The study “Trends in taste” developed by Consumolab (center inside Ainia specialized in the study of behavior and consumer preferences) shows that most valued foods are the less bitter (68% respondents). A preference that plays against EVOO, especially if we consider that 97.3% of respondents say that they are guided by taste when buying a product.
The report data are based on an online survey done to consumers of the Consumolab panel, made up of people of both sexes aged between 18 and 60 years who have been segmented by age and gender. All of them have been asked for their preferences for sweet, salty, sour and bitter tastes.
Thus, according to the report, sweet and salty flavors are the favorite of consumers. Specifically, 55% of Millennials (young adults between 20 and 35 years) choose sweet tastes as well as 47.5% of respondents belonging to Generation X (born between the early 60s and 80s). By gender, women are also more partisan of sweetness (51.2%). Finally, Baby Boomers (people born between the 40s and 60s) and men don’t like sweetness, but don’t choose bitter either, they prefer salty (50%).
As for the preferences in acid and bitter tastes, both increase with age and are more liked by men than women (2.8% and 0.6%, respectively).
Data were based on 383 surveys accomplished in the linear of the most important supermarkets in Madrid and Córdoba: Carrefour, Hipercor, Lidl and Mercadona.Study on the degree of knowledge and habits on olive oils among Spanish consumers,