Tag: Wirral Sensory Services

Cola, energy drinks and the role sensory science will continue to play in the future

Posted on by WSS

According to a recent article in The Grocer, sports and energy drinks have overtaken cola as the UK’s largest soft drinks segment, with sales reaching about £675m over the latest 12-week period measured by NIQ.

As you’ll have seen, the headline itself is striking.

But, what makes this more interesting than a simple category shift, is that consumers may no longer be evaluating drinks primarily on hedonic attributes (“Does this taste good?”), but increasingly on functional attributes (“What will this do for me?”).

The shift from refreshment to performance

For decades, cola occupied a very clear sensory and emotional space. It offered a familiar flavour, immediate refreshment, the brand was well thought of, and there was plenty of nostalgia attached to it. For many, it was even seen as a treat.

On the other hand, sports and energy drinks operate differently. Their proposition is often built around energy, hydration, electrolytes, mental focus, recovery, and an active, healthy lifestyle.

Consumers increasingly interpret sensory cues through the lens of those benefits. A slightly salty note, for example, might once have been considered a flavour defect.

In a hydration product it can reinforce the perception that the drink contains electrolytes and is “working”. Likewise, the sharp acidity and bitterness common in energy drinks can become signals of efficacy rather than barriers to liking.

This is a classic example of sensory perception being shaped by expectation.

Sensory science tells us people don’t taste in isolation

One of the most robust findings in sensory research is that expectations influence experience.

When consumers know a drink contains:

· electrolytes

· caffeine

· vitamins

· protein

· functional ingredients

they often evaluate flavour differently than they would in a blind test.

A runner reaching for a hydration drink after a 10K isn’t necessarily seeking the most pleasurable flavour. They’re seeking reassurance that the product supports a specific goal.

In that context, sensory acceptance becomes multidimensional:

· Does it taste good?

· Does it feel refreshing?

· Does it seem effective?

· Does it fit my health goals?

· Does it align with my identity?

The last two questions have arguably become much more important over the past decade.

Why this matters for product development

Historically, soft-drink optimisation often focused heavily on overall liking scores.

Today, brands increasingly need to understand:

· Perceived hydration

· Perceived energy delivery

· Refreshment

· Mouthfeel

· Satiety

· “Clean” versus “artificial” taste perceptions

· Post-consumption feelings

A product could score lower on pure flavour liking than a cola, yet still win in market because consumers believe it better supports their lifestyle.

That’s particularly relevant among runners, gym-goers and health-conscious consumers. Your own behaviour as a runner is a good example. You may not be asking, “What’s the tastiest drink in the chiller?” but rather, “What’s going to help me hydrate, recover, or keep going this afternoon?”

The sensory challenge for brands

The next phase though may be even more challenging.

Early energy drinks largely succeeded by delivering a clear functional cue: caffeine. Today’s consumers increasingly want:

· Energy

· Hydration

· Low sugar

· Natural ingredients

· Clean labels

· Great taste

All demands that can conflict with one another.

Electrolytes can affect flavour balance. Natural sweeteners can introduce bitterness or lingering aftertastes. Reduced sugar changes mouthfeel. It’s why sensory testing becomes even more critical because brands must optimise multiple dimensions simultaneously rather than simply maximising sweetness and flavour impact.

A broader question: has the definition of a soft drink changed?

Another question we should all be aware of is; do consumers increasingly see soft drinks as part of a wellness toolkit rather than purely as refreshments?

The growth of sports and energy drinks has been linked for years to demand for functional benefits, active lifestyles and “better-for-you” positioning.

If that’s true, then cola’s decline in relative importance isn’t necessarily about people liking cola less. It may be that the category’s centre of gravity has shifted from:

“What tastes nicest?” to “What helps me achieve something?”

For sensory researchers, that’s a fascinating evolution because it means understanding consumer behaviour now requires measuring not just flavour preference, but the complex relationship between sensory experience, perceived functionality and personal goals.

In many ways, the winner in modern soft drinks may not be the beverage with the highest liking score. It may be the one that best convinces consumers that great taste and meaningful function can coexist.

If you would like to start your journey with us, get in touch today.

What happens when consumer research comes too late?

Posted on by WSS

Launching a new product is a major investment. From product development and sourcing to packaging, marketing and retailer listings, brands commit significant time and budget to bringing new ideas to market.

Yet many product launches still fail to deliver the expected results.

One of the biggest reasons? Consumer research happens too late.

Too often, businesses treat consumer testing as a final-stage exercise, something carried out once the recipe, packaging and positioning have already been approved.

By that stage, making changes becomes expensive, time-consuming and difficult to implement.

The reality is that even strong products can struggle if they do not connect with consumers in the right way.

