Consumers Wasting Money on Ineffective Fiber Supplements, Report Finds

Health-conscious consumers are spending significant amounts of money on fiber supplements that offer little to no real benefit, a new report from consumer organization Which? has revealed. Despite costs reaching up to £20 per pack, many high street supplements contain a fraction of the 30g of fiber recommended daily for British adults.

Novomins Fibre Gummies, priced at £20 for 60 gummies, provide only 4g of fiber per serving, approximately one-eighth of the recommended daily intake. Similarly, three Wellthy by Boots Daily Fibre High Strength Capsules offer just 2g of fiber at a cost of 42p per dose. Six Holland & Barrett Psyllium Husk capsules, each costing 60p, yield just over 2g of fiber.

Manufacturers are also accused of employing misleading health claims, a practice known as 'fairy dusting.' This involves adding small amounts of ingredients with approved health claims to products where these ingredients are not the primary active component, aiming to boost sales. For example, Novomins' fiber gummies claim to support the immune system and boost energy, benefits attributed to added vitamin B12 and D2, which are not prominently featured on the packaging.

Which? Nutritionist Shefalee Loth explained that consumers may be unaware that an ingredient listed on the front of a supplement might be present in insufficient quantities to have a significant effect. This marketing tactic can make it difficult to accurately compare products and give consumers the false impression of greater value.

Some brands also use milligrams (mg) instead of grams (g) to list fiber content, making doses appear larger. Novomins' gummies, for instance, boast 4,000mg of fiber per serving, which equates to the same amount as a competitor offering 4g, representing only 13% of the daily target.

Another marketing ploy, 'science washing,' involves using medical terminology to lend products an unfounded air of scientific credibility. For example, Biomel's Complete Gut powder, costing around 70p per serving, claims to be developed using extensive research, but these studies reportedly focused on individual ingredients rather than the product's proprietary blend.

Experts emphasize that fiber, essential for digestive health and linked to a lower risk of heart disease and type 2 diabetes, is readily available in natural food sources such as wholegrains, fruits, vegetables, beans, and pulses. The report highlights that a 50g bowl of porridge oats provides the same 4g of fiber as a serving of Novomins gummies but costs approximately 4p, compared to the supplement's 66p. This suggests that consumers can obtain adequate fiber for a fraction of the cost by consuming whole foods.

The UK's supplements industry is valued at an estimated £6.8 billion annually, yet millions of Britons are believed to be deficient in essential vitamins and minerals, partly due to reliance on ultra-processed foods. Nutritionists advocate for a balanced diet rich in fiber as the primary source of these nutrients, rather than relying on potentially expensive and ineffective supplements.