This paper compares experts and consumers to determine the degree to w
hich they agree with each other on ratings of 37 sauce products, using
the same sensory attributes. The paper also assesses the degree to wh
ich sensory attribute ratings correlate with objective physical measur
es. The ratings of experts (1-9 scale) and consumers (0-100 scale) agr
ee quite highly, as shown by the high correlation between the two pane
ls across the 37 products. The paper refutes the notion that consumers
are incapable of validly rating the sensory aspects of products. The
paper therefore presents the case for using consumers to assess the se
nsory characteristics of products.