Experts warn of risks in vitamin boom as Aussies turn to cheap supplements

Supplements are a billion-dollar industry in Australia but doctors and dietitians warn they don’t come without serious health risks.

Australians are reaching for supplements more than ever, but new research shows many are being swayed more by price tags and social media trends instead of proper medical advice — and experts say it’s putting health at risk.

Supplements are big business in Australia, with the industry now worth more than $6.2 billion.

But despite the booming market, a national survey of 1000 people commissioned by Blackmores found 76 per cent now shop for vitamins based on price.

Brand loyalty is low, with more than 60 per cent switching products due to rising living costs, and just 16 per cent saying they’d pay whatever it takes for their wellbeing.

Gen Z users appear especially vulnerable.

The survey found 73 per cent of young Australians have been derailed by changing information or online health trends — often without understanding the risks or scientific reality.

Almost half (46 per cent) of Gen Z are getting their health and wellness advice directly from social media.

Supplements are big business in Australia, with the industry now worth more than $6.2 billion.

Royal Australian College of General Practitioners Tasmania Chair Dr Toby Gardner said that the trend is concerning — especially given most Australians don’t need supplements at all.

“We know that in Australia, if people eat a fairly balanced diet, they’re unlikely to need supplementation,” he said.

“So the question is, where’s the advice coming from? And is it safe?”

Dr Gardner said he’s recently seen patients with vitamin B6 toxicity — a condition that can cause nerve damage — linked to magnesium supplements which quietly contain high doses of B6.

“A lot of people don’t check what’s actually in these bottles,” he said. “There are hidden ingredients in the fine print, and people are taking things they don’t need — sometimes in dangerous amounts.”

Doctor Toby Gardner chair of Royal Australian College of General Practitioners Tasmania. Picture: Nikki Davis-Jones

Dietitian and senior lecturer at the University of Sydney, Dr Rajshri Roy, agreed — and said social media has become a key source of misinformation.

“From what we’ve seen in our research, most of the nutrition content online is coming from non-credible sources,” she said.

“On TikTok, only about five per cent of nutrition content is created by dietitians — the rest is mostly from unqualified influencers promoting weight loss fads and diet culture.”

In one of her studies assessing TikTok nutrition posts, Dr Roy’s team found inaccurate content was significantly more engaging than factual posts.

“These platforms favour virality over accuracy — which means health misinformation is more likely to go viral,” she said.

“And that has serious implications for young people’s mental health, body image and dietary habits.”

The Therapeutic Goods Administration (TGA) regulates supplements distributed in Australia and monitors side effects from approved products. Since 2020, the regulator has received 119 reports related to vitamin B6 and peripheral neuropathy.

The TGA has said it is “concerned” about the health and safety of Australian consumers accessing medicinal products, including vitamins and minerals, or information about these products, online.

“Products that are not listed or registered on the Australian Register of Therapeutic Goods, have not been assessed for quality, safety and efficacy,” a spoksperson for the TGA said.

The agency urged “extreme caution” when purchasing medicinal products from unknown websites, social media or other digital platforms, or when relying on information from these sites to make healthcare decisions.

“It is important that patients have conversations with and seek advice from their health professional when making healthcare decisions, as their health professional is best positioned to provide appropriate guidance based on their individual needs,” the TGA spokesperson advised.

Australians are reaching for supplements more than ever, but new research shows many are being swayed more by price tags and social media trends than proper medical advice — and experts say it’s putting health at risk.

While two-thirds of Australians say they’d prefer a supplement they can take on the go, many are taking them at the wrong time of day. Most pop pills in the morning — despite some being better absorbed with food or later in the day.

Dr Gardner also raised concerns about unregulated supplements being bought online. Unlike prescription medications, these products don’t need to pass through the Therapeutic Goods Administration and aren’t tracked on medical records.

“When someone buys a supplement from overseas via social media or an online ad, we often have no idea what’s in it — or even that they’re taking it,” he said.

The TGA said that in general, all medicines must be included in the Australian Register of Therapeutic Goods (ARTG) and must show their ARTG number, starting with an AUST, on their medicine label to be able to be legally sold in Australia.

“When buying any medicine, including vitamins and supplement, look for the ‘AUST’ number on the medicine label to make sure it is approved in Australia,” a TGA spokesperson said.

“Vitamins or supplements should not replace a balanced diet. Taking vitamins comes with many of the same considerations as other medicines.

“Always read the label and follow the instructions for use. Some vitamins may have side effects or may interact with other medicines. If a consumer has concerns, they are recommended to seek the advice of health professionals.”

Both Dr Gardner and Dr Roy said there needs to be a stronger presence of qualified professionals in digital spaces — and more public awareness around what’s safe, effective and necessary.

“There’s an urgent need for better digital literacy and more regulation,” Dr Roy said. “If influencers are shaping young people’s choices more than public health experts, we have a major public health issue on our hands.”

Originally published as Experts warn of risks in vitamin boom as Aussies turn to cheap supplements