Research reveals which claims motivate consumers to purchase products

摘要

Campden BRI has found that consumers pay more attention to on-pack claims related to nutrition, sustainability, ethical issues, 'clean label' and provenance than to sensory-based claims such as "great taste". The findings, which were gained from 2,400 participants across three countries, also revealed that, overall, the success of a product's claim differs depending on the type of product it is used on and the country in which it is promoted.