Use insights to make your experience unique
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Flavours, colours and ingredients have the power to trigger deep emotions, but how do we spark the right ones?
In our Moods & Emotions 2.0 research, we combine consumer insights from 76,000 consumers in 13 European countries with a robust combination of explicit and implicit behavioural data. Spanning diverse combinations of applications and flavours, colours, and ingredients, we can offer you access to the data in granular detail for sharper market insights and design flavour combinations that evoke specific mood states – like happiness or relaxation. Learn more about our Moods & Emotions 2.0 research.
Mapping
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Mapping the full sensory journey with our co-creation tools
Our proprietary digital co-creation tools, including VAS air and Myromi™ set you up for product success by capturing explicit and/or implicit emotional responses while consumers are tasting or smelling final products.
This allows you to map the full sensory journey, bypass the limitations of descriptive language, identify hidden problems and recipe optimisation opportunities, and speed up innovation.
Our partnership with Thimus also uses neuroscience to allow you to capture previously unavailable insights into the emotions behind the words consumers say.
Listen to our ‘Make It unique’ podcast
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Listen to our ‘Make it unique’ podcast
Drawing on our Moods & Emotions 2.0 research, each bite-sized episode explores how flavours, colours, and botanicals, paired with various product applications, affect emotions and perceptions.
Episode 01
Nostalgia or fun: what do European consumers want in 2025?
Speaker: Jeremy Roque, Consumer & Market Insights Innovation Manager at Givaudan Europe
How do flavours spark emotions? In this episode, we explore how consumer preferences are shifting across Europe, revealing surprising trends in taste and mood.
Episode 02
What can we learn about iconic flavours?
Speaker: Jeremy Roque, Consumer & Market Insights Innovation Manager at Givaudan Europe
Which flavours do consumers associate with specific emotions? In this episode we reveal how refreshment is the top emotional benefit European consumers seek in functional beverages, followed by energy and happiness.
Episode 03
Which flavours work best for healthy yet indulgent high-protein yoghurts?
Speaker: Sophie Sozzi, Consumer & Market Insights Project Manager at Givaudan Europe
Health or taste? Or both? How do consumers in different countries prefer different flavours for healthy yet indulgent high-protein yogurts?
Episode 04
Turkish consumers want functional products
Speaker: Giovanna Paiosin, Consumer & Sensory Insights Manager Eastern Europe at Givaudan
Turkish consumers are more likely than others in Europe to seek functional benefits not just in energy and sport drinks, but also in sweet candies.
Episode 05
Foodie profile differences and tailor-made recommendations
Speaker: Annemarie Wisse, Consumer & Market Insights Project Manager at Givaudan Europe
Our Moods & Emotions 2.0 research identifies four distinct foodie profiles in Europe, each prioritising different emotional experiences and having unique flavour expectations.
Episode 06
Emotions for Gen Z and young millennials
Speaker: Laurence Minisini, Senior Consumer & Market Insights Manager at Givaudan Europe
Are Gen Z and young millennials particularly keen to experiment with new food combinations, or do they prefer comforting, nostalgic flavours that remind them of their childhood?
Episode 07
Functional beverages (energy drinks) and the rise of hybrids
Speaker: Diego Campos, Marketing Manager Beverage at Givaudan Europe
Functional beverages may help consumers improve sleep, relaxation, focus, and energy. Learn more in this podcast episode.
Episode 08
Insights on sauces for Italy
Speaker: Francesca Diso, Marketing Manager at Givaudan Italy
89% of Italians envision their ideal sauces as tasty and refreshing. Learn more in this podcast episode about how to innovate delicious sauces that will delight the Italians.
Episode 09
Germans have higher expectations in salty snacks towards fun and adventurous flavour experiences
Speaker: Marcela Lamberti, Snacks Flavourist at Givaudan Germany
When it comes to their salty pretzel and snacks, salsa and Mexican spices, specialty cheese, or sweet chilli could be great choices for Germans. Learn more in this podcast episode.
Webinar
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Watch our Moods & Emotions 2.0 webinar
The webinar ‘Unlocking consumer emotions: A comprehensive framework for emotional associations in food and beverage product development’ has been recorded in 2024 and since then, our database has continued to grow. Discover our Moods & Emotions 2.0 research, including the research methods and insights.