Givaudan Launches FlavorFinders

Built over a decade from a variety of consumer studies in conjunction with market intelligence firm Bellomy, FlavorFinders zeroes in on the kinds of tastes and flavors consumers are interested in based on individual tasting profiles. This platform can help a product developer hone in on the particular flavors target consumers will want. It could prevent a risky high-profile launch most aren’t willing to try, as well as boost confidence in a new flavor combination that will attract a larger segment of eaters.

The FlavorFinders system identifies four distinct consumer groups: hesitators, followers, investigators, and trailblazers. Hesitators are the least willing to try something new and are very slow to take risks. Followers are generally willing to try something new, as long as it is either very trendy or a variation on something they already like. Investigators are generally willing to take risks, though they tend to have high standards and gravitate toward claims such as locally sourced or antibiotic-free. And trailblazers are influencers and leaders among their peers who tend to dive into new and different flavors and tell others about them.

“We’re on this relentless pursuit of finding ways to better inform our customers to make sure that the products that they’re putting on the market from a flavor perspective resonate and meet the concept that brand is trying to make “, said Eric Spenske, Givaudan’s North American vice president of marketing for Taste & Wellbeing.