The UK supplement market continues to grow, particularly in the brain health segment.
From omega-3 capsules to herbal nootropics, millions of consumers are turning to supplements that promise sharper focus and better memory.
Yet recent findings from neuroscientist Dr Ramon Velazquez and Mind Lab Pro suggest that front-of-package (FOP) labelling is failing to give shoppers the full picture.
Claims such as “supports cognitive function” are permitted under current regulations, but there is no requirement to provide standardised proof of efficacy, dosage clarity or ingredient bioavailability.
Consumers may believe they are making informed choices when, in reality, they are comparing marketing rather than science.
Unlike food products, supplements in the UK and US often escape rigorous labelling standards.
This means important details, from the form of a nutrient used (magnesium oxide versus citrate, for example) to potential interactions with other products, rarely make it onto packaging.
“Front-of-package labels give the impression of clarity, but the reality is far murkier," said Neuroscientist Dr Ramon Velazquez from Mind Lab Pro.
"Many supplements are marketed with broad claims about brain health, yet the regulatory framework doesn’t require standardised proof."
"Research shows that 60% of adults in the UK take at least one brain health supplement, but most don’t realise the labels may omit critical information such as dosage, bioavailability, or potential interactions."
"This creates a false sense of security. Consumers may also compare products based on packaging rather than efficacy."
Globally, however, the tide is turning. Argentina recently introduced front-of-pack warning labels for high-fat and high-sugar foods, leading to consumers reconsidering choices at the point of sale.
As momentum grows for clearer disclosure in food and beverages, it is not hard to imagine supplements coming under the same scrutiny.
For brain health products, the gap means UK consumers may overestimate efficacy, misjudge dosing or overlook potential interactions.
Applying lessons from international labelling regulations could improve clarity, safety and trust in the supplement market, ensuring claims align more closely with evidence.
For supplement makers and distributors, the research could be a huge opportunity.
Brands that voluntarily adopt higher standards of labelling, whether by disclosing ingredient bioavailability, outlining target cognitive domains, or clarifying safe dosage, can build consumer trust at a time when scepticism is rising.
This approach could also help to strengthen retailer relationships.
As major e-commerce platforms and high-street chains become increasingly wary of misleading claims, brands that demonstrate evidence-based transparency may find themselves better placed to secure premium listings and partnerships.
The research underlines a key truth for nutraceutical businesses: in today’s supplement market, compliance is not enough.
By moving beyond the bare minimum of labelling standards, brands can deepen trust with consumers and retailers and establish a clear point of difference in an industry in which credibility is increasingly hard-won.
"For those seeking cognitive benefits, evidence-based choices are crucial."
"Look for supplements tested in peer-reviewed trials, check ingredient transparency and consult healthcare professionals before starting new regimens."
"Labels alone aren’t enough; education and informed decision making are the real tools to protect brain health,” added Dr Velazquez.