Consumers don’t care about clinical studies

“Consumers only want to see the claims; they don’t care about any details.”?

“Consumers only buy products with claims in the high 90% or 100%.”

Statements like the above are not new to me. As the CEO of Citruslabs, a contract research organization dedicated to studies in the health & wellness field (like supplements, skincare, and superfoods), I constantly talk to brands that believe the only things that count are the claims and anything else doesn’t matter. I see that differently because I also talk to consumers a lot, but all of this was anecdotal data. So we decided to do our own research. In this? Consumer Report, we asked over 1,000 individuals for their opinions on clinical trials in the health and wellness industry. You can check out the full report HERE.?

The results of this report were not surprising to me. Through my work, I have a front-row seat to the pivotal transformation in consumer behavior and the ever-growing emphasis on research-backed claims and transparency about their study. Consumers are more informed and savvy than ever before. They're not just buying products; they're investing in their health. Not only do they want to know if their products are effective, but they also want more information on the study.?

Understanding Clinical Studies for Consumer Brands

When we think of clinical trials, our minds might wander to pharmaceuticals or medical devices. However, a growing portion of clinical research is now devoted to consumer products, particularly in the supplements and cosmetics sectors. These studies involve rigorous testing of product efficacy, safety, and potency under controlled conditions, usually involving human participants.

For instance, consider a new skincare cream that claims to reduce wrinkles. A clinical trial for this product would involve providing the cream to a group of participants, observing them over a certain period, and comparing their results to either a control group or established benchmarks. Such a study ensures that the product doesn't just rely on anecdotal evidence but has tangible, measurable effects on human skin. The same goes for supplements, but here, we would typically also measure bloodwork or digital markers (like tracking sleep, weight, or blood pressure).?

The Importance of Clinical Trials

Clinical trials for consumer products are not just important for brands to make compelling claims; there are also other reasons that consumers care about:

1. Safety Assurance: For supplements and skincare items that people ingest or apply to their bodies, safety is paramount. Clinical trials help ensure that these products don’t have adverse effects when used as directed.
2. Efficacy Verification: Claims like “improves skin texture” or “boosts metabolism” need to be supported. Clinical trials provide this validation, confirming that a product delivers the promised results.
3. Regulatory Compliance: Many regions and countries have stringent regulations governing health claims. Clinical trials provide the necessary documentation to meet these regulatory standards.

Consumer Trust & Clinical Studies

Information is constantly at our fingertips, and consumers are no longer passive recipients of brand messages. They're proactive, researching product ingredients, reading reviews, and, more importantly, seeking evidence. This is where clinical studies play a game-changing role.

Consumers care about clinical studies because they offer:

1. Transparency: In a crowded marketplace filled with lofty claims, a brand that offers transparent insights into its research processes stands out. Consumers appreciate knowing how a product's claims are substantiated.
2. Confidence: Knowing a product has undergone rigorous testing gives consumers the confidence to invest in it. They feel reassured that they are making an informed choice. During our research, a participant noted, “Clinical evidence is a strong indication that the results can be duplicated.”?
3. Authenticity: In an industry that’s been known to sell “snake oil”, authenticity matters. Clinical trials offer brands a genuine way to showcase their commitment to delivering on their promises.

The Competitive Advantage of Clinical Studies

It's a brave new world in the health and wellness marketplace. Consumers are spoilt for choice, but they're also looking for the best. Brands that invest in clinical studies aren’t merely adding another feather to their cap; they are cementing their place as industry leaders.

1. Building Brand Loyalty: When consumers know that a brand doesn't cut corners and invests in research to ensure product efficacy, they're more likely to stay loyal. This loyalty translates to repeat purchases and word-of-mouth marketing.
2. Differentiating in a Crowded Market: With numerous brands making similar claims, those who are transparent about their research and their results (stating who conducted the study, giving information about study design, participants, methodologies, etc.) differentiate themselves. They’re viewed as more credible and trustworthy.
3. Innovation and Improvement: Continuous research often leads to product innovation. Brands can discover new benefits, refine formulas, and offer better products to consumers. It’s a cycle of improvement that keeps them ahead in the market.
4. Mitigating Legal Risks: Investing in proper clinical studies can prevent potential legal ramifications tied to unproven claims or unforeseen side effects. It’s a proactive approach to risk management.

The intersection of science and consumer products isn’t just a trend—it's the future. As the CEO of Citruslabs, a contract research organization for health & wellness brands, I see firsthand the dedication and resources brands pour into research. This investment illustrates a deep respect for modern consumers who value transparency, authenticity, and evidence-based assurances.

Brands that recognize the importance of clinical trials in their product development and marketing strategies are setting themselves up for enduring success. Ultimately, it's about more than just selling a product; it's about forging lasting, trust-based relationships with consumers. And in the modern health and wellness marketplace, trust, backed by science, is the ultimate currency.

Discover more insights from our Consumer Report here. At the end, you’ll find an action plan with strategies to integrate into your product development and marketing plan.