What the health? Sensory cues in wellness products – perceptions to reality

Abstract

Every day, new and improved consumer products land on store shelves looking for an edge, particular in the consumer wellness area. Marketers often find this edge by highlighting unique and trending ingredients and desirable health benefit. Perceptions of health benefits can often be driven by sensory cues, signaling these desired benefits. The validity of marketing claims that are backed by robust substantiation is the cornerstone for establishing consumer confidence and brand loyalty. A successful and responsible product launch is built on fine tuning key marketing claims that resonate with the intended consumer audience. From relaxing shampoos to calming supplements, products aim to meet consumer needs with impressive ingredients and strong statements. But these claims must also adhere to regulatory standards, and they may need to be supported through pre-clinical and/or efficacy studies. With a rapidly evolving and growing wellness space in consumer goods – everything from nutritional supplements, cannabinoids, and other plant-based phytocompounds and natural actives – how can you be sure that you are doing it right? We will outline our approach to consumer research within this space.