A Role for Identification in the Gradual Decline in the Pleasantness of Flavors With Age

OBJECTIVES: This study investigated a possible role for identification in the decline in flavor pleasantness with age. METHODS: Two hundred sixty-four individuals aged from 16 to 85 years tasted 6 flavored drinks of varying identity and ease of identification, and rated each on pleasantness, a range of other characteristics and identified all flavors. RESULTS: Using regression, firstly, pleasantness was inversely associated with age (β = −0.22, p < .01). Secondly, the decline in pleasantness with age was associated with poorer identification (β = 0.30, p < .01), lower perceptions of sweetness (β = 0.01, p < .01), lower strength of flavor (β = 0.00, p = .02), lower familiarity (β = 0.01, p < .01), and a lower frequency of usual drink consumption (β = 0.04, p < .01). Thirdly, improved identification with age was associated with increased drink familiarity (β =< 0.01, p < .01), coloration compared with no color (β = <0.06, p < .01), and correct compared with incorrect coloration (β = <0.27, p < .01). DISCUSSION: These findings demonstrate a clear role for identification in the decline in flavor pleasantness with age. These findings thus provide clear evidence for a cognitive and perceptual element to these hedonic processes. Our findings suggest that likings for flavors in older individuals may be increased/maintained through the use of improved visual cues, easily recognizable foods, and/or identity labels.