Does tomato juice taste better in the air than on the ground?

It’s a phenomenon many passengers know: as soon as you sit down on the plane, you suddenly crave a glass of tomato juice. While most people ignore the thick, vitamin-rich drink on the ground, for many travelers it’s simply part of the flying experience.

But why is that? Is it really about taste—about our altered perception in the air—or has tomato juice become a cult object of the skies? Science and psychology provide some surprising answers.

Cabin air changes our sense of taste

In fact, our sense of taste shifts dramatically in the air. At roughly 10,000 meters (33,000 feet), the reduced air pressure and parched cabin atmosphere dry out our mucous membranes, muting both smell and taste.

Studies have shown that our perception of salty and sweet flavors can decrease by up to 30 percent, while bitter flavors are perceived even more strongly. Only one taste remains nearly unaffected: umami—the savory flavor found in foods like tomatoes, mushrooms, or broth.

That’s precisely what makes tomato juice a favorite in the skies. Up in the air, it tastes smoother, fruitier, and less acidic than on the ground. Its full, savory flavor feels satisfyingly rich—particularly when the food on board is somewhat understated.

But the hype has a psychological side, too: many passengers drink tomato juice only when flying—as a ritual linked with holidays, relaxation, or business travel.

A glass of tomato juice has come to symbolize travel, routine, and maybe even a small touch of flight romance. For frequent flyers, it’s also a smart choice: rich in vitamins, alcohol-free, and gentle on the stomach.