Usually associated with joyful and pleasurable moments, ice creams are bestsellers when it comes to dairy desserts. However, they are often related to unhealthy food and nutritional choices, due to their high fat and sugar content. You may be asking: how can one put a health claim on a product such as ice cream?
Claim – what it is?
First, there are various types of claims, with different specifications involved in each one. We can have health, nutritional, or even sensory claims. A claim is a statement made about a product or service, often highlighting its benefits or unique features.
Claims are designed to provide useful information to the consumer concerning the properties of the products.
However, it is essential to ensure supporting evidence that guarantees the validity and reliability of the information provided. When well supported, claims are a powerful ally for brands / manufactures to gain competitive advantage over competitors.
Health claims vs Nutritional claims
Nutritional claims are only associated with the amount of a nutrient present, such as fibre or protein. Whereas health claims are related to the potential impact that a certain food or ingredient has on human health and have a higher level of regulations to be approved.
Nevertheless, the European Union is very rigid with the approval of such statements on the products’ labels, to ensure the protection of the consumers’ rights and freedom of choice.
7 main benefits of sensory claims
Sensory claims offer a wide number of advantages for companies seeking to market their products effectively and engage with their target audience on a deeper level. These claims appeal directly to the senses, tapping into the sensory experiences of consumers to highlight product attributes.
Here are some key advantages of incorporating sensory claims into marketing strategies.
Emotional connection: Sensory claims evoke emotions, creating a more profound connection between consumers and products. By appealing to their senses, such as taste, smell, touch, sight, or sound, brands can trigger positive emotional responses, leading to stronger brand loyalty.
Enhanced product perception: Utilizing sensory claims allows companies to highlight specific qualities and benefits of their products. Whether it’s the rich aroma of a coffee, the smooth texture of a lotion, or the vibrant colors of a clothing line, sensory claims accentuate unique selling points and create a lasting impression on consumers.
Improved product differentiation: In a competitive market, it can be challenging for brands to stand out. Sensory claims provide a distinctive edge, setting products apart from competitors by emphasizing sensory experiences that competitors might not focus on.
Increased memorability: Sensory experiences are better retained in memory than abstract information or simple facts. When consumers encounter sensory claims, they are more likely to remember the product and recall their positive experiences, reinforcing brand recognition.
Accurate communication: Sensory claims offer a tangible and straightforward way to communicate product attributes. They provide a more accurate representation of what consumers can expect, reducing the risk of misunderstanding or misinterpretation.
Increased purchase intent: When consumers can envision themselves enjoying a product through sensory claims, they become more inclined to make a purchase. The ability to evoke desire through sensory appeals can boost sales and conversion rates.
Builds trust and credibility: Sensory claims that accurately represent a product’s qualities help build trust with consumers. When customers feel that a brand is honest about its offerings, they are more likely to become loyal advocates for the brand.
Incorporating sensory claims into marketing strategies can lead to a more emotionally resonant and memorable consumer experience. By tapping into the power of the senses, companies can effectively differentiate their products, increase brand loyalty, and drive positive business outcomes.
Sensory claims – the new allied on product differentiation
The eating process is an emotional and positive-related experience, while it is very important to develop healthier or more nutritious options for our conventional food products, the food industry has always to keep in mind the sensory appeal of the products.
Sensory claims are based on consumer data obtained from their direct interaction with the product. Claims supported by different scientific and sensory tests have a lower risk of objection, yet the tests must be performed consistently using a valid scientific method.
The use of sensory claims allows to differentiate the product from the rest of the market, improving brand recognition by consumers.
Claims can be used to increase consumer confidence in the product by enhancing brand equity.
A case study with healthier ice creams
Ice creams are considered “comfort foods” by the majority of the public since they normally evoke positive emotions in the consumer experience.
Despite being normally associated with unhealthy nutritional facts, can become a healthier product, when the correct modifications are performed. For example, if a fat or sugar reduction is done, this product could be applicable for a nutritional claim, since there is a reduction in a potentially harmful food component.
Another way to do this is to incorporate ingredients into the ice cream’s traditional formulations. Additionally, one can substitute components from the original recipe, such as using different types of fat. For instance, if ice cream is formulated, in the right amounts, with vegetable oils or fat, this can result in a positive effect on human health, namely the reduction of cholesterol blood levels.
Food technology is very important in this process since it gives industry players the knowledge to modify their products and develop innovative and healthier options. The use of much-reduced sizes (nanotechnology) is one of the most useful techniques to formulate these kinds of foods. It can provide a quick, cost-worthy, and reliable way to deliver important benefits to the average consumer.
At Sense Test, under the scope of the project “ICECARE – Cardio-Healthy Functional Ice Creams”, dynamic methods were used to validate the impact of the incorporation of healthier and/or nutritious ingredients on ice creams’ sensory profile. Additionally, it was possible to validate the use of sensory claims as “creamier” or “equally appreciated”, using, respectively, trained and consumer panels on the evaluation.
For more information on this or other projects, contact us through e-mail or through our website. Take sensory to the next level with Sense Test!
