Tools at bakers’ disposal for hitting the sensory mark

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Tools at bakers’ disposal for hitting the sensory mark

12 Aug 2026

Maggie Glisan

Maggie Glisan covers consumer trends and emerging markets for the Commercial Baking media group. She spent the bulk of her 15-year career as the senior food editor at Better Homes and Gardens, where she was responsible for producing, writing and editing stories and developing recipes for the monthly magazine and special interest publications. Prior to that she worked as graphic designer and assistant art director in the Food Group at Better Homes and Gardens, where she took on an increasing role in content creation and editorial development.

KANSAS CITY, MO — Sensory science seeks to understand how consumers form an opinion about a product before they even take a bite. More commercial bakers are treating sensory evaluation as a product development tool built in from the start of R&D.

R&D teams can also rely on external testing, in which consumers rate their “liking” for a product. For example, a recent chocolate chip cookie study conducted by Cargill revealed four distinct preference segments: one that prized an ooey, chocolate-forward cookie; one that favored thin and crispy; one that preferred a thick, substantial texture; and one that cared most about appearance above all else.

The results of pairing trained and consumer testing methods make it clear that hitting the sensory mark depends entirely on which consumer segment a baker is trying to reach.

For smaller and mid-size companies without the resources to build and maintain a program at that scale, Carlana Rodriguez, R&D product development manager at Sethness Roquette, points to a method she presented at the American Society of Baking’s BakingTECH conference this year: Small Group Product Evaluation (SGPE). The approach requires fewer panelists than traditional descriptive analysis — typically eight to 12 from a screened pool of 15 to 20 — and less intensive ongoing training, making it more accessible without sacrificing integrity.

“When I was working at a commercial bakery, I wasn’t aware of some of these tools and resources,” Rodriguez said. “Everyone thinks sensory means a triangle test or a paired comparison, but those require at least 30 panelists, and most of the time, bakeries don’t have the resources to use this many semi-trained people in a sensory panel. There’s a whole spectrum of methods available by using SGPE and rapid sensory methods.”

Another cost-effective way to conduct external consumer panels is in partnership with universities, which can help smaller companies access representative sample sizes without building an internal infrastructure. For bakers looking to go deeper, Rodriguez also pointed to the Society of Sensory Professionals, which offers training resources for companies at any stage of building a program.

“Everyone thinks sensory means a triangle test or a paired comparison, but those require at least 30 panelists … There’s a whole spectrum of methods available by using SGPE and rapid sensory methods.” — Carlana Rodriguez | R&D product development manager | Sethness Roquette

Those tools matter most when the stakes are highest, and in bakery product development, few decisions carry more sensory risk than reformulation. Perhaps no ingredient puts that into sharper focus than eggs.

When commercial bakers swap or remove eggs, they’re not just changing a formula. They’re also altering what a consumer might see, smell, taste and feel. Nelson Serrano-Bahri, director of innovation and culinary at the American Egg Board (AEB), describes eggs as a “Swiss army knife,” delivering functional and sensory benefits across every category measured by trained panels.

“When you are using eggs for aeration, the consumer expectation is lightness, fluffiness and lift,” Serrano-Bahri said. “When you’re using them for emulsification, it’s creamy and smooth and uniform. Even something as simple as an egg wash — when you want that flawless, uniform shine — can play a huge role.”

Take the eggs out, and the sensory results are noticeable: Sponge cakes lose volume and turn dense; rich doughs lose gloss and soft interior structure; strong aromas become dull. According to AEB data, more than half of food science and safety professionals rate eggs as very important or irreplaceable for the quality of baked goods. Crucially, consumers register their absence even when they can’t name it.

“Sometimes they can’t put their finger on it, but they experience it,” Serrano-Bahri said. “A product may still technically perform, but if it’s not delivering, consumers aren’t going to associate it with a premium baked good.”

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