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Supertasters

Supertasters: Inside Product Testing

Tony Lewis (FCIM, MMRS) avatar
Tony Lewis (FCIM, MMRS)

What is a supertaster?

A supertaster is a person whose sense of taste is more intense than average and who experiences flavours more strongly than others.

What is a supertaster?

A supertaster’s sense of taste is more sensitive than average, and they experience flavours more intensely than others. This is down to the taste buds that wrap around the human tongue, which are covered in a taste receptor that binds to the molecules from your food, which informs your brain what you’re eating.

Some people have more taste buds and receptors than others, meaning they can better perceive what they’re tasting. They’re particularly sensitive to bitter foods, such as chocolate, beer, coffee, spinach and broccoli.

GIC Food & Drink Trends Vision One

Why do we use supertasters?

We use supertasters for the reason they’ve got their name, they’re super! We believe that, when possible, using supertasters in product testing yields the best results. They’re more likely to taste flavours you’re trying to achieve and can provide insights that some people may miss.

Our service helps new and existing brands to develop and test concepts and products using a wide array of consumer and business research. Covering a wide range of sectors, such as food and drink.

How can I tell I’m a supertaster?

There are a few telltale signs that could signal whether you’re a supertaster, these are;

  • Avoidance of bitter food and drink: You can’t imagine the taste of bitter food and will do anything to cover it up.
  • Tend to drink or smoke less: The overpowering bitterness of beer and also some dry and oaky wines are a no-go for supertasters. Smoking leaves behind a bitter taste which deteriorates these people.
  • Excess salt: Salt is one of the condiments that contains bitter flavours, so people can overpower their food with salt to mask these flavours, even adding large amounts of salt to salad dressing to cover the bitterness of leafy greens.

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We are quick, responsive, and above all, our research is customised precisely to your needs, ensuring you get exactly what you need every time.

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