Most dietary supplement consumers expect a product to have scientific backing, so putting science at the forefront of a marketing or branding campaign just comes off as ‘noise,’ said one branding expert.
The sports nutrition category has undergone significant change in recent years, as many new non-core consumers are seeking out the products. This has coincided with increased regulatory scrutiny and calls for greater transparency, says the COO of ProSupps.
Mitsubishi Gas Chemical Company’s ingredient BioPQQ has been used in the healthy aging space for more than a decade. This year, the company has been ramping up efforts to increase awareness of the ingredient’s sports benefits.