Yesterday I was part of a roundtable discussion at at the National Motorcycle Museum, UK.
Now I know many of you would rather have been looking at the motorbikes, but we did cover some extensive ground with the session chaired by business development manager Nicole Patterson Lett aided by Georgia (with knowledge of the Advertising Standards Authority and labelling regulations) and nutritionist Louise Brunger, and PhD student Stephen – all of the Leatherhead Market Research Team.
We discussed current consumer fear of additives and also the problem with many diet products that do not make us feel full.
“We learn to enjoy things more if they give us energy,” stated Stephen. Psychologically there is a problem with food and drink if it does not make us feel satiated. Generally we like foods with a taste that we associate with pleasure although this can be learned – as with products such as beer and coffee which can take time to become an acquired taste.
“What our research revealed is that consumers today are looking for added benefits without too many calories,” said Nicole. What was most interesting to me was the revelation that certain words work on pack while others don’t.
Phrases such as “reduces hunger” and “increased fullness” do not work – the second suggests bloating to many, while the term “filling” is seen in a positive light as is “thicker” but not “thickened”. Designers and copywriters take note!
The phrase “added” also rings alarm bells with many people, although the term “with” is acceptable. “Increased” also suggests product manipulation and is a no-no.
Apparently a few years ago a group of consumers in a study were given tablet supplements totalling as many calories as a four course meal. Of course they did not find this at all satisfying and felt hungry – it seems that our desire to chew, to hold food and to take time over it, is all key.
This may explain why drinks that are nutritious and calorific are great for occasional use but not as an everyday meal replacement. Seeing a yogurt or thick fruit drink as a satisfying food does not come naturally to us; our brains expect us to eat as well, which can mean we overdose on calories.
If you want to add anything to our on-pack best glossary, do let us know.
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