What Are Palatability Tests and Why Do They Matter?

Whether you're developing a new pet supplement, a functional chew, or a nutritional gummy, one key question often determines product success: Will they eat it? That’s where palatability tests come in.

Palatability testing is the scientific evaluation of how appealing a product is based on taste, smell, texture, and other sensory factors. It's commonly used in the pet health, nutraceutical, and functional food industries to ensure that products aren't just effective, but enjoyable.

Let’s explore how palatability tests work, why they’re important, and what to consider when including them in your product development process.

What Are Palatability Tests?

Palatability tests are studies conducted to measure how willingly a subject, whether a pet or a person, consumes a product. These tests evaluate the product’s sensory attributes such as:

• Taste

• Smell

• Texture

• Temperature

• Appearance

In pet health, palatability tests are often conducted using methods like two-bowl tests or single-bowl acceptance tests to determine which product an animal prefers, or if it consumes it at all.

In the supplements and functional foods industry, palatability testing often involves human sensory panels that rate various characteristics on a structured scale, such as:

• Overall flavor

• Mouthfeel

• Aftertaste

• Sweetness or bitterness

• Likelihood of future consumption

Why Are Palatability Tests Important?

1. Consumer Compliance

No matter how effective a product is, it won't help if it isn't consumed. In pets, low palatability can lead to skipped doses. In humans, an unappetizing supplement quickly ends up in the trash.

2. Brand Loyalty

Palatable products encourage regular use. For pets, this means less resistance at feeding time. For consumers, it means a positive experience that encourages repurchase and word-of-mouth marketing.

3. Product Claims

Palatability testing can support marketing claims like:

• “Highly palatable chew for dogs”

• “Preferred 3:1 over leading brands”

• “9 out of 10 consumers would take it again”

Such claims boost credibility, but must be backed by reliable, transparent testing methods to stay compliant with FTC regulations.

How Are Palatability Tests Conducted?

For Pets:

1. Two-Bowl Test: Animals are offered two products simultaneously. Researchers measure how much of each is consumed to determine preference.

2. Single-Bowl Test: Used to assess general acceptance. The pet is given one product, and researchers track whether it's consumed and how quickly.

3. Observational Metrics: Behavioral cues like sniffing, licking, or refusal are also recorded.

For Humans:

1. Sensory Panels: Participants rate various sensory elements on a Likert scale. Often used for gummies, powders, capsules with taste elements, and functional foods.

2. Home Use Tests (HUTs): Real-world feedback from consumers after using the product over time, offering insight into both palatability and usability.

Palatability Testing in Clinical Trials

While often considered a sensory or marketing tool, palatability can also be embedded in clinical trial protocols, especially in non-pharmaceutical trials involving:

• Pet nutraceuticals

• Functional snacks

• Digestive supplements

• Oral beauty products

Combining efficacy with palatability allows brands to market not just what the product does, but also how easily it fits into daily routines.

Palatability Claims and FTC Compliance

Making palatability-related marketing claims, like "8 out of 10 dogs prefer it", requires substantiation. Under FTC regulations, all claims must be:

• Truthful and not misleading

• Supported by reliable evidence

• Clearly defined in scope (e.g., which population was tested, under what conditions)

Failing to back up claims with real data from controlled palatability tests can result in penalties or product recalls. Brands looking to maintain integrity and consumer trust should always conduct tests through validated third-party labs or clinical trial organizations.

Palatability vs. Taste Testing

It's easy to confuse palatability tests with basic taste testing, but they’re not the same.

Palatability Testing	Taste Testing
Measures overall acceptance	Measures specific sensory attributes
Includes behavior, smell, texture	Focuses mainly on flavor
Often conducted in live-use settings	Typically lab-based or structured
Suitable for pets and humans	Generally limited to humans

Palatability testing looks at the complete experience of consuming a product, not just how it tastes. This distinction is especially important in pet health, where animals can’t verbally express their preferences.

Choosing the Right Partner for Palatability Testing

Whether you’re formulating a dog joint chew or a collagen gummy, working with the right clinical or sensory organization is key. Look for partners who offer:

• Transparent protocols

• Human or pet testing panels

• Validated scoring systems

• Support for claim substantiation

Some CROs even specialize in decentralized clinical trials, allowing real-world data collection from pet owners or consumers in their natural environments.

Building Better Products With Palatability Testing

Palatability tests aren't just about making things taste good, they're about ensuring your product is accepted, consumed, and loved.

In crowded markets like pet health, nutraceuticals, and functional foods, it’s no longer enough for your product to work. It has to fit seamlessly into daily routines.

By investing in well-designed palatability testing, brands can:

• Improve compliance

• Increase consumer satisfaction

• Strengthen marketing claims

• Stand out in a competitive landscape

So the next time you ask, “Does this work?”, also ask, “Will they want to take it?” Learn more about how Citruslabs can be your trusted research partner to run customized clinical studies for your brand.