With supplement quality varying widely, experts at Nordic Naturals recommend four questions before buying.
The omega-3 leader’s Nordic Standard helps consumers to assess purity, potency, freshness and absorption.
“The supplement aisle can be confusing, and shoppers often don’t know what to look for,” said Kate Turner, Head of Consumer Education at Nordic Naturals.
“These four science-backed factors — purity, potency, freshness and absorption — should be non-negotiable for every supplement brand."
"Consumers should ask these questions whatever brand they are considering.”
The four questions to ask
Turner says these questions can help shoppers to choose supplements wisely.
Is it pure? Look for independent testing for contaminants such as heavy metals. Transparent brands, including Nordic Naturals, provide batch-specific Certificates of Analysis, often accessible through a QR code.
Is it potent? Check exact amounts of active ingredients — such as EPA and DHA — not just total omega-3s. Vague labels or undefined “proprietary blends” may conceal minimal doses.
Is it fresh? Nutrients, especially fish oils, degrade with time. A fishy smell or taste can signal oxidation and reduced potency. Look for careful processing, packaging and storage, plus manufacturing dates.
Will my body absorb it? Check the nutrient form. For fish oil, triglyceride or re-esterified triglyceride omega-3s are better absorbed than ethyl esters. Vague labelling may indicate less absorbable ingredients.
“Understanding these factors helps consumers see that supplements differ and make more informed choices,” Turner said.
“Meeting these science-backed standards is more complex and demanding ... but that is the point. Higher-standard nutrients can support better health.”
For more than 30 years, Nordic Naturals has focused on purity, potency, freshness and absorption. Its Nordic Standard reinforces the brand’s leadership while helping consumers set higher expectations for supplement makers.
