As supplement use continues to grow, so does the number of brands entering the market, especially online. While increased competition can benefit consumers, it also raises an important question: can you trust these previously unheard of brands?
One company that has tried to shed light on this question is NOW Foods, one of our well-established supplement manufacturers, that began an ongoing industry testing initiative in 2017. Their goal was simple: purchase supplements from online marketplaces like Amazon, test them through independent laboratories, and compare the results against label claims.
The results have reinforced something many experienced retailers and industry professionals have known for years: supplement quality can vary widely depending on the brand, sourcing practices, and where products are purchased.
What Testing Discovered
Across multiple rounds of testing covering categories such as CoQ10, resveratrol, curcumin, and oregano, NOW’s reports frequently found significant quality issues among some marketplace brands. In certain categories, a large percentage of tested products failed to meet their labeled potency claims.
Some of the most common problems identified included:
• Products containing significantly less of the active ingredient than stated on the label
• Misleading labeling practices that emphasized total compound weight rather than active ingredient content, misleading consumers
• Stability concerns with sensitive ingredients
• Suspiciously low pricing compared to known costs for quality raw materials
• Counterfeiters selling direct to consumers on Amazon
It's important to note these reports did not conclude that all online supplements are low quality. Rather, they highlighted that risk tends to increase when buying unfamiliar brands with limited transparency or accountability.
Why Quality Differences Exist
Unlike pharmaceutical drugs, dietary supplements are regulated under a framework that places responsibility on manufacturers to ensure quality rather than requiring pre-approval before sale, similar to our food supply. This means trust in the manufacturer and the retailer selling the product plays a critical role.
Producing a high-quality supplement involves more than simply combining ingredients. Responsible companies invest in:
• Raw material testing for identity and purity
• Stability testing to ensure potency through expiration
• Good Manufacturing Practice (GMP) compliance verification
• Lot traceability and documentation
• Third-party verification programs
These processes require time, expertise, and financial investment. Brands that cut corners may be able to sell products at lower prices, but sometimes at the expense of consistency or quality controls.
The Value of Buying From Trusted Brands
One of the clearest takeaways from NOW’s testing program is the importance of buying from companies with established reputations for transparency and quality assurance. Trustworthy brands tend to share information about their testing standards, sourcing practices, and manufacturing certifications because these are core parts of their value proposition.
Extremely low pricing, bold claims on potential health effects and misleading labels can all be a signal to look more closely at the brand behind the product.
Ask questions such as:
• Is the company eager be transparent about their quality control practices?
• Do they explain how they test their products?
• Do they have a long and clean history in the industry?
• Are their quality standards clearly described?
• Do they work with established ingredient suppliers?
Why Where You Buy Matters Too
Equally important is where supplements are purchased. Specialty retailers, health food stores, and practitioner channels often curate the brands they carry, selecting companies they trust and have vetted. This layer of selection can provide an additional level of confidence beyond simply choosing a product based on online reviews or price alone. Additionally, responsible retailers ensure their products are not counterfeit by working directly with quality manufacturers and suppliers, a critical step in guaranteeing product authenticity.
This does not mean consumers should avoid online purchasing altogether. Many reputable brands sell through online channels. However, verifying that products are sold directly by the manufacturer or authorized sellers can reduce the risk of counterfeit or improperly handled products.
Ultimately, the most important message from quality testing initiatives like NOW’s is not fear, it is awareness. The supplement industry contains many excellent companies committed to science, quality, and consumer safety. At the same time, as with any growing industry, there are also companies that may prioritize speed to market and profits over their long-term reputation and product quality.
Taking a few extra moments to choose reputable brands and trusted retailers can help ensure that the supplements you take are formulated with the quality, consistency, and integrity your health deserves.
This blog post was inspired by Now's latest testing report on Oregano supplements, see the full report here: https://www.nowfoods.com/healthy-living/articles/now-tests-oregano-oil-supplements-sold-amazon