The Hidden Truth About the Quality of NZ Retail Supplements: What Labels Don't Tell You


​Quality issues with retail supplements are nowhere near as rare as we might like to believe. As a naturopath, I love digging into these facts, especially when you have almost half of all adults regularly taking dietary supplements.

Globally, the situation is poor. A New York Attorney General's investigation in 2015 revealed something shocking - of 78 herbal supplements tested from major store-brands only 21% contained any trace of the herbs listed.  The remainder had zero traces of the herbs shown on their labels. People buying health supplements naturally expect the contents to match the label. The reality paints a different picture. 

​This raises questions for us in New Zealand. Many Kiwis believe our supplement industry faces strict regulations, but that's not the case. Our loose regulatory environment lets these quality problems persist in our market.   Here we will look at the actual regulations in the NZ supplement market, point out existing gaps, and guide you to make smarter choices while buying supplements for your family.

What’s really going on behind the label

You might be shocked by what's really behind your favourite supplement's label. NZ's supplement industry barely faces any oversight. The rules come from the 1985 Dietary Supplements Regulations, which don't match today's market needs at all.

The quality problems in retail supplements are systemic. Here's the reality - supplement makers in New Zealand don't need to prove their products contain what's on the label. This means the bottle's contents might not match its promises.

Our regulatory body, Medsafe, focuses on medicine safety instead of watching supplements closely. Products face little oversight unless they harm someone or make health claims. Testing isn't even required before supplements hit store shelves.

These gaps in regulation let several bad practices slip through:
  • Ingredient authenticity issues - herbs listed on labels often aren't present in the actual product
  • Quantity discrepancies - active ingredients may exist in amounts too small to provide benefit
  • Non-therapeutic plant parts - using stems or leaves instead of the medicinal roots or flowers
  • Contamination problems - heavy metals, bacteria, and moulds can slip through undetected
  • Poor bioavailability - nutrients in a form your body doesn't absorb well

Lab tests that are undertaken on retail supplements regularly show problems with strength and purity. Manufacturers can cut corners by using cheap ingredients or poor production methods since there aren't standard quality requirements. 

Marketing terms can also trick you easily. "Formulated in NZ" sounds good but just means someone designed the formula here. The actual making of these supplements often happens overseas with minimal quality checks.

My work as a naturopath has shown me how this affects real people. Many patients tell me they've used health supplements that did nothing for them. When we look deeper, we often find they took products with questionable quality.

​The truth is simple - letting this industry police itself doesn't work. Nobody regularly checks what's in these bottles. We're trusting companies that want to keep costs low, and maximise profit, to do the right thing.

What’s actually regulated in NZ (and what’s not)

​New Zealand's regulatory framework for supplements remains a mystery to many consumers. Pharmaceutical medicines go through strict testing and approval, but supplements operate in a regulatory grey area with little consumer protection.

Supplements in New Zealand operate under the Dietary Supplements Regulations 1985. This outdated legislation hasn't kept up with the fast evolving industry. The current rules focus on allowed ingredients and manufacturing standards instead of proving effectiveness or quality control.

The regulations do cover:
  • Simple labeling requirements (ingredient lists, batch numbers, expiry dates)
  • Prohibition of certain therapeutic claims
  • Maximum allowable levels of some vitamins and minerals
  • A limited list of prohibited ingredients
 
The lack of regulation creates some important issues with retail supplement quality:
  • Products can be sold without pre-market approval
  • No required testing for validating potency claims
  • No required testing for moulds or other contamination
  • No checks if listed ingredients are present
  • No standards for ingredient quality or bioavailability
  • Products made overseas face no manufacturing oversight
 
Often consumers will turn to NZ made products, where we come across marketing such as “Every product in our range is proudly manufactured and/or packed in New Zealand from imported and local ingredients and always have been”.  Sounds like made in NZ right?  Actually no, if you read it carefully it may just be packed in NZ.  I wonder what the percentage is between manufactured in NZ, and packed in NZ.  If you want to know if your product is made in NZ and with local or imported ingredients, you will need to ask the company directly.

This lack of oversight also means phrases like "formulated in New Zealand" can mislead consumers. The formula might be designed here, but ingredients and manufacturing could happen anywhere.

Medsafe takes action only after problems surface. They step in when products make illegal health claims or cause harm rather than ensuring quality supplements reach consumers first.

Australia has moved toward a detailed regulatory system for complementary medicines. New Zealand still uses its hands-off approach. So consumers must research brands and make educated choices themselves.  Sadly, slick websites and pretty bottles will often mean the company is spending big on sales and marketing, and not quality control.

Third-party testing and certification offer some quality assurance. Whatever the regulatory gaps, some manufacturers choose to verify their products' potency and purity independently—a feature worth checking when buying supplements.

Conclusion

​Many Kiwis who trust supplement products are shocked by the reality of New Zealand's supplement industry. Our regulatory framework still relies on the 1985 Dietary Supplements Regulations and fails to protect consumers in today's complex market. People buying supplements might get products with minimal active ingredients, non-therapeutic plant parts, or contaminants while paying premium prices.

The problems go beyond ingredient quality. No one checks quality control measures, manufacturing standards or verifies potency levels properly.

My patients are surprised to learn about these gaps in regulation. They feel frustrated after they find out they've spent hundreds of dollars on products of questionable quality. Quality health supplements do exist in our market, but finding them needs more research than most consumers expect.

As a naturopath, I've seen how supplement quality affects health outcomes directly.  Clients who initially find a product ineffective due to poor quality often experience positive results when switched to a high-quality, practitioner-only supplement.

On the retail shelves, look for brands that choose to get third-party testing and provide certificates of analysis. Higher standards are usually shown by products with clear sourcing information and specific details about ingredient forms. This will involve researching online and asking questions of the companies.  
​
Our regulatory framework needs to change, but for now, we as consumers just need better quality and transparency.   Kiwi consumers should approach supplement purchases carefully and do their homework until better regulations exist.
Vanessa Winter
​Naturopath & Medical Herbalist
BHSc (Deans Award for Academic Excellence), BED, Adv.Dip.Nat., Adv.Dip.Herb.Med., NMHNZ
​Registered with Naturopaths and Medical Herbalists of NZ (NMHNZ)

​References
​https://ag.ny.gov/press-release/2015/ag-schneiderman-asks-major-retailers-halt-sales-certain-herbal-supplements-dna-tests
https://vitacohealth.com/healtheries-voted-most-trusted-supplement-brand/
https://www.consumer.org.nz/articles/which-supplements-should-you-take
https://asnonline.co.nz/blogs/articles/5-common-myths-about-supplements-in-nz?srsltid=AfmBOoq2zQ8WqsS6aueb14nVOusFWswNVVLxIJfDbRUg-wVDmIhRM5sc
https://ods.od.nih.gov/factsheets/WYNTK-Consumer/
https://nzihf.ac.nz/fitness-nutrition/vitamins-and-minerals-do-we-need-supplements/