Virtual Taste Testing: How FMCG Brands are Embracing AR for Product Trials
By Akshata Shailendra Singh
The landscape of consumer product trials has seen a dynamic shift with the adoption of Augmented Reality (AR) by Fast-Moving Consumer Goods (FMCG) brands. Virtual taste testing is at the forefront of this innovation, enabling companies to offer immersive experiences that allow consumers to engage with products before purchase without leaving the comfort of their homes. In the era of digital acceleration, this trend reflects not only technological advancement but also the evolving consumer expectations for convenience, safety, and enhanced brand interaction.
FMCG brands operate in a fiercely competitive marketplace where first impressions matter. Virtual taste testing is revolutionising how brands introduce new flavours and products, enabling consumers to “taste” and explore offerings digitally. With AR, users can visually experience textures, colours, and even the packaging of food and beverages through their smartphones or AR glasses. The expectation is that this technology will create memorable, sensory-rich experiences that mirror the physical process of tasting, thereby increasing consumer engagement.
