ALTOONA, PA—After 2 years, thousands of tests, and a $5 million budget, a marketing research firm has finally ranked hundreds of flavors that could be carbonated and bottled. In an unprecedented project funded by the largest food company in the world, Nestlé, the Venture Market Analysts firm has conclusively surveyed the United States population to determine their most and least preferred tastes in beverages.
According to a spokesperson for Nestlé, the research was commissioned for future product development and current product improvements, although they declined to mention any by name.
As for the rankings, at the top of the list was cola flavor, with several close runner-ups, such as root beer and several fruit-based flavors. The report indicated some suggestions for beverage development, focused on fruit combinations primarily, but also some others such as cinnamon.
However, the bottom of the list was much lengthier and diverse. Whereas people generally rated sweet flavors favorably, there were far more flavors rated poorly. To put it into perspective, only 12% of the 638 flavors tested were ranked more favorably than unfavorably, causing some to question the logic in including so many flavors that seemed destined to fail.
For example, ranking number 466th on the list was the flavor based on motor oil. Similarly, the 582nd most popular flavor tested was fish head.
When asked how they selected which flavors to include in the tests, the researchers responded that they started out with what flavors are currently available in most grocery stores, and then just started to select anything that seemed like it could have a distinct flavor.
"We were really trying to think outside of the box," explains Charles Zander, 44, who was involved in the study. "Creativity doesn't happen by keeping the status quo."
Some other flavors falling very low on the popularity list were gym socks, parakeet, asphalt, and WD-40.
A few of the more ambiguous flavors were rather interesting, and have been recommended for further tests. These included garden hose, bagel, shaving cream, and Elmer's glue.
The least popular flavor on the list was cat urine, gleaning almost universal disapproval. It was preceded very closely by the flavor kale.
"This study is an excellent starting point," said Zander. "Still, I have to caution people on immediately discounting soda flavors like pistachio, tomato, or tree bark. One thing we still need to fiddle around with is just how much sweetener to add to them, which could really bump up their ratings a few notches."
Zander remains optimistic about the future of his work, and has gained another $7 million for the next steps in his flavor research.
"Don't be surprised if in another 3 years or so you walk down your local soda aisle and see a 2 liter bottle of ranch-flavored soda," he added. "That one is my personal favorite."