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
Awareness and understanding of sensory claims amongst UK consumers have been explored using focus groups.
For a selection of food and non-food products, the types of claims that are the most meaningful to
consumers have been identified.
For selected food product categories, the relative impact of sensory claims on pre-purchase decisions
has been quantified using a multi-stage explicit quantitative approach. Data collected in the UK and
two other European countries is currently being analysed.
A white paper has been written, which defines the
different types of sensory claims, as
explaining how these are regulated in the UK and substantiated. The paper also discusses the
practicalities and possible issues surrounding the sensory claim substantiation process, as well as
providing recommendations based on practical experience.
The next stage of the project utilises a combination of technologies to examine how consumers respond to
sensory claims in purchase situations.