my two cents as new investor, in F&F(flavoursand fragrence) less than 5% cost for smell and taste only 5-6 international players, 80% flavour we taste comes from what we smell and 75%emotion triggrer by smells, e.g if love britannia butterscotch biscuit or any other and in fragrence like if you choose fogg perfumes , once you become habitual , its very diificult to replace brand and flavours, just because of consumer emotional attachment, hope it work, thnks in advance .
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