Brain Says Yes, Tongue Says No: Seniors’ Subtle Rebellion Against Health-Labeled Foods

A team of researchers from the Institute of Food Sciences and the Institute of Marketing, Trade and Social Studies at the Slovak University of Agriculture in Nitra, together with colleagues from the Czech University of Life Sciences Prague and Certex a.s., Bratislava, has explored how information about health and nutritional benefits affects seniors' perception of food. Their study, "Exploring the Influence of Health and Nutritional Benefits Information on Sensory Evaluation of Edible Gels in Seniors", published in Applied Food Research (2025), investigates whether simply telling older adults that a product is "good for them" can influence how they experience its flavor and texture. As Europe's population ages, by 2024, people over 65 are projected to outnumber those under 15; the need for nutritious, enjoyable foods for seniors is growing. The research focused on soft, easy-to-chew edible gels made from natural polysaccharides, arabinogalactan (AG) and beta-glucan (BG), and examined whether labeling them with health claims could make them more appealing to older consumers.

From Taste Buds to Brainwaves

Thirty volunteers with an average age of 62 participated in a two-phase trial at the Slovak University of Agriculture's Laboratory of Consumer Studies. In the first phase, participants tasted AG and BG gels with no background information. After a two-hour break, they tried the same gels again, but this time with health and nutrition information presented alongside them. For beta-glucan, participants were told it helps lower cholesterol and reduce post-meal blood glucose levels, as recognized by the European Union. For arabinogalactan, labeled "high in fiber," participants learned about its potential to aid digestion, support gut health, and reduce cardiovascular risks.

To evaluate perception, the study combined sensory analysis and neuroscience. Participants rated appearance, taste, and texture on a nine-point hedonic scale, while EEG headsets recorded their brain activity and FaceReader software analyzed micro-expressions to capture subconscious emotional reactions. All procedures complied with neuromarketing ethics codes and were approved by the university's ethics committee.

The Subtle Power of Information

The results revealed that participants consistently preferred arabinogalactan-based gels to those made with beta-glucan, mainly for their smoother texture and balanced flavor. When health information was introduced, overall ratings rose slightly, but not enough to be statistically significant. The data suggested that sensory experience still dominated perception, with seniors caring more about taste and mouthfeel than health claims. Interestingly, the introduction of health information slightly shifted expectations: in the second phase, participants paid more attention to sourness, perhaps associating tartness with natural or healthier products. This finding hints that labeling can subtly steer sensory focus even without altering overall liking.

Inside the Emotional Response

While conscious sensory scores barely changed, the emotional and neurological data told a deeper story. EEG readings showed higher emotional engagement and arousal levels when participants knew about the gels' health benefits. The AG2 sample (arabinogalactan with health information) recorded the highest engagement (81.7) and arousal (43.2), whereas BG1 (beta-glucan without information) scored the lowest. Facial analysis confirmed these findings; participants showed stronger facial reactions, suggesting greater subconscious involvement. One intriguing detail emerged: EEG patterns indicated mild right-frontal activation in the brain, typically linked with concentration or anticipation rather than stress. This suggests that learning about health benefits triggered cognitive curiosity and emotional attention, even if it didn't change how the product tasted.

Lessons for the Future of Functional Foods

The researchers conclude that health and nutrition messages can attract emotional attention but do not significantly enhance sensory satisfaction. For the food industry, this means success lies in perfecting taste and texture first, then adding credible health information as a reinforcing element. Emotional engagement can motivate trial, but repeat purchases depend on sensory pleasure. The team also highlights limitations: the sample size of thirty was too small to generalize broadly, and the use of plain cups instead of commercial packaging may have limited realism. Future research should use branded packaging, larger and more diverse samples, and combine EEG with physiological measures like heart rate or skin conductance for deeper insights.

When Science Meets the Senses

The study paints an evocative picture of how older adults process "healthy" food messages. Their brains may light up with engagement when told something is nutritious, yet their tongues remain the final judges. Health information stirs curiosity and emotional readiness, but taste and texture decide loyalty. For scientists and marketers alike, the message is clear: to win over aging consumers, food must be both good for the body and irresistible to the senses. The research bridges science, psychology, and gastronomy, reminding us that even in the era of functional foods, pleasure remains the most powerful ingredient of all.