The study revealed that solute-membrane interaction is the main parameter, which controls the retentivity of the flavor components and not the membrane s pore size. A qualitative correlation between solute hydrophobicity and its retentivity was observed. Despite its small size compared to the membrane MWCO, B-caryophellene which is one the major flavor components of the guava fruit was characterized by total retention due to its strong adsorption on the surface of the membrane.