Consumer understanding


Tablets with a plant close upIncreasingly, regulators seek to understand if their approach is in line with what consumers think. For example, elaborate classification schemes may not be informative for consumers. At the same time, the industry is asked to demonstrate that consumers understand their communications and are not misled by advertising. PlantLIBRA adapted methods and gained experience in studying and documenting scientifically how consumers react to information about botanicals.

Case study 

Problem: Concerns have been raised about a proposed health claim for a botanical and it is feared that consumers may not understand the claim fully as well as what warnings would be most effective to ensure safe consumption.

PlantLIBRA: We could have tested the proposed health claim and potentials warnings on a pan-European panel of consumers to provide a factual evidence for policy.