The supplement industry is no small-scale operation; it’s a vast enterprise, with estimates suggesting that a significant proportion—ranging from one-third to nearly half—of Australians consistently consume vitamins or minerals.
Championing their appeal, celebrity endorsements from icons like the Kardashian-Jenner family have catapulted gummy vitamins into prominence, particularly among millennials and Gen Z. These younger demographics exhibit a marked preference for supplements in unconventional forms—powders, liquids, and gummies—over traditional capsules or tablets. Even Gwyneth Paltrow’s Goop, infamous for its questionable health fads, has ventured into this burgeoning sector, as per theguardian.com.
On platforms like TikTok, influencers extol the virtues of multivitamin gummies and the newer trend of vitamin patches, which are designed to resemble whimsical stickers or minimalist tattoos. They pledge radiant skin, lustrous hair, amplified energy, and serene slumber. However, for those seeking substantive health benefits, such claims are often more illusions than reality, and discretion might save both health and wallet.
What Does Scientific Evidence Reveal About Multivitamins?
For the average individual, the requisite intake of vitamins (organic compounds such as vitamin C and B12 derived from plants or animals) and minerals (inorganic elements like iron, zinc, and iodine) is attainable through a well-rounded diet.
Barbara Mintzes, a professor specializing in evidence-based pharmaceutical policies at the University of Sydney, asserts, “A healthy person with access to a balanced diet, especially one rich in whole foods, seldom requires supplementary vitamins.”
Professor Nial Wheate of Macquarie University concurs, emphasizing, “In most instances, individuals are investing considerable sums in products that yield negligible benefits.”
Multivitamins, which bundle various vitamins and minerals, are often jestingly labeled as creators of “priceless urine.” Clare Collins, a nutrition and dietetics professor at the University of Newcastle, elucidates, “Many vitamins dissolve in water. Once your body stores are full, the surplus is expelled in your urine,” according to reports by theguardian.com.
While supplements are indispensable for addressing specific nutrient deficiencies (discussed later), evidence supporting their broad utility remains scant. Numerous meta-analyses—comprehensive evaluations synthesizing multiple studies—reveal that multivitamins neither enhance cardiovascular health nor reduce cancer risks or prolong life expectancy. One Australian meta-analysis focused on older adults found no impact on mortality rates.
Collins theorizes the enduring popularity of multivitamins stems from their perceived role as a dietary safety net. “People are likely aware their eating habits fall short of ideal, so they turn to supplements as a compensatory measure,” she observes. Unfortunately, multivitamins cannot replicate dietary components such as fiber and phytonutrients—natural plant-derived chemicals integral to health.
When Supplements May Be Detrimental
Certain supplements, particularly fat-soluble vitamins like vitamin A, can accumulate to hazardous levels when consumed excessively, as they are stored in the liver. However, such occurrences are rare with multivitamins. “The real danger arises when individuals isolate specific vitamins and consume them in megadoses,” Collins warned.
Products targeting specific outcomes—such as enhancing hair, skin, and nails—deserve skepticism. Dr. Helen Macpherson, a senior research fellow at Deakin University’s Institute for Physical Activity and Nutrition, advises caution, noting, “Often, these products contain insufficient concentrations of active ingredients to elicit any physiological effect,” as per theguardian.com.
For instance, many supplements marketed for hair and nail health include biotin, a B vitamin with minimal proven efficacy in individuals without deficiencies. A US study of 176 such products identified 255 distinct ingredients, with biotin concentrations varying wildly—ranging from 100 percent to over 33,000 percent of the recommended daily intake. Moreover, excessive biotin intake can interfere with laboratory tests, including those used to diagnose heart attacks.
Regulation and the Questionable Efficacy of Novel Products
In Australia, multivitamins fall under the jurisdiction of the Therapeutic Goods Administration (TGA) as “listed” medicines, subject to less rigorous scrutiny than “registered” medicines like prescription drugs. Wheate explains, “To launch a vitamin product, companies must demonstrate safety to regulators but are not required to substantiate efficacy.”
Vitamin patches, another emerging trend, often contain minuscule quantities of active ingredients, and their ability to deliver nutrients transdermally remains scientifically unverified. Notably, no vitamin patches are currently listed on Australia’s Therapeutic Goods Register, rendering their sale within the country illegal.
Products like Kourtney Kardashian’s gummies, purportedly designed to support “vaginal health,” have also drawn scrutiny, with experts dismissing their claims as lacking substantive merit.
When Supplements Are Warranted
Despite the broader skepticism, there are clear scenarios where supplementation is essential. Vegans, for example, face a heightened risk of vitamin B12 deficiency, as this nutrient is predominantly sourced from animal-derived foods. Fortified plant-based milk products can help, but supplementation is often recommended, according to theguardian.com.
Iron supplements may be necessary to combat iron deficiency anemia, while calcium and vitamin D are crucial for individuals at greater risk of osteoporosis, such as postmenopausal women.
For pregnant individuals, folate, iodine, and vitamin D are critical to fetal development. Similarly, people with darker skin or limited sun exposure may require vitamin D supplementation.
Lastly, for those with age-related macular degeneration, specific combinations of zinc and antioxidants, such as those found in AREDS2 supplements, can slow disease progression.
Dr. Macpherson emphasizes the importance of personalized care, “There is undoubtedly a role for supplements in addressing specific deficiencies. However, working with a healthcare professional is vital, as multivitamins alone are rarely sufficient,” as per theguardian.com.
Antiviral is a biweekly column exploring the scientific underpinnings of health trends and scrutinizing wellness claims with an evidence-based lens.