Sensory claims give companies an opportunity to positively characterise their products in sensory terms and position them accordingly on the market. Technical claims need to be substantiated, demonstrable and verifiable so that consumers are not misled. Despite these requirements, there is minimal guidance available to industry practitioners.
One of our latest member-funded research projects will provide members with insights into if and why sensory substantiation claims are seen to be credible, meaningful and valuable, and look at their impact on consumer behaviour. The two-year project will also look at how to communicate claims to consumers and how to make a claim for a global product.