Women are a potent force in the food and beverage business. Science proves it. Consider Dr. Linda Bartoshuk, a researcher at the University of Florida. She identified a group who experience taste far more intensely than the average person. She dubbed these outliers “super tasters.”
What exactly is a super taster? They’re people who experience certain tastes — especially bitterness — far more keenly than the average person. Super tasters are kind of peculiar. They have a higher-than-average number of taste buds on the tongue, and genetic differences in their taste receptors that enable them to perceive tastes more intensely.
But hold on, boys, these studies also show a sex effect: women are more likely to be super tasters than men. This is not surprising. Anatomical data show that women have more taste buds on the tongue than your average spatula-slinging chap…