Which? finds vitamin gummies cost eight times more than traditional pills

Vitamin gummies and sprays can cost almost eight times as much as traditional pills – despite containing fewer nutrients, a new investigation has revealed. Consumer watchdog Which? found that shoppers could save hundreds of pounds a year by switching to old-fashioned tablets or capsules. It compared the prices, doses and additives of 20 supplements, including multivitamins, magnesium and menopause products. The analysis found that some newer supplements, marketed as more convenient and appealing alternatives to traditional pills, cost significantly more despite providing lower doses of key nutrients. Which? nutritionist Shefalee Loth warned shoppers not to be swayed by 'colourful packaging' or 'appealing flavours'.

Among the priciest products was Starpowa's Magnesium Super Strength gummies, which cost £1.33 per daily dose. Yet they provide just 206mg of magnesium – a mineral essential for healthy muscles, nerves and bones – despite being marketed as 'high strength'. By comparison, Nutriva Magnesium Complex tablets provide almost twice as much magnesium, at 400mg per daily dose, for just 17p. Shoppers could save themselves hundreds of pounds every year by ditching vitamin gummies and sprays for tablets, according to an analysis.

By making this switch alone, shoppers could save more than £423 a year while getting a higher dose of magnesium, Which? said. And the savings are not limited to one product. Holland & Barrett's Magnesium Citrate gummies cost 63p per daily dose but provide just 150mg of magnesium. The retailer's equivalent tablets cost less than half as much, at 30p a day, yet contain twice the dose. A similar pattern emerged with multivitamins.

Boots Multivitamin gummies cost 15p a day but contain just nine vitamins, none at the full recommended daily amount. By contrast, the pharmacy's A-Z Multivitamin tablets cost just 7p a day and contain all 23 nutrients considered essential in a multivitamin by Which? nutrition experts, most at recommended levels. However, experts stress that most people do not need vitamin supplements at all. The NHS says a varied, balanced diet should provide most people with the nutrients they need, although supplements are recommended for certain groups and people with deficiencies.

And there are reasons why some people might prefer gummies, sprays or sachets. These alternatives can be easier for people who struggle to swallow tablets, including children, older adults and those with dysphagia – the medical term for difficulty swallowing. People with a dry mouth, a sensitive gag reflex or a fear of choking may also find them more appealing, while others simply prefer the taste. The Boots gummies also contained twice as many additives as the tablets, including five different types of sugar and sweeteners.

Gummies require extra ingredients to achieve their sweet taste and soft texture. These additives include sugars, flavorings, gelling agents, and stabilizers. They occupy space inside the capsule that could otherwise hold vitamins or minerals. This displacement potentially lowers the nutrient count in every serving. A watchdog now urges shoppers to inspect supplement labels closely. Do not assume expensive brands automatically deliver better results.

'Gummies and supplement sprays might seem like an appealing alternative to swallowing tablets,' said Ms Loth. 'But we've found that they often contain lower doses of nutrients than traditional supplements, yet come with a much higher price tag.' The warning is stark: colorful packaging or fruity flavors do not guarantee value. Consider if you truly need a supplement at all. Compare the actual nutrient amounts and dosages provided. Calculate the cost per daily dose to ensure you get the best deal.

A Boots spokesman stated that supplements should never replace a balanced, varied diet. 'Boots is committed to providing customers with a wide choice of products catering to different preferences, such as the option of gummies alongside traditional tablets,' he added. Their pharmacy teams stand ready to offer advice and support. They help customers decide if supplements are right for them. The team also guides shoppers on which format suits their individual needs best.

A Holland & Barrett spokesman said the retailer offers products for different needs, preferences, and budgets. He noted that their magnesium gummies make a 'meaningful' contribution to the recommended daily intake. 'Gummies offer a convenient alternative for customers who prefer not to take tablets or capsules,' he said. Ingredients like gelling agents and sweeteners play a functional role in creating taste and texture. They recognize that traditional tablets often deliver higher doses at a lower cost. That is why they sell various formats, including Magnesium Citrate tablets providing 300mg per daily serving. This range helps customers make informed choices about their health.