Exploring food and beverage pairing from a cross-cultural projective mapping

Culture is a well-known driver of food choices, and therefore, it could also impact food pairing preferences. Food pairing has been studied from different approaches; however, little cross-cultural research has been done. This work explored food and beverage pairing using projective mapping (PM) to create maps of food-beverage combinations. Four countries (Mexico, Argentina, France, and Norway), thirty foods, and six beverages were selected. PM was carried out through an online study in each country. Participants were asked to map foods together with beverages following the instruction that foods and beverages closer together represented a good combination. The coordinates of each product were analyzed through Multiple Factorial Analyses (MFA) by countries. The first four factors of each MFA were used to perform RV coefficients to test similarities in food-beverage pairings between the countries. Finally, a k-means clustering was performed on the beverage coordinates of each MFA. PM provided maps representing food and beverage pairings for each country in which the proximity between food-beverages represented a good combination according to consumers. RV coefficients between countries were low, showing that food-beverage pairings were not similar across countries, evidencing the cultural effect in food-drink combinations. Results from the k-means clustering showed some similarities and differences between countries. In general, the food-beverage pairing was effectively explored with PM, from which several differences and similarities were found within cultures.