In a surging industry of health supplements and life-boosting pills, navigating pharmacy shelves to separate fact from fiction is an ever changing consumer challenge.
Advertised as an investment in personal longevity, health supplements have evolved considerably from the one-size-fits-all approach of multivitamins.
An umbrella term of dietary supplement covers everything from multivitamins and specialised compounds, to individual nutrients such as vitamins A, B, C, D, E and K - as wells as minerals like magnesium, iron or calcium.
Most are regulated as a sub-category of food, rather than medications or pharmacy drugs, and include a new category of supplements promoted to boost health at a cellular level like NAD, NMN and NAC.
Wording in promotional products allow manufacturers to exploit loopholes in official guidance.
That ambiguity leaves the door open for manufacturers to present products as having greater benefit than the science may suggest, experts said.
“Multivitamins work primarily to prevent or correct nutrient deficiencies, not to act as a general health boost for everyone,” said Swapna Mary John, a clinical dietician at International Modern Hospital, Dubai.
“For a person who consumes a balanced diet that includes all five food groups and has no diagnosed deficiencies, supplements offer minimal additional benefit and limited value for money.
“Most nutrients can be obtained through a varied, balanced diet that includes fruits, vegetables, whole grains, lean proteins, and dairy or fortified alternatives.
“Supplements like NAD precursors NMN and NR are marketed to support cellular energy production and anti-aging, but current human evidence is limited and inconclusive.
“Most benefits are seen in animal or lab studies, and there’s no proven need for healthy adults to take these supplements.
“For the majority of people, focusing on a balanced diet, regular exercise, adequate sleep, and overall healthy lifestyle is far more effective for cellular health than relying on NAD- or NMN-based supplements.”
Booming business
According to Market Growth Reports, the NAD supplement market was valued at around $339 million in 2024, and is expected to more than double to $800m by 2033, with China leading global production.
As supplements are not regulated the same as prescription drugs, labelling cannot make medical claims. However, guidelines do allow for phrasing such as; supports immunity or promotes reproductive health.
“Clearer labelling and stronger consumer awareness are important when it comes to supplements,” said Ms John.
“Many products exaggerate their benefits or provide vague dosage information, making it difficult for consumers to judge their effectiveness. Supplement labels should provide clear details on clinical evidence, dosage, and bioavailability so individuals can make informed decisions about what they are taking.”
One UAE brand hoping to break out into a crowded supplement market by launching nature-based health supplements is Forus. Its founders have developed a suite of dietary supplements they say offer tangible health improvements by improving gut health.
“People are starting to take more ownership of their health - connecting the dots between gut health, inflammation, and recovery, and how it impacts their wellbeing and longevity,” said Dave Catudal, co-founder of Forus.
Mr Catudal has worked with Hollywood stars Kate Hudson, Winona Ryder and Owen Wilson to improve their nutrition and overall health.
He was inspired to take a natural approach to life after beating testicular cancer at 23, and seeing his father die from the disease five years earlier.
Now, he believes so strongly in the natural approach to life, he hasn’t worn deodorant since his recovery 20 years ago.
What vitamins do we know are beneficial for living in the UAE Vitamin D: Highly relevant in the UAE due to limited sun exposure; supports bone health, immunity and mood.
Vitamin B12: Important for nerve health and energy production, especially for vegetarians, vegans and individuals with absorption issues.
Iron: Useful only when deficiency or anaemia is confirmed; helps reduce fatigue and support immunity.
Omega-3 (EPA/DHA): Supports heart health and reduces inflammation, especially for those who consume little fish.
“We got into the industr
Continue Reading on The National UAE
This preview shows approximately 15% of the article. Read the full story on the publisher's website to support quality journalism.