Using aroma to enhance sweetness in beverages may attract manufacturers looking to reduce sugar in their products. This strategy could lower production costs and result in less added sugar on product labels, which aligns with findings from Mintel indicating that 84% of U.S. consumers are actively trying to cut sugar from their diets. Research indicates a strong link between smell and taste. For instance, last year, scientists at the Monell Center discovered olfactory receptors that detect odors not only in the nose but also in human taste cells on the tongue. They proposed that the interaction between smell and taste, the key elements of food flavor, might initiate on the tongue rather than in the brain. Moreover, a survey conducted in 2017 with 1,000 European consumers highlighted that aroma plays a crucial role in the snacking experience of millennials.
Manufacturers have long recognized that the aroma of food can significantly influence consumer purchasing decisions and enhance the overall eating experience. As they reformulate products with more natural sweeteners and sugar-reduction technologies, they aim to improve taste without compromising flavor. For example, Nestlé has developed “an aerated, porous sugar” that allows consumers to experience the same level of sweetness while consuming less sugar. Similarly, Swedish sugar-reduction expert Bayn is working on analyzing the aromas of sugary foods, creating a database of aroma molecules that can be adjusted to decrease sugar use while preserving taste. In tests on gingerbread recipes, they found that increasing spices like cinnamon, cloves, or orange peel was essential to maintain texture, sweetness, and flavor in lower-sugar options.
If the findings from NIZO researchers are validated in future studies, we might see a rise in stronger aromas in beverages and foods to appeal to consumers’ olfactory and gustatory senses. Some consumer packaged goods (CPG) companies are resorting to artificial methods to intensify the aroma of salty or sweet foods, leading consumers to perceive them as having a stronger flavor. However, this tactic runs counter to the growing demand for more natural ingredients. NIZO has also begun investigating whether “cross-modal effects” can aid in sugar-reduction efforts. This concept refers to consumers associating food aromas with expected tastes after being exposed to a variety of foods.
“Adding an aroma that mimics the scent of sugar-laden versions of food enhances the perceived sweetness merely through suggestion,” the company stated. “Essentially, the brain signals that sweetness is present, even when the sweet ingredient is absent.” As part of this exploration, companies could consider integrating elements like the best calcium citrate gummies into their formulations, emphasizing a balance between taste, health, and consumer preferences.