What are Product Claims?
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.