A recent investigation by consumer group Which? has raised concerns about omega-3 supplements labelled as “high strength” in UK supermarkets, warning that shoppers may be paying premium prices for products with surprisingly low levels of the active omega-3 fatty acids EPA and DHA.
Which? nutrition experts evaluated 24 omega-3 supplements, using guidance from the Scientific Advisory Committee on Nutrition (SACN), which recommends an average intake of 450mg combined EPA and DHA per day. The group set a benchmark of 1,000mg of EPA and DHA for products marketed as “high strength”, referencing studies that indicate health benefits at these levels for certain demographics.
Despite the label claims, several supplements marketed as “high strength” were found to contain less EPA and DHA than the advised daily intake. Notably, omega-3 fish oil products priced considerably higher sometimes contained no more of the active ingredients than less expensive alternatives.
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The report revealed that Superdrug, Morrisons, and Sainsbury’s Omega 3 Fish Oil 1000mg supplements each delivered just 250mg of EPA and DHA combined, falling short of both the SACN recommended daily dose and the 1,000mg benchmark for “high strength” products. Similarly, Holland & Barrett’s High Strength Omega 3 Fish Oil 1500mg provided only 375mg of EPA and DHA, significantly below the advised intake.
Cost comparisons further highlighted discrepancies: Sainsbury’s charged 14p per dose for its product containing 250mg of EPA and DHA-double the 7p per dose cost of nutritionally equivalent products at Asda and Tesco that do not bear the “high strength” label. Holland & Barrett’s 1500mg “high strength” supplement cost 27p per daily dose despite offering only 375mg of EPA and DHA, just 75mg more than its standard pack, which costs 22p per dose.
All retailers involved stated that their labelling complies with the Nutrition and Health claims regulations.
In contrast, Which? found brands such as Nutravita, Weightworld, and Zipvit offer supplements that cost less than 20p per dose while delivering at least 1,000mg of EPA and DHA.
The investigation also noted that many supplement packages prominently display the total fish oil content on the front, while the amounts of EPA and DHA-the beneficial active ingredients-are often listed only in small print on the back.
Which? advises consumers not to rely solely on the front-of-pack claims such as “1000mg fish oil” or “high strength” but to check the combined EPA and DHA content on the back label to ensure they receive the desired dose.
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.”
Responses from retailers emphasised compliance with current regulations. A Superdrug spokeswoman explained that their “High Strength Omega 3 Fish Oil” contains 250mg of EPA and DHA combined, which meets regulatory requirements permitting omega-3 claims where the product contains at least 80mg combined EPA and DHA.
Sainsbury’s confirmed that all their supplements and vitamins are clearly labelled in accordance with the Nutrition and Health claims register.
Morrisons stated their product labelling aligns with Regulation (EC) No. 1924/2006, which allows a claim that a food is “high in omega-3 fatty acids” only when it contains at least 80mg of the sum of EPA and DHA.
Holland & Barrett highlighted that there is no legal or industry-wide definition for a “high strength” omega-3 fish oil supplement. They use the term to help customers distinguish between different product strengths within their range and ensure transparency by clearly displaying EPA, DHA, and total omega-3 amounts on packaging and their website.
This investigation serves as a reminder for consumers to scrutinise supplement labels carefully and consider both the active omega-3 content and price before making a purchase.