The disconnect between Food experts and Consumers

When Consumer Perception Clashes with Expert Consensus: The Challenge of Global Food Products

In today’s diverse food market, launching a new product is more than just about taste—it’s about understanding the intricate dynamics between consumer perception and expert consensus. Nothing is more frustrating than witnessing a well-crafted product that passes all internal tests—branding, positioning, and pricing—yet fails to secure repeat purchases. Despite positive feedback from product developers and taste panels, consumer uptake stagnates, and retailers begin questioning your entire line. What went wrong?

The Complexity of Consumer Palates

Your product developers and tasting panels are likely seasoned professionals with a deep understanding of the product’s intended flavor profile. They have refined palates and are accustomed to the nuances of the cuisine you’re introducing. But here lies the problem: these experts are not your average consumer. The very characteristics that make your product appealing to experts—such as its authenticity or complexity—might be the same traits that turn off the general consumer.

This disconnect is particularly pronounced when introducing products that are not traditional to the target market. For example, British consumers generally have a well-developed sense of what they expect from a cup of tea. However, when it comes to cuisines and flavors from other parts of the world, consumers may lack the experience to fully appreciate or even understand these new offerings.

The Globalization of Supermarket Shelves

Supermarket shelves today are a global marketplace, with offerings from every corner of the world. However, this globalization comes with its own set of challenges. Consumers are often unfamiliar with these products, and anything too exotic or outside their comfort zone can be met with hesitation. The most successful global products often undergo subtle modifications to align with local tastes—ensuring they are both approachable and appealing.

Here, Pareto’s Principle offers valuable insight: when introducing a new product, keeping it 80% familiar and 20% new allows consumers to feel comfortable enough to explore. Stray too far from this balance, and the product becomes too challenging, too unfamiliar, and consumers may struggle to find a place for it in their daily lives. This discomfort may not be easily articulated by consumers, but it manifests in their reluctance to repurchase.

The Importance of Sequencing and Layering Flavors

One of the most complex aspects of product development in food is getting the flavor profile just right. This is especially true when introducing non-traditional foods to a new market. Different cultures use flavors and textures in unique ways, which can be both a source of fascination and a challenge for consumers.

Take, for example, a dish where the primary flavor is a warming chili. The timing and intensity of that heat in relation to the other ingredients, like shrimp, can make or break the consumer experience. It’s not just about whether the chili is too hot; it’s about when the heat hits the palate—before, during, or after the main ingredient is tasted. If the sequence or layering of flavors doesn’t meet consumer expectations, even the slightest deviation can lead to a lack of repeat purchases.

Bridging the Gap Between Expert and Consumer

The challenge for any brand introducing new cuisines or products to a market is ensuring that the product’s unique characteristics are both authentic and accessible. Product developers and tasting panels, with their deep familiarity and exposure to the cuisine, may overlook how challenging these small nuances can be for the average consumer. What they might perceive as the product’s most attractive feature could be the very element that deters consumers from buying it again. Even a 2% deviation from consumer comfort can be enough to tip the scales.

The Path to Consumer Acceptance

So, what’s the solution? Traditional consumer research methods—like focus groups and taste tests—often fall short because most consumers can’t articulate why they don’t like a product. They might say something vague like, “It just didn’t taste right,” but they can’t pinpoint that it was the sequencing of the flavors or an unfamiliar texture that threw them off.

One alternative is to use research methodologies that go beyond simply cataloging consumer likes and dislikes. By focusing on the sensorial and emotional journey of the consumer as they prepare and consume the product, you can gain a deeper understanding of the experience. Mapping out the consumer’s emotional journey, identifying the highs and lows, and correlating them with specific sensory cues, allows you to uncover the subtleties of taste and texture that need adjusting.

Creating a Balanced Consumer Experience

To ensure your product resonates with your target audience, it’s essential to create a consumer experience that is both true to your brand and accessible to the consumer. This means understanding not just the flavors and textures, but also how they are perceived by someone less familiar with the cuisine. By carefully balancing authenticity with consumer expectations, you can develop products that not only intrigue and delight but also drive repeat purchases.

Conclusion: Crafting for Both Experts and Consumers

In the food industry, success lies in finding the sweet spot between expert approval and consumer acceptance. While it’s crucial to maintain the integrity and authenticity of the product, it’s equally important to ensure that it meets the consumer’s palate and expectations. Understanding and navigating these complexities will help brands not only avoid the pitfalls of poor repeat purchase rates but also build a loyal customer base that keeps coming back for more.

By leveraging advanced research techniques and focusing on the entire consumer experience, food brands can bridge the gap between what the experts love and what the consumers will buy—ensuring that great-tasting products don’t just make it onto the shelf, but stay there.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands