Walk down any supplement aisle and it’s easy to feel overwhelmed. Shelves are packed tighter than ever with products promising immune support, better energy, brain health, and more.

The dietary supplement category continues to grow and is projected to increase from $85.4 billion in 2026 to approximately $190.08 billion by 2035. But with exponential growth comes a practical reality: not all products are of equal quality. Consumers face a dizzying mix of ingredient claims and dosing strategies. Understanding the differences between branded and generic ingredients is another hurdle. Marketing language can leave even the most engaged shopper unsure where to start.

Take elderberry, for example. For years, it’s been marketed as a go-to for immune support, and consumers have caught on. But even when someone is drawn to an ingredient for a specific benefit, successfully choosing a product that actually works can be hard to navigate.

Anecdotally, consumers report that when healthcare providers recommend an elderberry supplement, it is not easy to identify and purchase a product with the key ingredient at a meaningful dose, rather than one that uses elderberry mainly for flavor and marketing. Situations like this don’t serve the consumer or the industry, as they can ultimately erode trust in whether supplements deliver real benefits.

Supplement Facts labels seem like logical guideposts to help consumers make informed decisions, but they rarely tell the full story. Ingredient quality, standardization, and whether the form of the ingredient or the dose matches the versions tested in clinical studies are all critical factors, but they are often ambiguous on product labels.

Ultimately, the solution is two-fold: prioritizing efficacy in formulations and helping consumers navigate the details to select the product that actually delivers the intended benefit.

The Gap Between Formulation and Efficacy

Even the most conscientious brands may struggle to ensure their products are formulated for true efficacy. Sometimes it is a matter of knowing the right questions to ask when sourcing ingredients. For instance, Elderberry Powder from Company A and Company B can be vastly different ingredients that require some additional vetting. Processing procedures, scientific substantiation, standardization, source materials, quality testing and authentication, and overall transparency and expertise should all factor into ingredient selection.

Additionally, budget constraints and cost-saving initiatives often promote substitutions of lower-potency or lesser quality ingredients, or lower dosages. But at what cost? These formulation strategies can all dilute a product’s impact. Surely there are upper ceilings for price points certain consumers would be able and willing to pay, but if consumers know that efficacy depends on a higher price point, and it is a consistent message and education platform within our industry, consumers can get behind that.

Often, there is a sense among formulators and consumers alike that “more is better.” For example, seeing 500 mg of a lower-grade ingredient on the label may be more attractive than seeing 200 mg of a high-level, clinically studied, standardized extract. After all, how is the consumer to know the difference between the ingredients if the labels only state ambiguous descriptions like “elderberry powder” or “elderberry extract”?

Playing the numbers game is a common strategy to increase market share, but it does not always translate into the best-quality, efficacious products with studied ingredients that consumers think they are buying.

Other factors, like supply limitations, may force certain formulation decisions, but in the end, consumers assume that what is on the label represents a meaningful, effective dose of a high-quality ingredient. When it doesn’t, credibility suffers, and confidence in the category can erode.

Consumer Insights: What the Data Tells Us

To dig deeper into the minds of consumers and understand what matters most regarding supplements and where confusion still exists, an internal market research survey was conducted (Artemis International, December 2025), using elderberry supplements as a case study.

When non-elderberry users were asked why they do not take the supplements regularly:

• 27% were not convinced they work
• 18% were unsure which elderberry supplements were best to buy

This highlights the need to prioritize functionality and clear ingredient messaging to address consumer concerns and avoid dilution of the category.

When asked what would influence them to take supplements that contain elderberry:

• 27% said recommendations from a healthcare professional
• 22% said seeing evidence of health benefits from clinical studies/scientific validation
• Only 12% said a lower price or discount/promotion might influence their purchase. 

These numbers show two things. First, consumers care about efficacy, and they want to know what works; price concerns were lower on the list. Second, they are actively seeking guidance, whether from clinicians or reliable, science-backed brands.

When asked to rank the top factors impacting elderberry purchasing decisions, Elderberry per serving (mg/dose) came out on top, followed by taste/flavor, and then type of elderberry ingredient used, and clinical studies/scientific backing.

Price ranked 8th of 13, and product parameters like Non-GMO or Country of Origin were in the bottom two. These results show that consumers care about how much elderberry they are getting, as well as the ingredient quality/efficacy. And of course it needs to taste good too!

As previously stated, the issue is when more of a less potent ingredient is used to increase the “per serving” quantity on the label, as this can be deceiving compared to using less of a more potent or more efficacious ingredient, and give a false sense of efficacy. There needs to be a clearer way for consumers to distinguish between the two.

Interestingly, when consumers were asked about their likelihood of purchasing a supplement containing a branded ingredient, 68% said, “Yes, a branded ingredient adds value and should make it more effective.”

Therefore, the majority of consumers are aware that branded ingredients can help to link quality or studied efficacy to a particular product and remove ingredient ambiguity. Even if a product contains a superior, studied ingredient, would consumers be willing to pay for it? The majority say yes: 63% of the respondents reported that they are willing to pay more for a clinically studied elderberry extract.

In addition to shedding light on what matters most to consumers, the survey revealed that despite elderberry’s popularity for immune support, confusion still reigns regarding ingredient quality and efficacy.

For example, when asked whether they preferred a particular elderberry form (such as extract, juice powder, concentrate, etc.), 38% of consumers replied, “No, they are all the same to me.” This demonstrates the need for education about different types of ingredients and processing, and how that translates to overall potency and efficacy.

The majority of consumers (52%) were also not sure what the proper elderberry dosage was for immune support. With dosage levels and ingredient strengths varying widely across products, it is indeed difficult to decipher. Clearly, there is an opportunity for further education to help arm consumers with the knowledge they need to navigate this category.

Opportunities for Education and Transparency

Ultimately, trust is what sustains the supplement aisle. Elderberry is just one example; the principle applies across all supplement categories. Consumers want products that work, and they are willing to pay for them. Brands that invest in transparency, education, and evidence-based formulation will stand out in the crowd. This means:

• Using clinically validated or branded ingredients that help remove much of the guesswork
• Including doses that have demonstrated efficacy instead of filling a capsule with cheap, low-potency ingredients
• Clearly labeling ingredient details like form, source, and standardization
• Engaging healthcare practitioners as partners in education
• Providing accessible information to help consumers understand what to look for

When done consistently, these efforts not only support informed decision-making but also strengthen the category as a whole. Confusion gives way to clarity, skepticism gives way to confidence, and consumers feel empowered.

Conclusion

The supplement aisle can be overwhelming, but it doesn’t need to be confusing. Consumers want clarity, evidence, and guidance, and they want to know they are getting what the label promises.

For brands, the path forward is clear: commit to ingredient quality, standardization, meaningful dosages, transparent labeling, and educational support. Engage with healthcare professionals. Educate consumers. And, above all, deliver on the promise of efficacy.

About the Author: Melanie Bush is vice president of science and research at Artemis International. With more than 15 years of experience at the company, her responsibilities span several departments including quality assurance, R&D, and technical sales support. She enjoys spearheading new research in the field of dark berry extracts and communicating the ever-evolving science of berry phytonutrients.