In the Innova Trends Survey 2019, 74% of global consumers agreed or strongly agreed that they loved to discover new flavors, while 57% thought it was important to consume foods and beverages that were good for their bodies.

In other research, scientists explored the effects of noise on the perception of alcoholic beverages’ sweetness. The admittedly small control group (80 participants) at the University of Portsmouth had to rate the alcohol strength, sweetness and bitterness of a selection of drinks while they were exposed to different distractions, such as music, hearing and repeating a news story, both music and news, and silence.