Report
Your choice of flavours says more about you than you think
Happiness isn’t just a state of mind – it could also reflect the state of your plate, says a new survey.
According to the Lawry’s ‘What’s Your Flavour’ survey, a nationwide poll of 1,000 US adults that looked at the behaviours of people based on their flavour preference, fans of tart flavours (such as citrus) are the happiest across a range of personal and professional areas – more so than individuals who prefer spicy, sweet or savoury flavours.
The survey found that people with a tendency towards tartness consider themselves extremely happy, and are particularly happy with their family life, finances, work/life balance – even their health. These troubadours for tartness, representing the largest group, are also social butterflies.
The Joyous Joiners are extroverts who love to entertain at home, find it very important to join in social events in the community and love to express their creativity. This sociability also extends online – they’re active on the greatest number of social networking sites.
“We know that people love to express themselves through the food they prepare, so we wanted to take a deeper look at what excites consumers’ tastes,” says Erin Stine, product manager for Lawry’s.
According to the survey, those who prefer spicy flavours are confident, adventurous people with a passion for travel. While they’re the biggest risk takers and can be impulsive, don’t confuse it with recklessness – this segment is also resourceful, analytical and most able to ‘look at the big picture’. These Self-Assured Adventurers also have the biggest passion for cooking and enjoy the most diverse cuisines.
On the other hand, Sweet Lifers (those who prefer honey and fruit-infused flavours) are a family-focused group that are the most kind and most loyal, though you probably wouldn’t hear any of this directly from them because they’re also the most modest. The taste preferences of Sweet Lifers are influenced by their parents, they enjoy family entertainment, and consider themselves spiritual.
The final survey segment looked at those who prefer savoury flavours (a touch of salt and seasoning). These Conventionalists are introverted, the least adventurous and describe themselves as ‘homebodies’. They enjoy camping and hiking and love outdoor barbecues as well as American cuisine. They are big fans of reality TV and are passionate when it comes to politics.
Interesting facts
Beyond looking at flavour and personality, Lawry’s uncovered some interesting facts about the use and influence of flavours in cooking:
- About half of Americans say they’re passionate about food, with more than a third watching cooking shows regularly.
- Nearly two-thirds of respondents said they try a new flavour at least once a month, and 61% like to get creative with the food they cook.
- The biggest influence on flavour preference comes from ‘experimenting in the kitchen’ (33%), followed by eating out (32%) and learning from their parents (19%).
- We’re a grilling nation, with people preferring to barbecue outdoors more than any other cooking method. In fact, 63% of respondents grill all year round.
- Flavour is a family affair, with 7 in 10 respondents reporting that they enjoy cooking with their children.
Source: Lawry’s
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