Skip to content

Is Flavor The Recipe For Love?


Average read time: 5 minutes

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

Asian woman and Caucasian man with beard in early thirties having dinner and laughing.

ENGLEWOOD CLIFFS, NJ, (April 29, 2016) - Age, sex, location...flavor? Is flavor preference the first question we should be asking when getting to know someone? New global research by Knorr suggests so, with 76 percent of people claiming to be more attracted to people who enjoy the same food flavors as them. Shockingly, the research, which spoke to 12,000 people in 12 countries, reveals that one in three of us would end a relationship with someone whose taste-buds didn't match our own.

When it comes to striking up relationships, more than half of us find the idea of trying new flavors sexy. But, with 30 percent of people finding it unattractive when someone orders food they don't enjoy, it's easy to see why one in three order a meal at a restaurant they don't like, simply to impress their date.

In fact, more than three quarters of people said that flavor is so integral to their daily lives that they would be willing to sacrifice in other key areas. Surprisingly, 72 percent would give up social media, 60 percent their right to vote and a whopping 56 percent would even give up having a successful career before sacrificing flavor. Most revealing is that almost half of people (42 percent) would rather give up sex than flavor – when broken down by gender this lowers to 36 percent of men and rises to 48 percent of women.

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 flavors, discovered using the Knorr Flavor 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 flavors we love can reveal more about us and our relationships than we think.

"Having studied the behavioral patterns behind food consumption for over 30 years, this research by Knorr validates something I have long suspected, that food and flavors are a window to our character, our flavor preferences offer a vital insight into our personality," said Greg Tucker, Flavor Expert and Psychologist.

"So it is no wonder that when pairing up, we seek soul-mates who are also eat-mates, who like the same food and flavors 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."

"When we stop and think about it, flavor 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," said Ukonwa Ojo, Senior Global Director for Knorr at Unilever.

"Our interest in considering flavor 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 flavor profile could be the missing ingredient to help us make a meaningful connection."

Watch Knorr's latest film "Love at First Taste" and find out if the strangers were a match made in foodie heaven. To discover which one of the 12 flavor profiles you are - such as a Spicy Rebel or a Gracious Grazer – take the Knorr Flavor Profiler.

Join the conversation at #LoveAtFirstTaste

Notes to Editors:

For more information, please contact: Kristin Wooten, Edible -, 404-460-9651

To find out your flavor profile take the Knorr Flavor Profile Quiz.

About Knorr flavor 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 flavor 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 flavors 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 flavors 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 mission is to unlock flavor and goodness from everyday food, from farm to fork. Want some flavor inspiration? Visit

Back to top