The term “claim” (also called “headline” or “slogan”) is generally used to indicated an advertising campaign or the promise that the product makes to the consumer.It assumes considerable importance as most of those who buy products and services are often influenced by the advertising of the products itself.For this reason, in addition to the aesthetic side, it’s necessary to pay attention to the textual side linked to the description of the peculiarities of the product or service, the claim precisely, describing the strengths, the advantages it provides and what distinguishes it from the competitors.
Obviously the claims go through different phases, passing from the apex to the reach the decline and then being replaced by new ones. About this principle also intervenes Osservatorio Immagino 2019 wich, following a careful analysis, stated that some of the growing claims are: “bio”, “without added sugar”, “integral”, “without antibiotics” and “not fried”, but also trendy ingredients including coconut, matcha and seeds. For Lifestyle products, instead, “Halal” and “Kosher” grow. In decline, however, emerges for example “without dyes” or “without sugar”, now taken for granted by consumer.
Analyzing the food environment, it is important to consider the Italian nature of the products as a subject worthy of note. Italianesses attracts the attention of the consumers, making the Italian flag on products label a point of reference for consumers themself. Appreciated but currently in decline, it’s instead the “100% Italian”. Then the categories of “without” and “rich in”, including for example “without dyes” or “low fat” seem to be no longer at the levels of the past, exept “without palm oil”.
On the contrary, the “rich in” category gains ground, thanks to the claim like: “rich in fiber / probiotics” and “integral”.
Finally on the texture side, stand out “crunchy” and thin”, while they fade “spicy” and “flavored”.
Hower, it’s good to remember that excessive use of the same claims can cause confusion, damaging consumer confidence in the brand: better to always rely on simplicity and uniqueness!