Vitamins: Gummies and Sprays Significantly More Expensive Than Tablets, Analysis Finds

Gummy and spray vitamin supplements can be up to eight times more expensive than traditional tablets, despite often containing fewer nutrients, according to a recent investigation by the consumer watchdog Which?.

The analysis compared the prices, doses, and additives of 20 different supplements, including multivitamins, magnesium, and menopause products. The findings indicated that newer supplement formats, while marketed as more convenient and appealing, come with a higher price tag and lower doses of key nutrients.

"Don't be swayed by colourful packaging or appealing flavours," warned Shefalee Loth, a nutritionist at Which?. "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."

One example highlighted was Starpowa's Magnesium Super Strength gummies, priced at £1.33 per daily dose, providing only 206mg of magnesium. In contrast, Nutriva Magnesium Complex tablets offered nearly double the amount of magnesium, 400mg, for just 17p per daily dose. Which? estimated that switching to tablets could save shoppers over £423 per year on magnesium supplements alone.

A similar pattern was observed with Holland & Barrett's Magnesium Citrate gummies, which cost 63p per daily dose for 150mg of magnesium. The retailer's equivalent tablets were half the price at 30p per day and provided double the dose.

Multivitamins also showed a significant cost disparity. Boots Multivitamin gummies cost 15p per day and contained only nine vitamins, none at the full recommended daily amount. The pharmacy's own A-Z Multivitamin tablets, however, cost just 7p per day and included 23 essential nutrients, most at recommended levels.

Which? noted that gummies require additional ingredients such as sugars, flavourings, gelling agents, and stabilisers to achieve their taste and texture. These ingredients occupy space that could otherwise be used for vitamins and minerals, potentially reducing the nutrient content per serving. The Boots gummies, for instance, contained twice as many additives, including five types of sugar and sweeteners, compared to the tablets.

Despite these findings, experts emphasize that most individuals do not require vitamin supplements if they maintain a varied and balanced diet. The NHS suggests that a healthy diet provides most people with necessary nutrients, though supplements are recommended for specific groups or those with deficiencies.

Gummies and sprays can offer benefits for individuals who have difficulty swallowing tablets, including children, older adults, and those with dysphagia. They may also be preferred by people with dry mouths, sensitive gag reflexes, a fear of choking, or simply for their taste.

A spokesperson for Boots stated that the company offers a variety of products to cater to different preferences, including gummies alongside tablets, and that pharmacy teams are available to advise customers on supplement needs. Holland & Barrett also highlighted their range of formats to suit different needs, preferences, and budgets, noting that their magnesium gummies contribute meaningfully to daily intake while acknowledging that tablets can offer higher doses at a lower cost.