Exploring food and beverage pairing from a cross-cultural projective mapping.

Culture is a well-known driver of food choices, and therefore, it could also impact food pairing preferences. Food pairing has been studied from different approaches; however, little cross-cultural research has been done. This work explored food and beverage pairing using projective mapping (PM) to create maps of food-beverage combinations. Four countries (Mexico, Argentina, France, and Norway), thirty foods, and six beverages were selected. PM was carried out through an online study in each country. Participants were asked to map foods together with beverages following the instruction that foods and beverages closer together represented a good combination. The coordinates of each product were analyzed through Multiple Factorial Analyses (MFA) by countries. The first four factors of each MFA were used to perform RV coefficients to test similarities in food-beverage pairings between the countries. Finally, a k-means clustering was performed on the beverage coordinates of each MFA. PM provided maps representing food and beverage pairings for each country in which the proximity between food-beverages represented a good combination according to consumers. RV coefficients between countries were low, showing that food-beverage pairings were not similar across countries, evidencing the cultural effect in food-drink combinations. Results from the k-means clustering showed some similarities and differences between countries. In general, the food-beverage pairing was effectively explored with PM, from which several differences and similarities were found within cultures.

Connecting flavors in social media: A cross cultural study with beer pairing.

Culture is an important driver of food preferences and largely determines exposure to ingredients combinations. The cultural variety in culinary practices across countries raises the question of how flavor combinations are built and how they transcend individual differences in consumers' preferences. For example, in Latin America, despite having similar cultures and language, the diversity in culinary practices leads to different flavor combinations across nations. Therefore, we hypothesize that each country will show different preferences in flavor combinations that could be understood by social media exploration as an innovative approach. One study was conducted exploring social media in four countries (Argentina, Colombia, Peru, and Mexico) on a one-year basis, using a list of fifty-seven keywords associated with beer flavors. In a first analysis, the list of mentions from consumers was categorized in frequencies of flavors per country and analyzed using correspondence analysis (CA) and agglomerative hierarchical clustering (AHC). Results showed that the countries could be clustered in three groups. Cluster 1 with Mexico and Peru, and the rest of the countries in different clusters. The co-occurrence of paired flavors in social media was used to build a similarity matrix that was analyzed using multidimensional scaling (MDS) in order to find a pattern of pairing per country. The obtained map was useful to understand the cultural differences in flavor paring per country. Overall, the analysis of flavor pairing through social media was an effective technique to access the structure of flavor pairing for beer in different countries.