THE SCORING CENTER – SUPPLEMENT INGREDIENT SCORES

An unparalleled database of implicit consumer scores

Understand how “clean” consumers perceive various supplements and their ingredients to help develop and position products as part of the “free-from” movement.

The Supplement Ingredient Scores database is a self-service research tool designed to assist teams during the development of supplements and nutraceuticals in any form. Specifically, this database focuses primarily on excipients (inactive ingredients) with a subset of actives. It provides a Clean Label Score™ which identifies how intuitively the ingredient is associated with a clean label supplement. Clean Label Scores are grounded in our patent pending approach to behavioral research by utilizing InsightsNow’s Implicit/Explicit Test™. There are hundreds of excipients currently available with thousands of combinations by using filters such as consumer demographics, product, and product form (capsule, powder, tablet, gel, etc.) and more.

When adding scores to our database, our behavior segment, Clean Label Enthusiasts® (CLE), test each ingredient for their acceptance (“ok”) or avoidance if that ingredient was listed on a supplement label. InsightsNow’s proprietary segmentation of Clean Label Enthusiasts® consists of consumers who regularly inspect the label of every product they consider buying to make sure that it is a clean product, and they have distinct points of view about ingredients, claims, and brands. Generally, this means they prefer natural products as opposed to something that uses a lot of chemicals and preservatives and can be considered harmful to the environment or people.

CLE represent a segment of one in three primary shoppers in the U.S.—and as much as half of primary shoppers in other parts of the world. They are the primary drivers for the mega trend in growth of clean label products, including supplements.