Why Science Is the New Currency in Wellness Marketing

Efficacy and scientific credibility are now top priorities for consumers who fuel a $1.8 trillion wellness market. Top wellness brands are responding to the shift by marketing around science-backed evidence and clinical studies.

Let’s break down how this trend became a cornerstone of modern wellness marketing—and tips for navigating it.

[3-minute read]

Quick context 👇️ 

Consumers demand proof 🔍️ 55% of consumers now say efficacy is a top reason for choosing a wellness product, overtaking factors like price and ‘clean’ ingredients – especially in key categories like OTC meds, vitamins, and supplements.

Scientific language as persuasion 🧪 From sharing clinical studies to featuring scientific advisory boards, brands are now leaning on consumer-friendly evidence to boost trust and sales.

Details > summaries 🔖 51% of consumers now prefer detailed product information over summarized info, meaning that brands need to share specifics to win trust.

Strategy Breakdown: Marketing with Scientific Credibility 📔 

The marketing shift toward scientific credibility is powerful for several reasons:

1. Trust drives conversions: In an industry historically plagued by skepticism, scientific claims can build trust faster than traditional testimonials or celebrity endorsements.

2. Appeals to educated buyers: Gen Z and millennials, who dominate wellness spending, are particularly drawn to learning about the ‘why’ and ‘how’ behind product claims.

3. Competitive differentiation: Brands that invest in scientific studies gain a competitive edge, positioning themselves as more credible than competitors who rely on generalized benefits.

But this approach isn’t without challenges. Misleading or poorly substantiated claims can trigger backlash, lawsuits, or regulatory scrutiny. Consumers are smarter and more skeptical than ever, and they’re digging deeper into the “proof” brands offer.

Expert Insights on Blending Science and Marketing 💡

How marketers can leverage science  👉 Use accessible data points like survey results or unsponsored reviews if clinical studies aren’t feasible.

How consumers can evaluate claims 👇️ 

1. Look for consented, reviewed studies: Check for links to published studies or survey results that can help substantiate claims or explain the testing behind a product.

2. Get expert validation: Look for endorsements from trusted medical associations, regulatory bodies, or healthcare providers.

3. Check credentials: Evaluate the background of the brand’s executive team or advisory board if clinical studies aren’t available.

Want more tips? 👉️ Watch the full interview here 📹️ for more of Dr. Lesley Northrop’s expertise on communicating efficacy and science behind wellness products.

Key takeaway 👀 Consumers now expect wellness brands to share data that substantiates efficacy claims. Brands must master the art of translating science into accessible messaging to remain competitive.

Hypothesis on how the market evolves 🔮

The science-backed marketing trend is here to stay—and will likely gain more momentum:

• Third-party validation will grow: Expect partnerships with academic institutions and certifications from regulatory bodies to become the new gold standard for gaining trust.

• Transparency wins: Consumers will demand not just data but will also want insights into the raw data—brands that publish detailed study methodologies will win consumer trust.

For health and wellness marketers, leaning into science isn’t just a trend, it’s a necessity to stay competitive and stand out to smart consumers.

Enjoyed this breakdown? Hit reply 📩 to share your thoughts—or tell me which wellness trends you’re curious about.

If you were forwarded this newsletter, please subscribe here to stay up to date!

-Clara