Is flavour the recipe for love?

Press release

New research by Knorr reveals that as many as 1 in 3 people claim that if their partner didn’t share the same flavour palette, they would be worried about their future

Age, sex, location…flavour? Is flavour preference the first question we should be asking when getting to know someone? New global research by Knorr suggests so, with 78% of people claiming to be more attracted to people who enjoy the same food flavours as them. Shockingly, the research, which spoke to 12,000 people in 12 countries including Canada, reveals that 1 in 3 of us would end a relationship with someone whose taste-buds didn’t match our own.

When it comes to striking up relationships, over half of us find the idea of trying new flavours sexy.  But, with 29% of people finding it unattractive when someone orders food they don’t enjoy, it’s easy to see why 1 in 5 order a meal at a restaurant they don’t like, simply to impress their date.

Diving into national results, flavour is so integral to the daily lives of Canadians that they would be willing to sacrifice in other key areas. Surprisingly, 74% would give up social media, 64% their right to vote and a whopping 59% would even give up having a successful career before sacrificing flavour. Most revealing is that almost half of people (44%) would rather give up sex than flavour – when broken down by gender this lowers to 36% of men and rises to 51% of women.

  • Globally, 78% of people would be more attracted to their partner if they enjoyed the same flavours
  • Globally, 1 in 3 claim that if their partner didn’t share the same flavour palette, they would be worried about their future
  • 44% of Canadians would rather give up sex than flavour – broken down to 36% of men and 51% of women
  • 64% of Canadians would give up the right to vote over flavour
  • 59% of Canadians would give up having a successful career over flavour
  • 74% of Canadians would give up social media over flavour

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 Flavour 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.

Greg Tucker, Flavour Expert and Psychologist says: “Having studied the behavioural patterns behind food consumption for over 30 years, this research by Knorr validates something I have long suspected, that food and flavours are a window to our character, our flavour preferences offer a vital insight into our personality. 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.”

Ukonwa Ojo, Senior Global Director for Knorr at Unilever says: “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.  Our provocation to consider 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.”

To watch Knorr’s latest film “Love at First Taste” and find out if the strangers were a match made in foodie heaven, click here. To discover which one of the twelve flavour profiles you are – such as a Spicy Rebel or a Gracious Grazer – take the Knorr Flavour Profiler here.

About Knorr flavour research

In partnership with Knorr, Edelman Berland undertook a global online survey, with over 12,000 respondents from the Argentina, Brazil, Canada, China, France, Germany, Indonesia, Mexico, the Philippines, South Africa, the UK and the USA (with over 1,000 respondents per market).  Research was conducted in December 2015 and is nationally representative of the online population of each country in terms of age, gender, and region in every market.

About Knorr

Our passion for flavour goes right back to Knorr®’s beginnings in 1838. From our iconic bouillon cubes to our delicious range of soups, we are always searching for the best flavours around the world – every single day. High quality is our food philosophy – one that’s been years in the making and we love inspiring people to approach the kitchen with a large measure of confidence. We are proud to be the 8th most chosen FMCG brand in the world (according to Kantar World Panel) and Unilever’s largest brand, with a yearly sales value of over 4 billion Euros. Our products are sold in more than 87 countries around the world and our flavours are enjoyed by more than 320 million people every day. Our 300+ dedicated chefs are true culinary experts and represent over 48 nationalities, making us one of the biggest employers of professional chefs worldwide. Our sustainability mission is to unlock flavour and goodness from everyday food, from farm to fork. Visit

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