Study: 80% of dietary supplement consumers make purchase decision at shelf
SANTA CRUZ, Calif. — Rainbow Light recently released the results of a study conducted by Wiest & Co. that demonstrates that product labels are more important in influencing vitamin and supplement consumer purchases than previously thought.
According to the study, in the dietary supplement category, 80% of consumer purchase decisions are made at-shelf. As many as 77% of consumers cited product labels as most important when influencing their vitamin and supplement purchases, having more impact than the more traditional sources, such as doctors/medical practitioners (76%), friends and family, pharmacists, manufacturer/brand websites (64%), nutritionists/dieticians (62%) or medical/health related websites (53%).
The study included primary vitamin and supplement purchasers ages 25 years to 55 years from five major metro areas in the United States.
Reckitt Benckiser talks about Mucinex, Airborne line extensions
SLOUGH, England — Reckitt Benckiser has line extended its Mucinex franchise into the year-round allergy sector with Mucinex Allergy, Heather Allen, Reckitt Benckiser EVP category development, told analysts Wednesday.
"Super fantastic launch in the U.S.," she said. "Allergy is a $2.5 billion market in the U.S. More than 75% of Mucinex users also take an allergy treatment, and now, we’re able to offer them Mucinex Allergy, maximum strength, non-drowsy antihistamine, acts fast and lasts for 24 hours."
Reckitt Benckiser is also line extending its Airborne platform with Airborne Everyday. "People take it when they feel they need a boost or they feel they need support for their immune system," Allen explained. "We’re launching now Airborne Everyday, bringing immune support plus a multivitamin, because lots of Airborne users also take a multivitamin," she said. "Given we’ve had this business for about a year, we’re really, really excited to be driving all of this innovation to market."
NAD recommends Trinity Sports Group discontinue certain claims for ‘NeuroImpact’
NEW YORK — The National Advertising Division has recommended that Trinity Sports Group discontinue certain claims for the company’s “NeuroImpact” dietary supplement, including claims that the product has been clinically tested.
NAD noted, however, that the advertiser provided a reasonable basis for “carefully qualified ingredient claims regarding the ability of certain ingredients,” in NeuroImpact “to support healthy brain function.”
TSG explained that NeuroImpact contains a patent-pending blend of vitamins, supplements and herbs that it markets to athletes who participate in contact sports to support brain recovery. TSG argued that, in addition to following medical recommendations for concussion recovery — including brain rest from video gaming, texting and active engagement — NeuroImpact can be used as a nutritional supplement to support brain recovery.
Following its review of the evidence in the record, NAD determined that because many of the ingredients in NeuroImpact are well-researched and understood to support the health or functioning of the brain, “it is possible that TSG could make limited claims about the role of its ingredients in supporting healthy brain function.”
NAD cautioned the advertiser, however, that advertising claims should match the strength of the research supporting them. In general, claims that are based on emerging research of ingredients in a product should indicate that the claims are based on research on the ingredients, and that the research is emerging and limited in their advertising claims.
Regarding the advertiser’s testimonials, NAD noted that it has “routinely held that an advertiser may not make claims through consumer testimonials that could not be substantiated if made independently by the advertiser, and that anecdotal evidence based solely on the experiences of individual consumers is insufficient to support product efficacy claims.”
In this case, NAD noted, the advertiser didn’t provide a reasonable basis for its efficacy claims and, as a result couldn’t support the claims made in its testimonials. NAD recommended that the testimonials be discontinued.
In its advertiser’s statement, Trinity Sports Group said that while it disagreed with NAD’s conclusions, “in the spirit of self-regulation, we will take NAD’s recommendations into account in future advertising.”
NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
As part of its ongoing monitoring program and in conjunction with NAD’s initiative with the Council for Responsible Nutrition to expand the review of advertising claims for dietary supplements, NAD opened an inquiry into claims that were made by TSC.