Understanding How Supplement Labels Influence Consumer Perceptions

Many consumers interpret common phrases on supplement labels as promises of disease prevention or treatment, leading to potential misconceptions about their actual benefits. Research conducted by the University of Texas Southwestern Medical Center and Duke University Medical Center highlights that the phrasing used on supplement packaging significantly impacts consumer beliefs.

In the United States, supplement use is remarkably prevalent, with around 56% of adults taking at least one dietary supplement. Despite stringent FDA regulations that require companies to ensure safety and accurate labeling, the agency does not rigorously review most supplements for safety or efficacy before they reach the market. Instead, it categorizes claims into various regulatory tiers, allowing nutrient, health, and structure/function claims that often lack precise definitions.

Ambiguous terms such as "heart health" or "supports cognitive function" frequently appear on labels. These phrases can be misinterpreted by consumers as indications of disease prevention or treatment, even though they are meant to describe normal bodily functions. For example, nearly 75% of fish oil supplements showcase at least one health-related claim. Many adults believe that taking fish oil supports heart health or reduces cardiovascular risk, although large clinical trials have shown that fish oil supplements do not prevent cardiovascular events and are not recommended for primary or secondary prevention.

A study titled "Label Statements and Perceived Health Benefits of Dietary Supplements," published in JAMA Network Open, examined whether the language used on supplement labels influences consumer beliefs. Participants reviewed different label versions for fish oil and a hypothetical product called Viadin H, then rated how likely they believed these products were to reduce risks of specific diseases.

The findings revealed that phrases like "Supports Heart Health" or "Supports Cognitive Function" increased the likelihood that consumers believed the products could prevent or treat related conditions. For instance, labels with "Supports Heart Health" led to higher perceptions of efficacy against heart attack and heart failure risks. Similarly, claims such as "Supports Cognitive Function" heightened beliefs about dementia and memory improvements.

This evidence suggests that the way supplement information is presented can significantly shape consumer perceptions, often leading to misconceptions about their true benefits. The researchers advocate for reevaluating labeling language rules to mitigate misunderstandings and promote informed decision-making.

Understanding these nuances helps consumers become more critical of supplement claims and underscores the importance of relying on scientific evidence rather than marketing language. Clearer regulations could reduce the risk of consumers being misled into believing supplements are more effective than they truly are.