Every day, we experience tastes and smells that have a powerful impact on our emotions. From freshly ground coffee to freshly cut grass, these sensations evoke fond memories of a time and place in our lives.
But which sensory experiences leave a lasting impression? We polled more than 2,000 people in the UK (aged 16+) to identify these great sensations.
Here’s a taste of what we uncovered:
Scents that last a lifetime
Whether we’re grabbing coffee with a friend, or exploring the great outdoors, our daily experiences often excite our sense of smell. And while opinions differ as to which scents conjure the most positive feelings, one thing’s for sure: we love a pleasant aroma.
So if we agree that scents can be special, which aromas do we love the most?
So when it comes to our favourite smells, flower power reigns supreme. But that was far from the whole story.
Coffee is king
While the natural world has an abundance of unique scents, what about the food and drink we consume?
When we asked the public which drink they find most appealing based on its smell, almost half (49%) opted for coffee. This rose to 55% among females compared to 41% of males. Meanwhile, the boomer generation were the most likely (62%) to select coffee as their top scent.
But when we broaden it out to include food, which scents are most likely to tug at our heartstrings?
Context matters, and that morning macchiato on a memorable holiday – compete with freshly baked pastries – is always going to hit differently. So perhaps it’s no surprise that these two options were top of the aroma charts.
But if we look at the numbers closely, there’s an increasing appetite for a range of different scents.
Taste sensations
We experience the world through our eyes, ears and nose, but what about our tastebuds? We asked the public which flavours are most likely to get their thumbs-up.
There’s no doubt we’re a nation of chocoholics, reaching a high in Glasgow, where 55% of residents said it’s their favourite flavour.
But perhaps the tide is turning in the flavour wars, as among Gen Z respondents, the gap between chocolate and vanilla was just 39% versus 35%.
The battle of the taste buds
We asked the public which flavour offers the greatest ‘taste sensation’. Are we a nation that prefers sugar, spice or something else nice?
Across the UK as a whole, ‘sweet’ came out as the public’s preferred flavour (38%) followed by ‘savoury’ (27%) and ‘spicy’ (19%).
But looking at cities in isolation, there was a mixed picture.
Our mood and memories
It’s one thing to enjoy a pleasant aroma, or a delicious taste at the tip of our tongue, but also, the psychological aspect of food and drink is not to be underestimated.
We are what we eat (and drink), and the sensations we love are intrinsically linked to our state of mind – whether it’s a nostalgic memory or those daily creature comforts.
But are we stuck in our ways, or do we approach new scents and tastes with an open mind?
In terms of age, Gen Z were the most likely (85%) to say they’re ‘adventurous’ regarding new flavours, whereas people aged 55-plus year olds were least likely (56%).
And regionally, Greater London had the highest number of participants (78%) who said they’re ‘adventurous’, while the North East had the lowest (65%).
Great sensations: more than meets the eye
When it comes to the sensations we love, the whole is greater than the sum of its parts. Smell and taste are often interconnected; in fact, 77% of the people we polled agreed that the smell of a drink enhances its taste.
These great sensations are a treasured part of our daily experience. And coffee’s sensory appeal – and the emerging popularity of vanilla and caramel flavours – is central to this story.
“Our survey highlights the UK's deep affection for sweet sensations, with vanilla emerging as a top aroma, particularly in regions like Greater London and the West Midlands.
“We're thrilled to introduce our new NESCAFÉ Gold Blend flavours – vanilla and caramel. These additions to the Gold Blend range not only enhance the sensory experience but also provide a comforting and indulgent option for coffee lovers. They are designed to delight British taste buds and evoke the cherished memories and emotions that only great flavours can.” - Ingrid Hayes, Marketing Director of Nescafé Soluble Coffee.