Shoppers may be overpaying for omega-3 supplements labeled as 'high-strength' as some products contain less active ingredient than cheaper alternatives, an investigation by consumer group Which? has revealed.
The researchers assessed 24 omega-3 supplements against the Scientific Advisory Committee on Nutrition (SACN) guidance, which recommends an average daily intake of 450mg of EPA and DHA. These long-chain omega-3 fatty acids are known for their health benefits, including maintaining blood pressure, heart function, and healthy blood fat levels.
Which? used 1,000mg of EPA and DHA as a benchmark for 'high-strength' omega-3 products, citing studies that show health benefits at these levels for certain groups. However, the investigation found that several supplements marketed as 'high-strength' contained less of the active EPA and DHA than the advised daily intake. In some cases, consumers paid double the price for products with no more active omega-3 than cheaper alternatives.
For example, Which? found that Superdrug, Morrisons, and Sainsbury's Omega 3 Fish Oil 1000mg supplements each contained only 250mg of EPA and DHA combined, despite their 'high strength' labels. Sainsbury's charged 14 pence per dose for this product, double the price of nutritionally identical products at Asda and Tesco, which cost 7 pence per dose and do not claim to be high strength.
Holland & Barrett's High Strength Omega 3 Fish Oil 1500mg was found to contain just 375mg of EPA and DHA, significantly below the 450mg daily advised dose. This supplement costs 27 pence per daily dose, offering only 75mg more active omega-3 than its standard pack, which costs 22 pence per daily dose, according to Which?.
Retailers stated that their labeling complied with the Nutrition and Health Claims Register. A Superdrug spokesperson noted that their High Strength Omega 3 Fish Oil contains 250mg of combined EPA and DHA, exceeding the 80mg minimum required for omega-3 claims, thus supporting the 'High Strength' designation.
Sainsbury's and Morrisons echoed this, confirming their products are labeled correctly according to Regulation 1924/2006, which permits 'high in omega-3' claims if the product contains at least 80mg of EPA and DHA. Holland & Barrett stated that 'high strength' is used within their range to help customers distinguish between product formulations, not to indicate compliance with an external standard, and that EPA and DHA amounts are clearly displayed for customer comparison.
In contrast, brands such as Nutravita, Weightworld, and Zipvit were found to cost less than 20 pence per dose while delivering at least 1000mg of EPA and DHA.
Which? urged consumers to check the combined EPA and DHA content on the back of supplement packaging rather than relying on 'high fish oil' or '1000mg' claims on the front, as the amount of beneficial active ingredients is often listed in smaller print. Shefalee Loth, a nutritionist at Which?, advised that cheaper alternatives can often offer equal or greater nutritional value for money.