What's the best way to take vitamins: tablet, gummy or spray? Pricey supplements that contain very little goodness exposed in major Which? analysis

Vitamin gummies and sprays can cost almost eight times as much as traditional pills – despite containing fewer nutrients, a new investigation has revealed.

Consumer watchdog Which? found that shoppers could save hundreds of pounds a year by switching to old-fashioned tablets or capsules.

It compared the prices, doses and additives of 20 supplements, including multivitamins, magnesium and menopause products.

The analysis found that some newer supplements, marketed as more convenient and appealing alternatives to traditional pills, cost significantly more despite providing lower doses of key nutrients.

Which? nutritionist Shefalee Loth warned shoppers not to be swayed by 'colourful packaging' or 'appealing flavours'.

Among the priciest products was Starpowa's Magnesium Super Strength gummies, which cost £1.33 per daily dose.

Yet they provide just 206mg of magnesium – a mineral essential for healthy muscles, nerves and bones – despite being marketed as 'high strength'.

By comparison, Nutriva Magnesium Complex tablets provide almost twice as much magnesium, at 400mg per daily dose, for just 17p.

By making this switch alone, shoppers could save more than £423 a year while getting a higher dose of magnesium, Which? said.

And the savings are not limited to one product.

Holland & Barrett's Magnesium Citrate gummies cost 63p per daily dose but provide just 150mg of magnesium. The retailer's equivalent tablets cost less than half as much, at 30p a day, yet contain twice the dose.

A similar pattern emerged with multivitamins.

Boots Multivitamin gummies cost 15p a day but contain just nine vitamins, none at the full recommended daily amount.

By contrast, the pharmacy's A-Z Multivitamin tablets cost just 7p a day and contain all 23 nutrients considered essential in a multivitamin by Which? nutrition experts, most at recommended levels.

However, experts stress that most people do not need vitamin supplements at all.

The NHS says a varied, balanced diet should provide most people with the nutrients they need, although supplements are recommended for certain groups and people with deficiencies.

And there are reasons why some people might prefer gummies, sprays or sachets.

These alternatives can be easier for people who struggle to swallow tablets, including children, older adults and those with dysphagia – the medical term for difficulty swallowing.

People with a dry mouth, a sensitive gag reflex or a fear of choking may also find them more appealing, while others simply prefer the taste.

The Boots gummies also contained twice as many additives as the tablets, including five different types of sugar and sweeteners.

Which? explained that gummies need extra ingredients to give them their sweet-like taste and texture, including sugars, flavourings, gelling agents and stabilisers.

These take up space that could otherwise be used for vitamins and minerals, potentially reducing the amount of nutrients in each serving.

The watchdog urged shoppers to check supplement labels carefully, rather than assuming more expensive products offer greater benefits.

'Gummies and supplement sprays might seem like an appealing alternative to swallowing tablets,' said Ms Loth.

'But we've found that they often contain lower doses of nutrients than traditional supplements, yet come with a much higher price tag.

'Don't be swayed by colourful packaging, appealing flavours or convenient formats.

'First, consider whether you actually need a supplement, then compare the nutrients and doses provided, as well as the cost per daily dose, to make sure you're getting the best value for money.'

A Boots spokesman said supplements should not be regarded as a substitute for a balanced and varied diet.

'Boots is committed to providing customers with a wide choice of products catering to different preferences, such as the option of gummies alongside traditional tablets,' he added.

'Our pharmacy teams are available to offer advice and support to customers seeking to understand whether supplements are right for them and which format may best suit their individual needs.'

A Holland & Barrett spokesman said the retailer offered supplements to suit different needs, preferences and budgets, adding that its magnesium gummies made a 'meaningful' contribution to the recommended daily intake.

'Gummies offer a convenient alternative for customers who prefer not to take tablets or capsules,' he said.

'Ingredients such as gelling agents and sweeteners have a functional role in achieving the taste, texture and structure of gummies.

'We recognise that traditional tablets can provide higher doses at a lower cost, which is why we offer a range of formats, including our Magnesium Citrate tablets providing 300mg per daily serving, to help customers make informed choices.'