The common ground between sensory and consumer science

•Consumer and sensory science are compared in terms of focus and method.•Current developments require more integration of the two areas.•Sensory and informational stimuli interact.•Consumers learn from purchase via preparation to consumption.

Traditionally, sensory science has focused on consumption and consumer science on decision-making when dealing with food. Recent developments in the way consumers perceive quality in food make it imperative; however, that both fields of inquiry integrate better. The product micro lifecycle is proposed as a framework that views the process from purchase via preparation to consumption of food as a continuous learning process informed by both sensory and informational stimulation.