Scientific claims can help manufacturers create supplements consumers value, with nearly four in ten more likely to buy products backed by credible data, research has found.
A report from Kerry, makers of immune health ingredient Wellmune, notes that consumers of healthy lifestyle products have more choice than ever. It finds that the growing popularity of everyday foods with functional benefits has not diminished the popularity of dietary supplements. In fact, over the past five years global launches of vitamin and supplement products have grown at a CAGR of 13%.
The report also tracks the rise of new formats such as shots and gummies, which are particularly popular with younger consumers. Although gummies’ share of the market has grown by 31% since 2014, the traditional capsule and tablet formats continue to account for the majority of product launches, with 34% and 25% market shares respectively.
To explore how manufacturers can differentiate their products in this increasingly crowded market, Wellmune surveyed over 11,000 consumers in 14 different countries. Nearly four in ten (39%) said seeing claims based on research or scientific data would make them more likely to buy a healthy lifestyle product. This figure rose to above half in some regions, with 51% of consumers in Brazil and Thailand considering research data a top purchase driver.
Transparency was also a key factor in many regions. Almost half (48%) of consumers in China, and 50% of those in Mexico said they wanted to see the benefits of a healthy lifestyle product explained on the packaging.
John Quilter, VP & general manager at Kerry, said: “The vast range of products now on offer is a sign of a healthy market but it can leave consumers drowning in choice. With immune health at the front of everyone’s mind, we wanted to explore how manufacturers can ensure their products stand out. We found that trust is key. Whatever the format, claims backed by strong scientific evidence enhance credibility, and consumers are more likely to be attracted to products with these benefits communicated clearly on the packaging.”
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