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Sensory claims and consumer purchase decisions

Project title: The impact of sensory substantiation claims on consumers’ purchase decisions
Member Funded Research project number: 147086

Why are we undertaking this project?

There is minimal guidance available to industry practitioners regarding sensory claims. In particular, guidance is needed on how to technically substantiate, demonstrate and verify all claims - to avoid misleading purchasers.


What are we doing as part of this project?

Investigating the perceived credibility and meaningfulness of different types of claims to consumers for food, drink and non-food product categories. This includes the perceived value and impact these claims have on consumers pre-purchase decision making and how to communicate claims to consumers to optimise product standout during pre-purchase selection.


Current status of the project

Focus groups have been used to explore UK consumers’ awareness, understanding and impact of a selection of sensory claims across a few product categories. The types of claims that are the most important and meaningful to consumers have been identified. The next stage of the project involves an online study that quantifies the impact of selected sensory claims on pre-purchase decisions.

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Project timeline

The impact of sensory substantiation claims on consumers’ purchase decisions

Timescale:
Jan 2019 - Dec 2021

Project outputs

RSSs, R&Ds and guidelines

Project updates
  • Output to be listed shortly

News, blogs and videos

Project updates
  • Output to be listed shortly

Related categories to this project

Consumers and sensory