Nick Gillit, CEO of The Osmolality Lab
Consumer demand for science-backed health benefits and transparency from CPG brands is at an all-time high Nearly half of consumers (46%) Forty-one percent are worried that health foods may not actually be healthy, and 41% are concerned that the health benefits of ingredients have not been scientifically proven. The growing focus on health and transparency spans all aspects of the CPG industry, with consumers increasingly seeking assurances that the products they choose truly work.
Nowhere is this demand more evident than in the hydration and functional beverage market. The rise of “enhanced hydration” claims has highlighted the need for reliable, science-backed solutions that consumers demand. As the market becomes increasingly crowded with CPG brands making such claims, opportunities arise for manufacturers who choose to validate the health and safety of their products and prioritize customer satisfaction by providing transparency and proof of product performance. To cut through the noise of a saturated market, science-backed certifications for qualities such as osmolality and sustainability are emerging as unique benefits for large and innovative CPG product manufacturers looking to differentiate their products while meeting the highest industry standards.
What is osmotic certification and what is the certification process?
Certifications such as Osmolality Certification are scientific validations that ensure a product meets the specific standards and requirements it claims to. For example, Osmolality Certification is granted when a product meets the optimal dissolved solids concentration for efficient water absorption in the body. For hydration and functional beverage products, Osmolarity Osmolality is an important indicator of a beverage’s hydration effectiveness, as it directly impacts how quickly and efficiently water is absorbed. For products that are close to the optimal osmolality range, simple adjustments, such as changing the water to ingredient ratio, can help them meet certification standards.
Many brands make hydration claims to consumers, but it can be difficult for consumers to understand which products are best for them and ultimately make a purchasing decision. Certifications, especially around common claims like hydration, help clear up consumer confusion and give manufacturers the opportunity to sort through the clutter of claims and clearly back up their claims with scientific evidence. Large and emerging CPG brands that choose science-backed certifications not only meet consumer demand, but also clearly demonstrate their commitment to quality, safety and consumer satisfaction.
The power of scientifically-backed certification
Osmolarity Certification allows CPG brands to demonstrate the hydration benefits of their products, allowing consumers to clearly identify them as best-in-class products versus products that make hydration claims but don’t deliver on their promises. Having the certification seal on a product’s packaging sends a message to consumers: It proves that products have undergone rigorous testing and meet established standards, and certification drives the industry forward by enabling manufacturers to prioritize developing truly effective products rather than relying solely on marketing tactics.
Certification gives consumers a level of assurance that marketing claims are not just hype. Certification tells consumers that a product has been verified by an independent body and meets the promises made on the label. This is especially important in areas such as hydration. The science behind product effectiveness, such as osmolality in hydration and 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 credibility consumers are looking for.
Additionally, achieving certification reinforces a brand’s commitment to quality and transparency, which can lead to increased sales and customer loyalty. Manufacturers’ adherence to established scientific standards also reduces liability risk, ensuring product safety and effectiveness, further protecting their brand’s reputation.
Benefits for both CPG manufacturers and consumers
The benefits go beyond consumer trust: certification can be a valuable marketing tool for manufacturers, helping them to stand out from the competition. It can also improve product development from the earliest stages, ensuring that products are certified before they are manufactured to achieve and maintain the highest quality standards.
For CPG manufacturers, incorporating research, testing and certification into product development should become standard practice, ensuring that their products meet the standards they claim, while allowing them to clearly stand out as “best in class” in a competitive marketplace. This is a win-win for manufacturers and consumers alike. Certification not only boosts brand credibility through scientifically proven claims, it also ensures optimal product performance and safety.
Consumers have become more discerning and health conscious, and they demand transparency and effectiveness from product manufacturers. Science-backed certification provides this assurance, allowing consumers to make choices with confidence. As the CPG market continues to grow, certification will play an increasingly important role in giving consumers access to products that truly work. Ultimately, everyone wins: consumers get effective products, and manufacturers gain a competitive edge in a crowded marketplace.
Dr Nick Gillit said, The Osmolality Labis a global authority in the field of osmolality science for consumer products, providing unparalleled expertise, testing and certification services essential to hydration brands across a range of industries. A seasoned scientific expert in physical and inorganic chemistry, Nick has a passion for understanding how things work. He is an expert in plant-based food ingredients, new product introductions, consumer research and technology to support human health, nutrition, and athletics and recovery. With a reputation built on precision, reliability and innovation, Osmolality Labs is a trusted partner to leading and innovative brands looking to ensure optimal performance and safety of their products.
