Marketers preying on ‘worried well’ consumers with vitamin supplements they don’t need, says consumer watchdog

Marketing is persuading consumers to buy vitamin supplements they do not need, according to consumer watchdog CHOICE.

Unnecessary product segmentation and confusing labeling is making it difficult for consumers to know if they really need multivitamins, CHOICE suggested.

Products are advertised to appeal to specific target groups – despite there being little difference in the ingredients, according to CHOICE, which singled out boys’ and girls’ Bioglan Kids Gummies Multivitamins.

“The products are identical – the only difference is that one packet features Disney Princesses and the other features characters from the movie Cars,” said CHOICE spokesperson Ingrid Just.