Is flavour preference becoming an important question we should be asking when getting to know someone? New global research by Knorr suggests so, with 76 percent of people claiming to be more attracted to people who enjoy the same food flavours as they do. Shockingly, the research, which spoke to 12,000 people in 12 countries, reveals that one in three of us would end a relationship with someone whose taste-buds didn't match our own.
When it comes to striking up relationships, more than half of us find the idea of trying new flavours sexy. But, with 30 percent of people finding it unattractive when someone orders food they don't enjoy, it's easy to see why one in three order a meal at a restaurant they don't like, simply to impress their date.
In fact, more than three quarters of people said that flavour is so integral to their daily lives that they would be willing to sacrifice in other key areas. Surprisingly, 72 percent would give up social media, 60 percent their right to vote and a whopping 56 percent would even give up having a successful career before sacrificing flavour. Most revealing is that almost half of people (42 percent) would rather give up sex than flavour – when broken down by gender this lowers to 36 percent of men and rises to 48 percent of women.
To put the theory to the test, Knorr conducted a social experiment with a twist. It paired complete strangers, based on their love of the same flavours, discovered using the Knorr Flavor Profiler. The results of the experiment were then captured in an entertaining short film, "Love At First Taste." The film was made by Tatia Pilieva, Director of viral hit film "First Kiss," and explores whether the flavours we love can reveal more about us and our relationships than we think.
"Having studied the behavioral patterns behind food consumption for over 30 years, this research by Knorr validates something I have long suspected, that food and flavors are a window to our character, our flavor preferences offer a vital insight into our personality," said Greg Tucker, Flavour Expert and Psychologist. "So it is no wonder that when pairing up, we seek soul-mates who are also eat-mates, who like the same food and flavours that we do. Knorr has shed light on something we do subconsciously, just like selecting food from a menu, we select partners with a similar list of the characteristics that are important to us. Now it is clear that we make these gut decisions on compatibility using our taste buds as well as our hearts."
"When we stop and think about it, flavour is what makes food such a pleasure and a part of many of life's meaningful moments. It is at the heart of everything we do at Knorr and we're delighted we share our passion with so many around the world," said Ukonwa Ojo, Senior Global Director for Knorr at Unilever. "Our interest in considering flavour in the quest to connect with others is a fun way to put its importance to the ultimate test. The palpable chemistry between the couples in the film proves that having the same flavour profile could be the missing ingredient to help us make a meaningful connection."
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