Why Science Should Lead Your Supplement’s Marketing Strategy
Did you know that consumers are becoming increasingly health-conscious and meticulous about the products they use? This trend is especially evident in the supplement industry, where there's a growing demand for products backed by solid scientific evidence. Gone are the days when flashy packaging and over-the-top claims could entice buyers. Modern consumers want to know that the supplements they're investing in are clinically tested and proven effective.
What does this mean for supplement marketers and brands? It means that integrating science into your marketing strategy is no longer optional—it's essential. In this blog post, we'll explore why science should lead your supplement marketing, how to navigate the challenges of communicating science, and showcase some GREAT examples of brands leading with science today.
Understanding the Importance of Science in Supplement Marketing
The global wellness market is booming, projected to reach $1.8 trillion by 2024, according to McKinsey & Company. One of the key drivers of this growth is the increasing consumer focus on health and wellness, with more and more consumers looking for products that are science backed.
“Last year, we saw consumers begin to shift away from wellness products with clean or natural ingredients to those with clinically proven ingredients. Today, that shift is even more evident. Roughly 60% of US consumers reported clinical effectiveness as a top purchasing factor, while only about 20 percent reported the same for natural or clean ingredients. This trend is most pronounced in categories such as over-the-counter medications and vitamins and supplements”
But why is this shift happening?
Consumers are more informed than ever before, thanks to the internet and social media. They have access to a plethora of information and are keen to make educated decisions. When it comes to supplements, they want to ensure that what they're putting into their bodies is both safe and effective. Science-backed marketing provides the reassurance they need, making them more likely to trust and invest in your product.
The Role of Video Content in Communicating Science-Backed Claims
Video content is one of the most effective ways to communicate the science behind your supplements. Video allows you to break down complex scientific concepts into visuals that consumers can easily digest and remember. At Let There Be, we specialize in creating videos that not only educate but also engage your audience.
For instance, our video for Solgar Cellular Strength and Renewal explains how this supplement helps to support cellular energy production by activating mitochondria, the powerhouses of the cell. This video is placed on their e-commerce pages and website, providing potential customers with valuable insights into how the product works and why it's effective.
Great, But I Thought It Was Hard to Talk About Science in Supplements?
You’re right! One specific hurdle in marketing a supplement’s science lies in structure-function claims, i.e., claims that articulate the potential effects of a supplement’s nutrient or ingredient on the body's structure or function. Structure-function claims are unique to supplements, because supplements are not regulated by the FDA and do not treat, cure, and prevent diseases. On the other hand, drugs are strictly regulated and do treat, cure, and prevent diseases, so you have more flexibility when it comes to language. Here’s an example of non-approvable and approvable language in supplements.
What you can’t say:
“One daily scoop has 24 benefits: energy support, metabolism, immunity, and beyond – all while giving your body a better inflammatory response.“
What you can say:
“One daily scoop has 24 benefits: energy support, metabolism, immunity, and beyond – all while supporting a healthy inflammatory response...”
Instead of diagnosing, treating, curing, or preventing diseases, structure-function claims explain how a supplement could help maintain the body's normal, healthy functions and structures.
But don’t worry. Our team is trained in writing for various products with different regulations, so you can trust we’ll do things right!
Two Examples of Supplements Leading with Science
Qunol Advanced Omega
Qunol Advanced Omega worked with Let There Be to create a commercial that showcases the supplement's high-absorbability design to consumers. The highlight of our video was a Mechanism of Action (MOA) moment, where we illustrated "how" Advanced Omega absorbs into a person's body, and "why" their science is superior. This is a great example of how a brand can use a video to showcase science — check it out!
Solgar Cellular Energy
Similar to the Solgar Strength and Renewal video we shared earlier, Solgar's Cellular Energy video is another great example of a supplement leading with science. Solgar Cellular Energy is a cellular energy supplement with ingredients that help support NAD+, an important molecule found inside every living cell. This molecule plays a critical role in cellular energy production, but how can you show that to consumers? Check out how we did it!
Conclusion
Incorporating science into your supplement marketing strategy is not just a trend—it's a necessity. Consumers today demand transparency and evidence, and brands that can provide this will stand out in a crowded supplement market.
At Let There Be, we're here to help you elevate your marketing strategy with scientific storytelling through engaging video content. By focusing on science and transparency, you can build a loyal customer base that trusts your products and your brand. Ready to take your supplement marketing to the next level? Contact us today!