“It has to taste good” is the unanimous opinion of consumers. Besides natural ingredients or a health-promoting added value, the actual taste of food and drinks is vital for consumer acceptance and resulting continued demand for the product.

The enjoyment factor plays a significant role in the buying decision process. Consumers want indulgence and an occasional treat; a trend which has actually been boosted by the recent economically troubled times. Many consumers are cutting down on eating and drinking out, preferring to stay at home; in marketing terms this is known as the homing effect. As such, it’s all the more important to have a pantry full of top-quality products that promise good taste and enjoyment. Manufacturers can exploit this to promote brand loyalty. The feel-good factor of a particular food generates positive associations with the brand, which explains why brand products displayed growth specifically during the economic crisis.