Clinical research on functional ingredients is essential to establishing credibility for any health claim a manufacturer might make about their applications. These research methods are the primary tools in the scientist’s toolbox for determining the safety, efficacy, and effective dosage of an ingredient. They’re the keys to earning consumer trust.

From immune support to mental energy, the makers of branded ingredients rely heavily on clinical studies to establish credibility with consumers and to differentiate their products from generic alternatives. However, not all clinical trials are created equal.  

Here are 5 things to look for when evaluating clinical studies for ingredients. 

Independent Researchers 

Most consumers do not understand, on a technical level, how functional ingredients are tested. Oftentimes, consumers approach clinical studies with a sense of suspicion, especially if it is funded by an ingredient or manufacturer’s brand. Therefore, it is important for brands to work with independent, third-party researchers such as a respected research university or other unbiased research institution.  

In doing so, ingredient brands can leverage the academic institution’s independence from its sponsor to present credible findings to consumer audiences. Independent research assures consumers that the studies were conducted with scientific rigor and that the findings can be trusted.  

Long-Standing Findings 

Replicability is the cornerstone of the scientific method and a hallmark of well-designed clinical studies. Clinical findings that stand the test of time are viewed as highly credible and reassure consumers that the branded ingredients they’re purchasing are proven effective.  

In some cases, findings can go back for years and are tested and retested. For example, Cognizin is a branded citicoline ingredient with tested findings for cognitive support that have been established for decades. The health benefits of the ingredient continue to be studied and supported by data.  

Transparency 

Health-conscious consumers are known for doing their homework. They spend significant time reading and consuming content about the health benefits of foods, beverages, and supplements. For this audience, information is the key to achieving their health goals. 

The makers of branded ingredients should provide easy access and references to the studies from which they make claims. This sends two key signals to consumers: 1) this brand believes in transparency, and 2) the benefits of this ingredient are proven by science.  

Healthy Adults 

The best clinical studies are those conducted on healthy adults. Many times, research on ingredients is done on people who already have a nutritional deficit or an underlying health condition. This group is therefore more likely than healthy adults to experience positive effects from an ingredient. 

When a study is conducted on a healthy adult, and the ingredient is shown to be effective, we can conclude that the ingredient works for an average consumer—not just for people who are in extreme need of the ingredient. While studies conducted on animal subjects and non-healthy adults can have validity and be scientifically rigorous, the findings most applicable to a general audience come from trials on human subjects.  

Authenticity 

For many functional ingredients, the branded version tends to have the best available research backing. However, it is also not uncommon to see the manufacturers of generic, non-branded alternatives using those same studies to support product claims. Unfortunately, this practice of “borrowed science” is inauthentic, dilutes the credibility of official studies, and introduces the potential for inferior products to enter the market.  

Generic ingredients are not made using the same processes or manufacturing standards as branded ingredients. Therefore, there is not a one-to-one comparison between studies on branded ingredients versus generics. This has the potential to damage consumers’ trust in functional ingredients overall. 

In conclusion, without quality clinical data to back up claims, branded ingredients may lack believability and can struggle to break through to a high information-seeking, health-conscious consumer audience. The presence of clinical trials of an ingredient can factor into consumers’ purchase decisions by enabling them to feel confident about an unfamiliar product. This goes a long way to establishing trust with consumers and differentiating from generic alternatives.