By Nick Gillitt, Chief Executive Officer of The Osmolality Lab
Consumer demand for scientifically-backed health claims and transparency from CPG brands is at an all-time high, with nearly half (46%) of consumers worried that wellness products aren’t actually healthy, and 41% concerned that the health benefits of ingredients haven’t been scientifically proven. This increased focus on health and transparency extends to all facets of the CPG industry, where consumers are increasingly seeking reassurance that the products they choose are genuinely effective.
One area where this demand is particularly evident is in the hydration and functional beverage market. The rise of “enhanced hydration” claims has brought attention to the need for reliable, science-backed solutions that consumers demand. As the market becomes increasingly overcrowded with CPG brands making such claims, opportunity emerges for manufacturers that choose to prioritize customer satisfaction by going the extra mile to validate the health and safety of their products, providing transparency and proof of product performance. To help break through the noise in an oversaturated market, science-backed certifications for qualities such as osmolality or sustainability are emerging as a unique benefit to leading and innovative CPG product manufacturers looking to differentiate their products while meeting the highest industry standards.
What is osmolality certification? What is the certification process?
Certifications, such as osmolality certification, are a scientific validation that ensures a product meets the specific standards and requirements they are claiming. For example, an osmolality certification is granted when a product meets the optimal concentration of dissolved solids for efficient water absorption in the body. In hydration and functional beverage products, osmolality is a key measure of a drink’s ability to hydrate effectively, directly influencing how quickly and efficiently water is absorbed. For products close to the optimal osmolality range, simple adjustments – such as modifying the ratio of water to the ingredients – can be made to meet certification standards.
While many brands can claim to hydrate consumers, it can be difficult for consumers to understand which products are best for them and then ultimately make the purchasing decision. Certifications, particularly on common claims such as hydration, can end this confusion for consumers, giving manufacturers an opportunity to cut through the clutter and clearly back up their claims through scientific proof. Leading and emerging CPG brands that opt into science-backed certifications can not only meet consumer demand, but also clearly demonstrate their commitment to quality, safety and consumer satisfaction.
The power of scientifically-backed certifications
In the case of osmolality certification, CPG brands substantiate their products’ hydration claims, ensuring consumers can clearly identify best-in-class products opposed to those which make hydration claims but don’t deliver upon their promise. When a product carries a certification mark on its packaging, it signals to consumers that the product has undergone rigorous testing and meets established standards. Moreover, certifications drive the industry forward by allowing manufacturers to prioritize the development of products that are genuinely effective, rather than relying solely on marketing tactics.
Certification offers consumers a level of assurance that marketing claims are more than just hype. It tells them that the product has been validated by an independent body, ensuring that it meets the promises made on the label. This is particularly crucial in categories like hydration, where the science behind a product’s efficacy – such as osmolality in hydration or rehydration beverage products – can be complex and not easily understood by the average consumer. By certifying that a product meets optimal osmolality requirements, manufacturers can provide the transparency and confidence that consumers are seeking.
Furthermore, achieving certification can lead to increased sales and customer loyalty, by reinforcing the brand’s commitment to quality and transparency. When manufacturers adhere to established scientific standards, they can also reduce liability risk, ensuring their products are safe and effective, and further protecting their brand’s reputation.
A win-win for CPG manufacturers and consumers
The benefits extend beyond consumer confidence: certifications can serve as a valuable marketing tool for manufacturers and help products stand out among the competition. It can also improve product development from the earliest stages, ensuring products meet certifications before they are made to deliver and maintain the highest quality standards.
For CPG manufacturers, incorporating research, testing, and certification into product development should become a standard practice, ensuring that their products meet the standards that they claim, while enabling them to clearly stand out as “best-in-class” in a competitive market — a win-win for manufacturers, as well as consumers. Certifications not only enhance a brand’s credibility through scientifically-proven claims, but also ensure optimal performance and safety of their products.
As consumers become more discerning and health-conscious, they demand transparency and efficacy from product manufacturers. Science-backed certifications provide this assurance, helping consumers make confident choices. As the CPG market continues to grow, certifications will play an increasingly vital role in ensuring that consumers have access to products that truly work. In the end, everyone wins: consumers get effective products, and manufacturers gain a competitive edge in a crowded marketplace.
