Consumers are baffled by the names of supplements and often do not know exactly what they are consuming when they take them, suggests a new survey. The findings reveal the need for marketers to better explain the benefits and properties of their products, but proposed new legislation on health claims will do little to help companies clear up the confusion. The survey of 2000 British consumers, carried out by natural health retailer The Nutri Centre, said to stock the largest number of complementary health products in the world, showed that a staggering 65% “weren’t entirely sure” of the ingredients of the complementary health supplements they were buying. Three-quarters said they found the names of the supplements confusing, while 35% revealed that they take complementary supplements without really understanding what they are supposed to do for them. A further 68% who do not currently take complementary health products said they would do so if they had a clearer idea of which to use.

—Nutraingredients.com, 1/7/04