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Claims—both emotional claims such as “all natural” and health claims—help brands engage with consumers, while third-party certifications help brands build trust with consumers. In this SupplySide West edition of the Healthy INSIDER Podcast, Jeff Hilton, co-founder of BrandHive, talks about the value of claims and certifications to brands and offers tips on how brands can effectively incorporate certifications without causing “certification fatigue.” Hilton will be presenting at SupplySide West in Las Vegas during the “Claims & Certifications: What Do They Mean and Who Cares?” session on Thursday, Oct. 17 at 9 a.m.
Key points of this podcast include:
Third-party certifications lend authenticity to brands by reinforcing “a voice of transparency.”
Claims serve as tools to engage consumers, but certifications build trust with consumers.
“Certification fatigue” is caused by overwhelming consumers with numerous certifications.
Links and resources:
Rachel French joined Informa’s Health & Nutrition Network in 2013. Her career in the natural products industry started with a food and beverage focus before transitioning into her role as managing editor of Natural Products Insider, where she covered the dietary supplement industry. French left Informa Markets in 2019, but continues to freelance for both FBI and NPI.
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