Scientific evidence is now a brand's fastest growth lever

In commercial nutrition and food supplements, one thing is now very clear: scientific evidence can transform a brand far faster than we think.

Every year, more brands are invited to back their product claims with scientific data. Consumers and retailers no longer want only impressive promises; they want credible evidence.

AI and large language models are also becoming increasingly influential in how consumers research and buy products. One of the key factors these systems surface in their recommendations is a brand's scientific credibility.

That is why clinical research matters more than ever for building trust, differentiating in the market and protecting a premium brand position.

In the past, clinical studies were mostly available to large multinationals. Traditional research models could take three to five years to deliver results, and clinically evaluating a whole portfolio of ten products could take five to ten years.

Today the picture is changing.

With the right strategy, good planning and a suitable research model, studies for ten different products can now be completed within a few years, with the same research provider.

So what is driving this shift?

The technologies that make decentralised clinical trials possible are now part of our lives.

Continuous glucose monitors, wearables, electronic data capture, at-home blood tests and gut health kits were not nearly as advanced or accessible five to ten years ago.

Physical lab capacity is no longer the only deciding factor.

Home-based study models that do not require participants to keep visiting research sites greatly reduce bottlenecks such as lab space, geographic distance and appointment capacity.

As a result, high-quality scientific research is becoming faster, more accessible and more scalable.

For the first time, this gives start-ups and scale-ups the chance to compete with multinational brands on scientific credibility.

The brands that stand out will no longer be the loudest, but those that back their claims with the strongest evidence.

We are in a truly exciting era in which science sits at the heart of branding.