THE TESTING CENTER – INGREDIENT BENEFIT ASSOCIATION

The Ingredient Benefit Association solution allows you to discover what benefits consumers implicitly associate with a set of ingredients, or what ingredients are intuitively associated with a benefit or group of benefits.

Our survey uses InsightsNow’s Implicit / Explicit Test™ to calculate the degree of association; this will show whether an association is implicitly ingrained in the minds of consumers, or whether they have to consider whether it can be true or not. When implicitly connected, using that ingredient will signal to the consumer that they will receive that benefit and may nudge their behavior. If explicitly connected, then it is likely to disrupt their behavior and may be a great opportunity for building a differentiated product. In addition, negative explicit scores may signal the ingredient is not believable as a clean label association.

This solution is also used in conjunction with our Ingredient Benefit Association database available in the Scoring Center. And may be used to augment the existing data. Ideal uses for this database augment request include:

• Adding new benefits for existing ingredients
• Adding new ingredients for existing benefits

When adding scores to our database, our behavior segment, Clean Label Enthusiasts® (CLE), test each ingredient for their benefit association by using our Implicit/Explicit Test™. InsightsNow’s proprietary segmentation of Clean Label Enthusiasts® consists of consumers who regularly inspect the label of every product they consider buying to make sure that it is a clean product, and they have distinct points of view about ingredients, claims and brands. Generally, that means that they prefer natural products as opposed to something that uses a lot of chemicals and preservatives and can be considered harmful to the environment or people.

CLE represent a segment of one in three primary shoppers in the U.S.—and as much as half of primary shoppers in other parts of the world. They are the primary drivers for the mega trend in growth of clean label products.