There’s no denying consumer demand for simpler ingredients and clean label options has been shaping new product launches for the last few years.
While many brands have been catering to these requests by converting to more recognizable ingredients like fruit and vegetable juices for color, today’s consumers want to know even more about what’s in their everyday vitamins and dietary supplements. They want full disclosure on ingredients.
According to Mintel, 74% of consumers want more transparency of their food product ingredients, and almost no piece of information is off-limits. Though unintentional, the historic lack of detail about our vitamins has bruised consumer trust.
To build credibility, brands are opening their doors to transparency by sharing the origin of their ingredients, their environmental and social responsibility commitments, as well as their product’s authenticity.
In today’s nutraceutical products, if companies are not sharing information, they could be viewed as hiding something.
“Nutrition facts” is among one of the top most searched vitamin related topics per WordStream.
In order to help vitamin manufacturers address consumer demand for greater transparency, ingredient suppliers must disclose information about their processes and products. Through shared values in quality and safety, nutraceutical manufacturers and ingredient suppliers can restore the foundation of consumer trust. At Sensient, our Certasure™ program includes the industry’s most comprehensive food safety testing protocols to not only provide full supply chain visibility but also brand protection. If product developers ever ask “what’s in my natural color?”, Sensient is able to provide a thorough response that ensures the color’s safety and authenticity.