• Search
  • My Account
  • Auris
  • Recipes
  • Careers
  • Blog
  • FAQs
  • Partnership
  • Contact Us
  • Sign In
    Sign In

    Lost your password?

    Lost your password? Sign Up
  • contact us sign in

Lost your password?

Lost your password? Sign Up
  • Shop Online
    • Manufacturers
    • Home Use
  • About
    • Overview
    • Expertise
    • Milestones
    • Global Footprint
    • Team
  • Capabilities
    • Creation
    • Application
    • Manufacturing
    • Quality Control
    • Global Standards
  • Flavours
    • Food Applications
    • High-Performance Formats
    • Wellness Solutions
  • Seasonings
  • Shop Online
    • Manufacturers
    • Home Use
  • Highlights
    • News
    • Events
  • Investors
    • Form MGT-7 2023-2024
    • Form MGT-7 2022-2023
    • Form MGT-7 2021-2022
    • CSR Activities 2023-24
    • KFL CSR Committee
    • CSR Policy

  • Partnership
  • FAQs
  • Blog
  • Careers
  • Auris
  • Recipes
  • My account
  • Shop Online
    • Manufacturers
    • Home Use
  • About
    • Overview
    • Expertise
    • Milestones
    • Global Footprint
    • Team
  • Capabilities
    • Creation
    • Application
    • Manufacturing
    • Quality Control
    • Global Standards
  • Flavours
    • Food Applications
    • High-Performance Formats
    • Wellness Solutions
  • Seasonings
  • Shop Online
    • Manufacturers
    • Home Use
  • Highlights
    • News
    • Events
  • Investors
    • Form MGT-7 2023-2024
    • Form MGT-7 2022-2023
    • Form MGT-7 2021-2022
    • CSR Activities 2023-24
    • KFL CSR Committee
    • CSR Policy
  • Topics
    • Flavour Trends and Innovations
      • orange flavour
        • orange flavoured confections
        • Orange flavoured ice cream
        • Orange flavours biscuits
    • Flavours and Food Safety
    • Flavours and Food Technology
    • Science of Taste and Aroma
    • Uncategorized
  • Authors
    • Anita Chouksey
    • Azza Naik
    • Dr. Uday Annapure
    • Harshali Patil
    • Peter Appleton
    • Prasad Gaikwad
    • Prashant Lungade
    • R. D. Shenoy
    • Ummeayman Rangwala
Keva - Blog - Flavours and Sensory Perception

Flavour and sensory perception

By Azza Naik

January 25, 2018

Flavour is paramount in an individuals’ development of likes and dislikes towards food products. Flavors are characterized by the presence of top, middle and base notes. The crisp, sharp, effervescent and noticeable aromas that you notice first are top notes. Fruity aromas such as citrus, berry, pear make up the top notes. Binding the top notes with the base notes are the middle/heart notes that appear after the burst of the top notes. The warm, soft floral aromas or the mild spicy scents of lemongrass and nutmeg give body to the final flavour. Base notes linger long after the top and middle notes disappear. These heavy, intense and long-lasting aromas typically found in spices such as clove, ginger, cinnamon are known for their long-term bouquet in a product.

Flavour consists of taste and odour and thereby involves gustatory and olfactory responses. Taste is defined by five descriptors namely sweet, salty, bitter, sour and Umami and its reception involves interaction with taste buds on the tongue. Different regions of the tongue detect different taste sensations, such as the tip of the tongue recognizes sweet taste while the back detects bitterness. Odour, on the other hand, is the result of flavour volatiles entering the nose either through orthonasal(sniff) or retronasal (mouth) routes and then binding olfactory receptors in the nasal epithelium.

Flavour and sensory perception
Flavour and sensory perception

Now that we understand the basic science behind flavour detection, let us try to understand how this essential tool leads us to develop an affinity towards our favourite flavoured food product. Life would no doubt become rather mundane if one had to eat only vanilla ice cream every day. The 100s of flavours of ice-creams available give variety and spice to our life. The choice of flavour often reflects our mood or inversely our mood is shaded by the flavour we choose. Chamomile and vanilla no doubt bring calmness at the end of a tiring day while chocolate and strawberries can spark our romantic side. As we dig into the tub of ice cream, seldom as we contemplate the integration of multiple senses that bring about the pleasured experience of eating.

