The global dietary supplements industry was valued at approximately $151.9 billion in 2021 and is projected to continue growing. By 2028, it’s expected to reach around $327.4 billion, according to various market reports. So there’s absolutely incentive to create and sell supplements right now. It’s a booming industry. But what’s driving it?
More people than ever before are interested in health and wellness. We have more studies and information on the human body than ever before; we know what we need to do or not do in order to keep our bodies healthy and to live better for longer. And that’s being shown in our lifestyles and daily habits. According to data from Meaningful Vision, footfall was in decline at fast-food restaurants from 2023 to 2024. Gen-Z is consuming 20% less alcohol than Millenials, and since 2005, the overall amount of alcohol consumed in the UK has fallen. The number of gyms opening in the UK is at the highest it has been post-pandemic. The number of young people vaping actually stabilised between 2023 and 2024, which means that people taking up vaping hasn’t increased as much as it has in previous years.
So overall, society is getting healthier – and with more people interested in a healthy lifestyle, more people will become targets for health product marketing. This means that you’re going to see a lot more supplement brands pop up over the next few years, as well as existing brands bringing out their own line of supplement products. For example, it would make sense for almost any drink brand to make vitamin enriched drinks, or coffee brands to bring out a protein coffee.
But, that being said…
Can anyone start a supplement brand?
Why can’t the average person create their own supplements and start selling them? Well, we’re quite lucky as consumers here in the UK because we have a lot of regulations regarding food products, and supplements do fall under general food law.
This means that, to create and sell supplements, you have to follow strict rules, like:
- You can only use approved vitamins and minerals, and these are available on a specific list, and you can’t use any ingredient that’s not in this list in your product in any form
- You can only make certain authorised health claims and these must be clear, substantiated, and not misleading
- The ingredients have to be traceable and free from contamination
- There are a number of things you have to put on the labels, including a clear list of ingredients, and a statement that the product should not be used as a substitute for a varied diet
- And you have to comply with UK advertising regulations, which means that any claims about the product must be truthful, clear, and evidence-based. And misleading health claims, especially around medical benefits, are prohibited.
So, if you’re buying supplements from a licensed retailer in the UK, you can rest assured that you’re buying a product that is safe to consume and “does what it says on the tin” if used in the right way – because, if a manufacturer doesn’t comply with these regulations, they can face fines and even prison time.
However, there is some leeway, and the amount of leeway that manufacturers are given might surprise you. For example, Which states that, by law, supplements can contain up to 50% more or 20% less of a vitamin, and 45% more and 20% less of a mineral than what’s listed on the label.
This difference in nutrient content is partly to account for the fact that vitamins are unstable. They degrade through processing, and exposure to heat, light, oxygen, moisture and pH levels. So as soon as it’s made into a supplement such as a pill or powder, a vitamin or mineral will start degrading. And that continues while it’s sitting on supermarket shelves, and again while it’s sitting in your cupboard at home. That’s why you should always try to check with a sales assistant at the shops when that shipment came in, and never buy supplements in bulk and store them in your cupboards for months, because by the time you come to use the last of them, they’ll be so depleted of nutrients that – they won’t do you any harm – but they’ll do you very little good.
Going back to all those rules that you’ve got to follow – unfortunately for supplement brands, these regulations can make advertising a little bit restrictive. How can you stand out from the crowd when you can’t include sensationalist claims and exaggerate the effects of your product? Certainly, great branding is important in differentiating a product, but it can only go so far. So how do certain brands get ahead of others? How do they get on your radar as a consumer? The major trend in supplement marketing – the trend that’s really transforming the industry at the moment – is influencer marketing.
Influencer marketing of supplements
A US brand called Vitaforce, in 2021, was reported to have increased their sales by 216% with the use of influencer marketing. And no doubt, especially if you use TikTok, you’ve probably seen an influencer talking about some form of supplement online.
Among the most popular at the moment are protein powders, meal replacements like Huel, green powders and beauty-oriented vitamins such as hair and skin-centred collagen. These are often marketed by influencers who are able to, in a roundabout way, effectively exaggerate the effects of the product. They can say things like, “this product changed my life”, “I feel like I have unbelievable energy and focus”, “my hair has grown an inch in two months”, “my acne has disappeared”, “my biceps have grown by an inch in circumference”. These are all claims that would be unlikely for a brand itself to be able to advertise as a claim of its product. However, because an influencer is providing anecdotal evidence, these claims are not classed as false advertising. Therefore, the brand is safely leveraging the trust of the influencer’s audience, thus legitimately increasing sales.
How to avoid influencer supplement scams
1. Research the Claims
- Look for scientific evidence supporting the product’s benefits. Reliable sources include PubMed, NHS, NICE, or the World Health Organization (WHO).
- Be sceptical of vague phrases like “boosts immunity” or “detoxifies the body” without clinical backing.
2. Verify the Credentials
- Check if the influencer has relevant qualifications (e.g., registered dietitian, nutritionist, or medical professional).
- Influencers without a background in health sciences may lack the expertise to make accurate claims.
3. Look for Regulatory Approval
- In the UK, supplements should be compliant with MHRA (Medicines and Healthcare products Regulatory Agency) regulations.
- Check if they are approved by reputable bodies like the EFSA (European Food Safety Authority).
4. Check for Transparency
- Ethical influencers disclose sponsorships or partnerships (look for #ad or #sponsored).
- Be wary if an influencer doesn’t disclose their relationship with a brand but heavily promotes the product.
5. Read Independent Reviews
- Look beyond influencer testimonials – check independent reviews from verified buyers.
- Be cautious of exaggerated before-and-after photos, as they can be misleading or edited.
6. Avoid Overpromising Statements
- Claims that sound too good to be true (e.g., “cures chronic diseases”, “works instantly”) are red flags.
- Legitimate health improvements take time and often require a balanced diet and lifestyle changes.
7. Consider Possible Risks
- Some supplements interact with medications or have side effects. Always consult a GP or pharmacist before taking anything new.
- Natural doesn’t always mean safe – many plant-based supplements can have adverse effects.
8. Be Wary of Multi-Level Marketing (MLM) Brands
- If an influencer encourages you to sell the product yourself or join a team, it may be a pyramid scheme rather than a legitimate health product.
9. Investigate the Brand
- Look at the brand’s website – do they list their ingredients, clinical trials, and scientific backing?
- Avoid brands that only sell through influencers and have no established reputation in the health industry.
10. Follow Science, Not Trends
- Stick to advice from reputable health professionals rather than social media trends.
- Some influencers jump on health fads (e.g., “anti-aging collagen”, “miracle weight loss pills”) that aren’t backed by evidence.
