Everyday Insights 002/18

By Aditi Mukherjee

Consumer research often leads to a nuanced learning of the business’ context. While learning about the health-conscious consumer for our work with Powerfoods.pt we found that while consumers choose products that are healthy for them, they might not buy the product a second time if they don’t like the way it tastes. One might think, that for a health-conscious person the functionality of a product would outweigh the experience, but as it turns out, it is not so. 

Making nutrition taste great is not very easy, as explained by the team at Abbott Nutrition, a market leader in their space. They state “The more nutrient-dense a product is, the more challenging it is to make it appealing in aroma and taste,” Tortorice says. “Important ingredients like HMB, which can support muscle health, don’t taste great and can create off notes that need to be covered. These are primary considerations in our development process.”^1 

To solve this problem the nutrition space makes use of additional flavors to mask the often displeasing tastes of necessary ingredients. 

Ms. Trent of Gold Coast Ingredients says “Popular flavors within the nutraceutical category include chocolate, vanilla, strawberries & cream, peanut butter, peanut butter chocolate, cookies & cream, coffee type flavors, and chocolate mint. “Trending fruit flavors range from various berries to banana, watermelon, fruit punch, green apple, lemonade profiles and tropical mixes.”^2 

We realized that while a business owner might have the best intentions for their product, if the product does a poor job of prioritizing the customer’s wants, their intentions won’t translate to repeat sales, and thus negatively affect their bottom line.


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