Date: 10/09/2025

Natural Flavours play a fundamental role in product perception, as well as providing flavor and a sensory experience for consumers without impacting on the entire composition.

Far beyond what the eye can see, aromas help to emotionally connect the consumer to the brand.

This is because, as researcher Michael Solomon explains, our brains make associations because of the sensations that aromas evoke in the memory.

In this article, we'll talk about what natural aromas are, how the sense of smell can influence the purchasing process and how to enhance a brand through senses and sensory experience.

Topics:

What are natural flavors?

According to ANVISA Resolution RDC No. 2/2007, flavors are classified as natural when they are obtained by processes such as plant extraction, fermentation or biochemical methods; they are distinct from synthetic flavors, produced by chemical synthesis.

In addition, labels must indicate the presence of “aroma” or “flavoring” and its nature (natural, nature-identical or artificial).

According to Dr. Susan Schiffman, Biomedical Engineering, “Up to 80% of what we call ‘taste’ is actually aroma”. This pleasure is the result of the activation of olfactory memories, which associate smell and taste with positive experiences, such as the aroma of freshly baked bread, which reminds us of coziness, or the smell of fresh herbs, which evokes the idea of freshness and health.

In addition, natural flavors can play a functional role, stimulating appetite, promoting the acceptance of new foods and even helping with the proper intake of nutrients.

The power of smell in the shopping experience

In an increasingly competitive market, winning over and retaining consumers requires going beyond traditional strategies.

Brands need to create differentiated experiences, capable of involving the customer in an emotional and sensory way, reinforcing their authority and, consequently, boosting sales.

In this scenario, the sense of smell stands out as a powerful ally. Olfactory perception has a direct impact on purchasing behavior. According to an article published by USP - University of São Paulo - the sensory appeal activates a stronger bond with the brand and positively affects the perception of the product's quality, making it possible to increase its price.

In the book The Logic of Consumption, the author points out that visual images become more effective and memorable when associated with another sense, such as hearing or smell. This sensory combination enhances recall and emotional involvement.

For the food industry, this means that natural aroma is not just a sensory attribute, but a strategic tool that can transform a food into a unique emotional experience, capable of generating preference, trust and loyalty.

Sensory marketing and purchasing power

Increasingly, companies are realizing that in order to fully captivate consumers, it's not enough just to display logos and visual elements: they also need to explore aromas that translate the brand's identity.

This is not limited to the characteristic “smell” of a famous product, but encompasses all the aromas that make up the experience, from the freshness of freshly prepared food to subtle fragrances that evoke positive memories.

Sensory marketing is a strategy that uses the human senses to create emotional connections with consumers, directly influencing their purchasing behavior. In the food sector, aromas play an even more relevant role, as they are closely linked to memory and emotional experiences.

An article in the scientific journal Cognitionis states that sensory stimuli, such as aromas and flavors, not only arouse immediate interest, but also increase the perception of product quality and value.

For companies, this means that strategically working on fragrances, textures and flavors can strengthen brand positioning, generate differentiation in the market and even allow for more competitive or premium pricing.

By integrating sensory marketing into the development of new products, it is possible to create experiences that go beyond the nutritional function of food, transforming it into a moment of pleasure and emotional connection with the consumer.

NatSense: natural flavors that elevate the sensory experience

The NatSense line from BRF Ingredients is a clear example of how natural flavors can transform consumer perception.

Made from fresh raw materials of animal origin sourced from BRF's integrated chain, they can serve as a basis for developing new flavors or be applied directly in the processing of final products, in savory or sweet recipes, intended for human consumption or pet food.

These flavors provide authentic tastes and smells that reinforce the freshness and quality of food. The healthy and natural food segment has been growing rapidly. According to data from Statista, this market is expected to exceed US$ 800 billion in 2021.

More than just intensifying flavor, NatSense creates a real and memorable sensory connection, awakening emotions and memories that bring consumers closer to the brand.

Practical applications of NatSense flavors

The natural flavors in the NatSense range can be incorporated into different food categories, adding not only flavor intensity but also sensory and commercial value. Among the main applications are:

● Processed meats: they reinforce the characteristic flavor, increase the perception of freshness, and contribute to a more authentic consumer experience.
● Sauces, broths, and soups: intensify natural cooking notes and provide more complex and balanced flavor profiles.
● Snacks and ready meals: enhance sensory appeal, helping to differentiate products in highly competitive markets.
● Pet food: increase palatability, stimulating consumption and reinforcing the perception of quality.

These applications show how natural flavors act in a versatile way, meeting both the technical demands of the industry and the sensory expectations of consumers. By balancing flavor, freshness, and consistency, they become a valuable resource for the development of more attractive and higher quality foods.

Conclusion - Natural flavors: far beyond smell, an experience that connects

The incorporation of natural flavors represents an important convergence between applied science and market strategies in the food sector. The continuous advance in research into sensory perception and consumer behavior reinforces the need for integrated approaches that consider technical, regulatory and emotional aspects of product development.

For companies like BRF Ingredients, the careful application of natural flavors offers the potential to innovate in formulations, improve the consumer experience and respond to regulatory and sustainability demands.

Therefore, the use of natural flavors should be understood as part of a dynamic process involving research, development and marketing, contributing to strengthening competitiveness and adapting to consumer trends.

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