On pack communications are an important marketing tool – but one which is sometimes little understood. To remedy this, research consultancy Campden BRI set out to uncover what on-pack claims strike a chord with consumers.
“In markets that are increasingly saturated and often very competitive, product claims can be a powerful marketing tool to highlight the unique selling point of a product. Despite this, there is currently little guidance to help food business operators identify which claims are most effective,” sensory and consumer research scientist Marleen Chambault, who led the consumer study, explained.
“This prompted us to gather data on which claims have the greatest impact on consumers for different product types which, in this study, included breakfast cereals, fish pies, fruit yoghurt and orange juice.”
Sensory claims miss the mark
Campden BRI conducted a survey of 2,400 shoppers across the UK, France and Germany and asked them to rate the on-pack claim that they found most likely to motivate them to purchase a product.
Campden BRI’s scientists observed some common patterns across most products and countries tested.
While taste is often cited as the number one purchase driver, on-pack sensory-based claims had least resonance.
A sensory claim is defined as ‘a statement about a product that highlights its advantages, sensory or perceptual attributes, or product changes or differences compared to other products in order to enhance its marketability’. This would include statements like ‘great taste’ or ‘creamier than ever’.
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December 09, 2020 at 12:09AM
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The claims motivating food purchase revealed: 'Product claims can be a powerful marketing tool' - FoodNavigator.com
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