for desirability.”

University of Leeds Professor of Food Physics Malcolm Povey explained that his sound study proves food “talks to us.”Kaun adds: “We listen and use mouthfeel to decide whether we like what we’re hearing and feeling.”

Flavor is a many-layered experience, says Kaun. He suggests that the Flavor Pyramid listed below serves as a tool to help food-industry professionals assimilate science, sensory theories and futuristic techniques into daily practice.

Flavor Pyramid From Top to Bottom

BASIC TASTES
Sour
Salty
Bitter
Sweet
Umami

SENSATIONS
Cooling €¢ Numbing
Fullness €¢ Tingle €¢ Burn
Bite €¢ Astringency €¢ Pungency

TEXTURES
Crunchy €¢ Crispy €¢ Soft
Mushy €¢ Smooth €¢ Creamy

AROMAS
Acidic €¢ Esters €¢ Spicy €¢ Lactonic
Sulfury €¢ Sweet €¢ Woody/Smoky €¢ Terpenic

VISUAL APPEARANCE
Color €¢ Contrast €¢ Size €¢ Height €¢ Plate Coverage

EMOTIONS
Childhood €¢ Travel €¢ Family €¢ Events €¢ Culture €¢ Past Experiences

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