MWN's Doug Lynch's Insightful Session on Substantiating Longevity Claims
Doug Lynch, President of MarketWell Nutrition and a seasoned expert in clinical nutrition, captivated the audience at his SupplySide Education (#SSE) session on substantiating and making claims around longevity. As a thought leader with decades of experience, Lynch brought clarity to one of the most challenging topics in the dietary supplement industry: how to create credible, science-backed claims that resonate with consumers and stand up to regulatory scrutiny.
Addressing Longevity: A Complex but Vital Subject
In an era where longevity-focused products are flooding the market, the need for robust substantiation and transparent communication has never been greater. Lynch began his session by highlighting the consumer demand for solutions that enhance healthspan, not just lifespan. He emphasized that longevity products must go beyond marketing hype to offer genuine benefits backed by rigorous science. His opening statement set the tone: “Longevity isn’t just about living longer—it’s about living better. Claims should inspire trust, grounded in evidence that supports real, measurable outcomes.”Key Insights from the Session
1. The Role of Research in Claim Substantiation Lynch underscored the importance of using high-quality clinical research as the foundation for longevity claims. He explained that randomized controlled trials (RCTs) remain the gold standard, but observational studies and mechanistic research can also provide valuable insights when positioned correctly. He shared an example of how ingredients targeting mitochondrial health, cognitive function, or cellular repair are increasingly linked to longevity benefits. These ingredients require robust evidence, such as biomarkers or physiological outcomes, to substantiate their claims. 2. Navigating Regulatory Compliance Regulatory compliance is a significant hurdle for companies making health claims. Lynch detailed the nuances of meeting FDA and FTC requirements while addressing international regulations for global markets. He stressed the importance of avoiding exaggerated or misleading language, which can damage credibility and invite scrutiny. In a memorable moment, he quipped, “Consumers trust us to tell the truth. Regulators demand it. Your claims must satisfy both audiences.”3. Creating Consumer-Centric Claims
Lynch also spoke about the art of crafting claims that are not only accurate but also compelling. He encouraged brands to prioritize transparency and education, helping consumers understand the science behind the products. He explained, for instance, that terms like "supports healthy aging" or "promotes cellular vitality" are more compliant and relatable than unsubstantiated promises like "extends lifespan." 4. Collaboration for Success Throughout his talk, Lynch advocated for collaboration across industry stakeholders, including ingredient suppliers, formulators, marketers, and legal experts. This multidisciplinary approach ensures that claims are robust, compliant, and aligned with market trends.
