The Korn Group


Category Archives: claims

  • Nothing surprising about rise of Aldi

    • May 26, 2015
    • Neer Korn

    The major supermarket chains seem genuinely surprised that Aldi is competition that is to be taken seriously. It’s perplexing that they did not identify the rise of Aldi and its popularity among consumers earlier. The question is whether, having decided to actively counter the Aldi challenge, Coles and Woolworths understand the underlying drivers behind Aldi’s popularity. It goes well beyond paying less without compromising quality.

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  • We Think We Are Eating Healthier. But Are We?

    • March 24, 2014
    • Neer Korn

    Australian consumers firmly believe they have changed their eating behaviour for the better. They say they are paying greater attention to what they eat, reading product labels, seeking out foods with healthier ingredients and cutting down on those that are less nutritious. Their attitudes, however, do not match their actual consumption. Inherently people will overstate positive behaviours and understate negative ones. In other words, they want to believe they are getting healthier.

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  • Traffic Light Labelling Would Have Met Consumer Needs

    • December 8, 2011
    • Neer Korn

    Consumers are confused. So many claims abound on food products that knowing what is good, better or indifferent is a complex task. And when shopping, time is of essence. Analysing each product, the claims it makes and the ingredient list is taxing. So a short cut like traffic lights would have been most welcome. There […]

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  • When it comes to claims, consumers choose to believe

    • August 29, 2011
    • Neer Korn

    In a recent group discussion one woman was pretty adamant and wanted everyone to know about it. She insisted, at some length, that “low fat” labels are a marketing ploy which she for one certainly does not fall for. It’s for gullible consumers and she won’t be taken in by it. Rather she reads ingredients […]

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