It’s a product that has traded on its love/hate relationship with people’s tastebuds for years, but now it would seem that more Brits actually love Marmite than not.

A new survey of 500 British people found that nearly half (47%) said they liked the gloopy yeast by-product of brewing, while just a quarter (26%) disliked it. Perhaps equally surprising, given its reputation as a polarising taste, is that the remaining 27% said they were indifferent to Marmite’s charms.

The research was conducted by Harper Adams University in Shropshire, which surveyed 500 people in the UK, 250 in Australia and 222 in New Zealand – all countries that consume Marmite or other yeast extract spreads.

“The point of the research was to find out why Marmite, a waste product from the brewing industry, can induce such an emotive response in people”

Dr Frank Vriesekoop

“The point of the research was to find out why Marmite, a waste product from the brewing industry, can induce such an emotive response in people, and whether brand or product is more important,” said Dr Frank Vriesekoop, senior lecturer in Food Science at Harper Adams.

“Research still continues, as we look to investigate generic supermarket brands and how they are perceived in relation to the iconic Marmite.”

The study found that 72% of Australians loved Vegemite (their equivalent of Marmite), with just 5% hating it. In New Zealand, 43% of respondents liked their version of Marmite, and 19% did not.

Of the 500 people questioned in the UK, 77% agreed with the statement that Marmite was an “iconic” brand.

Researchers also looked at whether consumers could tell the difference between Marmite and a rival brand.

Dr Vriesekoop added: “Once this study has been completed, we will start to look at the consistency of Marmite to determine whether consumers prefer a pasty or a runny consistency.”

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