Vitamin gummies can cost up to eight times more than tablets despite containing fewer nutrients, Which? reveals

Health-conscious shoppers are paying hundreds of pounds more than they need to for vitamin gummies and sprays that provide far fewer nutrients, often at lower doses, than tablets or capsules, a new Which? investigation has found.

The consumer champion analysed a range of gummy and spray supplements – including magnesium, multivitamin and menopause versions – comparing their nutrient content, doses, additives and costs with traditional tablets and capsules. 

Which? found that gummy supplements can cost significantly more than traditional tablets and capsules, despite often providing fewer nutrients or lower doses.

The most expensive gummy Which? assessed was Starpowa Magnesium Super Strength gummies, which cost £1.33 per daily dose while only providing 206mg of magnesium. That’s below the recommended daily intake (375mg) despite being marketed as ‘high-strength’. Magnesium is an essential mineral that supports normal muscle and nerve function, energy production and healthy bones.

By comparison, Nutriva Magnesium Complex tablets provide 400mg for just 17p per daily dose. In this case, shoppers could save £423.40 a year and get a higher dose of magnesium by switching from gummies to tablets.

Holland & Barrett Magnesium Citrate gummies cost 63p per daily dose yet provide just 150mg of magnesium while Magnesium Citrate tablets at the same retailer cost 30p per daily dose and provide 300mg magnesium – twice the amount for less than half the price. 

These findings form part of a wider Which? investigation into vitamin gummies and sprays. 

Boots Multivitamin gummies cost 15p per daily dose but contain just nine vitamins, none at doses that meet daily recommendations. By comparison, Boots A-Z Multivitamin tablets cost 7p per daily dose and contain all 23 nutrients considered by Which? nutrition experts as essential for a multivitamin - most at recommended doses, apart from magnesium and calcium. 

The Boots gummies also contain twice as many additives as the tablets, including five different forms of sugar and sweeteners. 

Which? identified a similar trend with menopause-specific gummies, with consumers potentially having to take multiple gummies a day to get a useful dose. 

Health & Her Perimenopause Support gummies cost £1 a day, with the recommended dose requiring consumers to take six gummies a day. However, the product contains no calcium, which is a key nutrient for menopause, supporting bone health as oestrogen levels decline.

Almost all products reviewed by Which? in the investigation listed a form of sweetener first in their ingredients list. In order to achieve their sweet-like appearance and taste, gummies require additives and fillers including: gelling agents, sugars, sweetener, flavouring and stabilisers, all of which take up space that could otherwise be used for active ingredients. 

Multivitamin sprays also fell short compared with traditional tablets and capsules. Nature’s Aid Multivitamin oral spray costs 17p per daily dose, and while it meets the daily needs for vitamin D and B12 it contains just 12.5 per cent of daily vitamin A and C needs.

None of the multivitamin gummies or sprays analysed by Which? scored highly enough to be named a Which? Best Buy or Great Value.

Which? advises consumers to consider whether they really need a gummy or spray supplement and, if so, check the ingredients to make sure that it provides the nutrients and doses they need. While tablets and capsules typically offer better value, gummies and sprays can be a suitable alternative for some people. Where possible, people should aim to get essential nutrients through a varied and balanced diet and speak to a pharmacist or healthcare professional if they need advice.

More broadly, Which? is concerned that the supplements market has become a ‘wild west’, with consumers potentially being swayed by persuasive marketing and health-related claims rather than the nutritional value of products. 

The consumer champion believes regulators need to do more to tackle dubious claims and ensure shoppers are not misled by manufacturers, retailers  or online marketplaces seeking to cash in on health concerns and insecurities.

Shefalee Loth, Which? Nutritionist, said: 

“Gummies and supplement sprays might seem like an appealing alternative to swallowing tablets, but we've found that they often contain lower doses of nutrients than traditional supplements, yet come with a much higher price tag.

“Don’t be swayed by colourful packaging, appealing flavours or convenient formats. First, consider whether you actually need a supplement, then compare the nutrients and doses provided, as well as the cost per daily dose, to make sure you’re getting the best value for money.”

-ENDS-

Notes to editors:

Which? article: Why that gummy supplement might be shortchanging you on nutrients

Last month, Which? revealed that consumers are better off buying a standard multivitamin rather than a menopause supplement or gummy for as little as 6p per daily dose – this switch could save shoppers over £300 a year. 

Methodology 

Which? Nutritionists Shefalee Loth and Charlotte Phillips along with registered dietitian Sophie Medlin, analysed the ingredients contained in each product.

