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Author: Amishi Takalkar

Do Product Claims Really Matter?

“Better-for-You” (BFY) aspirations or behaviors are inherent in us all. Some adopt it as a lifestyle, some pick or choose where and when they want to participate, and some dream of a BFY future. BFY is not easy to analyze via traditional surveys as consumers do not always accurately recall how they make purchase decisions. Conventional […]

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Brand, Price or Claims – What drives the Health & Wellness consumer in-store?

Conventional wisdom based on consumer surveys states that brand followed by price-value are the most important drivers of choice in CPG. A recent in-store video study completed by NAILBITER among Health and Wellness consumers found some surprising results: claims set a product apart when consumers are making their purchase decisions in-store. So how does this […]

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