Consumers make purchasing decisions in a fraction of a second, and traditional marketing methods often prove insufficient? The FMCG industry, where food products constitute a key segment, increasingly uses tools that go beyond standard visual communication. Sensory marketing – a strategy that appeals to all five of a consumer's senses – is becoming a revolutionary approach that can determine a competitive advantage.
Consumer choices are often unconscious, and the brain processes sensory information much faster than logical arguments. Sensory marketing, which stimulates the senses of sight, smell, hearing, touch, and taste, is increasingly becoming a tool used to influence purchasing decisions.
In the case of food products, the decision-making process is even more complex. The smell of pastry in the bakery section, the characteristic sound of opening a can of fizzy drink, or the pleasant texture of the packaging – all these elements affect the perception of the product and the readiness to buy it.
In the food industry, sight plays a crucial role from the very first contact with the product. Depending on the target group, the packaging may look completely different. For example, colorful graphics resembling comic book cutouts or street graffiti and a funny, distorted font will work for younger recipients, but may be a bit too infantile for older people. Studies show that a consumer spends an average of 13 seconds choosing a brand when they see products on the shelf – during this time, the packaging must "tell" the whole story and encourage the purchase of that specific item.
The psychology of colors in food marketing is a science in itself. Red is associated with intensity and energy, which is why it dominates the packaging of energy drinks and hot sauces. Green signals naturalness and health, hence its prevalence in the segment of organic and ecological products. Gold and black communicate premium and elegance, which is used by brands of luxurious chocolates or exclusive alcohols.
But visual marketing is not just about colors. The shape of the packaging, typography, the way the product is presented in advertising – all these elements create a coherent visual narrative. Brands such as Coca-Cola are recognizable even without a logotype, thanks to building a visual identity for decades.
Surely you are familiar with email campaigns promoting a given product that are so visually appealing that you immediately want to buy it. The right selection of visual elements can effectively attract attention and make the consumer think of the company immediately upon entering the store.
In the context of food products, aromamarketing can be a decisive factor in success. Well-known companies have been using strategic scenting of spaces for years. In the retail sector, scenting food sections is becoming increasingly popular. The scent of vanilla in the sweets section, the aroma of fresh herbs near organic products, or the smell of bread near the bread shelves – all these treatments aim to evoke positive associations and stimulate appetite. According to research, the right scent can extend the time consumers spend at the point of sale by as much as 15–20%.
Audio marketing in the food industry is an area full of creative possibilities. The sound of crunching adds authenticity to advertisements and stimulates the listeners' appetite. It is no coincidence that advertisements for breakfast cereals, chips, or cookies so often use sound effects related to product consumption.
Characteristic sounds become a brand signature. The hiss of a Coca-Cola can opening, or the crackle of a thick chocolate layer breaking when eating a Magnum ice cream – these sounds are recognizable and evoke specific associations. In the era of podcasts and streaming music, audio marketing is gaining importance, offering brands new opportunities to reach consumers.
Music in points of sale also influences purchasing behavior. A slower music tempo makes consumers move calmly and spend more time in the store.
Touch remains one of the most important, yet often underestimated, tools of sensory marketing. In the case of food products, the texture of the packaging can significantly affect the perception of the product's value.
Premium packaging often features a special texture – matte finishes or soft-touch surfaces. These details communicate quality and exclusivity even before the consumer checks the product details. Producers regularly invest in packaging that offers a unique tactile experience.
The shape of the packaging is also important. Ergonomic bottles, jars that are comfortable to grip, packaging adapted to hand size – all these elements affect the comfort of use and the perception of the brand as mindful of consumer needs.
In the segment of food products for children, touch is particularly important. Packaging with different textures not only attracts the attention of young consumers but also builds positive associations.
In-store tastings are a classic example of marketing using the sense of taste, but modern brands go much further. Creating limited editions with unconventional flavor combinations, including samples of new products, collaborations with famous chefs, seasonal variants – all these strategies aim to provide consumers with new experiences and maintain interest in the brand.
Taste marketing also uses the psychology of associations. Flavors of childhood, regional specialties, exotic aromas from distant countries – each of these terms evokes specific emotions and can be used to position the product on the market.
The FMCG industry currently faces great challenges. On the one hand, rising production costs and increased consumer emphasis on quality affect the reduction of realized margins. In this context, sensory marketing can be both an opportunity and a challenge.
Consumers are becoming increasingly demanding and aware. They expect not only high-quality products but also authentic, engaging brand experiences. At the same time, growing competition forces companies to optimize marketing budgets.
Sensory marketing, although effective, requires significant investment and a long-term approach. The effects are not always immediately measurable in traditional sales metrics.
In sensory marketing, the question is not "did it work?", but "what has changed?". The true measure of effectiveness lies not in spreadsheets but in observable changes in behavior and in the subtle signals consumers send. To understand this, one must become an anthropologist in the store aisles.
1. Observation of the Purchasing Path
Instead of measuring time, observe the rhythm and fluidity of customer movement. Do customers slow down in the coffee section, where the aroma of freshly ground beans wafts? Do they stop, pick up the product, hesitate, or even close their eyes for a moment? This is the moment when the sensory stimulus interrupts purchasing automation and forces reflection.
2. Basket Analysis
The effectiveness of sensory marketing is visible not in what customers planned to buy, but in what they added to the basket impulsively. Receipt analysis is the archaeology of decisions.
3. Choice Test
The best proving ground is the situation when the customer physically confronts two competing products. Sensory marketing often plays the role of an invisible advisor.
4. Qualitative Analysis of Loyalty
Sensory-built loyalty is deeper and harder for the competition to copy. We do not measure it in a "return rate" but in qualitative answers to the question, "why do you come back?".
