What’s driving the trust recession in the supplements industry?

Consumers want to know whether ingredients are verified and transparently sourced, independently tested, and supported by evidence that explains how they deliver promised benefits. In this new landscape, trust is quickly becoming one of the industry’s most valuable competitive advantages.

And right now, trust appears to be in short supply.

Research from YouGov found that 61% of British consumers are concerned about the safety of ingredients used in everyday products such as food and cosmetics. Meanwhile, 44% reported avoiding certain brands or products altogether, while 32% had switched to alternatives perceived as more natural or clean. Critically, 56% said manufacturers should provide greater transparency around ingredients and sourcing.

These findings reflect a broader decline in consumer confidence across the global functional food and supplements market. Insights from FMCG Gurus, published by leading German trade fair Anuga, suggest that growing distrust around ingredient authenticity, misleading claims, and poor transparency is reshaping consumer expectations. Consumers now rely heavily on brands to provide accurate information around efficacy, dosage, and quality. But what does this mean for the supplements industry?

Transparency and trust matter

Unlike traditional food categories, supplements are purchased with a specific outcome in mind. Consumers are not simply buying nutritional products: they are buying into promised health and wellness benefits. Naturally, this raises expectations around credibility, efficacy, and transparency.

This is one reason why demand for branded, clinically proven ingredients continues to grow. Consumers understand that ingredients with the same name can vary significantly in effectiveness, traceability and scientific evidence supporting them. Brands that can demonstrate quality through recognised branded ingredients and robust clinical data are therefore better positioned to build confidence and differentiate themselves in a very crowded market.

Underdosing is also becoming a growing issue for the sector. Vitafoods Insights reports that consumers are aware of ‘fairy dusting ’-the practice of including ingredients at levels too low to deliver meaningful benefits while still highlighting them prominently on packaging.

Collagen provides a good example. A supplement may promote collagen as a hero ingredient while containing only 50mg per serving. Yes, many clinical studies demonstrating measurable benefits use daily doses measured in grams rather than milligrams.

As consumer education improves, shoppers can identify products that are driven more by marketing than measurable efficacy. This is placing growing pressure on brands to communicate formulations clearly and support claims with credible, scientifically validated evidence.

Moving toward greater accountability

The increasing focus on transparency is also exposing wider industry challenges around consistency, regulation, and manufacturing standards.

According to Alethium’s analysis of the supplements industry trust problem, consumer scepticism is being fuelled by inconsistent regulation, misleading claims, variable manufacturing standards, and limited visibility into ingredient quality. As consumers become more digitally informed, they are now cross-checking claims, independently researching ingredients, and expecting brands to provide verifiable proof rather than relying solely on packaging statements.

In response, brands are expected to provide greater visibility into sourcing, testing, and product quality than ever before. Businesses must now provide proof on demand, with consumers expecting access to QR codes, certificates, test reports, origin information and clinical references that validate product quality and efficacy.

Supplements that deliver

Looking ahead, consumers are unlikely to make purchasing decisions based purely on aspirational wellness messaging or attractive packaging. Instead, they will judge products on whether formulations and active ingredients can genuinely deliver the benefits being promised.

As a result, businesses are placing greater emphasis on scientific substantiation, supply chain visibility, and formulation integrity rather than relying solely on marketing-led positioning.

For companies willing to embrace trust-led product development, the opportunity extends far beyond credibility alone. Greater transparency can strengthen brand loyalty, support premium positioning, and create a more resilient foundation for long-term growth in a category where consumer expectations continue to evolve.

For more insights into our branded botanicals and supplement ingredients, please speak to a member of our sales team: