Supplements.
The biggest and most crowded aisle we work in. Thousands of near-identical tubs, a short list of claims you're allowed to make, and buyers who read every review. The winners are rarely new ingredients. They're better formats, better doses and better answers to what customers already complain about.
Test an ideaCategory Facts
A summary to plan around, not legal advice.
Sound familiar?
- Your tub looks like a hundred others on the same page.
- Reviews say the capsules are too big, or the taste is off.
- A claim got your listing pulled, or nearly did.
- Your hero ingredient is getting cheaper every month, and so is everyone else's.
If one of these is you, that's where we'd start.
Tell us which oneWhat we look at.
Every pack starts with search, sales, trend and cost data. In supplements, these are the questions that usually decide it.
Search by ingredient and by need
People search for magnesium and for help sleeping. We map both, and where they overlap.
Review complaints
Taste, tablet size, dose, how many you have to take. Reviews tell you what to fix before you've made anything.
Format shifts
Which ingredients are moving from capsules to gummies, powders or shots, and whether the margin survives the move.
Price per serving
Cost per daily dose across the top sellers, so you know where a new product can sit.
Formats we research.
Where the demand sits in this category, and the formats we pull data on most often.
Rules that shape the product.
Better known before the brief than after the stock has landed. Every pack flags which of these apply to your product.
Food Supplements (England) Regulations 2003
Defines a food supplement, sets which vitamin and mineral forms are allowed and what the label must show. Scotland, Wales and Northern Ireland have their own equivalents.
GB nutrition and health claims register
Only authorised claims, worded close to the approved wording, can go on pack or on the listing. Supports immunity needs an authorised claim behind it.
Novel foods
Ingredients without a significant history of eating before May 1997 need authorisation before they can be sold. CBD is the well-known example.
MHRA borderline products
Claim to treat, prevent or cure and it's a medicine, not a supplement. The MHRA decides where that line sits.
Amazon restricted products
Some ingredients are blocked outright and supplements can face extra checks, so we check a listing will survive before you commit to stock.
This is a summary to help you plan, not legal advice. Final label and regulatory sign-off should sit with your manufacturer or a regulatory specialist, and we can bring one in.
Guides.
Practical guides for supplements brands, built from the same data we use in our packs.
How to validate a supplement idea before you make it
Coming soonGummies or capsules: when switching format makes sense
Coming soonSupplement health claims in the UK: what you can actually say
Coming soonNovel foods explained for supplement brands
Coming soonReading Amazon reviews for supplement NPD
Coming soonHow to price a new supplement against the shelf
Coming soon
Questions.
Can you tell us which supplement to launch next?
Yes. That's the Opportunity Report. We pull the category apart with search, sales, trend and review data and come back with the gaps worth filling and the ones to leave alone.
Do you check claims and ingredients?
The pack covers which claims are realistic for your ingredients and which ingredients need a closer look. Final label sign-off sits with your manufacturer or a regulatory specialist, and we can bring one in.
Do we need to sell on Amazon?
No. Amazon is where the buying data is richest, so the research starts there, but the product can be sold anywhere.
Ways to work together.
Every service ends in a straight verdict: go, change it, or don't. See a sample of every pack.
Got a supplements idea?
Tell us what you're working on. We'll come back within two working days with how we'd approach it and what it would cost.