Latour, Latour and Wansink


  • How consumers experience taste is heritable, particularly with regard to bitter and sweet taste sensations, and this can be assessed through a simple paper taste strip.
  • Segmentation of consumers by taste sensitivity can explain differences in cola and wine taste tests that cannot be explained by training or cultural influence.
  • Supertasters are more sensitive to bitterness, seek sweeter foods, and exhibit more behavioral loyalty than other consumers, which makes them an important segment for food marketers involved in testing and introducing new products.
  • Advertisers can attract this supertaster segment by employing language that highlights the sweetness or mellowness of the product’s taste.