Companies under pressure to deliver clean and clear labels, Hofseth BioCare reveals

05 Sep 2022 --- As consumers become increasingly knowledgeable about the ingredients they seek out in their supplements, industry must now be better prepared for transparency. NutritionInsight speaks to Hofseth BioCare on the implications that come with clean label demands and the consequential transformations.

“With knowledge comes power – and the more discerning consumers become, the more willing they are to challenge claims. Ensuring that label claims are substantiated by reputable, recognizable and responsible bodies and associations is key – as is communicating what the label claim means,” states Dr. Crawford Currie, head of medical R&D at Hofseth BioCare.

“Leave no room for ambiguity and be clear on the benefits.”

Companies are also increasingly eyeing developments surrounding controversial ingredients such as now banned titanium dioxide, to ensure consumer demands can be met.

Dr. Crawford Currie, head of medical R&D at Hofseth BioCare.Managing expectations
According to Currie, social activism and conscious consumerism are on the rise, which means consumers are becoming more discerning about where products come from - from food to clothes. This is putting brands under increasing pressure to deliver clean and clear labels. 

“There is a growing expectation from consumers to be kept informed and understand the ingredients in products they consume - from how they have been sourced to their journey through the supply chain. Total traceability from the source to the end market has become a vital component to remain competitive.”

“When formulating supplements, manufacturers need to ensure they partner with trusted suppliers that can satisfy consumer demand for natural, ethical and sustainably-sourced ingredients.” 

The trend toward clean label goes hand-in-hand with the trend for clean eating, Currie explains. As conscious consumerism continues to rise, so too does the desire to understand the origins of food and by extension, supplementation. This growing awareness will make consumers more discerning and scrutinize ingredients – so purity and traceability are paramount, he adds.

“A growing number of consumers are seeking out products containing ingredients that align with their health and sustainability objectives – produced naturally, ethically and sustainably.” 

Transforming ingredients 
Consumers will increasingly look for pure but powerful ingredients – and so supplement manufacturers need to ensure they source ingredients that fit the bill and have the approved label claims to prove it, Currie underscores.

An example illustrating the transformation lies in calcium supplementation, he adds. Historically calcium carbonate has been used as a key ingredient, but it is made from rocks, which humans are not evolved to consume. 

“Savvy consumers are becoming more informed about this and are therefore looking for alternatives like natural forms of calcium phosphate - derived from a living organism - which is natural to the body and can be easily absorbed and digested.”Hofseth Biocare seeks to source ingredients from “fjord to shore”.

Eyeing opportunities 
Currie explains being clean label is no longer just about what is removed from products – what is added is just as important. 

“Today’s consumers are seeking out health-boosting ingredients and fortified foods – such as vitamins and minerals, collagen and omega 3. This provides a new opportunity for brands to use clean labels to their advantage to attract new customers and distinguish their product from the competition.” 

External verification is also something consumers are seeking out, Currie notes. For instance, Hofseth Biocare touts its CalGo, OmeGo and ProGo have achieved New Dietary Ingredient status from the US Food and Drug Administration. 

By Andria Kades