Vitamin Gummies and Sprays Can Cost Eight Times More Than Tablets, Analysis Finds

Vitamin gummies and sprays can be substantially more expensive than traditional tablets or capsules, often containing fewer nutrients, according to a recent investigation by consumer watchdog Which?.

The analysis compared the prices, doses, and additives of 20 different supplements, including multivitamins, magnesium, and menopause products. It found that newer supplements, marketed for their convenience and appealing formats, frequently came with a higher price tag while offering lower doses of key nutrients.

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

For example, Starpowa's Magnesium Super Strength gummies cost £1.33 per daily dose and provide 206mg of magnesium. In contrast, Nutriva Magnesium Complex tablets offer nearly twice the amount of magnesium, at 400mg per daily dose, for only 17p. Which? estimated that switching to tablets could save consumers over £423 annually while providing a higher magnesium intake.

A similar disparity was observed with multivitamins. Boots Multivitamin gummies cost 15p per day for nine vitamins, none at the full recommended daily amount. The pharmacy's A-Z Multivitamin tablets, however, cost just 7p per day and contained all 23 essential nutrients identified by Which? experts, most at recommended levels.

Which? explained that gummies require additional ingredients like sugars, flavourings, gelling agents, and stabilisers to achieve their taste and texture. These ingredients can 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 as the tablets, including multiple types of sugar and sweeteners.

Despite these findings, experts emphasize that most individuals do not require vitamin supplements, as a balanced diet typically provides sufficient nutrients. Supplements are generally recommended for specific groups or those with diagnosed deficiencies. However, gummies, sprays, or sachets can be beneficial for individuals who have difficulty swallowing tablets, such as children, older adults, or those with dysphagia (difficulty swallowing). These formats may also appeal to people with dry mouths, sensitive gag reflexes, a fear of choking, or simply a preference for taste.

A spokesperson for Boots stated that the company aims to offer a variety of products to cater to different preferences, including gummies alongside traditional tablets, and that pharmacy teams are available to advise customers on the suitability and format of supplements. Holland & Barrett also noted that their gummies offer a convenient alternative and make a 'meaningful' contribution to daily intake, while acknowledging that tablets can offer higher doses at a lower cost and that they provide a range of formats to help customers make informed choices.