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Even those who don’t drink tomato juice at all on the ground, reach for it during air travel. This is a true phenomenon confirmed by airline data and research.
Business Insider Poland already described this phenomenon in 2018. They cited the results of a survey conducted among 7,500 Austrian Airlines passengers. As many as 51 percent of them declared that they drink tomato juice during flights. One-third even indicated that tomato juice with salt and pepper is part of the airline’s “ritual.” The carrier has calculated that it serves 180,000 liters of the drink on its flights each year.
In 2023, European carrier Swiss devoted one of its “Ask the Expert” series to the issue. – It’s like chewing gum to equalize pressure. It all depends on the altitude (above sea level),” said one passenger in a video probe.
Lower pressure and noise affect taste
Indeed, the pressure in the cabin of an airliner is different from the pressure on the ground. It corresponds to an altitude of 2-2,500 meters, which is the same as the top of Rysy in the Tatra Mountains.. In such conditions, the human circulatory system is more stressed, and the body demands, among other things, potassium that supports its work. Tomato juice is a very good source of it.
Money.pl reffered to the results of two other studies. Researchers at the Fraunhofer Institute conducted the first study a decade ago. They mimicked conditions at different altitudes, in an Airbus A310 simulator. – Not only pressure, but also noise and turbulence. It turned out that the farther from the ground, the more attractive and refreshing the taste of tomato juice became. Participants in the study rated the taste better during the simulated flight than when they were outside the simulator cabin.
Researchers at Cornell University looked at the effect of noise on the perception of taste sensations. They found that air noise and engine noises “impaired” the perception of sweet and umami flavors, which are associated, among other things, with tomatoes. Under such conditions, the brain interprets the signals sent by the taste buds on contact with tomato juice as less salty and bitter, making it tastier for many.
Tomato juice is chosen by 1 in 10 passengers
However it’s not just science that determines our willingness to reach for tomato juice in the air. There are also sociological mechanisms at work.
– It’s true that tomato juice is a very popular in-flight drink. We serve about 60,000 liters every year. Imitation probably occurs: if a passenger in front is served tomato juice, the next passenger may also ask for it. Pascal Derksen, responsible for in-flight menus at Swiss, said in the ‘Ask the Expert’ video. He calculated that on average, on each flight, 1 in 10 travelers reaches for tomato juice.
The expert explained that the taste experience is also affected by the lower humidity in the airplane. This is especially true for sweet drinks. – For example, a sweet white wine will taste more appealing in our cabin conditions than even a Bordeaux with all its tannins, which will tend to dry out the palate, Derksen emphasized.
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