Four Ways to Create a Successful Supplement
Scrutiny around vitamins and supplements are prevalent in mainstream media. Often, the argument is that people consuming a well-rounded diet don’t need dietary intervention from supplements or that supplements don’t actually work, and, if they do, they can do more harm than good. The challenge here is that, often, what makes the most noise is studies that show what doesn’t work. Moreover, what lacks reporting is the understanding of research that demonstrates specific nutritional interventions are efficacious and can provide proven benefits.
While supplement product manufactures are tasked with the responsibility of creating a safe product, turning to high-quality ingredient research that supports functional ingredients provides the means to innovate supplement products that can not only deliver on its claimed benefit, but can also easily convey its benefits to the consumer. This is not an easy task when conflicting messages can cause confusion, but creating a successful supplement product can be done, so here’s how.
1. Successful supplements start with sourcing research backed ingredients
With immune health being a key benefit for consumers, research is critical in helping to establish the safety, efficacy, and quality of a finished supplement. Sourcing an ingredient with a deep portfolio of published, peer-reviewed study results that support ingredient claims should be the gold standard for quality and credibility. Further, dietary supplement and vitamin manufacturers are responsible for the claims and benefits that they put on their labels and packaging. Innovative companies that select the right ingredients – those backed by clinical research that support compelling claims – can help better define their product, withstand regulatory scrutiny, and, ultimately, drive consumer value.
2. Understand ingredient characterization
Characterization allows for measurement and standardization of an ingredient, which is required for establishing serving size consistency in manufacturing, stability, and shelf-life testing. The danger of a poorly characterized ingredient could mean that it contains other unknown components that may be harmful. Therefore, it is imperative that the health benefits of a functional ingredient can be attributed to known and safe components. The importance of a well-characterized ingredient means that its benefits, such as immune health, can be replicated and proven in specific supplement products, such as capsules, tablets, chews, or powders.
3. Knowing the serving size
When choosing functional ingredients for a dietary supplement that provide added benefits, such as immune health support, innovative manufacturers must look for data that supports the recommended daily usage. A demonstration of serving size response is the best indicator of optimum or effective dosage. There are many ingredients and commodities that have perceived health and wellness benefits, but, often, the dose of those ingredients is quite high or no dose-finding studies have been done to validate efficacy.
4. Finally, know your market and know your consumer
Consumer attitudes are influencing factors. Recent survey data from U.S. consumers show that brand, previous purchase, product claims, and format are top influencers when making a decision at the shelf. What’s more, consumers are paying more attention to the ingredients in their supplements. In this competitive market, it makes sense to consider using branded nutritional functional ingredients that are safe and effective and can enhance a supplement product’s parent brand.
What else is influence the supplement market? Learn more from our insights and trends white paper, found here, Dietary Supplements in 2019: A Look at What’s Ahead.