Have you ever picked up a food supplement, looked at the label, and felt unsure what some of the numbers or wording really meant?
You’re not alone. Between different ingredient forms, “equivalent to” doses, long ingredient lists and small-print explanations, even well-intentioned products can be difficult to compare and understand – especially if you don’t have a scientific background.
At VitaV, we believe people deserve clear, honest and straightforward information when they choose supplements. That’s why our parent company, Kanthos Limited has launched the Food Supplement Transparency Survey.
Our goals with this survey are to:
- Understand how people in the UK actually choose supplements in real life.
- Learn which parts of the label they find most helpful – and which parts feel unclear or overwhelming.
- Explore how important things like accurate dosing, clear explanations and the use of fillers are when weighing up different options.
- Gather insights that can help us advocate for clearer, more consumer-friendly supplement labelling.
The survey is:
- Open to UK residents aged 18+
- Completely anonymous
- Around 4–6 minutes to complete
It is followed by an optional free entry into a prize draw for a £100 Amazon.co.uk voucher as a thank you for taking part.
👉 Take the survey here: https://kanthos.com/transparency_survey_2025/
The results will be brought together in the first Kanthos Supplement Transparency Report, which we plan to make freely available once the analysis is complete. Our aim is not to criticise individual products, but to build a clearer picture of where communication can be improved and how we, as a brand, can contribute to more transparent labelling and clearer information for everyone.
Thank you in advance to everyone who takes the time to share their experience. Your answers genuinely help shape how we think about supplements and how we communicate them.
If you’d like to explore this topic further while you’re here, you may also find these resources helpful:
- Our Food Supplement Guide – a practical overview of key concepts, ingredients and what to look for when choosing a product.
- Supplement Smarts: How to Read Labels & Avoid Marketing Tricks – a deeper dive into how labels are written, what common phrasing really means, and how to spot unhelpful or confusing practices.