Our assessment considered three key factors:

• Bioavailability – how easily absorbed a particular form of a nutrient is. Some are more readily absorbed by the body than others, and this may impact how much you actually benefit from them.
• Dose – our experts checked whether the supplement contained the full range of 23 essential nutrients you'd expect. They also looked at whether the dose of each nutrient is at the appropriate level, whether it's enough to prevent deficiency, or whether it's higher than is considered safe when taken regularly.
• Additives – our experts reviewed what else is in the supplement and whether it's necessary. None of the additives used are considered harmful, but some, such as PVA and talc, aren't things that some people would knowingly choose to ingest. In addition, if a product contains lots of bulking agents, additives or fillers, there are potentially fewer of the nutrients or active ingredients than you want. Additives can give an idea of the overall quality of the product, but we found the cheapest products aren't always the worst offenders.

Which? Best Buys

The minimum criteria for a BB rating across Which?’s supplement testing is a minimum score of 70% across bioavailability, dose and additives.

Table of products Which? included in the study: 

Regulation

In the UK, food supplements are generally regulated as foods and general requirements to be safe and not mislead as well as subject to more specific requirements for making health claims and labelling. The Food Standards Agency and Food Standards Scotland are the responsible regulators with most enforcement falling to Trading Standards (and Environmental Health in Scotland and Northern Ireland). If they make a medicinal claim (that a product can prevent, treat or cure a condition for example), then the Medicines and Healthcare products Regulatory Agency (MHRA) has responsibility and borderline claims have to be resolved between the regulators. The Advertising Standards Authority can also act when claims are made in advertising.  

The Health Reset - a podcast from Which?

To help consumers cut through health and wellbeing noise, Which? is launching a new four-part, video-first podcast series this October. Hosted by Which?’s in-house Nutritionist Shefalee Loth, the series features deep-dive conversations with leading industry experts to debunk trending health myths, separate marketing hype from genuine science, and offer clear, evidence-based advice.

You can watch each episode of The Health Reset on Which?'s YouTube channel, or listen to The Health Reset wherever you get your podcasts including Apple and Spotify. Episodes are released each Thursday from 8th October. 

Episode 1: Why we've lost the plot with ultra-processed food

8 October | Guest: Laura Clark, Registered Dietitian

Exploring how nutrition affects ageing, from metabolic slowdown and ultra-processed foods to the evidence behind popular supplements.

LIVE Podcast: How to thrive through mid-life and menopause

13 October | Guests: Dr Amir Khan & Dr Emma Wedgeworth

An interactive episode exploring menopause marketing, practical ways to manage hormonal changes, and how to support gut and skin health without overspending - with listeners’ questions answered live.

Episode 2: Are you wasting money on collagen supplements?

15 October | Guest: Dr Anjali Mahto, Consultant Dermatologist

Separating skincare science from marketing hype, including new technology, the key products and collagen supplements.

Episode 3: Can you stop yourself getting ill this winter?

22 October | Guest: Dr Jenna Macciochi, Immunologist

Cutting through winter wellness claims and examining what really supports immunity, from at-home health tests and nasal sprays to supplements.

Rights of reply:

A Boots spokesperson said: "Food supplements are intended to supplement normal nutritional intake and should not be regarded as a substitute for a balanced and varied diet or a healthy lifestyle, as made clear on our product labels. Boots is committed to providing customers with wide choice of products catering to different preferences, such as the option of gummies alongside traditional tablets.

"Our pharmacy teams are available to offer advice and support to customers seeking to understand whether supplements are right for them and which format may best suit their individual needs."

Health & Her did not respond to Which?’s request for comment.

A Holland & Barrett spokesperson said: 'At Holland & Barrett, we believe customers should have access to clear information and a choice of supplements that suit their individual needs, preferences and budgets.

Our magnesium gummies provide 150mg of magnesium per daily serving, equivalent to 40% of the Nutrient Reference Value (NRV). This makes a meaningful contribution to daily intake. Importantly, the NRV is a reference value for nutritional labelling, not a target that needs to be met through supplementation alone, as magnesium is also obtained through food. Gummies offer a convenient alternative for customers who prefer not to take tablets or capsules. Ingredients such as gelling agents and sweeteners have a functional role in achieving the taste, texture and structure of gummies. We recognise that traditional tablets can provide higher doses at a lower cost, which is why we offer a range of formats, including our Magnesium Citrate tablets providing 300mg per daily serving, to help customers make informed choices.'

Natures Aid did not respond to Which?’s request for comment.

Starpowa did not respond to Which?’s request for comment.

About Which?

Which? is the UK’s consumer champion, empowering people to make confident choices and demand better. Through our research, investigations and product testing, we provide trusted insight and expert recommendations on the issues that matter most to consumers.

Fiercely independent, we put people over profit - shining a light on unfair practices, influencing policy and holding businesses to account to make life simpler, fairer and safer for everyone.

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