Scientific Support for Immune Health Ingredients Clarifies Mixed Messaging
In today’s health climate, consumers are increasingly conscious of their immune system as a critical component of their overall wellness. With access to more data from health professionals, regulatory agencies, internet searches, and sometimes anecdotal information from family and friends, consumers often receive conflicting information on the safety and efficacy of products touting immune health benefits. Although access to instant information can help consumers sort through options, the sheer volume can make it difficult to decipher which products have the proven health benefits they are seeking. Immune health products formulated with research supported ingredients can help clarify mixed messaging and simplify consumer choice.
Product white space is driven by mixed messaging.
The number of product launches featuring immune health claims has risen over the last several years,1 giving manufacturers new opportunities to expand their immune health offerings. While consumers are looking for immune foods, beverages, and supplements to improve their overall health and wellness, they are also more skeptical about the information on product labels. Consumers seeking immune health products have more options than ever before, and almost half (47%) say they regularly research ingredients to help make their choices.2
Clinical studies supporting an ingredient are an effective means to communicate product benefits and build credibility with consumers. In fact, research is now a top driver for choosing healthy lifestyle products worldwide.3 This purchase-intent-to-active-buying rate reinforces that clear messaging, combined with innovative products, can help reduce barriers to purchase.
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How can product manufacturers cut through the noise and create benefit-driven messaging?
When evaluating an immune health ingredient for a future product, it’s important to focus on the science.to build trust and product awareness. Here are several reasons why research supported immune health ingredients backed by clinical research elevate value for consumers and support product innovation.
- Science-backed ingredients help provide benefit-driven messaging. Immune health ingredients backed by clinical studies can help validate marketing messages that help consumers better understand the ingredient’s benefits.
- Consistent messaging based on evidence-based facts can help build credibility. Through validated research, manufacturers can share unbiased information that can provide a level of transparency that is valued by consumers.
- Clinical evidence sets a product apart from the competition. Ingredients that emphasize the investment in scientific evidence and clinical research can stand out in a crowded marketplace. When consumers know a specific ingredient is backed by credible science, they will look for that ingredient in their favorite product to ensure they receive the benefits and feel good about their purchase.
Success starts with quality, safety, and efficacy.
In a competitive market in which consumers are turning to functional foods, beverages, and supplements to help them be well and stay well, research supported immune health ingredients can help manufacturers convey meaningful benefits. Wellmune® , the natural immune health ingredient, combines sound scientific research and strong brand recognition, delivering on consumer desire for transparency and driving purchase. According to recent global research conducted by Kerry (the makers of Wellmune), a large number of consumers worldwide rate believability of the claims made for Wellmune highly, with many indicating they would buy or switch to a product containing Wellmune4. Wellmune’s ease of formulation into a variety of products and its scientific backing make it a perfect partner for innovation in the healthy food and beverage industry.
Consumer loyalty is— and will remain— driven by the understanding of a product’s quality, safety, and efficacy as well as the value it provides. Ultimately, consumers find real value from products that deliver real benefits.
1 Mintel GNPD (30 April 2020)
2 FMCG Gurus Top Trends for 2020
3 FMCG Gurus A Decade of Opportunity – How Could 2030 Look!
4 Kerry Global Consumer Research, Immune Health, 2019