How co-creation, aroma technology, and cross-market research shaped a new strategy for equine product development in the US and Mexico
Rethinking the Role of Aroma in Animal Feed
In the premium equine feed market, the product must go beyond nourishment and into creating an emotional connection between the owner and their horse. While nutritional formulation is essential, feed aesthetics like aroma play a larger role than previously assumed in shaping brand perception, product appeal, and purchase decisions.
Cargill, in partnership with Curion and a global flavor house, conducted a multi-phase research program to explore how aroma can differentiate horse feed offerings in both the U.S. and Mexican markets. The objective was both to co-develop preferred scent profiles and uncover the emotional and sensory triggers that influence owner satisfaction and trust.
A Hybrid Sensory and Consumer Research Model
The research spanned three distinct phases, conducted in both markets. This multi-phase approach marries traditional sensory practice with modern aroma technology, ensuring repeatability while reducing research cycle time.
- Phase I involved qualitative exploration with horse owners and caregivers to identify feeding behaviors, emotional drivers, and scent preferences. A narrowed set of candidate aromas was evaluated based on initial consumer reactions.
- Phase II introduced a co-creation model, where select participants from Phase I collaborated directly with flavorists to design and refine a smaller set of aroma prototypes. Patented aroma dispensing technology was used to ensure consistent delivery, and creative tools like emotion cards and color decks helped unlock subconscious associations and scent narratives.
- Phase III invited a new group of consumers to evaluate the prototypes, enabling iterative optimization and final selection based on both functional effectiveness and emotional resonance.
Insights Into What Owners Want And Why It Matters
The research uncovered that visual and olfactory attributes like aroma, color, and texture directly influence owners’ perceptions of feed quality, trust, and brand value. Owners want to feel confident that their horse enjoys the feed and that it reflects their own standards of care.
Across both U.S. and Mexican markets, owners expressed interest in redefining traditional feed characteristics. There was openness to innovation in aroma, even if it challenged expectations of what horse feed “should” smell like. However, cultural nuances also emerged like expectations and emotional associations with aroma.
The study also confirmed that aroma can be a strategic differentiator that sets an immediate impression at purchase and reinforces brand loyalty over time, especially when paired with functional performance.
Strategic Implications for R&D and Branding
This research repositions aroma from an aesthetic afterthought to a strategic lever for premium positioning in animal nutrition. It demonstrates how structured co-creation with owners and caregivers (supported by the right sensory tools) can lead to meaningful innovation grounded in both emotion and science.
Authors: Xiaorong Su (Cargill), Stacy Shaleen (Cargill), Tomas Gilbert (Curion)
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Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
