Taste and the overall sensory experience is a critical component of patient compliance and therefore, drug effectiveness. 35% of children taking oral medicines for a chronic disorder reported that the taste of their medicine lead to difficulties in taking that medicine. Over 50% of global consumers look for ingredients that can trust in labels and an equivalent amount believe that eating less sugar is healthy, even when it comes to taking medicines. Taste remains the primary reasons for purchase and repeat purchase of most consumer products in the industry, which carries over into choices for medicines, especially when it comes to children.

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