Cultural traditions are known to modify hedonic value of odors. Here we explored in a culturally homogenous group of consumers which other factors were associated with the pleasantness of the aromas of spices.

We invited Finnish-speaking adults from the STEPS study (a cohort family study in Southwest-Finland) to complete an online survey on the use of specific spices and food neophobia. Of the 814 respondents, 121 (74% women; age 25–61 years, mean 38.7 years) visited the sensory laboratory to rate the aroma (orthonasal smell) of 12 spices (anise, caraway, cinnamon, clove, fennel, garlic, marjoram, mint, oregano, rosemary, sage, thyme) for pleasantness (9-point scale) and familiarity (5-point scale), and to identify the aromas (multiple choice with 17 options).

The mean pleasantness of the spice aromas was correlated with the familiarity to the aromas (r=0.60, p<0.001), the score of correct identifications (r=0.42, p<0.01), and (negatively) with the Food Neophobia Scale score (r=-0.26, p<0.01), but not with the participants’ age. For 6/12 spices, the participants who identified the aroma correctly rated it as more pleasant than did those who misidentified the aroma (p<0.05). For 9/12 spices, the participants who reported to use the spice (regularly or irregularly), rated the aroma of the respective spice as more pleasant than did the non-users. Compared to men, women identified correctly more aromas (7.9 vs. 6.1, p<0.001) and rated the aromas as more familiar (p<0.05) and the aromas of mint, thyme, cinnamon, and clove as more pleasant (p<0.05).

The pleasantness of aroma was strongly associated with the familiarity of the respective aroma. Thus, systematic exposure to the aroma of a new food may increase the palatability of the whole food. Also, adding a personally familiar, liked (spice) aroma to a novel food product may make it more acceptable, especially for food neophobic consumers.