A recent investigation by consumer champion Which? has highlighted that omega-3 supplements labelled as “high strength” in UK supermarkets may not always deliver the expected quantities of active ingredients, potentially leading shoppers to pay a premium for little added benefit.
Which? nutrition experts evaluated 24 omega-3 supplements against guidance from the Scientific Advisory Committee on Nutrition (SACN), which recommends an average daily intake of 450mg of EPA and DHA combined. The consumer group used a benchmark of 1,000mg of these long-chain omega-3 fatty acids–EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid)–for products marketed as “high strength,” based on evidence of health benefits at this level for certain groups.
However, the review found that several supplements marketed as “high strength” contained less EPA and DHA than the advised daily amount. For instance, Superdrug, Morrisons, and Sainsbury’s Omega 3 Fish Oil 1000mg supplements each provided just 250mg of EPA and DHA combined despite their strength claims. Holland & Barrett’s High Strength Omega 3 Fish Oil 1500mg offered only 375mg, still below the recommended 450mg daily dose.
In terms of cost, some consumers could be paying twice as much for products delivering no more beneficial omega-3 than cheaper alternatives. Sainsbury’s high strength product, with 250mg of EPA and DHA, charges 14p per dose-double the price of nutritionally similar options at Asda and Tesco, which cost 7p per dose without claiming to be high strength. Holland & Barrett’s 1500mg supplement costs 27p per daily dose yet provides only 375mg of EPA and DHA-just 75mg more than its standard version, priced at 22p per dose.
All the mentioned retailers stated their labelling complies with the Nutrition and Health claims register regulations.
Conversely, Which? identified brands such as Nutravita, Weightworld, and Zipvit, which provide at least 1,000mg of EPA and DHA at a cost of less than 20p per dose.
The investigation also noted that many supplement packages prominently display total fish oil content on the front, while information on the active ingredients EPA and DHA is often in smaller print on the back, potentially causing confusion.
Which? advises consumers to scrutinise the combined EPA and DHA content listed on the packaging rather than relying on front-of-pack claims like total fish oil or milligram figures.
Which? nutritionist Shefalee Loth commented:
“Our research shows cheaper alternatives can often provide just as much – or even more – nutritional value while offering far better value for money, so it’s worth checking the back of the pack rather than relying on front-of-pack claims.”
Representatives from the supermarkets defended their labelling practices. A Superdrug spokeswoman said their product contains 250mg of combined EPA and DHA, exceeding the regulatory minimum of 80mg to substantiate a claim of “high strength.” Similarly, Morrisons and Sainsbury’s representatives confirmed their products comply with Regulation (EC) No. 1924/2006 on nutrition and health claims.
A Holland & Barrett spokeswoman explained there is currently no legal or industry-wide definition of “high strength” for omega-3 supplements. The term is used internally to help customers differentiate product strengths within their range, with EPA, DHA, and total omega-3 levels clearly displayed on packaging and their website.
Shoppers are encouraged to carefully check supplement labels to ensure they are receiving the intended levels of the beneficial omega-3 fatty acids EPA and DHA.