Supplement use shifts toward targeted health goals in US and UK

Recent data and expert analysis indicate a significant shift in how adults approach dietary supplements. In the United States, a study published in JAMA Network Open reveals that consumers are moving away from broad multivitamins in favor of individualized routines targeting specific nutrients and health goals. This trend is particularly pronounced among adults aged 65 and older, whose supplement use rose from 62% in 1999–2000 to 78% between 2021 and 2023.

In the United Kingdom, approximately half of adults take supplements at least once daily. While health bodies like the NHS recommend certain supplements—such as folic acid for pregnancy or vitamin D during winter—experts warn against unnecessary consumption. Medical professionals emphasize that supplements should address proven deficiencies, such as iron for anemia or vitamin B12, rather than following general trends.

Concerns have been raised regarding the safety and efficacy of unregulated products. In the US, supplements do not undergo routine FDA premarket approval. Additionally, some research suggests that multivitamin use may be linked to a higher risk of early mortality, and excessive vitamin D intake can lead to complications affecting the kidneys, heart, and brain.