The health supplement market is booming.
According to data shared by Mintel, the vitamins and supplement industry rose in value by 25 per cent between 2018 and 2023 to a whopping £568 million in the UK and is forecasted to increase by an additional 10 per cent before 2028.
As consumers, we are more health conscious than ever, but with new brands popping up left, right and centre and convincing marketing telling us that this vitamin or that is severely missing from our diets, how do we know where to start?
And what's more, when we determine that are, in fact, deficient in something, which brands can we trust to assist in redressing said dietary oversight?
Mintel also reports that 40 per cent of users have revealed that financial concerns have prompted them to stop using/cut back their purchasing of supplements. So with the cost of living crisis in mind, it’s more important than ever to ensure that you are getting bang for your buck – and nasties, fillers and unwanted elements are not included in their ingredient line-ups.
We consulted Eleanor Hoath, Lead Nutrition and Wellbeing Practitioner at Healf, to find out more about the world of supplements, the brands to look out for and whether they are worth the often high price tags.
Are supplements good for health? Do they actually work?
“Supplements play a crucial role in supporting the health and well-being of many individuals”, says Hoath. “Some health conditions benefit from additional nutrients that would be challenging to achieve from diet alone, and recovery from health conditions may require replenishing specific nutrients”.
While maintaining a balanced diet is of the utmost importance, she adds that “Supplements can achieve adequate levels of nutrients, such as low vitamin D and iron, quicker than natural sources, such as the sun and red meat”.
The nutrition expert continues, “Medications can also deplete essential nutrients or prevent the endogenous production of vital antioxidants, such as certain diuretics, statins, antidepressants and oral contraceptive pills. Supplements can help replenish and prevent deficiencies, especially in those who may be following a plant-based diet. For example, it is impossible to obtain a healthy level of vitamin B12 when following a vegan diet because it is from the soil our animals eat. This specific nutrient is essential for neurological development and function”.
What should you look for in a health supplement brand?
“Transparency, research and evidence”, she stresses. “A trustworthy supplement brand should be open and honest about their product, without hiding their sources or information. Ingredients should be naturally sourced and optimised in their active form.
“When looking for supplements I can use with clients and when vetting the products on Healf, we always request their scientific research papers to check their efficacy. Additionally, some supplements contain technology that facilitates absorption such as liposomal technology”.
What should you avoid in a health supplement brand?
“There should be no additives, binders or fillers used in the ingredients as this can damage the quality of the nutrient whilst also counteract the benefit of using it in the first place”, Hoath reveals.
Are supplements worth it?
With their double or even triple-figure outlay, it is understandable that consumers want to be sure they are getting the associated health benefits of supplementation. Hoath says first and foremost that “A high-quality diet should always be the foundation of good health”. But with this in mind, supplements are worth it for three reasons, as she explains.
- Supplements can provide a necessary boost, compensating for dietary gaps and helping individuals achieve better health outcomes.
- When implementing lifestyle changes as a direct approach for health conditions and symptoms, you may need a certain nutrient in specifically high doses for a therapeutic effect.
- Or there are certain nutrients that cannot be obtained without supplementation. C15:0 is a great example of this, with the latest research showing that our modern lives are leaving us deficient in this acid, it can be supplemented to support healthy levels.
Can supplements cause health problems?
These dietary add-ons are typically consumed to boost health but overdoing them can lead them to more harm than good. Always read the product’s instructions.
Hoath confirms this, “Some supplements can contribute to unwanted symptoms if you are overdosing on them. These include fat-soluble vitamins especially, but this should be specified on the PDP/product packaging.
She stresses the importance of “nutrient interactions if you are taking medications and to always read the product's instructions, adhering to the recommended dosage and any additional instructions”.
The nutrition expert concludes, “At Healf we encourage our community to focus on their journey rather than get caught up in industry noise. It's important to listen and understand your own body. As well as this, taking advantage of personalised testing such as blood tests and functional tests is a great way to know exactly what is required and suited to your body”.
Shop our favourite health supplements brands below
DIRTEA
Health brand DIRTEA is at the forefront of the mushroom revolution dominating the supplement space, specialising in functional fungi. The brand’s offering is split between powders and gummies, both of which are powered by the purest and most potent ingredients.
The Pure Powders include bestsellers The Calm Mushroom which harnesses reishi to help you wind down after a particularly hectic day, while chaga-packed The Energy Mushroom has the opposite effect to invigorate. The Super Blends are pre-mixed in matcha tea, coffee and cacao powder format.
Gummies are the newer addition to the DIRTEA health supplement line-up and are filled with up to 3,000mg of functional mushrooms (up to ten times the quantity of functional mushrooms per serving in comparison to the industry average, according to the label), essential vitamins and only natural flavours. There are four so far that spotlight hyped-about fungi; Lion’s Mane, Chaga, Cordyceps and Tremella which work to boost cognitive function, immunity and fatigue and for the natural production of hyaluronic acid and collagen respectively.
