The Influence of Branded Ingredients in the Dietary Supplement Industry

In the vast landscape of the dietary supplement industry, branded ingredients have emerged as an undeniable force, captivating both nutraceutical manufacturers and consumers alike. Branded ingredients such as Cognizin®, Wellmune, or DE111, serve as cornerstone examples, offering unique benefits and garnering attention in a highly competitive market. So, what makes branded ingredients so appealing? Let’s dive into their definition and examine their merits.

What are Branded Ingredients?

Branded ingredients in the dietary supplement industry refer to ingredients that are trademarked and marketed under a specific brand name that is also featured on the label of a finished good, whether that be on the principle display panel (PDP) or within the ingredient legend. These ingredients are often the result of extensive research, development, and scientific validation and—as such—benefit from the defensibility and legal protections that brand trademarks and copyrights can offer.

By associating a particular ingredient with a recognizable brand, companies can differentiate their products and establish a unique selling proposition. Branded ingredients serve as a seal of quality, offering consumers a sense of trust, reliability, and efficacy.

Brand Insight

By associating a particular ingredient with a recognizable brand, companies can differentiate their products and establish a unique selling proposition. Branded ingredients serve as a seal of quality, offering consumers a sense of trust, reliability, and efficacy.

Standing out in Dietary Supplements

One of the key advantages of branded ingredients is their rigorous scientific validation. Through clinical trials and scientific studies, these ingredients provide tangible evidence of their efficacy, safety, and the mechanisms through which they deliver their remarkable benefits. This transparency not only fosters trust but also empowers consumers to make informed decisions about their health and well-being.

But it doesn’t stop there. Branded ingredients more often go the extra mile when it comes to quality control. They undergo stringent measures to ensure consistency, purity, and potency. This emphasis on quality differentiates them from generic alternatives, giving consumers peace of mind. When they see a familiar brand associated with an ingredient, it creates a strong association between the product and its benefits in the minds of consumers.

According to a report by Kyowa Hakko, the 2021 Council for Responsible Nutrition (CRN) Consumer Survey on Dietary Supplements and the Ingredient Transparency Center 2021 Consumer Supplements Survey revealed that 77% of people aged 18-34 and 74% of those aged 35-54 are more likely to have confidence in supplements with branded ingredients compared to those with generic ones (Nutrition Insight).

A final and important benefit of branded ingredients is found within their classification of Intellectual Property (IP). The CEOs that have sought to raise capital to accelerate the growth of their brand can attest that investors always want to understand the risks associated with their investments. Having defendable, patented nutraceuticals that carry brand equity significantly lowers the risks of being unseated by a competitor in the market that would otherwise copy or duplicate the technology with accessible, commoditized ingredients.

Business Insight

Having defendable, patented nutraceuticals that carry brand equity significantly lowers the risks of being unseated by a competitor in the market that would otherwise copy or duplicate the technology with accessible, commoditized ingredients.

The “Intel Inside” Dynamic of Branded Ingredients

The concept of branded ingredients in the dietary supplement industry can be likened to the “Intel Inside” phenomenon in the tech. sector. In both cases, a specific ingredient or component is branded and prominently featured, underscoring its importance and value. Just as consumers associate Intel’s processors with high performance and reliability, branded ingredients like DE111 or Wellmune, develop a similar perception of excellence. This branding strategy creates a competitive advantage, enabling companies to differentiate their products in a crowded marketplace.

Branded ingredients have become a driving force in the dietary supplement industry, offering unique advantages to both businesses and consumers. With their scientific validation, quality control measures, and marketing prowess, these ingredients exemplify innovation and efficacy. As the market continues to evolve, the strategic utilization of branded ingredients will likely remain a powerful tool for companies seeking to capture the attention and trust of health-conscious consumers.

Working with MarketPlace

If you are interested in launching a branded ingredient innovation or positioning and bringing awareness to your existing innovation, MarketPlace has been serving the nutrition ingredient industry since 2002 and is uniquely qualified to help you get there—let’s talk.

Stay tuned for our Branded Ingredient Showcase to learn more about the role MarketPlace has played in the success behind many branded ingredients in the dietary supplement and food and beverage industries.