Science drives buying decisions
In the nutraceutical market, scientific transparency is no longer optional. It’s a competitive advantage.
According to a German consumer monitor survey (2023), 79% of consumers rate scientifically verified information on dietary supplements as important or very important.
At the same time, confusion persists: 77% of German and 83% of American consumers (2025) use supplements, yet nearly half assume these products are government-tested for safety and efficacy. This is, however, not mandatory in these countries and in many others.
For brands, this gap is an opportunity. Companies that present verifiable laboratory research data, such as from in vitro or ex vivo models, clearly differentiate themselves from competitors relying solely on tradition or testimonials.
“Today, you must show that a product is bioactive. This increases quality and trust, setting brands apart from those that do not invest in scientific evidence,” says Dr. Bernd Fiebich, neuroscientist and CEO of VivaCell Biotechnology GmbH, a German laboratory specialising in preclinical efficacy research and a member of the 1Q Health Group.
Demonstrated benefits aren’t health claims
Under EU and FDA regulation, health claims are strictly regulated. Mechanistic or cell-based data cannot replace authorised claims. However, scientifically demonstrated laboratory findings may be communicated.
Bioactivity studies provide substance behind positioning. They demonstrate causal relationships (e.g., anti-inflammatory or antioxidant activity), support indication-specific messaging (“for oral health,” “skin soothing”), and strengthen compliant communication.
But these demonstrated benefits must be factual, not misleading, and can’t imply medicinal effects.
Research can be done across the product lifecycle
Cell studies add value at every development stage:
- Development: Screen and compare extracts, fractions, and formulations; identify lead candidates; analyse dose-response relationships; and detect synergistic effects in combinations.
- Quality assurance: Confirm reproducible bioactivity across batches and monitor stability in the final product matrix.
- Marketing & sales: Generate citable data for publications, product dossiers, trade fairs, B2B presentations, websites, and package inserts. In short: turn benefit expectations into documented effects.
Which type of study to choose and in which scope?
“When it comes to scientific evidence, many think immediately of expensive clinical trials. That is not always necessary. Well-planned in vitro/ex vivo assays often provide clearer signals than poorly designed small clinical trials and cost only a fraction,” emphasises Dr. Fiebich.
In vitro/ex vivo models are thus particularly suitable for supplements and natural ingredients: they are fast, practical, and cost-efficient while delivering meaningful results.
A couple of examples of suitable study models are
- In vitro models using primary human cells (e.g., monocytes, gingival fibroblasts, neuronal cells) to quantify mechanistic effects like cytokine modulation, reactive oxygen species (ROS), receptor interactions, or barrier markers.
- Ex vivo models using immune cells from human blood donations, increasing physiological relevance.
Studies can start small: one defined claim, one relevant cell model, and two to four meaningful biomarkers. This is often sufficient for go/no-go decisions and credible market communication.
“For simple setups, we're talking about the low four-digit range and a runtime of three to four weeks. That's enough for decision making. Both small and large companies benefit equally. Most questions can be tested affordably in cellular models,” Dr. Fiebich assures.
How research collaboration works
An efficient research partnership follows a structured process in close discussion with the partner:
- Define the benefit e.g., skin soothing, oral health, regeneration or focus.
- Select models and markers aligned with the indication (cytokines, oxidative markers, barrier proteins).
- Design the protocol: Non-toxic doses, dose ranges, controls, replicates, statistics, and matrix testing if needed.
- Iterate and refine formulations based on interim results.
- Translate data into clear visuals and compliant marketing language.
- Expand optionally with additional models or pilot clinical work if signals are strong.
Choosing the right partner is critical. Look for robust scientific standards, experienced interdisciplinary teams, peer-reviewed publications, industry fit, and transparent communication.
“There are not many providers who consistently meet all requirements. Always remember to ask for publications, testimonials, and scientific standards,” recommends Dr. Fiebich.
Quick-start checklist for brands
- Define a precise hypothesis and benefit.
- Select one to two relevant cell models.
- Measure minimum two meaningful biomarkers.
- Test realistic doses and confirm activity in the final formulation.
- Build a clear mechanism-to-benefit storyline without therapeutic claims.
- Prepare compliant, data-supported marketing materials.
Conclusion
The global supplement market is crowded. Scientific validation is one of the few durable differentiators.
Cell and ex vivo studies provide fast, cost-effective tools to demonstrate bioactivity, strengthen quality assurance, and create legally compliant, data-driven discussion points for marketing and communications.
In a market where consumers demand proof, investing in scientific evidence can be the decisive factor for retailers, media, and, ultimately, end consumers.
Sources and cell study examples (publications)
- Zühlsdorf, A., Jürkenbeck, K., Schulze, M., Schäfer, A., Spiller, A. (2025): Nahrungsergänzungsmittel: Verbraucherverhalten und Gesundheitsversprechen, Ergebnisbericht, Göttingen.
- Dietary Supplement Regulatory Modernization, CPHA, 2025
- Appel, K., Wegener, T. (2020): Tilia tomentosa Moench (silver lime), Binding effects on the GABAA receptor may explain its traditional anxiolytic use, Zeitschrift für Phytotherapie, 2020; 44(04): 177-181, DOI: 10.1055/a-1126-9298
- Günther M, Schnierle P, Rose T, Schlegel J, Boonen G, Drewe J, Muñoz E, Fiebich BL, Culmsee C. AMPK Activation by Cimicifuga racemosa Extract Ze 450 Is Associated with Metabolic Effects and Cellular Resilience against Age-Related Pathologies in Different Tissue Cell Types. Pharmaceutics. 2024 Mar 13;16(3):393. doi: 10.3390/pharmaceutics16030393. PMID: 38543287 Free PMC article.
- Schmitter T, Fiebich BL, Fischer JT, Gajfulin M, Larsson N, Rose T, Goetz MR. Ex vivo anti-inflammatory effects of probiotics for periodontal health. J Oral Microbiol. 2018 Jul 25;10(1):1502027. doi: 10.1080/20002297.2018.1502027. PMID: 30057719; PMCID: PMC6060379.