Symrise presents “Pure Pleasure” consumer study

Food and drink experiences enrich and nourish our enjoyment of life itself. There are certain things that are considered pleasurable across national borders, while others are more regionally defined. In order to examine this more closely, Symrise conducted a qualitative consumer study and cracked the pleasure DNA for eating and drinking. The study “Pure Pleasure” involved pleasure diaries being kept by consumers in France, the UK, Germany and Russia. The study found that pleasure is what results from the interplay of all kinds of food delights and social and family occasions – practically anytime and anywhere. Symrise's findings are also corroborated by previously published reports and online community dialogs.

This information provided Symrise with key benchmark data relating to food and drink pleasure. For example, intensity of pleasure is linked to certain key dimensions. On the whole, these dimensions can be clustered within three platforms: My surrounding, Myself and the Product. This brings us neatly back to taste for life®, Symrise's strategic platform which focuses on the consumer and their preferences. In all areas, authentic and natural foods with a real pleasure factor are very popular. “Pure Pleasure” therefore brings to light that the trend of healthy and functional food is continuing to gain momentum.

“We delved deeper into specific product categories to more precisely understand the brand DNA of pleasure and to enrich our knowledge of specific pleasure moments in related main flavor areas,” explains Sandra Corneau, Sensory & Consumer Insights Director EAME Flavor & Nutrition Symrise. “This allows us to develop innovative products with and for our key customers. In order to go global with the approach and to validate it, we will continue to collect and to enhance our consumer insights.”

www.symrise.com