A recent consumer investigation has highlighted significant cost disparities between vitamin gummies and traditional supplement tablets, with gummies often providing lower nutrient doses at substantially higher prices. The analysis, conducted by a leading consumer group, compared the nutrient content, dosage, additives, and pricing of various vitamin products available in the UK market.

The study found that vitamin gummies can cost up to eight times more than tablets and capsules while delivering fewer essential nutrients. For example, Starpowa Magnesium Super Strength gummies, which were promoted as “high-strength,” supply 206mg of magnesium per daily dose but come at a price of £1.33 per dose. This falls short of the recommended 375mg daily intake of magnesium, a mineral vital for muscle, nerve, and bone health. In contrast, Nutriva Magnesium Complex tablets provide a higher magnesium dose of 400mg daily for just 17p per dose. Switching from the gummies to the tablets could save consumers approximately £423 annually while increasing nutrient intake.

The investigation also assessed multivitamin options, revealing that Boots Multivitamin gummies offered only nine vitamins at doses below daily recommendations, costing 15p per daily dose. Meanwhile, Boots A-Z Multivitamin tablets contained all 23 essential nutrients identified by nutrition experts and were priced at 7p per daily dose. The gummies contained a greater number of additives, including five types of sugars and sweeteners. The reliance on additives such as gelling agents, flavourings, and stabilisers in gummies is required to achieve their texture and taste but reduces the space available for active ingredients.

Nutritionist Shefalee Loth commented that although gummies and supplement sprays may seem more attractive alternatives due to their flavour and format, they frequently provide lower nutrient doses for a higher price. She advised consumers to carefully evaluate whether supplements are necessary and to compare nutrient content, dosage, and cost per daily dose to ensure value for money.

In response, a spokesperson for Boots emphasized that food supplements are designed to complement normal dietary intake and should not replace a balanced diet or healthy lifestyle, a message clearly stated on their product labeling. The company also highlighted the availability of their pharmacy teams to assist customers in determining the suitability of supplements and the most appropriate format for their needs.