Page 13 - Food & Drink Magazine March 2021

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“Natural Cracker Co crispy crackers claim they are 100 per cent natural. The list of ingredients on the back reads like a chemistry textbook.”
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Steer clear of smoke
and mirrors.
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But a lack of evidence
is also a risk.
Don’t blind them with science.
Priming consumers to be more sensitive to health claims can backfire when the rest of the product doesn’t live up to their heightened expectations. Many shoppers are looking for products that can deliver health benefits, but they are wary of hidden ‘costs’, which means that a seemingly- positive claim can be viewed negatively when the shopper starts thinking more deeply about it or does some research.
“[I don’t like...] 98 per cent fat free yoghurt. Often, they add extra sugar to compensate for the reduced fat content.”
“I dislike boxes that say sugar free, yet instead use honey or maple syrup or coconut syrup. Same stuff!”
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Celebrity and expert endorsements can pack a punch, but only if they are known to the shopper and relevant to the product –
Avoid giving the impression that to understand a claim, you need a PhD in food sciences. At best, you’re failing to connect with consumers, and at worst, they’re wondering if they can trust you.
CONSUMER RESEARCH
recently learnt. It was fined $200,000 by the Australian Competition and Consumer Commission for incorrect claims its Kleenex Cottonelle flushable cleansing cloths were made in Australia.
“I am opposed to any claims of Australian Made if the ingredients are from overseas.”
5Small tweaks can make
big differences.
Consider the matter of vegan, vegetarian and plant-based claims. We tested a number of different options which seem to be used almost interchangeably on packaging: ‘plant-based’, ‘meat-free’ and ‘vegetarian’ (see table above). We asked respondents how appealing they find these claims on food products, and at first glance the results suggest that these terms are
all equally appealing...
6Think about repulsion as well as attraction.
...However, looking at the levels of rejection, ‘meat-free’, and ‘plant-based’ are far more unappealing than ‘vegetarian’. Similar terms can resonate differently with different consumers, and what is a tick for one can be a deal-breaker for another.
“The claim ‘100% natural’ is appealing but not 100 per cent believable as usually ‘natural’ doesn’t taste as palatable as something similar that’s got sugar and additives.”
7Avoid that “too good to be true” suspicion.
There’s a delicate balance between an appealing claim and one that is eyed with suspicion. Ensuring that you understand how consumers will actually interpret your claim is key to understanding whether you’ve hit the nail on the head.
“[I don’t like...] 0 calorie noodles. No food products contain zero calories, so it is misleading.”
(e.g. Flora and Fauna) when it comes to claims as they make their sourcing information available and investigable. Claims only give a certain limited security to me as a consumer, unless they can be proven by the company making those claims.”
“[I don’t like...] ‘natural’ products, as ‘natural’ doesn’t need to pass a test or be regulated.”
LEFT TO RIGHT: Don’t make promises you can’t keep
What’s in a name, small changes can change a consumer’s mind
A beverage, not a science experiment.
otherwise there is a risk that an association with them can undermine the message.
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Claims don’t have to appeal to the rational, they can also tempt with a sensorial experience.
“Dairy farmers Thick and Creamy Yoghurt – it is what it says and absolutely delicious!”
“Greek Fetta Mediterranean Inspired Cheese is perfect for salad. It uses descriptive words to paint a picture.”
HUNGRY FOR MORE?
You might wonder if it’s ever possible to feel confident in your claims. One thing is clear: test your claims with real consumers to make sure you understand how they are being received and interpreted – you won’t regret it. ✷
✷ ABOUTTHEAUTHOR
Engage the senses,
not just the brain.
Being too vague is as much of a problem as being too detailed. Shoppers are often already suspicious and claims that try to simplify complex issues can be interpreted as trying to ‘wordsmith’ something that sounds more impressive
than it is.
“I do think that most claims
made by companies are BS and if not, they are heavily exaggerated for PR purposes.
I only trust certain companies
If appealing to authority,
make it appealing.
Katherine Savage is an
account director at PLAY
MR and its resident
eye-tracking and
packaging expert. With
12 years of research experience in the UK and Australia, Katherine has helped countless brands develop and evolve their product ideas for local and global market
www.foodanddrinkbusiness.com.au | March 2021 | Food&Drink business | 13