Fibre Supplements Criticized for Misleading Claims and Low Content

Consumers seeking to increase their fibre intake are spending significant amounts on supplements that contain meager amounts of the nutrient, according to a recent report.

Some popular high street fibre supplements, despite costing up to £20 for a pack, provide only a fraction of the 30 grams of fibre recommended daily for adults. For instance, Novomins Fibre Gummies, priced at £20 for 60 gummies, offer just 4 grams of fibre per serving, which is approximately one-eighth of the daily requirement. Similarly, three Wellthy by Boots Daily Fibre High Strength Capsules yield only 2 grams of fibre at a cost of 42 pence per dose.

Experts also warn that manufacturers are employing misleading health claims to capitalize on dietary shortfalls. The report found that some brands add vitamins with approved health claims to their fibre supplements, even when these vitamins are not the primary selling point. This practice, known as 'fairy dusting,' involves adding a small amount of an ingredient with a recognized health benefit to make the product more appealing, even if the quantity is insufficient to provide any real effect.

Novomins' fibre gummies, for example, claim to support the immune system and boost energy due to added Vitamin B12 and D2, benefits unrelated to their fibre content. This marketing technique can obscure the product's actual value and make direct comparisons difficult for consumers.

Some brands further complicate comparisons by listing fibre content in milligrams (mg) instead of grams (g), making the amounts appear larger than they are. Novomins' gummies, for example, boast 4,000mg of fibre per serving. However, this is equivalent to just 4g, the same amount as a competitor offering 4g, representing only 13 percent of the daily recommended intake.

Another marketing tactic identified is 'science washing,' where companies use scientific terminology to lend an air of credibility to their products. Biomel's Complete Gut powder, for instance, claims to be developed using extensive research, but these studies often pertain to individual ingredients rather than the product's specific blend.

Fibre is naturally abundant in foods such as whole grains, fruits, vegetables, beans, and pulses. It plays a crucial role in maintaining digestive health and is linked to a reduced risk of heart disease and type 2 diabetes. Research indicates that each additional 10 grams of daily fibre can lower the risk of bowel cancer by 10 percent. Despite the recommendation of 30 grams per day, most Britons fall significantly short, consuming only about 5 percent of the recommended intake.

The report suggests that consumers can obtain comparable or greater amounts of fibre from everyday foods at a much lower cost. A 50-gram bowl of porridge oats, providing 4 grams of fibre, costs approximately 4 pence, compared to 66 pence for the same amount of fibre from Novomins gummies. Staples like oats, bread, beans, and pulses offer substantial fibre content at a fraction of the price of many supplements.

The UK's supplements industry is valued at an estimated £6.8 billion annually. However, experts advocate for a food-first approach to nutrition, emphasizing that a balanced diet rich in fibre is generally more beneficial and cost-effective than relying on supplements.