A recent survey by NESCAFÉ has uncovered the UK’s most popular tastes and smells, with sweet flavours dominating the national palate. According to the findings, 38% of Brits prefer sweet sensations, followed by savoury (27%) and spicy (19%). The survey, which polled over 2,000 people, also highlighted that 78% believe their favourite drink enhances their mood, and 77% agree that the smell of a drink influences its taste.

Belfast emerged as the city with the biggest sweet tooth, with 50% of residents naming sweet as their top taste preference, compared to just 26% in Liverpool. Generational differences also surfaced, with Gen Z (16-24-year-olds) being the most adventurous in trying new flavours – 85% of them enjoy experimenting – while only 56% of those aged 55 and above share the same enthusiasm.

When it comes to specific flavours, chocolate is the nation’s favourite, with 47% of respondents choosing it, particularly in Glasgow, where 55% named it their top choice. Vanilla (29%) and caramel (27%) follow closely behind. However, among younger generations, the gap between chocolate and vanilla is shrinking. For Gen Z, 39% prefer chocolate, while 35% opt for vanilla, suggesting that classic flavours are enjoying a resurgence.

The survey also revealed a strong connection between scents and mood, with coastal cities like Plymouth and Southampton favouring ocean breeze aromas, while Brighton residents prefer floral and grassy scents.

NESCAFÉ’s findings also highlight the profound emotional connection people have with taste and smell. 78% of respondents believe their favourite drink can uplift their spirits, with 43% saying their taste preferences change based on their mood. Freshly baked goods were the most loved food scent, with 21% choosing them, while coffee remains a favourite aroma, especially among the boomer generation, with 49% selecting it as their top choice. In fact, 40% of respondents reported that the smell or taste of coffee evokes specific memories, underscoring the emotional power of these sensory experiences.

The survey coincides with the launch of two new flavours from NESCAFÉ Gold Blend: vanilla and caramel. These additions are designed to complement the evolving preferences of the UK public, offering a comforting and indulgent experience. Ingrid Hayes, Marketing Director of Nescafé Soluble Coffee, remarked: “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 evoke the cherished memories and emotions that only great flavours can.”

NESCAFÉ’s latest offerings aim to celebrate the nation’s changing tastes, while acknowledging the enduring emotional ties between aroma, flavour, and memory.