Flavor Preference Evaluation for a Vitamin Drink Supplement

Client

A global vitamin and health supplement manufacturer recognized for science-backed formulations and a consumer-first approach, the brand creates functional products that blend efficacy with taste through continuous flavor innovation, setting benchmarks for variety, delight, and loyalty among health-conscious consumers.

Service

Product Taste Testing

Sector

Health & Nutrition – Functional Beverages & Supplements

Coverage

Canada – Toronto and Vancouver

The Challenge

The brand wanted to assess whether its reformulated vitamin drink could deliver a stronger taste appeal while maintaining the trust of loyal consumers in Toronto and Vancouver. The challenge in the competitive functional beverage market was to strike the right balance between nutritional efficacy and enjoyable flavor. Any shift in formulation risked changing or hampering the customer base, making it essential to ensure that the new profile enhanced refreshment and convenience without undermining health benefits or long-term loyalty.

What We Did

We surveyed 200 frequent buyers of vitamin drink mixes, evenly split between Toronto and Vancouver, all of whom had purchased within the last six months—making them ideal evaluators of flavor appeal and formulation changes. Through central location testing (CLT) sessions, participants joined 30-minute evaluations and tested two product samples in a sequential monadic design, ensuring structured and unbiased feedback. Samples were pre-portioned into clean, coded containers and prepared under controlled conditions by the research team. Guided step by step on tablets for real-time input, respondents mixed the powder, tasted the servings, and shared their impressions. This carefully designed sensory testing consistently captured reactions, preparation ease, and flavor preferences, delivering reliable data for comparison across both markets.

The Impact

The research detailed how consumers responded to the existing versus the reformulated vitamin drink. Apparent differences emerged—while the reformulated version was appreciated for its improved flavor balance and smoother texture, some users noted that preparation steps influenced overall convenience and willingness to repurchase. Comparing insights across Toronto and Vancouver highlighted that urban consumers leaned towards lighter, refreshing flavor notes, while others emphasized consistency and nutritional trust more. By capturing sensory feedback and preparation-related preferences, the study delivered concrete evidence on which formulation to prioritize and how to position the new variant in the market. These findings offered clear direction on product positioning for functional supplements, ensuring the brand could refine its flavor pipeline and strengthen its competitive edge in the functional beverage category.

Business Outcomes

The study provided the brand with a reformulation strategy that enhanced taste without compromising nutrition. It highlighted opportunities in functional drink consumer segmentation across Toronto and Vancouver, giving the brand a more precise way to tailor product development and communication. Building on these insights, the brand developed a go-to-market roadmap that emphasized refreshment, convenience, and quality as key differentiators, guiding future product innovation to align taste with nutritional expectations.

Want to transform the food and beverage industry with products consumers truly value?

We integrate advanced research and AI to decode the drivers of choice from flavor and sensory appeal to convenience and trust in nutrition. Market Xcel converts these insights into strategies that refine formulations, strengthen communication, and build long-term loyalty. Contact us to explore how evidence-led insights and technology-driven precision can help your brand launch confidently and secure a stronger position in the market.