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The Product Promise - How does the supplement industry measure up?

Product quality is a marketing pillar in the supplement industry, but are consumers getting what manufacturers and marketers are selling?

Products should be what brands say they are and do what they say they will do.   It's an inherent premise of any brand, right?  

After 10 years analyzing the supplement industry, the concept of "The Product Promise" came to me when preparing my "State of the Industry" presentation for the 2009 NBJ Summit.  Here it is:

a.       What’s on the label is in the pill

b.      What’s on the label is in the pill at the point of purchase

c.       What’s on the label is in the pill at the point of purchase and is absorbed efficiently and effectively into the body.

d.      What’s on the label is in the pill at the point of purchase and is absorbed efficiently and effectively into the body and the product is safe.

So simple, but so complex, right?   But the painful question is, how close are we to actually delivering on The Product Promise?   What do you think?

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