Not only do we use our sense of smell and taste, but also visual, auditory and touch play a significant role in flavour perception. Experiencing flavour is a multisensorial process. On a lazy summer afternoon, when the hunger pangs hit their peak, the whiff of dal tadka can make the most sluggish souls head towards the kitchen. Your hunger combined with the aroma of tadka lead to salivation and your mouth becomes ready to accept the food. What senses did you use in the above exercise? Olfactory or sense of smell is an important component of your flavour journey. Research shows vision plays a critical role as well. Food served on white plates scored higher on sensory charts than the ones on dark plates. The spatial arrangement of food on a platter also affects our liking for the food and thus has a role in our sensory perception of food. It is no surprise then that most decent restaurants use white plates and give special attention to food arrangement on these plates. Vision also helps us accept and accentuate a perceived flavour. For example, when you order a pista ice-cream, the green colour of the product matches and elevates your expectation and a blue colour pista ice-cream will seldom match this experience. Texture, temperature, sound etc. are other sensory perceptions that play a significant role in the acceptance of a flavour and thus the product.

Our liking and aversion for flavours also depend on our prior exposure to the food products. There are many amongst us who turn away from a platter of olives or goat cheese. Repeated exposure to a flavour results in ‘acquired taste’ and it is no surprise that some people start regularly incorporating products that they once hated. However, it is vital for us to listen to our aversion and dislikes as there could be a larger picture involved. Pregnant women often develop aversions to certain food flavours in response to hormonal changes and resulting nausea. Similarly, people with certain allergies often find themselves resisting some food products. Many individuals often dislike bitter taste as the flavour results from compounds that prevent animals from foraging on these plants. In fact, a recent study went on to establish the toxicity of compounds present in bitter gourd along with remedies for the ensuing poisoning. No wonder you stayed away from your mom’s ‘stuffed karela’ despite hearing about its miraculous cures!

Our ability to detect and perceive flavours is not uniform. Some people have more than ten times the amount of taste buds as a normal individual and these people are ‘super-tasters’. They detect flavours in minuscule amounts and can differentiate between minor changes in formulations. Such individuals are taken as sensory panellists for reputed industries as it is well known that sensory analysis forms the basis for every successful product launch.

Tags: flavour & taste, taste & aroma, taste perception
Array

Share this article

Keva has an extensive flavour shop for various food and beverage applications, besides a team of expert flavourists and food technologists for creating custom flavours and matches. To partner with us, contact Keva today.

You may also like

Evolving_Flavours_in _India’s_Ice_Cream_Landscape
Evolving Flavours in India’s Ice Cream Landscape

14 May 2025

"Elevate Your F&B Creations with Smoky Flavours"
Elevate Your F&B Creations with Smoky Flavours

25 Apr 2025

Mango Magic: Fresh, Bold, and Irresistibly Flavourful
Mango Magic: Fresh, Bold, and Irresistibly Flavourful

18 Apr 2025

<Go back
  • Topics
  • Authors
  • Flavour Trends and Innovations
    • orange flavour
      • orange flavoured confections
      • Orange flavoured ice cream
      • Orange flavours biscuits
  • Flavours and Food Safety
  • Flavours and Food Technology
  • Science of Taste and Aroma
  • Uncategorized
  • Anita Chouksey
  • Azza Naik
  • Dr. Uday Annapure
  • Harshali Patil
  • Peter Appleton
  • Prasad Gaikwad
  • Prashant Lungade
  • R. D. Shenoy
  • Ummeayman Rangwala
  • Pinned
  • Recent
  • "The image shows Nutraceutical flavour capabilities of Keva Flavours"
    Nutraceuticals: Empowering the Health and Wellness

    29 Jun 2024

  • "The images shows unique ice cream flavour offering of Keva Flavours for ice cream"
    Unique Ice Cream Flavours: Scooping Into The Future

    12 Jun 2024

  • "The featured images shows "Regional refreshers: Taste of Traditions"
    Taste of Traditions

    17 May 2024

  • UNFORGETTABLY ORANGE: EXPLORE THE VIBRANT WORLD OF CITRUS SENSATION

    15 Mar 2024

  • Saffron Flavour: The Golden Elixir of Culinary Excellence

    11 Sep 2023

  • Evolving_Flavours_in _India’s_Ice_Cream_Landscape
    Evolving Flavours in India’s Ice Cream Landscape

    14 May 2025

  • "Elevate Your F&B Creations with Smoky Flavours"
    Elevate Your F&B Creations with Smoky Flavours

    25 Apr 2025

  • Mango Magic: Fresh, Bold, and Irresistibly Flavourful
    Mango Magic: Fresh, Bold, and Irresistibly Flavourful

    18 Apr 2025

  • Pineapple_Flavour_Fuelling_Innovations_Across_F&B_Categories
    Pineapple Flavour Fueling Innovations Across F&B Categories