Prices from £29.99,
Buy now, DIRTEA
Vida Glow
While its Natural Marine Collagen supplement is one of the most sought-after on the market, Vida Glow is not a brand that rests on its laurels. The science-backed ingestible beauty label is consistently innovating its formulations, bringing advanced technology, increased absorption and more effective results with each new launch.
While it is likely best known for its array of anti-ageing, glow-giving and hair-supporting supplements (the Pro Collagen+ is reported to offer clinical, visible results in just 21 days), the experts at Vida Glow have also made strides in the health space. This was driven by a desire to redress the gender health gap in which the UK is the largest in the G20 and the 12th largest globally. Female health is not only under-researched but underserved, so the brand takes a female-first approach with its formulations tailored to our physiological requirements.
The health category extends to Gut Pro, De-Stress, Multi 360 and Prenatal+ with an emphasis on results. As such, they are supercharged in strength. The soft-gel multivitamin contains 11 essential vitamins, minerals, and fish oil, bringing together everything you need in one compact capsule – the omega-rich benefits of fish oil included. Prenatal+ was created for preconception and pregnancy with B6 to combat morning sickness and vegan DHA that aids in maternal health and foetal development. Gut Pro calls on clinically studied actives to combat bloating, aid digestion, helping both the gut and the vaginal microbiome in one. De-Stress works to do as it says on the tin, calming anxiety both immediately and long term.
Prices from £30.
Buy now, Vida Glow
Purolabs
The instantly recognisable exterior of Purolabs’ range gives a clue as to what you’ll find inside. The uniform, slimline packaging is minimal in design details and the clean formulations follow suit with only premium, natural ingredients and importantly, no genetically modified components. The supplements are made in the UK and are cruelty-free.
With over 35 different supplements in its arsenal, Purolabs offers a combination of well-known and popular deficiency fighters, from the Biotin Complex to support hair health to the Puro Magnesium to encourage a restful slumber. There are also those you may not have ever heard of - we’re looking at you quercetin (said to be a "natural antihistamine"). The bestsellers include the aforementioned as well as the Pregnancy Complex and Meno Complex.
Prices from £23.99.
Buy now, Amazon
Heights
Heights is a relatively new to market label, but what it lacks in longevity, it makes up for in innovation. The brand was founded by neuroscientist Dr Tara Swart and dietician Sophie Medlin and has three high-powered formulations on its roster.
Hugely popular with the ES Best team, Biotic+ was the first unveiled by the brand. Its USP is its delayed-release capsule technology that makes it less likely to be broken down by stomach acid on its way to the gut. This means you will actually be able to maximise its post-biotic composition – something that may not be the case with its liquid, powder or standard capsule competitors. Heights says that it is “50x more effective at delivering bacteria to the colon alive compared to other probiotics”. Within Biotic+ are 20 nutrients to support many different aspects of health – be it more restful slumber or minimising brain fog.
It is joined by Magnesium⁺, the vitamin attributed to boosting energy levels while also encouraging a deep sleep as well as Vitals+ which fortifies your body’s natural defences and encourages focus with a powerhouse of nutrients that include omega 3, zinc, iron and vitamins B, C and D.
Prices from £30.
Buy now, Heights
DR.VEGAN
The health benefits of following a vegan diet are widely reported but there are some essential vitamins and minerals that are typically found in animal derivatives that are challenging to secure in plant-based alternatives. For this reason, supplementation is hugely important – something that the dedicated nutrition and supplement brand, DR.VEGAN, knows all too well.
The health label has an award-winning selection of supplements to counteract deficiencies and boost health with clinically studied formulas to support the skin and hair, sleep, gut health and more.
Its bestsellers include Gut Works. With over a billion views on TikTok, we are becoming wise to the importance of gut health which supports almost all of our bodily processes. This supplement combines a clinically test concoction of prebiotics and probiotics with 50bn CFU to encourage digestion, support the immune system and may even have a positive impact on mental health.
Prices from £16.14.
Buy now, DR.VEGAN
Ancient + Brave
It’s a staggering fact that from our early 20s, our ability to replenish collagen falls at a rate of about 1-1.5 per cent per year. As a building block in our skin, it has huge importance in promoting a youthful complexion, so it is unsurprising that supplements that counteract this depletion are big business.
Ancient + Brave is a beauty editor favourite and that is no doubt on account of its pure and potent formulations. The B Corp specialises in collagen supplements and nootropic blends that are created by its in-house nutrition team which includes Dr Jenna Macciochi, the head of Innovation and an immunologist. The ingredient is often placed alongside additional superfoods, as is the case with the Coffee + Collagen that throws ashwagandha, cacao and chicory root into the mix to give you protein, fibre as well as 2000mg of collagen in each serving. Similarly, in the Matcha + Collagen, you will find Lion’s Mane to improve focus and in the Cacao + Collagen, you get adaptogens with a chocolatey twist.
