Navigating the Supplement Aisle

In 2024, the global supplement market was worth an estimated $93.5 billion; by 2032, that number is expected to jump to $182.5 billion¹. It’s a colossal market, and one with the potential to increase the human life span, reduce the harms of chronic disease, and close dangerous nutritional gaps.

It’s also oversaturated, rife with hyperbole, and littered with counterfeit products. Why? Unlike drugs and medications, which undergo rigorous trials and evaluations by the Food and Drug Administration (FDA), the FDA does not test or approve any supplements before they hit the market. 

Drugs — both over-the-counter and prescription medications — are intended to cure, treat, or mitigate diseases. Supplements, on the other hand — everything from gummy vitamins to the whey protein in your morning shake — are not. They’re classified as “dietary ingredients intended to supplement the diet.” 

That means anyone can shove some powder in a capsule, stick a label on it promising the secret to long life, and sell it on Amazon for $50 a pop. This crucial and alarming lack of regulation has led to a wild-west marketplace, full of audacious claims, misleading data, and potentially toxic ingredients. One study of sports and performance supplements found that 14% to 50% of tested samples contained anabolic agents or other prohibited substances².

That said, proper, targeted dietary supplements can be intensely beneficial, helping people to meet their health goals and mitigate the risk of chronic illness. So what’s a confused consumer to do? 

Here’s how to locate trustworthy, effective supplements — and how to get the most out of them. 

Understanding regulation  

As a regulatory body, the FDA is notoriously stringent. All medications undergo rigorous evaluations that look at everything from factory conditions to ingredient sourcing to clinical trial design prior to entering the market. 

Supplements, however, are only evaluated post-market, and then only if a complaint is filed. That’s why all supplements bear the following disclaimer: "This statement has not been evaluated by the FDA. This product is not intended to diagnose, treat, cure, or prevent any disease."

This lack of regulation affects consumers in three major ways: 

Transparency

In the United States, any drug must carry a label that lists all ingredients — ingredients which have been confirmed through the FDA’s exacting quality control procedures. Supplements are under no such order. They can omit ingredients, lie about quantities, include cheaper fillers, or add undisclosed enhancements to “boost” perceived effects. At best, this is dishonest; at worst, dangerous. And this practice is alarmingly widespread: One 2023 study found that nearly 90% of sports supplements were inaccurately labeled. Of the 57 products tested, 40% did not contain a detectable amount of the labeled ingredient, and those that did had actual quantities ranging from .02% to 334% of the daily recommended amount. Only six of the products contained quantities within 10% of what was stated on the label.³

Safety

Anything labeled a drug in the US undergoes rigorous, multi-step safety evaluation by the FDA, both before the medication is ever tested on humans and continuing through and after the product is available on market. Preclinical studies (in the lab and on animals) assess everything from toxicity to carcinogenic potential; human trials assess dosage, side-effects, and efficacy. An FDA review by scientists and statisticians then approves or rejects the drug based on a careful risk-benefit analysis. The FDA also monitors real-world updates after a drug comes to market. The process is lengthy — an average of 8-12 years — and stringent enough that only 10-15% of drugs ever come to market. 

Supplements, on the other hand? In theory, a new supplement could show up on Amazon mere months after being conceived of, especially if it contains existing ingredients. As such, consumers have no way of knowing if the supplement they’re consuming contains what it says it does — or something much worse. In one study of 156 prenatal vitamins, 83% contained detectable lead; 73% contained cadmium; and 25% contained endocrine-disrupting phthalates⁴.

Efficacy 

The FDA evaluation process includes numerous phases to assess the efficacy of any given drug. These clinical trials look not only at the effectiveness of any individual ingredient but also dosage, whether the drug is as or more effective than existing treatments, and how it performs against a placebo. Only once a drug has shown real-world replicable results will it be certified, and any claims made about its efficacy need to be backed by rigorous research. 

Supplements are a different story. As mentioned, the FDA stipulates that supplements cannot claim to treat, cure, or prevent disease — beyond that, however, manufacturers can say pretty much anything they’d like. There is little legal enforcement, so marketers often take wild liberties — hyperbolizing effects or even promising a supplement can help with conditions from acne to IBS to depression, despite FDA rules. Additionally, supplement manufacturers can play fast and loose with research, referencing studies about specific ingredients that are not, however, included in the same quantities or formulations. In other words, if you’ve ever come across a banner ad claiming that a pill can increase penis size by 50% — well, take it with a grain of salt. 

