The influence of flavour on consumer liking and perceptions of breath mint benefits in China

Date of publication: March 19, 2006

Catalogue: Asia Pacific 2006

Company: Colmar Brunton

Author: Karen Stanton


This presentation assesses consumer motivation in breath mint purchases, based on a case study conducted in China. The study enabled understanding of the size of the different consumer segments and which benefits and flavours had most appeal. In addition, a variety of breath mints were tested and the result was a segmentation of different flavour preferences. This enabled a clear prioritisation of flavour development and a Predictive Tool now used to predict consumer appeal of newly developed breath mint flavours.

Karen Stanton


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