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Written by Patricia Manos, SVP of Marketing & Consumer Experience at Curion. The opinions expressed are the author’s own.
Taste vs. Health: The New Frontier in Product Development
For years, the sensory world operated on the principle that taste was paramount. The best-tasting products always reigned supreme, both in the lab and in the market. However, times have changed.
Today’s consumers are no longer solely concerned with taste. Instead, they are focused on finding products that align with their current goals and aspirations. Context is key.
With the rise of wellness culture, people are increasingly willing to sacrifice a bit of indulgence for ingredients that offer energy, immunity, or gut health benefits. A study by McKinsey revealed that over 70% of consumers are striving to lead healthier lifestyles, often prioritizing health benefits over flavor.
While taste remains a crucial factor, the definition of “good taste” is being redefined.
Shifting the Focus to Benefits
The future of flavor hinges on a product’s ability to deliver on the promised benefits. A functional beverage isn’t competing with traditional options like soda; instead, it’s vying against other products that offer specific health benefits such as gut health or energy support.
When companies assess a product’s flavor without considering its intended benefits, they are missing the mark. Consumers don’t expect a probiotic soda to taste like a regular cola; they expect it to be credible, clean, and in line with its promised benefits.
Health Benefits Reshaping Consumer Choices
In a recent study on functional beverages conducted by Curion, consumers highlighted the trade-off between taste and health benefits. A majority of buyers in the functional soda category opted for these beverages due to their perceived healthiness, with many citing factors like low sugar content and natural ingredients. Consumers even embraced less sweet or herbal flavors as indicators of health benefits, forming a “health halo” around these products.
Visible nutritional information on packaging led to increased taste preference and purchase intent for functional beverages, while traditional sodas saw a decline in popularity.
Consumers don’t expect a protein bar to outshine a decadent dessert in taste. Their focus is on meeting specific needs such as protein intake, hunger management, and alignment with wellness goals.
By fulfilling these essential “jobs” for consumers, products can drive high purchase intent and foster loyalty. These jobs now encompass mood regulation, identity expression, and nutritional requirements.
According to Cargill, distinct consumer segments have emerged, each with unique preferences and needs. Impulse Munchers seek comfort in classic treats, Emotional Snackers crave nostalgic flavors with a healthier twist, and Guiltless Grazers opt for products that align with their wellness goals.
The Intersection of Snacking and Lifestyle
Snacks have become a form of social currency, with high-protein bars and nutrient-rich foods serving as symbols of personal health and belonging in today’s culture.
Brands are adapting by blending nostalgia with innovation, infusing familiar comfort foods with added nutrition to cater to consumers’ desire for both enjoyment and health optimization. Products like the David Bar exemplify this trend, offering guilt-free snacking options that resonate with shoppers seeking a balance between indulgence and wellness.
Adapting to the New Paradigm
In today’s competitive market, brands must evaluate their products within the right context and against the right competitors. Indulgent flavor is no longer the primary driver of consumer choice; alignment with rewards and benefits takes precedence. Compare functional snacks to other functional options, not just indulgent treats, and delve deeper into why consumers prefer certain products.
Those clinging to the outdated equation of taste plus affordability alone will likely lose market share in the long run. Consumers are sending a clear message: they are willing to sacrifice some taste for significant health benefits.
By decoding these trade-offs and connecting directly with consumers, brands can develop products that resonate with modern consumers and succeed in the evolving marketplace.