About half of respondents to a recent consumer survey (48%) commissioned by natural products manufacturer NOW (Suzy.com, October 2023) are searching for dietary supplements to bolster their energy levels.
 
Alongside increased energy, respondents cited better sleep (35%), improved stress and mood support (30%), and cardiovascular/heart health support (26%) as top wellness priorities and opportunities to find quality supportive supplements.
 
NOW has recently introduced several new supplements that address these needs:
 
NOW Sports Sustained Energy is formulated with nutrients to support sustained energy production and mental alertness, including B vitamins, tyrosine, and iodine to support optimal thyroid function, plus a blend of immediate and sustained release caffeine.
 
NOW Calm & Focus uses clinically validated Zembrin to help promote a feeling of calm while enhancing mental alertness, including memory and emotional stability. Zembrin may also help people get to sleep faster by promoting mental relaxation, but not drowsiness.
 
NOW Heart Health Probiotic features Lactobacillus reuteri LRC, the first heart health probiotic with scientific backing, the company said. It helps maintain healthy cholesterol levels already within the normal range by affecting its production in the liver, as well as through the body’s natural elimination pathways. LRC also promotes a balanced immune system response and can boost vitamin D levels. NOW uses DNA fingerprinting to ensure probiotic strain authenticity.
 
“NOW is the ultimate destination to meet all your supplement needs. With so many (900+) high-quality and highly tested options, I like to say NOW truly has something for everyone,” said DJ Blatner, NOW wellness expert and registered dietitian nutritionist (RDN).

Quality is a Key Purchase Motivator

Overwhelmingly, quality is a concern for consumers, with nearly all respondents to NOW’s survey (a combined 98%) citing concerns about supplement effectiveness, safety, and quality as barriers to purchase.
 
“It’s so important for people to do their research on brands before purchasing,” said Blatner.
 
How can shoppers trust and be confident that what they’re purchasing meets high quality standards? Blatner shared six tips on how to find a trusted and quality supplement brand.
 

• On the label or company website, look for GMP and third-party certification logos (Informed Sport, USDA Organic, etc.). NOW has a GMP seal on its products which means they follow current Good Manufacturing Practices as established by the Food and Drug Administration (FDA).

• Avoid supplements that make outlandish claims. Supplements are not magic bullets and if it sounds too good to be true, it probably is.

• Find companies that share detailed information about their quality control and product testing on their websites or other platforms. “What blows my mind is the 19,000 tests NOW performs each month, from raw ingredients to finished products, so people can feel confident that what’s listed on the label is what they’ll find in the bottle,” Blatner noted.

• Look for brands that use some trademarked ingredients. The ingredients are typically called out on the label or ingredient panel. Trademarked ingredients can support product credibility, safety and efficacy since the ingredient supplier has already done the research and can clinically validate the health and label claims.

• Purchase from reliable sources—in stores or online. Purchasing directly on the manufacturer’s website, for example, can provide assurance that the product was manufactured and shipped directly from the company.

• If applicable, ensure credible and qualified third-party experts stand behind the brand/product. If a brand says products were formulated by credible experts, ensure they share the proof of that. Do research to confirm any experts promoting the brand on social or other channels are legit and carry meaningful credentials within the health and wellness space. 

“Despite what some say about the supplement industry being unregulated, there are federal regulations and laws in place that supplement manufacturers must follow to manufacture safe products,” Blatner said. “Trusted brands meet (and often exceed) these requirements and offer full transparency to their consumers.”