Collagen creams, detox teas and vitamin shots may be among the latest wellness trends gaining traction on social media but the products are mostly an expensive waste of money, according to Which?
The consumer group examined the ingredients, price and health claims made by six different categories of product or supplement and asked experts for a verdict on their effectiveness.
It concluded that in many cases the evidence was not robust enough to justify the price — or that consumers could get the same benefits elsewhere, for less.
Social media marketing has boosted the wellness industry in recent years and the average Briton spends £487 a year on fitness, cosmetics and nutrition products, according to GlobalData, the research firm.
However, the Which? study said that “slick packaging” and “premium prices” should not be taken to indicate quality.
The research noted that vitamin shots usually cost £2 or more for just 60ml — the same price per litre as Moët & Chandon champagne — but the main ingredient is “typically fruit juice”.
It concluded that the shots, which claim to boost the immune system, are unnecessary for people who follow a healthy, balanced diet and that the vitamins they contain, such as vitamins C and D and zinc, could be purchased more cheaply elsewhere.
It dismissed detox teas, stating that “no herbal tea can detox your body”.
The research said: “The wellness industry would have us believe that we all need to detox our bodies but this isn’t true. Our liver, kidneys and digestive systems do that for us already.”
The study was also dismissive of “targeted pain killers” saying that the premium price for a product such as Nurofen migraine relief was “paying for the packaging”.
It quoted Dr Andrew Moore, a pain specialist and former Oxford University senior research fellow, saying that “it’s impossible to formulate [tablets] or headache, or joint pain, or period pain”.
Dr Moore said that it could be worth paying extra for ibuprofen lysine, which he said was a more effective formulation of the drug, but there was no need to spend more on a branded version marketed for a specific pain.
Nurofen did not respond to a request for comment.
Which? also looked at functional mushrooms, which are mushrooms are used as a form of alternative medicine and believed have properties beyond their nutritional makeup that can be beneficial to health.
It noted that “it’s hard to miss ‘mushroom mania’, with supplements made from mushrooms including reishi, lion’s mane and chaga increasingly populating pharmacy and health-store shelves”.
It concluded that while they do have potential benefits, there is insufficient evidence to suggest they work and the vast majority of products are not authorised to make health claims in the UK.
Which? said: “Brands are allowed to make some claims about reishi mushrooms, as this ingredient is currently under review [meaning the evidence for the claims are being assessed]. But packaging claims for other types of mushroom are often based on different common proven ingredients, such as omega-3, and vitamins B12 and D, rather than the mushrooms themselves.”
Collagen creams and supplements were also subjected to scrutiny with Which? noting that while some studies supported their effectiveness for healthy bones, joints and skin, the benefits are unproven by large-scale independent studies and many trials are funded by brands.
It also pointed out that when applied topically, collagen molecules are too big to penetrate the outer layer of skin and even when broken down into peptides “it’s unlikely they can reach deep layers of skin to effect long-lasting change”.
The research noted that the creams often include other ingredients, such as glycerin for hydration and retinol for rejuvenation, which may explain any visible cosmetic improvement.
It also concluded that hair-loss shampoos were unlikely to work for most people.
Natalie Hitchins, the head of home products and services at Which?, said: “Our latest research has exposed unproven claims on some popular ‘health’ products and found consumers can end up paying a premium for health benefits that are either questionable or could be found more cheaply elsewhere.
“If you are thinking of buying a trending health product, don’t assume expensive prices and slick advertising necessarily result in better quality products and do your research as branded versions can cost considerably more than own-label ones – despite containing the same active ingredient. Also, be cautious of the cherry-picked positive reviews that some brands may use in their marketing.”
Which? will publish its findings in full on Wednesday.
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Topic: WHICH study - What are the health products you don’t actually need? (Read 250 times)