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.