Consumer group Which? found several high-street omega-3 supplements labelled high-strength contain less active ingredient than cheaper alternatives and recommended daily doses.
The watchdog assessed 24 omega-3 supplements against guidance from the Scientific Advisory Committee on Nutrition, which recommends an average daily intake of 450mg of EPA and DHA. These long-chain omega-3 fatty acids maintain blood pressure, heart function, and healthy blood fat levels. Which? set 1,000mg of EPA and DHA as its benchmark for high-strength products, citing research that shows health benefits at that level for certain groups.
Researchers found that products sold as high-strength by Superdrug, Morrisons, and Sainsbury's each contained 250mg of combined EPA and DHA in their 1000mg supplements. Sainsbury's charged 14p per dose for its high-strength item, double the 7p per dose charged by Asda and Tesco for nutritionally identical products that make no high-strength claims.
Holland & Barrett's High Strength Omega 3 Fish Oil 1500mg contained 375mg of EPA and DHA, falling short of the recommended 450mg daily dose. The product costs 27p per daily dose, offering 75mg more active ingredient than the retailer's standard pack, which costs 22p per dose.
Cheaper Omega-3 Alternatives and Packaging Claims
In contrast, Which? highlighted that brands including Nutravita, Weightworld, and Zipvit deliver at least 1,000mg of EPA and DHA for under 20p per dose. The investigation noted that supplement packaging often prints total fish oil amounts prominently on the front while listing active EPA and DHA levels in small print on the back.
Which? advised consumers to inspect the back of packaging to verify combined EPA and DHA levels before buying. Shefalee Loth, a nutritionist at Which?, said: "Our research shows cheaper alternatives can often provide just as much, or even more, nutritional value while offering far better value for money, so it's worth checking the back of the pack rather than relying on front-of-pack claims."
Retailer Responses to Labelling Rules
All of the retailers stated that their packaging complies with the Nutrition and Health claims register. A Superdrug spokeswoman said its product is classified as a food supplement under Regulation (EC) No. 1924/2006, which permits omega-3 claims at 80mg of combined EPA and DHA. She said that because its product contains 250mg, the high-strength description is appropriate and supported by the composition.
Sainsbury's said its range of supplements and vitamins is clearly labelled in line with requirements from the Nutrition and Health claims register. A Morrisons spokesman confirmed its supplement is labelled correctly under Regulation 1924/2006, which authorises high omega-3 claims for products with at least 80mg of the sum of eicosapentaenoic acid and docosahexaenoic acid, making its 250mg product authorised for high-strength wording.
A Holland & Barrett spokeswoman said there is no legal or industry-wide definition of what constitutes a high-strength omega-3 supplement. She said the term helps customers navigate different strengths within its range rather than indicating compliance with an external standard, adding that EPA, DHA, and total omega-3 amounts are clearly displayed on packaging and its website.