    25 Mar 2025

  • "Flavours, Health, and Sustainability in F&B The Driving Forces of 2025"
    Flavours, Health, and Sustainability in F&B: The Driving Forces of 2025

    20 Mar 2025

Tags

  • #ALookAtYear2024
  • #bakeryflavours
  • #beverageinnovation
  • #BeverageTrends
  • #ChocolateInnovation #KevaFlavours #FoodTrends #CulinaryCreativity #FlavourSolutions #ChocolateLovers #IndulgentFlavours #FoodIndustry #PartnerInGrowth #TasteTheDifference
  • #ClassicFlavours
  • #confectioneryflavours
  • #ConsumerTrends
  • #DairyDelights
  • #dairyflavours
  • #FlavourInnovation #F&BTrends
  • #FlavourInnovation #FoodIngredients #KevaFlavours #FIIndia #SensoryExperience #FoodTrends #Nutraceuticals #BakeryFlavours #BeverageFlavours #DairyFlavours #Seasonings #B2BFlavours
  • #flavourprofile
  • #FlavoursInProteinWars
  • #FlavourSolutions
  • #FlavourTrends
  • #FloralFlavours
  • #FoodAndBeverage
  • #FoodandBeverageIndustry
  • #FoodInnovation
  • #GlobalFlavours
  • #IceCreamInnovation
  • #KevaFlavours #Innovation #FoodIndustry #FlavourSolutions #TasteTheFuture #CulinaryDelight #2024Highlights #GlobalPresence
  • #KevaFlavours #Khopra #TenderCoconut #CoconutDelicious #CoconutFlavour #tropicalfruitflavours #ProductDevelopment #Co-creation #recipereengineering
  • #mangoflavour
  • #MithaiFlavours
  • #ProductDevelopment
  • #productinnovation
  • #Protein Bars
  • #SavouryIndulgence
  • #smokeflavourtrends
  • #smokyflavour beverages
  • #smokyflavours
  • #smokyflavoursnacks
  • #SnackRevolution
  • #Strawberry
  • #StrawberryFlavour
  • #tasteofindia. #flavourpairing
  • #TropicalTaste
  • bakery
  • Bakery industry
  • bars
  • beverage industry
  • beverages
  • Biscuits
  • bitter masking
  • CardamomFlavour
  • Chatpata snacks
  • Co-Creation
  • confectionery
  • cookies
  • crackers
  • cream biscuits
  • CulinaryExcellence
  • CuttingEdgeTechnology
  • dairy alternatives
  • Energy drink
  • Energy drink market trends
  • FI India 2024
  • flavour & package interactions
  • flavour & taste
  • flavour encapsulation
  • flavour granulation
  • flavour industry
  • Flavour Innovation
  • flavour interactions
  • flavour release
  • flavour stability
  • Flavourful Beverages
  • flavouring legislation
  • FlavourInnovation
  • Flavours
  • FlavourScience
  • Floral Flavors
  • Food and Beverage
  • Food flavours
  • food matrix
  • food regulations
  • food safety
  • Fortified Beverages
  • Function Beverages
  • functional food
  • Future of Ice cream flavours
  • Global Flavour Trend
  • halal flavour
  • health & nutrition
  • ice cream flavour
  • Innovation
  • Keva Flavours
  • KevaFlavours
  • kosher flavour
  • MarketingInsights
  • Monsoon dishes
  • Monsoon food
  • monsoon season healthy snacks
  • Natural Flavours
  • Nostalgic ice cream flavours
  • Nutraceutical Flavours
  • Nutraeuticals
  • oral care
  • power food
  • ProductProtyping
  • rainy day snacks
  • Rainy season food
  • Rainy season snacks
  • Regional flavours
  • Regional refreshers
  • Rose Flavour
  • Rose-Infused Products
  • rusks
  • Saffron flavour
  • savoury
  • Seasonings
  • SensoryServices
  • Snacks
  • snacks in rainy season
  • snacks industry
  • Sugar Free Beverages
  • Summer drinks
  • Sweet Goods
  • taste & aroma
  • taste perception
  • tea industry
  • Tech enhanced flavours
  • the secret ingredient
  • Top Notes
  • Traditional tastes
  • Unique ice cream flavours
  • Vanilla Flavour

Blog Archive

  • 2025

    • May (1)

      • Evolving Flavours in India’s Ice Cream Landscape
    • April (2)

      • Elevate Your F&B Creations with Smoky Flavours
      • Mango Magic: Fresh, Bold, and Irresistibly Flavourful
    • March (2)

      • Pineapple Flavour Fueling Innovations Across F&B Categories
      • Flavours, Health, and Sustainability in F&B: The Driving Forces of 2025
    • February (2)