In the health sphere, however, the brand harnesses collagen and its ability to reduce joint discomfort in the Noble Collagen supplement. Using Type II collagen and harnessing the expertise of over 20 years of medical research, it is said to reduce pain in less than three weeks.
Prices from £16.
Buy now, Ancient + Brave
Together Health
Clean formulations drive the Together Health range. Each and every supplement is created without fillers or other nasties like allergens, additives or artificial ingredients. The premium products instead are composed of pure components that are vegan-friendly and selected for their efficacity in tandem with its in-house registered dietician Lola Biggs. What’s more, they are housed in eco-conscious plastic-free packaging.
Vitamin D deficiency is common for those of us who live in the UK. In our sun-deprived island, supplementation is the most effective way to secure the essential nutrient from October to April, and Together Health’s is one of the best on the market. It is made up of sustainable lichen – a naturally occurring source as well as 1000iu active vitamin D3. Honourable mention also goes to the Multibiotic capsules for gut support. It contains 16 strains and 13 billion friendly bacteria that are derived from fermented foods.
Prices from £6.65.
Buy now, Amazon
Nourished personalised vitamin stack subscription
All-in-one multivitamins are so last century. These personalised vitamin stacks are the latest, hi-tech way to get all the nutrients you need, without needlessly gulping down the ones you don’t. If you’re looking for one tablet to suit all ills, these 3D-printed stacks won’t fit the bill but they are perfect if you want a supplement designed for your unique needs, according to your diet, deficiencies and individual goals.
Before ordering, you fill in an easy quiz to work out exactly what will be in your stack. This covers how well you’re sleeping, how much exercise you do, how often you travel abroad, whether you wear glasses and if you suffer from a range of complaints including depression, IBS and low libido. You’ll also select your top two priorities, whether that’s to lose weight, manage stress better or delay ageing. A box of personalised vitamin stacks arrives in the post soon after and will be delivered every 28 days if you take out a subscription.
Each one is vegan and sugar-free and includes a combination of seven nutrients, selected to best suit your needs. Ours included the unusual Scutell-Up to help relieve stress and regulate sleep, vegan Vitamin D3 to boost natural immunity and support muscle function and Vitamin B12 (Cyanocobalamin) to increase energy levels.
The chewy strawberry-flavoured gummy was a delight to eat too so we actually looked forward to taking it every day and really did feel noticeably calmer and less tired almost immediately. We’d take them year-round if we could afford it.
Buy now £39.99, Nourished
Viviscal Hair Growth Programme 60 Tablets
Taking Viviscal for a three to six-month period will have a noticeable effect on the length and thickness of your locks. It is not a quick fix so don’t expect to see an overnight hair transformation but you will gradually begin to see the difference in your hair as it becomes shinier, thicker and more dense. This is possible through a clinically researched mix of nutrients, minerals and proteins.
Zinc maintains the health of your hair, while vitamin B derivative biotin encourages the growth of both locks and nails. AminoMar C is marine-derived to support your natural protein development and fortify each strand. Silica encourages the production of collagen and last but not least, the supplement is also packed with iron to support your red blood cell creation and immune system.
Buy now £29.99, Holland & Barrett
The Herbtender
Its vibrant packaging makes The Herbtender stand out on the virtual supplement shelf. But not a case of style over substance, the adaptogenic wellness supplements work hard for a place in your daily routine. The formulas are made from ancient herbs and functional mushrooms and are entirely free from any fillers, binders, preservatives or sweeteners. They are also made in the UK and are vegan-friendly.
In the collection, two of the products stand out. Calm & Collected is designed for stress management to ease overactive minds where Ashwagandha, Holy Basil and Lion’s Mane work overtime to help you switch off and find your Zen. But on the flip side, the athlete-favourite Perform & Recover calls on Rhodiola Root, Ginseng and Cordyceps to take your workouts to the next level. Taken daily, the herbaceous and mushroom trio are made to improve your performance and assist in recovery.
Prices from £8.50.
Buy now, Amazon
Wild Nutrition
Henrietta Norton BSc Dip NT founded Wild Nutrition back in 2010, bringing together a team of all-female nutritional therapists to find holistic alternatives to support women’s health. The B Corp uses a trademarked Food-Grown method to get the most nutrients. The whole plant goes through a bonding process at low temperatures to lock in the goodness, enhancing its effectiveness by encouraging better absorption. Each is selected after thorough research and is then ethically sourced.
The bestsellers include the specialised supplement for new and expecting mothers known as Pregnancy and New Mother Support, which is a daily multivitamin for pregnancy and breastfeeding to give you and your baby the most essential nutrients. There is also Wild Nutrition’s KSM-66® Ashwagandha Plus with the named ingredient grown in southern India to support mental function and encourage positivity and the Food-Grown® Immune Support that combines maitake and oyster mushrooms and elderberry extract to fight off infection.
Prices from £11.20.
Buy now, Wild Nutrition
