Wellness sector under scrutiny: Why trust has never mattered more

Can supplements be bad for you? It’s a question that’s gaining momentum.

According to the Morning Overview, supplements are now the fifth-leading cause of liver disease in the US. Hepatologists have raised concerns over high consumption levels of certain compounds, which can quietly damage the organ.

It’s important to note that these findings relate to the US, where the supplements market is less regulated than it is in the UK. However, concerns are beginning to emerge here too.

Last month, Dr Amir Khan told ITV’s Lorraine he had concerns around dosing. “The problem with the supplement industry as a whole is that it’s not regulated in the same way medicines are, so we don’t know exactly how much of everything is in these things,” he said. “And some studies have shown that, actually, they contain 10 or 12 times more than the recommended dose.”

A category built on trust

It’s a conversation that has the potential to threaten the category’s impressive momentum.

Sales have continued to rise, growing by 12.4% to £946.6m last year (Worldpanel by Numerator, 52 w/e 18 May 2025), and there’s little sign of that slowing.

Much of this success has been driven by the evolution of the category itself. Once viewed as purely functional, supplements have become lifestyle products. Bold branding, premium packaging and innovative formats have transformed their appeal, with consumers now choosing from gummies, powders and sprays alongside increasingly targeted formulations ranging from longevity-focused NAD+ supplements to menopause support and beauty blends.

But all of that progress depends on one thing: trust.

Until recently, supplements have largely been viewed as either beneficial or, at worst, ineffective. If public conversation shifts towards safety concerns and inaccurate dosing, some consumers may begin questioning the category altogether. At the same time, we’re seeing growing emphasis on obtaining key vitamins and minerals through a balanced diet, rather than relying on supplementation.

Why communications matters more than ever

Against this backdrop, brands need to get ahead of the conversation.

This is especially true for challenger brands that don’t have the luxury of instant recognition. The brands best placed to succeed will be those that proactively build confidence through transparent communications, rather than waiting to respond to concerns once they’ve surfaced.

That means being clear about ingredients, manufacturing standards and the science behind product claims. Information on pack should be rigorous and easy to understand, while communications should be evidence-based, educational and free from unnecessary jargon or exaggerated promises.

In a category centred on health and wellbeing, trust isn’t simply another brand value – it’s the foundation of long-term growth.

Building confidence before it’s tested

As scrutiny of the supplements category continues to increase, brands have an opportunity to differentiate themselves through credible, transparent communications.

Those that invest in building trust today will be far better placed to strengthen consumer confidence, protect their reputation and sustain growth tomorrow. Because in an increasingly crowded market, the brands that earn trust will be the ones consumers continue to choose.

Looking to strengthen your food, drink or wellness brand’s communications strategy? Nexus helps brands earn trust through evidence-led PR, strategic storytelling and campaigns that build credibility with consumers, retailers and the media. Contact us to find out how we can help.

Want to understand how shifting consumer behaviours can create new opportunities for your brand? Get in touch with the Nexus team to discuss how insight-led communications can help you earn attention where it matters most.

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