Body building

Complement Science No Longer a Promoting Level?

by Matt Weik

I recently read an article that made me think about the science behind dietary supplements and consumer buying habits. The article talked about supplement science not a big selling point these days, as consumers expect science and research to be around the products they buy. This raised two important questions for me. The first question is: "Are consumers naive to think that all supplements will actually be researched?" And the second question is: "Is the science of dietary supplements no longer as important as it used to be in the eyes of the manufacturer?"

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You don't know what you don't know

As consumers get smarter about their buying habits from year to year, do they expect research to be behind every single product they buy? In recent years, consumers have done their homework with products and ingredients. They look for information that confirms what a supplement company claims and decide from there whether they want to make a purchase or not. But not only are there still a large number of consumers who do not know what they are looking for or looking for. You simply read the label or copy on the product page of a website to decide whether you want to make a purchase.

In my opinion, it seems like a good idea to have science behind a product and make it stand out. It shows that the manufacturer of nutritional supplements has at least some scientific knowledge about nutritional supplements behind the product and that the ingredients contained in the product have actually been found to be effective and effective. The bottom line is that nobody wants to be ripped off or use a product that doesn't produce results. I therefore believe that science should still play a role in educating consumers, regardless of whether they already know the information or not. We cannot simply assume that everyone knows what all the ingredients are doing and whether there is research behind them.

More emotion and less science?

On the other side of the spectrum, people are not so worried these days because they (again) assume that dietary supplements are all scientifically proven – which, as is well known, is not always the case. It seems to be a bigger selling point when it comes to nutritional supplements, namely the feeling of emotion that consumers feel about the product, and not really the science behind it.

This makes sense because there must be a reason why a consumer is primarily concerned with a brand. However, a consumer should not simply make a purchase based on an “emotion”. Sure, there are consumers who look at packaging imaginatively, they look at marketing (like the use of athletes) and only measure their buying habits by that – what I'm saying is that this is a bad decision.

A market research company took a closer look at this issue and its CEO was quoted as saying, "It’s not that science isn’t critical. It’s just noise for the consumer. It’s expected to be there, because it’s a level of confirmation that they’re making a good decision. But a brand can’t be scientific – it’s just making noise. Although for transparency, it’s really important that a consumer, as soon as he’s emotionally involved with one Connect brand, dive deeper into it. It’s important that this science is transparent, but it’s not a brand entry point. "

Maybe I just didn't get in touch with reality, but I wouldn't consider science or research behind a supplement or ingredient to be "noise". In fact, I would look for a supplement company FIRST if I heard that they had a number of products. That was scientifically proven – it wouldn't be an emotional purchase at all (but that's just me).

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Assume that the research was not paid for by the company and the results were slightly on the agenda. I would feel more comfortable knowing that it is backed by legitimate science. We all know that there is not much transparency in dietary supplements these days (although it is getting better) and that many brands are still hiding formulas behind proprietary blends. Even if there is research behind a product or ingredient, there is no way to tell whether dosages of individual ingredients are effective or not.

This market research firm also found that 16% of consumers looking for dietary supplements thought the industry was transparent. They said: "There is such a confusing message that is constantly appearing in the media and driving this distrust. Consumers don't really know who to believe. On the one hand they know what they hear in the media and on the other hand what hear them from the companies. "

This actually brings me back to thinking that consumers should look for companies that are known to use the science of dietary supplements in their formulations and then figure out who they want to be more emotionally attached to.

All in all, the article shows that dietary supplement manufacturers should focus more on engaging with the consumer emotionally, and then ensure that they have the science to secure their products. Consumers these days should be more aware of what they put in their bodies and only use products that are scientifically sound, not only for health reasons, but also to make sure they are best for them in terms of results Get money .

Source: https://www.nutraingredients-usa.com/Article/2018/12/07/Supplement-branding-expert-Don-t-lead-with-the-science


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