      • India’s Evolving Summer Beverage Revolution
      • Strawberry Flavour: A Timeless Classic for Every Indulgence
    • January (1)

      • Unpeeling the Magic of Orange Flavour in Food & Beverages
  • 2024

    • December (2)

      • A Year of Innovations, Expansion, and Engagements: A Look at 2024
      • Chocolate Flavours: Exploring a World of Innovation and Indulgence
    • November (2)

      • Keva’s Journey of Taste Innovation at Gulfood Manufacturing 2024
      • Trending Flavours in Protein Bars
    • October (2)

      • The Timeless Appeal of Rose Flavour
      • Flavour innovations at FI India 2024: Keva’s taste journey
    • September (2)

      • How Flavours are Revolutionizing the Bakery Industry?
      • A Paradigm Shift in the World of Flavourful Beverages
    • August (1)

      • Cardamom: The Flavour of Elegance
    • July (3)

      • Rainy season snacks: Savouring India’s monsoon flavours – II
      • Rainy Season Snacks: Savouring India’s Monsoon Flavours – I
      • Indulge in the Cream and Sweet taste of Coconut Delicious
    • June (2)

      • Nutraceuticals: Empowering the Health and Wellness
      • Unique Ice Cream Flavours: Scooping Into The Future
    • May (2)

      • Energizing Trends of the Energy Drink Market
      • Taste of Traditions
    • April (1)

      • Explore The Versatile Vanilla Flavour
    • March (1)

      • UNFORGETTABLY ORANGE: EXPLORE THE VIBRANT WORLD OF CITRUS SENSATION
    • January (1)

      • ELEVATE YOUR SNACK OFFERINGS WITH A RANGE OF SIGNATURE SAVOURY TOP NOTES BY KEVA FLAVOURS!
  • 2023

    • September (1)

      • Saffron Flavour: The Golden Elixir of Culinary Excellence
  • 2021

    • September (1)

      • Flavours in Vegan Foods
    • August (1)

      • Sensory Evaluation of Food Products
  • 2020

    • October (1)

      • Effect of Carbohydrates on Flavor Perception
    • September (1)

      • Sensory Attributes of Fats
    • August (1)

      • Flavour and Protein interaction
    • March (2)

      • How some Flavours can easily connect with your mood
      • Flavour concepts that continue to stay relevant even today
    • February (2)

      • Off-taste Masking through Flavourings
      • Confectionery as a category and Indian Market
    • January (3)

      • Sugar Reduction with Flavours
      • Sodium Reduction with Flavours
      • Clean Label and the role of Flavours
  • 2019

    • November (2)

      • Caramelization Reaction in Browning
      • Process Flavours
    • October (1)

      • Flavours for Oral Care
    • July (1)

      • Flavoured Water – an Emerging Concept
    • May (1)

      • Flavour Influences Selection of Healthier Option
    • March (2)

      • Emerging Flavour Trends – Natural & Newness
      • Flavourings in Baked Goods
    • February (2)

      • FEMA GRAS Compliant Substances for Flavours
      • Applications of Flavours and Food Regulations
    • January (1)

      • The rise of Dairy Alternatives
  • 2018

    • December (2)

      • Different Types of Tea Flavours
      • Snacking Indulgence with Health Benefits
    • September (1)

      • Flavouring Legislation and Food Safety
    • July (1)

      • Technology to increase shelf life of flavours
    • May (1)

      • Flavours & Masking Agents in Sports Nutrition
    • April (2)

      • Flavours for reduced fat products
      • Lipid oxidation in food
    • March (2)

      • Flavour retention during extrusion process
      • Flavour Scalping
    • February (2)

      • Powder Flavours
      • Flavor release and perception in mouth
    • January (2)

      • Flavour and sensory perception
      • Flavours in functional food
  • 2017

    • December (2)

      • ‘Halal’ and ‘Kosher’ in flavour industry
      • Control release of flavour
    • November (2)

      • Factors affecting flavour stability
      • Flavour retention in the food matrix
    • October (2)

      • Flavours in health and nutrition
      • Difference between taste and flavour

Disclaimer

The statements, views, thoughts and opinions expressed on blog or social media are those of the author and do not necessarily reflect the official policy or position of Keva Flavours or its parent organisation. The company does not take any responsibility for the views of the author.

Contact Us

+91 22 2164 3300

+91 88790 06600

connect.flavours@keva.co.in

Feeling Sociable?


Stay updated. Subscribe to our e-newsletter

Disclaimer Privacy Policy Terms of Use Online Store Policy All rights reserved © Keva Flavours Pvt. Ltd.