Becoming a Proactive Consumer 

It’s vital to understand that two things can be true at the same time: targeted, quality supplements can be a vital tool in supporting your long-term health, and the supplement market is a lawless space operating in a regulatory vacuum. Here’s what you want to look for when selecting a supplement. 

• Trustworthiness. Seek out trusted brands that have done their own third-party clinical testing on both ingredients, formulations, and dosage, and that can show evidence-based results for any claims. 

• Safety. While the FDA doesn’t regulate supplements, there are other agencies that do. Look for products that have undergone independent testing and are labeled as NSF certified, USP verified, or have the Consumer Lab seal. In addition, try to seek out supplements that have clear lot and batch traceable numbers, use minimal fillers, and have scientific and medical advisors on their parent boards. 

• Sourcing. We’re used to having everything at our fingertips, but supplements are one area where you want to do your research before you click “Buy.” Numerous manufacturers have reported counterfeit versions of their products being sold by third-party retailers on Amazon. In one 2023 example, NOW Foods reported 11 different counterfeit versions of their supplements being sold by an unverified third-party, all of which contained fillers such as rice powder and, in some cases, trace amounts of generic Viagra⁵. To ensure you’re getting the real deal, buy supplements directly from the source or from a trusted online marketplace. 

• Usage. The efficacy of supplements is not only determined by the ingredients or formulations themselves, but by how they’re consumed. Misleading labels can lead to dosages that are either too low or too high, and a lack of clinical testing means it can be difficult to know if the recommended dosages are right for specific bodies and needs. Certain supplements are also vastly more effective when taken at specific times of day, or ineffective if taken with certain foods or medications. Do your research to learn how to maximize the efficacy of a particular supplement. Additionally, talk to your healthcare provider to ensure any new supplements aren’t contraindicated for health conditions or other medications, and that you’re taking the proper dosage for your body and needs.
  
  
• Scientific rigor. While supplement companies are not required to conduct independent testing on their products, the best ones do. Look for science to support claims, and only trust studies that have been peer-reviewed. Ensure any referenced studies have large sample sizes, proper randomization (double-blind, placebo-controlled), and use meta-analyses where warranted. Additionally, it matters whether existing studies have been primarily conducted on humans vs animals or in-vitro — all are capable of producing wildly different results.

• Ingredient quality.  Beyond the potential for toxic additives like heavy metals or unregulateUd pharmaceuticals, supplements can also contain harmful ingredients such as dyes or phalates. Check labels for full ingredient lists and avoid supplements that contain unknown chemicals, carcinogens, nitrates, binders, and flavorings. 

Finding high-quality, trustworthy, and effective supplements isn’t as easy as add to cart. That's why we've done the work for you by curating the Superpower Marketplace with our most trusted supplements, available for members at exclusive prices. 

‍

Scientific rigor is our guiding principle. Before it goes in your body, it goes through our dedicated research team of leading doctors, scientists, and pharmacologists. Each year, we review over 10,000 products to carefully select and curate the top 1% — supplements that have been rigorously tested and supported by peer-reviewed existing science. 

We look at independent quality testing for purity, strength, identity, and disintegration from the most reputable sources on the internet including ConsumerLab, the NSF Supplement Vitamin Certification, the Clean Label Project, and Lab Door. 

We also screen for designations such as CLIA, GMP, NSF, and FDA, which help inform the quality of the manufacturing and sourcing process. And we’ve created our own criteria for what’s considered safe, avoiding supplements with toxic chemicals, microplastics, preservatives, flavors, or colors. 

Beyond the products themselves, our evaluation looks across the entire supply chain. We perform company background checks and ensure there are no concerns with products or their supply chains. Finally, we reassess products every six months to ensure continued compliance with our brand standards and the latest research.

The benefits of supplements can be huge, but so can the pitfalls. Educating yourself is the first step to ensuring you’re getting the most out of any supplement you take, and avoiding any dangerous side-effects. 

‍