Ensuring your products stand out is crucial. Otherwise, customers will never pick them up off the shelves of your stockists. But how can you ensure that you can adequately distinguish your offering from rivals? One of the best ways to achieve this feat is to make performance promises that are both genuine and attractive to your target customers.
These so-called “product claims” are a vital ingredient in the branding and packaging of popular items with high sales volumes. But what exactly are they, and how can they help your product to be successful?
In mature markets, product claims can help to differentiate your offerings from rivals by scientifically proving superior performance across specific attributes. Generally speaking, there are two types of claim – a product claim, and a competitive claim.
For product claims, the focus is on the performance attributes of your product. For instance, “9 out of 10 people agree that this was the best product they have tasted” is an example of a product claim.
By contrast, a competitive claim is based around a performance attribute comparison. For example, “92% of people thought that this product kept them full for longer than the leading brand.”
Now we’ve covered the differences between the different types of product claims; it’s time to examine why they are so important.
When launching a new product or revamping an existing one, adding a scientifically-verifiable claim can give your target customers the confidence they need to try your product. This is especially the case for new brands who do not yet boast the recognition of established competitors.
Whether you’re in the food, beverage, toiletries, or personal care products space, all of these markets are saturated with mature brands. The most challenging task you have as a manufacturer is to convince your target customer to choose your products over their existing favourites.
Product claims are one of the best ways to convince customers to make the switch, particularly if you can objectively prove that your product performs better in relation to a performance attribute that is important to them.