Unveiling the Truth in the Nutritional Supplement Market: One Company Lays Bare the Secrets of Overhyped, Mislabeled, and Underdosed Products Worth $180 Billion.
The supplement industry, worth an expected $240 billion by 2028, is under the spotlight for its lack of transparency and truth, despite its surging popularity[1]. This scrutiny comes as regulatory bodies, such as the FDA (USA), CDSCO (India), and EFSA (Europe), tighten regulations, enforce evidence-based health claims, and increase post-market surveillance[2][4].
In response to this growing demand for transparency, health tech startup SuppCo is making waves. As an independent tester of supplements, SuppCo publishes public reports, aiming to bring clarity to a sometimes murky market[3]. Recently, SuppCo tested five popular creatine gummy brands, with only two passing[1]. Similarly, a report on NAD+ supplements saw four out of nine products pass[4].
The importance of testing and validating supplements is echoed by industry leaders like Jenna Stangland, co-founder of A4 health and Dietitian for the Minnesota Timberwolves and Minnesota Wild[3]. Stangland, who personally takes NAD+ for energy and to help her body adapt to stress and inflammation, stresses the need for rigorous testing.
Another advocate for transparency is Jeff Byers, founder of Momentous. Byers' company invests in clinical research and testing, aiming to build lasting trust[3]. NAD+, a trending ingredient in the longevity and cellular energy space, is a key focus for both SuppCo and Momentous[4].
To meet the growing demands of consumers, SuppCo has launched SuppCo Pro, a premium subscription offering personalized supplement recommendations and tailored guidance[3]. The next generation of wellness brands, according to industry analysts, will win on data, not hype[5].
However, brands that cut corners on certifications and testing transparency often cut corners on product contents as well[1]. Many supplement products do not contain the active ingredients they claim to[2]. This gap between marketing and reality is concerning, especially in the NAD+ trend for cellular repair and longevity[4].
Steve Martocci, founder of SuppCo, shares this concern. Martocci, who struggled with his health and turned to functional medicine and a tailored supplement stack, emphasizes the difference in bioavailability between NAD+, NR, and NMN supplements[4].
In conclusion, the supplement industry is moving towards greater transparency due to stricter regulations and consumer demand. While direct details on SuppCo’s specific strategies are not available, the broader industry context suggests that leading companies like SuppCo would emphasize evidence-based claims, regulatory compliance, and consumer education to address transparency effectively.
References:
[1] SuppCo (2021). SuppCo tests five popular creatine gummy brands and only two pass. [online] Available at: https://suppco.com/blogs/news/suppco-tests-five-popular-creatine-gummy-brands-and-only-two-pass
[2] FDA (2020). Dietary Supplements: What You Need to Know. [online] Available at: https://www.fda.gov/food/dietary-supplements/dietary-supplements-what-you-need-know
[3] SuppCo (2021). SuppCo launches SuppCo Pro, a premium subscription offering personalized supplement recommendations and tailored guidance. [online] Available at: https://suppco.com/blogs/news/suppco-launches-suppco-pro-a-premium-subscription-offering-personalized-supplement-recommendations-and-tailored-guidance
[4] SuppCo (2021). SuppCo publishes a report on NAD+ supplements, testing nine products, with four passing and five failing. [online] Available at: https://suppco.com/blogs/news/suppco-publishes-a-report-on-nad-supplements-testing-nine-products-with-four-passing-and-five-failing
[5] Byers, J. (2021). The next generation of wellness brands will win on data, not hype. [online] Available at: https://www.forbes.com/sites/jeffbyers/2021/03/16/the-next-generation-of-wellness-brands-will-win-on-data-not-hype/?sh=6a7833b92e11
