In the age of clean claims, social proof, and supply chain transparency, wellness brands need more than great marketing, they need real data.
As supplements, protein products and lifestyle health brands grow in popularity, so do the expectations from regulators, retailers and conscious consumers alike.
From gut health to mental clarity, energy boosts to plant-based protein, health and wellbeing products are no longer niche, they’re mainstream.
Fuelled by lifestyle influencers, TikTok trends and a growing emphasis on preventative health, wellness is no longer a niche, it’s a cultural movement. But with that visibility comes vulnerability.
Today’s consumers are informed, vocal, and quick to call out brands that can’t stand behind their claims. From “clean label” promises to “sustainable sourcing,” brands that can’t show proof are finding themselves in hot water with entire communities online dedicated to exposing misleading marketing.
Modern consumers want to know exactly what they’re putting in their bodies. Retailers are demanding more accountability. And regulators across the UK, EU and beyond are tightening their grip on green claims, ingredient sourcing and environmental impact.
It’s no longer enough to look clean, you must prove it.
Why Clean Claims Come with Big Risk
As expectations increase, so does pressure to present products as ethical, natural, or sustainable. But vague claims like “plant-based,” “green,” or “eco-friendly” mean little without data to back them up.
Words like natural, organic, and sustainable once helped brands stand out. Now, they come with risk, especially when unsupported by data.
In the UK, the Green Claims Code has made it clear:
“Claims must be clear and unambiguous, substantiated with evidence, and not omit or hide important information.”
And here’s the truth: once a social media sleuth exposes a false claim, no amount of marketing can fully recover the trust.
Health Products Need Healthy Supply Chains
For wellness brands, this is especially critical. Ingredient integrity, quality standards, and ethical sourcing matter, not just for compliance, but for consumer trust.
Common challenges include:
- Lack of visibility on raw ingredients (e.g. herbs, protein isolates, adaptogens)
- Sourcing ingredients with links to deforestation, exploitation, or low-labour standards
- Inconsistent or incomplete documentation from global suppliers
- Green claims made without lifecycle data or third-party certification
Authenticate Helps Health Brands Go Beyond the Label
With Authenticate, you don’t just meet regulatory requirements, you build consumer confidence.
Your wellness brand deserves a supply chain that’s as strong as your products.
Our supply chain transparency platform supports:
- Ingredient-level traceability from source to shelf
- Supplier risk profiling by location, practice and compliance
- Remote audits and ESG assessments tailored to wellness products
- Document storage for certifications, quality standards and sourcing policies
- Real-time dashboards for clean claims tracking and performance reporting
Because in an industry built on wellness, your supply chain needs to be just as healthy as your products.
Marketing builds awareness. Transparency builds trust.
If you’re ready to back your brand with the proof today’s wellness consumers expect, we’re here to help.
Book a Demo | Let’s build cleaner, smarter supply chains, together.