Sensory Testing: The Key to Product Claims Consumers Trust
More than just marketing: How sensory testing transforms strong product claims into robust competitive advantages
“Crispier than ever,” “extra creamy,” or “with an intense fruit flavor” – sensory claims are among the most powerful tools in product communication. They create differentiation at the point of sale and influence purchasing decisions within just a few seconds.
However, strong claims also create expectations. Consumers expect a product to deliver on what it promises. At the same time, retailers, competitors, and regulatory authorities are placing increasing demands on the substantiation of advertising claims.
The key question, therefore, is: Is your product promise merely a marketing message—or a substantiated advantage?
Sensory Claims: Where Marketing Meets Science
Taste, aroma, texture, and mouthfeel are key factors in a product’s acceptance. Unlike traditional quality parameters, however, these attributes cannot be assessed solely through chemical or physical analyses.
A higher fat content does not automatically result in a creamier perception, and a modified baking process does not necessarily guarantee greater crispiness. What matters is how consumers actually experience the product.
Sensory testing makes these perceptions measurable. It translates subjective impressions into objective, statistically analyzable data, thereby providing the foundation for substantiated product claims.
Why Substantiated Claims Make a Difference
A scientifically substantiated claim offers far more than an attractive marketing message:
- Greater credibility: Consumers trust products whose promises align with the actual product experience.
- Clear differentiation: Proven sensory advantages set products apart from the competition.
- Greater confidence: Objective data reduces the risk of making unsubstantiated claims.
- Stronger arguments: Robust findings support marketing, sales, and retail partners.
This is how a claim becomes a true competitive advantage.
How Sensory Testing Substantiates Product Claims
Depending on the objective, different sensory testing methods are used. They help companies to:
- objectively evaluate formulation changes,
- understand consumer preferences,
- compare products with those of competitors, and
- assess the validity of planned claims.
The results not only provide the basis for substantiated advertising claims but also support product development and quality management.
Typical Sensory Claims and Appropriate Testing Methods
Comparative Claims
Superiority Claims
Absolute Claims
Claims such as “now even crispier” or “improved recipe” refer to changes made to a product.
Difference tests and before-and-after comparisons demonstrate whether these changes are actually perceived.
Claims such as “tastes better than the original” or “preferred by consumers” require a direct comparison with competing products.
Preference tests and consumer studies determine whether the target audience actually prefers the product.
Claims such as “with a mild coffee note,” “intense fruit flavor,” or “exceptionally creamy” describe specific sensory attributes.
Descriptive analyses conducted by trained sensory panels identify and quantify these attributes, creating an objective sensory profile.
Sensory Testing as the Key to Better Decision-Making
Claim substantiation is only one of the many benefits of sensory research. Equally valuable are the insights into which product attributes consumers value and which factors influence their purchasing decisions.
Sensory analyses and consumer studies help companies to:
This makes sensory testing an essential tool for successful product development and brand management.
Conclusion: Successful Claims Are Built on Data
Companies that can objectively substantiate sensory attributes lay the foundation for credible communication and successful products.
Sensory testing and consumer research provide robust insights into how products are perceived and which attributes are truly relevant to consumers. This transforms product claims into compelling, evidence-based arguments.
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Mérieux NutriSciences supports food manufacturers with scientifically based sensory testing and consumer research to optimize products, understand consumer preferences, and confidently substantiate sensory claims.
Would you like to know which sensory advantages your product actually offers? Our experts will be happy to advise you.
