The rating scores, with the Nutri-score at the forefront, are becoming more democratic. If their role is to guide us towards a better diet today, why wouldn't they apply to food supplements tomorrow? So, a rating score for dietary supplements, when is it?

Food supplements have found their place

The market for food supplements (or nutraceuticals) is particularly desirable, and this is reflected in the figures: +6% in 2021 in France, to reach €2,3 billion in turnover[1]It must be said that the preventive role of nutrition for our health is now clear: 1 in 5 deaths worldwide is due to poor diet[2]. And the place of food supplements in our lives is increasingly legitimate: the Top 3 reflects the needs of the moment with Vitality-immunity at the top, followed by the Mood-stress-sleep segment, then Digestion-Transit[3]. Result : 59% of French people have taken food supplements over the last two years (compared to 44% in 2020)[4].

The nutraceutical transition is on the move! From health foods to nutricosmetics, including ingredient suppliers and DNVBs, nutraceuticals are now making their way into consumer habits.

 

Density of supply does not always mean quality

Looking for naturalness and faced with an increasingly dense offer, the choice of a dietary supplement can prove complex. Brands are diversifying and, although pharmacies remain market leaders (with almost 50% of market share), the rise of e-commerce (+ 25%¹) allows you to purchase products without direct advice from an expert. 35% of consumers purchased their food supplements on a website last year[5]A logical shift towards digital with the emergence of DNVBs. This development is happening almost exclusively through digital presence (social media, influencer marketing, etc.). Thus, a new face of the food supplement market and its distribution is taking shape. Navigating it, particularly with the help of a score, is becoming essential.

 

Applying a “nutra-score” as a rating for food supplements?

If there are so many ratings in the food world, it is because it is a mass consumption market, with the duty to offer the highest quality products possible.

Conversely, food supplements are foodstuffs that supplement the dietThese are not medicines but precautions for use should be considered.

The market, despite its decades of existence, still lacks a valid rating. The question is whether existing systems could be applied to dietary supplements:

• Yuka, which evaluates foods and cosmetics, does not rate medicines or dietary supplements because their composition is very specific.
• The Nutri-score, supported by Santé Publique France, is now based on a scientific evaluation of the nutrients corresponding to a food: fiber, salt, etc. This is not currently applicable to a food supplement.

 

Supervise the market

Food supplements are subject to high quality standards in terms of product safety and information provided at European level. France also adopts specific provisions on the use of certain ingredients. However, this level of health requirement on French soil is not necessarily applied abroad. In addition, new brands that launch solely in e-commerce take certain liberties before regulatory authorities examine them… Also, a scoring system would provide a safeguard for the entire market.

In addition, the support of the Synadiet and health authorities will be necessary. And a standardization of ratings will have to be imposed.

In short, all the issues encountered in implementing Nutri-Score will arise at the nutraceutical level. A nice challenge with no less than 400 brands listed by Synadiet in 2017.

 

Define the rating criteria

The list of rating criteria could be very long! But major consumer trends can guide us. Here are some ideas:

• Naturalness makes its place and must find a means of measurement: presence of additives and excipients? GMOs? Number of active ingredients?…
• French origin (ingredients and manufacturing), very popular.
• Particular attention will obviously have to be paid to sourcing ingredients and active ingredients.
• The choice vegetable or synthetic is also to be included in the calculations.
• Added to this the vegan or non-vegan composition of the capsules for example.

Then vigilance on the scientific evidence of each asset must weigh in the rating. Indeed, if promises multiply for the benefit of this growing market, this must not be at the expense of scientific veracity.

The first to attempt to rate food supplements is Nutrascan, which bases its assessment on three criteria: the presence and nature of additives, manufacturing conditions (origin, organic, etc.) and finally the environmental impact.

 

Summary: For or against a nutra score?

Appropriate rating is necessary to provide structure and ensure a high level of demand in this rapidly developing market.

By the way, there is already an example of notation: BioCurae. This application references the active ingredients by evaluating their effectiveness from A to E according to the evidence and referenced studies (A = evidence, E = use in traditional medicine).

A source of inspiration for a universal score?

 

 

An article Nutrikéo 

[1] The food supplement market in 2021. Synadiet

[2] Health effects of dietary risks in 195 countries, 1990–2017: a systematic analysis for the Global Burden of Disease Study, 2017.

[3] Market share of food supplement segments in France according to Synadiet data.

[4] 2022 Barometer of Food Supplement Consumption in France. Synadiet, March 2022.

[5] Harris Interactive, 2021. Final Report: Emerging Trends