Today’s supplement consumers is a knowledgeable consumer who wants to know what goes into their supplements. To this end, label-conscious supplement consumers are demanding to know what active ingredients, binders, fillers, and flow agents they consume while taking supplements.
The clean label movement is the primary driving force behind this new behavior. Consequently, the rise, growth, and evolution of clean label movement, nimble supplement companies are adapting to remain relevant and retain their market share in the supplement industry.
Herein we will delve into what clean label is and how it can help grow your business.
Clean Label – What Is It?
Clean label products is a category that takes a minimalist approach to making supplements. It involves the use of as few ingredients as possible. Notably, the ingredients are not only recognizable but also wholesome to the health of consumers. This approach to making supplement caters to consumers who are looking to eliminate artificial ingredients, allergens, and extras (such as silicon dioxide or magnesium stearate) in their supplements.
As such, the real driving force behind the clean label movement are consumers who demand to know the make-up of the products they ingest, with a particular interest in ensuring the products are safe and do not contain artificial ingredients. Furthermore, in the recent past, consumers, especially millennials, have proved to be conscious of their environmental footprint. They are not only interested in the impact of the products they purchase on their health but also the impact on the environment as well.
The ever-growing number of green consumers gravitate towards supplements manufactured using natural, familiar, and easy-to-grasp active ingredients. A 2018 Innova report indicated that 91% of consumers in the US believe beverages and food options with recognizable ingredients are healthier. Consequently, clean-label consumers are no longer accepting products with unfamiliar ingredients and additives.
Beyond demanding the use of fewer and natural ingredients, ardent clean label followers are also demanding traceability and transparency of ingredients among supplement makers. Nielsen reports that the importance of clarity regarding the ingredients and attributes listed on the package labels cannot be overstated enough. This is especially regarding the increased popularity of label transparency and products.
Vitamins & Supplements
How You Can Boost Your Supplement Brand By Taking Advantage Of Clean Label
Supplement brands stand to gain a lot by positioning their line of products in line with the clean label movement. Consumers are willing to pay a premium for products that use natural, organic, and recognizable ingredients. Moreover, supplement makers must be transparent with their consumers to gain a footing in this fast-growing market segment.
So, how can a brand transition its products to a clean label? The first and obvious solution is to adjust the formulas for their supplement to use as few organic and natural ingredients as possible. Brands should also eliminate solvents and additives without compromising the product’s appearance, tastes, and efficacy.
After tweaking the formula, brands can also change the delivery system. The use of capsules is ideal for supplement brands as it does not require any synthetic binding ingredients and additives. There are plant-based capsules that suit the packaging of supplements that intend for the clean label market. As such, the plant-based capsules market is projected to grow to a $509.13 million market by 2022.
There are also environmental considerations to keep in mind. Using clean and natural ingredients also means brands must stay abreast of information on the source of their raw materials throughout the supply chain. Kerry’s 2019 Clean Label Study report, based on a survey of 2,100 nutrient-conscious consumers in the U.S., revealed that 75% of consumers are ready and willing to switch from their usual brands to another brand providing in-depth product information. This means that products that are easy to understand can trace its ingredients, and have a positive product story can engage and capture more clean label-oriented consumers.
With the clean label supplements gaining traction, brands must also ensure they make real claims backed by proof. The supplement market is awash with imitation brands that make lofty claims they cannot prove. To elevate your brands and separate yourself from this noisy group of supplement makers, businesses must ensure they use well-researched ingredients with proven safety and effectiveness.
Finally, it worthy to note that the clean label is here to stay. There are no signs that the trend will slow down, heading into the future. Supplement makers must align their branding to the clean label movement to be profitable in the long-run. Combing the clean label approach to branding with a reliable e-commerce strategy, supplement brands can experience tremendous growth.