Claim Testing Study for a Men’s Collagen Supplement Using In-Home Usage
Claim Testing
January 2026
Client
A leading direct-to-consumer nutraceutical brand India, with a strong presence in health and wellness supplements, aimed at expanding the adoption of collagen supplements among urban male consumers.
Objective
The primary objective of the study was to quantitatively substantiate product claims for a collagen supplement formulated for men through consumer claim validation research.
The research aimed to:
• Evaluate product efficacy testing with consumers and overall usage experience after regular usage
• Understand sensory evaluation study for wellness products, including taste, flavour, mixability, and sweetness
• Track change in perception over time through usage-based perception tracking study
• Identify areas of improvement and assess the repeat usage of the intent assessment study
This claim testing and product validation study was designed to generate robust consumer evidence for marketing claims and informed business decisions.
Methodology
The study was conducted as an In-Home Usage Test of health supplements using a telephonic IHUT research methodology, enabling real-world functional wellness product evaluation.
Target Group
• Gender: Males (100%) – men focused health product testing
• Age Group: 25–35 years
• Affluence: NCCS A
• Geography: Metro city consumer testing India – Delhi, Mumbai, Bangalore, Kolkata
Category Criteria
Participants were required to:
• Have at least one skin concern such as fine lines, wrinkles, pigmentation, dullness, or open pores, enabling skin benefit validation study India
• Not be consuming any other oral skin supplements or interfering topical skincare products
• Be open to using functional wellness products and health supplements research
Sample Size
• Total respondents: 100
• Even city split (25 per metro) to ensure market opportunity assessment across metros
Research Design
• Product placement followed by two telephonic surveys as part of a longitudinal usage feedback research
• Visit 1: Initial consumer feedback study and early usage experience
• Visit 2: Feedback after continued consumption for longitudinal research and repeat intent analysis
Interview Length
• 15–20 minutes per visit
• Languages: English and regional
Key Findings
The study revealed very low existing penetration of collagen supplements among men, indicating strong adoption potential and clear health category insights for expansion.
Continued usage led to a clear improvement in overall product perception, supported by perception tracking, particularly on sensory evaluation parameters such as flavour and mixability.
Consumers reported noticeable improvements in skin health, generating strong skin health insights, especially in terms of hydration and overall appearance, reinforcing the product’s core claims through efficacy testing.
Secondary benefits related to hair health delivered positive hair benefit perception, strengthening the overall product performance study outcomes.
Overall satisfaction increased with sustained consumption, highlighting strong repeat usage intent, repeat intent analysis, and long-term adoption potential.
Outcome / Business Impact
• The study successfully validated key functional and cosmetic claims through claim substantiation research for D2C brands using real consumer evidence
• Demonstrated increased acceptance and liking with sustained usage via longitudinal research
• Identified collagen as a high-potential growth category among men, despite low current penetration, offering valuable market opportunity assessment
• Enabled the brand to strengthen claim substantiation and claim-led marketing communication
• Provided actionable inputs to refine sensory elements and enhance long-term adoption through consumer feedback study
Conclusion
This claim testing study nutraceutical brand India clearly established that collagen supplementation for men delivers perceivable functional benefits, including skin and hair improvements, alongside a favorable sensory evaluation experience.
The research highlighted a strong market opportunity in men’s nutraceuticals, supported by growing openness to functional supplements and wellness insights. With substantiated claims, validated through nutraceutical testing and improving consumer perception tracking over time, the brand is well-positioned to drive trial, credibility, and sustained consumption in this emerging category.
Detailed claim substantiation, attribute-wise performance scores, and visit-wise comparisons were shared with the client as part of the full consumer claim validation research output.
If you are looking to validate your product claims or design a similar IHUT research, product validation, or consumer evidence study for your brand, connect with us to discuss a customized research approach.
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