Sensory and Consumer Science

This chapter explores the importance of sensory and consumer science in food and beverage innovation. It explains how the consumption experience is shaped by five sensory properties: taste, smell, sight, touch, and sound. Each of the five basic tastes – sweet, salty, sour, bitter, and umami (a Japanese term for a pleasant, savory taste ) – is described in relation to biology, preservation, and culinary use. The chapter highlights how smell contributes to flavor through retronasal perception and clarifies the difference between aroma and flavor. It discusses the influence of visual appearance on consumer expectations and the role of touch in mouthfeel, texture, temperature, and spiciness. Sound is also introduced as an often overlooked but influential part of the eating and drinking experience. Methods for evaluating sensory qualities are presented, including professional sensory panels, descriptive analysis, and statistical tools like spiderweb charts and principal component analysis. The chapter also covers consumer testing approaches such as drivers of liking, central location tests, and home use tests. These methods help to ensure that products meet the consumer’s expectations. The chapter concludes by emphasizing the need for companies to prioritize sensory and consumer science when designing food and beverage products, rather than relying on personal taste or assumptions.