Earth’s Secret has unveiled concerning new research revealing that Britons are popping an extraordinary 81 million supplements each day, yet many are worryingly ignorant about exactly what they’re taking.
According to the brand’s latest ‘Safe Supplement’ report, nearly two-thirds of us (61%) are now turning to supplements in the hope of boosting our wellbeing—an average of two a day per person.
While women lead the way in usage (67% compared to 55% of men), this national fixation on pills and powders is driven chiefly by the quest for a better immune system.
Half of those who regularly use supplements do so to ward off illnesses, whilst others seek more energy (28%), dietary top-ups for restrictive diets (21%), and improved sleep (17%).
Yet despite the surging market—valued at an astonishing £122 billion in 2022 and expected to climb to £221 billion by 2030—a striking 80% of supplement users admit they never read the ingredients list. Even more concerning, only 20% say they’d know how to spot a dodgy ingredient in the first place.
Chasing social media trends
One of the most startling figures emerging from Earth’s Secret’s report is that almost four in ten Brits (39%) rely on social media influencers or random online sources for supplement advice.
Only a quarter of respondents (26%) report turning to medical professionals before starting a new regimen.
This reality has prompted Earth’s Secret to launch its ‘Safe Supplement’ campaign, aiming to educate people about potential ‘red flag’ ingredients lurking in many mass-produced products.
Central to this effort is the brand’s new ‘SafeSupp’ app—a free tool that analyses supplement labels, flags any concerning fillers, and offers an overall score out of 10 for transparency and safety.
High-tech help for ingredient awareness
The ‘SafeSupp’ app is now available on both the Apple App Store and Google Play Store. Key features include:
- Supplement scoring and analysis – Instantly reveals beneficial versus harmful ingredients
- 24-hour chat feature – Answers pressing queries about supplement safety
- Glossary of terms – Explains common ingredients and highlights those to avoid
According to Dr Amos Ogunkoya, GP & Sports and Exercise Medicine Specialist, the app is a necessary tool in an era where many people blindly trust supplements:
“As a GP and Sports & Exercise Medicine specialist, I see first-hand the risks of unregulated supplements. Many people take products without knowing exactly what’s in them or how they might impact their health.
The SafeSupp app is a free and game-changing tool that empowers consumers to check ingredients, verify safety, and take control of what they put into their bodies.”
He adds that the campaign is vital for promoting “With increasing concerns over contaminated or mislabelled supplements, having a free, accessible resource like SafeSupp is essential.
Whether you’re an athlete, a regular gym-goer, or simply looking to improve your health, this campaign promotes transparency, safety, and informed choices.
I fully support SafeSupp in giving people the knowledge they need to make safe, evidence-based supplement decisions.”
‘Blind’ consumption
Amy Peacock, founder of Earth’s Secret, highlights just how much confusion reigns around supplements:
“We know from our research that people are feeling confused and overwhelmed by the amount of information and products available when it comes to supplements.
As a result, a staggering amount of people are consuming them ‘blind’, and not checking what they’re actually putting into their bodies.”
“Supplements are an incredible way to improve both your short-term and long-term health – all of our products contain science-backed, 100% natural formulas.
Yet many mass-produced supplements contain filler ingredients that can do more harm in the long run than good.
With our new ‘SafeSupp’ app and campaign, we want to help educate people on what to take – and any ingredients to watch out for like magnesium stearate, silicon dioxide, maltodextrin, guar gum, and brown rice flour. These ingredients offer no health benefits and can even hinder nutrient absorption.”
Changing supplement habits
Interestingly, the report also shows that two in five adults (39%) don’t take supplements at all. Men are more likely to ditch them entirely (45%), while some men who do take them cite fertility or blood sugar management as top reasons—trends less common among women. Around one in ten Brits who avoid supplements admit they simply don’t trust what’s inside the bottles.
To address these gaps in awareness, Earth’s Secret is encouraging Britons to download its SafeSupp app and to watch out for five key tips:
- Avoid ‘red flag’ ingredients – Steer clear of fillers that may harm more than help
- Look for patented, science-backed ingredients – Seek clinically proven components like KSM-66 Ashwagandha or PureWay-C Vitamin C
- Check for money-back guarantees and dosage accuracy – Trustworthy brands typically honour returns and match dosages to clinical guidance
- Request a COA (Certificate of Analysis) – If in doubt, verify exactly what’s in your products
- Be wary of proprietary blends – These can obscure actual dosages, making it hard to judge a supplement’s effectiveness
The Earth’s Secret – Supplement Safe app is available now on both iOS and Android, offering a lifeline to anyone keen to ensure they know exactly what they’re putting in their body.
As supplement usage continues to grow, the hope is that better information—and greater transparency—will empower us all to make safer, smarter choices in pursuit of good health.