The risk of relying on assumptions

Internal teams know their products extremely well, but consumers experience them very differently.

A shopper may spend only a few seconds looking at a product before deciding whether to purchase it. If the messaging is unclear, the packaging fails to stand out, or the product experience does not meet expectations, repeat purchase can quickly disappear.

Without early consumer insight, brands can unknowingly move forward with:

· flavour or texture profiles consumers do not prefer

· packaging that fails to communicate effectively

· pricing concerns

· weak differentiation versus competitors

· positioning that misses the target audience

These issues are often much easier – and less expensive – to fix before launch rather than after products are already on shelf.

Why early research matters

Working with specialist consumer research partners allows brands to gather valuable feedback while products are still in development.

Early-stage testing can help businesses:

· optimise products before launch

· benchmark against competitors

· validate packaging and messaging

· identify sensory strengths and weaknesses

· improve consumer appeal

Most importantly, it reduces risk.

Rather than relying solely on internal opinion, brands can make decisions based on genuine consumer feedback and measurable insights.

Stronger products, stronger conversations

Consumer research is not only valuable for product development – it can also strengthen commercial conversations.

Buyers are under constant pressure to maximise category performance and reduce risk. Products supported by independent consumer testing often enter retailer discussions with stronger evidence, clearer differentiation and greater confidence.

Validated consumer data can help demonstrate:

· superior taste or quality

· stronger purchase intent

· competitive advantage

· clearer consumer preference

As we‘ve talked about previously, today’s consumers expect more than ever before. Quality, authenticity, taste, value and experience all play an important role in purchasing decisions.

At the same time, consumers are more vocal and influential. Online reviews, social media and word-of-mouth can quickly shape the reputation of a product – for better or worse.

Brands that invest in understanding consumer expectations early are often far better positioned to succeed long term.

Research should never be an afterthought

The most successful product launches rarely happen by chance.

They are built through testing, refinement and continuous improvement. Bringing consumer research into the process earlier allows brands to make smarter decisions before products reach shelves, reducing costly mistakes and increasing the likelihood of long-term success.

In competitive markets, understanding consumer perception early can make all the difference.

If you’re read this article and think that we will be able to help, then get in touch, our dedicated team are available to explain how we can assist and start you on the way to further excellence.

Optimising your product without losing flavour

Posted on by WSS
There isn’t a brand in the world that doesn’t want to improve its products. That could mean making them healthier, cheaper, more sustainable, or in some cases, compliant with new regulations. The challenge is, making the necessary changes, without losing the taste consumers love – and that’s where product optimisation comes in. At Wirral Sensory Services (WSS), product optimisation is at the heart of what we do, helping food and drink companies adjust, reformulate, and innovate with confidence. In more detail: what is product optimisation? To keep things simple, product optimisation means refining a recipe, formulation, or process, in order to achieve the best balance between taste, texture, cost, and performance. This is necessary because sometimes brands need to:
  • Reduce sugar, salt, or fat content
  • Replace ingredients due to supply chain changes
  • Meet new sustainability targets
  • Improve nutritional profiles
  • Cut costs without hurting quality
It does come with potential problems though, because even a small tweak can dramatically change how a product feels or tastes. That’s why we use sensory and consumer research to ensure every change still meets customer expectations. Why optimisation matters more than ever Product optimisation is far more important than people realise, because of the following.
  1. Consumer health trends
Today’s shoppers demand healthier options – but they still expect great flavour. Reformulating to lower sugar or salt can make sense nutritionally, but only if the end product still tastes the same standard.
  1. Cost pressures
Rising ingredient and production costs mean brands must be efficient. Product optimisation allows you to identify the most cost-effective formulation that consumers still prefer.
  1. Sustainability goals
Many companies are shifting to more sustainable or locally sourced ingredients. Sensory testing ensures these swaps don’t compromise on quality or taste.
  1. Regulatory requirements
New government policies on sugar, salt, and additives are reshaping the market. Testing helps ensure compliance and continued consumer satisfaction. How WSS helps brands optimise products WSS’s expert team uses a blend of sensory science and real-world consumer testing to guide every stage of product refinement. For example, here’s how a typical optimisation project might unfold:
  1. Define the challenge WSS begins by understanding your goals: Is it about reducing calories, cutting cost, or matching a competitor’s flavour?
  2. Design the experiment We help develop several potential formulations – for example, five versions of a drink with varying sweetness levels.
  3. Conduct sensory evaluation Panels of trained assessors and/or target consumers taste each version under controlled conditions. They rate aspects like sweetness, texture, aroma, aftertaste, and overall liking.
  4. Analyse the data Advanced statistical analysis identifies which attributes drive preference – and which can be safely adjusted without hurting acceptance.
  5. Deliver clear recommendations You’ll receive an easy-to-understand report showing which version consumers prefer and why, along with actionable advice for product launch or reformulation. The result? Data-backed confidence that your optimised product delivers the same (or better) experience as before.
Small changes can often lead to a big impact Optimisation isn’t always about major reformulation. Sometimes it’s as simple as adjusting cooking time or temperature, switching to a different supplier or changing packaging materials that affect shelf-life or freshness. Even minor adjustments can affect aroma, mouthfeel, or perceived sweetness. WSS helps detect and manage those subtle differences before your consumers do. With over 25 years of experience in sensory and consumer science, our team works with major retailers, food manufacturers, and brands across the UK and beyond. Remember! Optimising a recipe doesn’t have to mean compromising flavour. With the right research and sensory insights, your brand can create products that meet modern demands, without losing the magic that makes customers come back. If you have a question about anything we’ve mentioned in this article or require further information, head over to our site here, or give a member of our team a call (0)151 346 2999.

