Bayer seeks to repair consumer confidence dimmed by pandemic excesses
The document attempts to frame the conversation with consumers in a new way in the wake of the global pandemic. Sales of some categories of dietary supplements went through the roof in the 2020-2021 time frame, and online searches for supplement-related information spiked, too. Some of the information gleaned by consumers doubtless came from brands that ended up on the FDA/FTC list of COVID-19 disease claims transgressors.
Bayer said “science-led self-care” should form the basis of that discussion between brands and consumers. Putting that conversation on a rational basis that delivers products with high quality and reasonable claims will help to shore up consumer confidence, said David Evendon-Challis, chief scientific officer of Bayer’s Consumer Health division.
Delivering confidence
“Greater consumer confidence will help boost the reputation of the self-care industry as a whole,” he said.
The five principles as laid out by Bayer are:
- The Science of the Human: Self-care products rooted in a thorough understanding of human biology, medical insights and unmet needs
- The Science of Regulation: Independent regulation, to ensure safety and efficacy through transparent communication, accurate labelling and supported claims
- The Science of Collaboration: Carefully judged collaborations focused on win-win outcomes can help to improve access to self-care, making products available more widely and empowering more consumers to take charge of their health
- The Science of Discovery: Self-care products that have been rigorously researched, founded on scientific principles and developed with a deep understanding of consumers’ unmet needs
- The Science of the Consumer-Product Experience: A seamless experience beginning with the initial search for information, continuing through to the physical interaction with the product itself that helps consumer better use self-care products.
Abbie Lennox, the chief regulator officer for the Bayer Consumer Health Division, called the principles “a blueprint for deeper discussion within our industry about how best we help consumer navigate a confusing landscape.”
