With demands for nutritional supplements on the rise, brands need to manage quality and authenticity as the products have long-term impacts on consumers’ lives
The nutritional supplements market has seen explosive growth over the better part of the decade, led by consumers becoming increasingly health-conscious and aware of the nutritional demands of the body and available sources or lack thereof.
While the growing demand for nutritional supplements is shaping this sector, it is important to manage quality and authenticity as these are products that are ingested and have long-term impacts on consumers’ lives. Hence, this growth has also brought heightened scrutiny from regulatory authorities, making compliance a critical aspect for brands in this sector. In fact, one very critical factor will be navigating the complex regulatory landscape to ensure product safety, build consumer trust, and maintain market credibility.
An evolving regulatory framework
The nutraceutical industry has seen significant improvement in the regulatory framework, which continues to evolve. It is important for the regulatory bodies to ensure the protection of consumers from unsafe products, misleading claims, and poor manufacturing practices.
The following are some compliance parameters that need to be closely monitored by brands in the space:
Safe ingredients: One of the most significant hurdles for nutrition brands is ensuring that all ingredients meet regulatory standards. New ingredient discoveries often lack sufficient scientific data to gain approval quickly. This can lead to loss of opportunity and time, impacting product launches and stifling product innovation.
Claims and efficacy callouts: Claims like “boosts immunity,” “aids weight loss,” or “clinically proven” are common but lack scientific backing for the formulation. Brands must substantiate claims with robust scientific evidence and stay within the permissible language defined by regulatory authorities.
Labelling and Transparency: Accurate labelling is another critical compliance area. Regulations require brands to disclose ingredient lists, nutritional values, recommended dosages, and safety warnings. Consumers are quickly becoming aware of the importance of reading labels and knowing the ingredients of a product. Hence, there’s a growing demand from consumers for transparency about sourcing and sustainability, adding another layer of complexity.
Ethical Manufacturing Practices: Product safety begins at the manufacturing stage. Compliance with ethical manufacturing standards is non-negotiable as it guarantees that products are consistently produced and controlled according to quality standards. Testing and audits should be a part of the standard operating process for all brands and businesses. Any deviation can result in contaminated or substandard products, leading to regulatory action.
Steps to Strengthen Compliance
Invest in Regulatory Expertise: Brands must prioritise building an in-house regulatory team or partnering with external consultants who specialize in the nutrition sector. This ensures a proactive approach to compliance, helping businesses stay ahead of regulatory changes.
Adopt strong ERP systems: Leverage technology to enhance supply chain transparency, making it easier to track ingredient sourcing, ensure quality, and comply with traceability requirements. A strong tracking system will ensure checks and balances at every step of the supply chain.
Educate Consumers: Consumer education is an often overlooked aspect of compliance. Brands should use their platforms to inform users about proper dosages, potential side effects, and the science behind their products. This not only ensures compliance but also fosters trust and loyalty.
Compliance is not just a legal obligation; it’s pivotal in building consumer trust in nutrition and wellness. Through strong regulations, brands can differentiate themselves in a cluttered market, demonstrating their commitment to ethics, quality, and safety.
As the industry evolves, it’s crucial for businesses to view compliance as an opportunity rather than a challenge. A strong regulatory framework ensures a level playing field, protects consumers, paves the way for sustainable growth, and builds credibility amongst consumers.