Understanding the process: benefits of sensory science

Posted on by WSS

Have you ever taken a moment in your busy schedule to consider why some products become instant favourites, while others, barely make it off the shelf?

Well, that’s it’s not down to luck, it’s down to sensory science.

Behind every mouth-watering sauce, perfectly balanced soft drink, or satisfying snack, lies a story and sensory testing – which is essentially the art and science of understanding how people experience flavour, aroma, and texture.

It’s where at Wirral Sensory Services (WSS), this process has been perfected over decades, to help food and drink brands create products people genuinely love.

But, what exactly is sensory testing?

Sensory testing is all about people and measuring human perception. It’s about how we taste, smell, see, and feel products. It turns subjective experiences into objective and measurable insights.

At WSS, we use trained sensory panels and real consumers to evaluate products under controlled conditions. The goal? To identify what works, what doesn’t, and why.

This kind of testing goes far beyond a casual taste test. It’s a structured evaluation process that blends science, psychology, and consumer behaviour.

Why does sensory testing matter for your food or drink brand?

Well, there are numerous reasons. For example:

1. It reduces guesswork

Instead of relying on instinct or internal opinion, sensory testing gives you clear data about what consumers actually prefer. Whether you’re developing a new recipe or adjusting an existing one, you’ll know which version performs best.

2. It guards brand reputation

Every small change in ingredient or supplier can alter flavour or texture. WSS helps ensure your customers won’t notice – or better yet, that they’ll love your product even more.

3. It supports product launch success

Launching a new flavour? Testing it first with real consumers at Wirral Sensory Services’ head office, means that you can refine it before investing in full production.

4. Helping you provide a competitive edge

Through benchmarking, WSS compares your products against competitors, so that you know exactly how you stand out, or where you might be able to improve.

Step by step: the WSS sensory testing process 

So, how does this process really work then? Here’s how a typical WSS sensory study might unfold:

1. Define the objective Every project starts with a clear goal: are you testing overall liking? Comparing reformulations? Or even, evaluating packaging impact on taste perception?

2. Design the test WSS experts choose the right sensory method. From blind taste tests to descriptive profiling. They determine sample sizes, randomisation, and evaluation protocols to ensure reliability.

3. Recruit the right panel Depending on the study, panels may include trained assessors or target consumers.

4. Running the sessions Samples are served in controlled sensory booths, free from distractions, odours, and branding. Participants will then rate your product on factors like appearance, aroma, flavour and aftertaste.

5. Data analysis Using advanced statistical tools, WSS identifies significant differences and trends. For example, you’ll learn which formulation drives liking or whether consumers notice your recipe change.

6. Deliver actionable insights WSS will provide a clear, visual report with recommendations you can use immediately, whether that’s choosing the best formula or refining marketing claims.

Many people assume that sensory research is only for global giants, but it’s also known to be hugely beneficial to small and medium-sized food companies as well.

Whether you’re a start-up, or a regional producer scaling up, Wirral Sensory Services offers flexible testing options that fit your budget and goals. Even one well-planned test can save thousands in wasted production or unsuccessful launches.

Why Wirral Sensory Services (WSS)?

WSS has been helping food and drink brands since 1997, combining scientific rigour with a personal, hands-on approach. Our clients include major supermarkets and innovative start-ups alike.

At the heart of every great-tasting product lies great insight, and sensory testing helps brands understand what consumers feel, think, and prefer – before products ever hit the shelves.

Whether you’re launching something new or refining an existing favourite, Wirral Sensory Services can help you uncover the secret ingredients to success.

If you have a question about anything we’ve mentioned in this article or require further information, head over to our contact us page, or give a member of our team a call (0)151 346 2999.