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The current work visualizes odor similarities of spices as perceived by naïve consumers. Similarities were obtained by letting assessors sort samples into groups. A non-metric multidimensional scaling (MDS) method was applied to plot similarities of spices as distances on a three-dimensional map. Such a map could be used by spice companies to communicate to consumers how rather unknown spices smell in relation to better known ones, or to indicate aroma impressions of spice mixtures.