NESCAFÉ – Great Sensations

Every day, we experience tastes and smells that have a powerful impact on our emotions. From freshly ground coffee to freshly cut grass, these sensations evoke fond memories of a time and place in our lives.

But which sensory experiences leave a lasting impression? We polled more than 2,000 people in the UK (aged 16+) to identify these great sensations.

Here’s a taste of what we uncovered: 

• • ‘Sweet’ is the UK public’s preferred flavour (38% of respondents) followed by ‘savoury’ (27%) and ‘spicy’ (19%).
• • Belfast is the city with the biggest sweet tooth – 50% of Belfast residents selected ‘sweet’ as their greatest ‘taste sensation’, compared with 26% of people in Liverpool.
• • Flowers and grass ranked as the public’s number one most pleasing scent – chosen by 23% of those we polled.
• • Gen Z were the most likely (85%) to say they’re ‘adventurous’ when trying new flavours, whereas people aged 55-plus year olds were least likely (56%).
• • Popularity-wise, vanilla is the new kid on the block: people in Greater London (23%) and West Midlands (22%) put vanilla as their number one aroma of choice.

Scents that last a lifetime

Whether we’re grabbing coffee with a friend, or exploring the great outdoors, our daily experiences often excite our sense of smell. And while opinions differ as to which scents conjure the most positive feelings, one thing’s for sure: we love a pleasant aroma.

• • A clear majority (60%) told us they’re likely (or somewhat likely) to choose a new food item or beverage based on aroma alone.
• • 80% of people said the aroma of a drink is important to their enjoyment of it.
• • A big majority of younger millennials – 90% of 25-34-year-olds – said the aroma of a drink is “extremely important”. In comparison, the average figure across all age groups was just 26%.

So if we agree that scents can be special, which aromas do we love the most?

So when it comes to our favourite smells, flower power reigns supreme. But that was far from the whole story.

• • Seaside scents. For people in port cities, there’s no place like home. 31% of people in Plymouth, and 27% of Southampton residents, chose the ocean breeze as their favourite scent. In landlocked Leeds, the figure was just 13%.
• • Is the grass greener? On the flipside, just over a fifth (21%) of people in coastal Brighton said the ocean breeze was their favourite scent – a lower percentage than inland communities like London (22%), Bristol (24%) and Norwich (25%). Brightonians were more likely to put flowers and grass (24%) at the top of their aroma list.
• • Age matters. Among Gen Z (16-24-year-olds) and young millennials (25-34-year-olds), the scent of freshly washed clothes was the most popular option – chosen by 22% and 24% respectively. But later in life, older millennials (35-44-year-olds) were most likely to cite the ocean breeze (22%) as their number one scent.
• • Back to nature. As we get older, many of us enjoy the scents of the great outdoors. Among Gen X (45-54-year-olds) more than a quarter (26%) chose flowers and grass as their favourite scent, rising to 30% among the boomer generation (aged 55+).

Coffee is king

While the natural world has an abundance of unique scents, what about the food and drink we consume?

When we asked the public which drink they find most appealing based on its smell, almost half (49%) opted for coffee. This rose to 55% among females compared to 41% of males. Meanwhile, the boomer generation were the most likely (62%) to select coffee as their top scent.

But when we broaden it out to include food, which scents are most likely to tug at our heartstrings?

Context matters, and that morning macchiato on a memorable holiday – compete with freshly baked pastries – is always going to hit differently. So perhaps it’s no surprise that these two options were top of the aroma charts.

But if we look at the numbers closely, there’s an increasing appetite for a range of different scents.

• • A quarter (25%) of Gen Z respondents said vanilla was their favourite scent, way above freshly baked goods on just 13%.
• • Regionally, Greater London (23%) and West Midlands (22%) put vanilla as their number one aroma of choice.
• • Younger generations are more familiar with scents like caramel. For example, 9% of younger millennials (25-34-year-olds) chose caramel as their favourite scent, compared to just 2% of boomers (aged 55-plus).

Taste sensations

We experience the world through our eyes, ears and nose, but what about our tastebuds? We asked the public which flavours are most likely to get their thumbs-up.

There’s no doubt we’re a nation of chocoholics, reaching a high in Glasgow, where 55% of residents said it’s their favourite flavour.

But perhaps the tide is turning in the flavour wars, as among Gen Z respondents, the gap between chocolate and vanilla was just 39% versus 35%.

The battle of the taste buds

We asked the public which flavour offers the greatest ‘taste sensation’. Are we a nation that prefers sugar, spice or something else nice?

Across the UK as a whole, ‘sweet’ came out as the public’s preferred flavour (38%) followed by ‘savoury’ (27%) and ‘spicy’ (19%).

But looking at cities in isolation, there was a mixed picture.

Our mood and memories

It’s one thing to enjoy a pleasant aroma, or a delicious taste at the tip of our tongue, but also, the psychological aspect of food and drink is not to be underestimated.

• • 78% of people told us that their favourite drink enhances their mood.
• • 43% of respondents (and 48% of females) said their taste preferences change throughout the day, depending on their mood.
• • 40% of people said they have specific memories related to the smell or taste of coffee – such as baking and childhood.

We are what we eat (and drink), and the sensations we love are intrinsically linked to our state of mind – whether it’s a nostalgic memory or those daily creature comforts.

But are we stuck in our ways, or do we approach new scents and tastes with an open mind?

 In terms of age, Gen Z were the most likely (85%) to say they’re ‘adventurous’ regarding new flavours, whereas people aged 55-plus year olds were least likely (56%).

And regionally, Greater London had the highest number of participants (78%) who said they’re ‘adventurous’, while the North East had the lowest (65%).

Great sensations: more than meets the eye

When it comes to the sensations we love, the whole is greater than the sum of its parts. Smell and taste are often interconnected; in fact, 77% of the people we polled agreed that the smell of a drink enhances its taste.

These great sensations are a treasured part of our daily experience. And coffee’s sensory appeal – and the emerging popularity of vanilla and caramel flavours – is central to this story.

"Our survey highlights the UK's deep affection for sweet sensations, with vanilla emerging as a top aroma, particularly in regions like Greater London and the West Midlands.

“We're thrilled to introduce our new Gold Blend flavours – vanilla and caramel. These additions to the Gold Blend range not only enhance the sensory experience but also provide a comforting and indulgent option for coffee lovers. They are designed to delight British taste buds and evoke the cherished memories and emotions that only great flavours can.” - Ingrid Hayes, Marketing Director of Nescafé Soluble Coffee.