Formulators in the health and nutrition space are all too familiar with the challenges of nutraceutical product development. Between tight timelines, regulatory pressures and ever-shifting market trends, it can feel like constantly chasing a moving target.
But amidst all the complexity, one thing has become abundantly clear in recent years – scientific evidence in nutraceutical development matters more than ever to a new cohort of engaged and health-conscious shoppers. A catchy brand slogan and attractive packaging simply isn’t enough to win long term consumer trust in today’s market. Today’s savvy buyers are looking beneath the surface, conducting their research on matters of health and seeking out evidence-based nutraceuticals that can back up their claims with solid research.
This shift towards science-based decision-making presents both a challenge and an opportunity for health brands and their formulators in the gut health space. On one hand, it raises the bar in terms of the research and scientific backing of ingredients required to successfully bring new gut health supplements to market. However, it also opens the door for companies to differentiate themselves through a commitment to formulating with prebiotics and other science-backed ingredients.
So how can formulators put science at the heart of conversations with consumers? Here are a few key strategies to consider:
Lead with the evidence
When making claims about product benefits, emphasise the clinical studies backing the prebiotic and other functional ingredients found within. Consider the questions that consumers are asking when they’re researching products. What were the key findings from research? How do they translate into real-world health outcomes?
By leading with substantiated evidence, credibility is strengthened, and shoppers have a compelling reason to choose your products over less substantiated alternatives in the same category. It’s important to note that not every ingredient will have an extensive body of research behind it, so this is a key consideration when developing the next generation of health and nutrition products.
Explain the mechanisms
Demonstrating the more proactive nature of today’s health-driven consumer, many are hungry to understand not just what a product does, but how it works. To address this, nutraceutical brands need to dive into the biological mechanisms and physiological processes that underpin formulations with comprehensive external marketing. Explaining scientific concepts like gut microbiome function, inflammation pathways, or nutrient absorption in clear, accessible language can help demystify the science for consumers.
Address contradictory information head-on
In the age of information overload, particularly while health becomes such a significant topic of discussion on social media platforms and news, consumers are bombarded with conflicting health advice from all angles. These contradictions can lead to confusion, scepticism, and “nutrition fatigue” among shoppers.
Formulators have an opportunity to cut through the noise by directly addressing conflicting information and explaining the nuances of scientific research as a point of authority. This could be by acknowledging areas of uncertainty or debate within the scientific community, but also highlighting where there is strong consensus around particular functional ingredients for gut health. By proactively tackling these issues, a nutrition brand better positions itself as a reputed source of scientific information, rather than just another voice in a sea of unsubstantiated health claims.
Formulate with research-backed ingredients
One of the most effective ways for health businesses to put science at the centre of consumer conversations is to focus on formulating with prebiotics and other functional ingredients that have extensive research validating their efficacy and safety. This is where partnering with companies like Clasado creates a world of difference.
Our prebiotic ingredient, Bimuno® GOS, is backed by over 120 scientific publications and more than 20 clinical trials. This comprehensive body of evidence allows formulators to make strong, substantiated claims about the health benefits of products containing the Bimuno GOS prebiotic, including improvements in digestive health, immune function, and cognitive wellbeing.
What’s more, Bimuno GOS has secured health claim approvals and registration from various regulatory bodies around the world. This provides an added layer of credibility and enables on-pack communication with consumers about product’s efficacy, whether that be a prebiotic dietary supplement, functional food or functional beverage, or otherwise.
By leveraging functional ingredients with a high level of scientific validation, formulators can feel confident putting research front and centre in their product messaging. It takes the guesswork out of making evidence-based claims and allows brands to stand out in a crowded marketplace.
Educate and empower
Ultimately, putting science at the heart of consumer conversations should be about educating and empowering shoppers to make evidence-based decisions about their health. This means going beyond just communicating the benefits of a product and taking on a broader role as a source of credible health information.
Consider creating educational content for users that explains scientific concepts, breaks down recent research findings on gut health supplements, or offers guidance on evaluating health claims; platforms like YouTube are exceptional for this. Another good idea would be hosting webinars with nutrition experts or partnering with academic institutions on consumer education initiatives. The more nutraceutical businesses can boost scientific literacy among consumers, the more receptive they’ll be to evidence-based product messaging.
Building engaged communities through science
As we continue to see strong innovation through the nutraceutical category, it’s becoming increasingly clear that engagement is key to successful product marketing. Across many retail sectors, there is a clear drive towards ‘cult brands’ – brands prioritise creating passionate communities of loyal followers over sales alone. It’s likely that this will influence and shape the nutraceutical sector over the coming years as the market continues to grow.
The key differentiator for these cult brands is their focus on creating advocates, not just customers. They foster a sense of belonging and shared values among their consumer base, in this case, centred around a commitment to health and wellness. In turn, this encourages the creation of user generated content (UGC). While not yet a focus in the nutraceutical industry, examples in the wider health sphere include Gymshark and Peloton. This heightened need for engagement presents a perfect opportunity to capitalise on the incredible science behind functional ingredients for gut health.
By putting scientific evidence at the forefront of communication strategies, product developers can reinforce a strong value proposition and build a community of informed, passionate consumers.
The future is science-forward
As interest in prebiotics and evidence-based nutraceuticals continues to grow, putting research at the heart of formulation and communication strategies is essential for long-term success.
By embracing transparency, tackling complex topics head-on, and integrating research-backed ingredients like Bimuno GOS, brands can build lasting trust with consumers and drive the industry towards a more evidence-based future. It’s an approach that not only boosts the bottom line, but also contributes to better health outcomes for the global health audience.
The science is out there, and it’s vital that brands are able to put it to the forefront and empower consumers to make truly informed choices about their wellbeing.
Looking to leverage the most studied prebiotic in the galactooligosaccharides category?
Click here to get in touch with our team today and discover how Bimuno GOS can uplift and enhance your nutraceutical product development.
