Navigating the Supplement Market: How to Identify Quality Products

Manipulative, untruthful marketing and high prices often mislead consumers to trust “high quality or premium” brands blindly. 

Here are the most effective methods I have found for finding what can be a life-changing supplement. The list is in the order of the most reliable and accessible ways consumers can judge a supplement’s safety and effectiveness. Each method is explained in simple terms, with science-backed details so that you can make informed choices despite the “wild west” nature of the supplement market. 

In an unregulated market, knowledge is your best defense!

1. Always read the small print– Identify Toxic vs. Safe Fillers

This is always the first place I check as I think of it as a “moral” test. If a brand assumes the consumer will not check the small print under the nutrition facts panel or is not educated on the topic and is okay with displaying a carcinogenic filler, what other corners are they alright with cutting? Not all excipients are flawed – many are inert and safe.

Excipients are fillers, binders, coatings, flavorings, and preservatives added to the pill or powder. They serve functions like giving the capsule shape, preventing caking, or adding color. They are never added to improve the safety or effectiveness of a supplement.

Let’s break down the most common filler/additive ingredients into two categories:

❌ Additives to Watch Out For (Carcinogenic, counterproductive or simply Unnecessary):

• Artificial Colors (Synthetic Dyes): These appear as names like FD&C Red No. 40, Red No. 3, Yellow No. 5, Blue No. 1, etc. They add nothing to nutrition and are purely cosmetic. Red No. 3 is slated to be banned from foods and supplements by 2027 due to safety concerns (FDA)

• . Europe already requires warning labels on products with certain dyes because they “may have an adverse effect on activity and attention in children.”(ACHS)

1. Magnesium Stearate

• What it is: Magnesium stearate is a lubricant that combines magnesium with stearic acid. Manufacturers commonly use it to prevent ingredients from sticking to manufacturing equipment.

Why it can be problematic

Impact on Absorption: Research suggests magnesium stearate can form a film-like barrier in the digestive tract, potentially interfering with nutrient absorption. A study published in Pharmaceutical Technology journal noted that magnesium stearate’s hydrophobic (water-repelling) properties could affect dissolution rates and, thus, the bioavailability of active ingredients (PubMed).

2. Titanium Dioxide: 

What is it: A whitening agent used to make tablets bright white. 

Why it can be problematic

Titanium dioxide has no nutritional value and carries safety concerns. European agencies classify it as a possible carcinogen (but yes, it’s still allowed here in the US)(EFSA). Due to these risks, the European Food Safety Authority no longer considers titanium dioxide safe as a food additive. (EFSA)

3. Partially Hydrogenated Oils: Surprisingly, some supplements have contained hydrogenated soybean or palm oil as fillers or binding agents. These are trans fats, which are known to be harmful – they raise “bad” LDL cholesterol and increase heart disease risk.

(ACHS). The FDA has primarily banned trans fats in foods, but trace amounts might lurk in older supplement formulations. If you see “hydrogenated oil” or “partially hydrogenated” in the ingredient list, that’s a supplement to skip. There’s no reason to ingest artery-clogging trans fat with your multivitamin.

2. Silicon Dioxide

What it is: Silicon dioxide (SiO₂), often known as silica, is an anti-caking agent used to prevent clumping and maintain a powdery consistency in supplements.

Why it can be problematic:

Chronic Exposure and Long-term Concerns: The European Food Safety Authority (EFSA) has expressed concerns about nano-sized silicon dioxide due to uncertainty regarding long-term safety. In a 2021 evaluation, EFSA stated that silicon dioxide as a food additive (E551) needed better data to ensure safety, especially concerning chronic exposure to nano-sized particles (EFSA). Although conventional supplement silica is larger in particle size, the presence of nano-sized contaminants or prolonged cumulative exposure could pose risks.

Bioaccumulation Risks: Silica, particularly in nanoparticle form, has demonstrated potential bioaccumulation risks, meaning it can accumulate in tissues over time. This raises concerns about chronic inflammation or immune dysregulation, though clear human data. (Frontier)

✅ Common Fillers/Excipients Considered Safe (Inert or Low-Risk):

• Cellulose (Plant Fiber): Often listed as microcrystalline cellulose or just cellulose. This plant-derived fiber is used to give pills structure or act as a bulking agent. Humans can’t digest cellulose, so it passes through without effect (it’s like a tiny amount of dietary fiber). It’s generally harmless and one of the most common fillers, especially in vegetarian capsules and tablets. (HealthLine)

• Gelatin or Veggie Capsules: Gelatin capsules are made from animal collagen (often bovine or porcine), while “veggie caps” are usually made from hypromellose (hydroxypropyl methylcellulose), a plant fiber derivative. These make up the capsule shell. Gelatin is safe to consume (it’s protein), though not vegetarian/vegan. Veggie caps are also safe and are an excellent alternative for those avoiding animal products.(PubMed). Neither is a health risk (unless you have an allergy or dietary restriction). They just encapsulate the ingredients.

• Rice Flour, Maltodextrin, etc.: These are sometimes used as benign fillers, especially in powdered supplements. Rice flour is just a starchy base – safe aside from adding a tiny bit of carbohydrate. Maltodextrin is a starch-derived powder; in large dietary amounts, it’s highly glycemic, but the small quantities in pills are not a big concern. These ingredients are basically food substances and are generally recognized as safe. (FDA)

The key is avoiding additives that don’t need to be there or carry known risks (like dyes or excess fillers). A good supplement often has a short “Other Ingredients” list – just what’s needed for the capsule or tablet, nothing more.

Action for consumers: Scan the other ingredients. If you spot any risky fillers above, you might opt for a cleaner product. If the list contains only safe fillers (or very few additives overall), that’s a good sign. Over time, you’ll become familiar with the common excipients. This way, you can avoid unnecessary synthetic chemicals and ensure you get a purer supplement.

Fillers are always under “other ingredients” below the fact panel.

2. Look for Patented or Trademarked Ingredients

Ever notice some supplements list branded ingredient names, like Suntheanine®, Sensoril® Ashwagandha, or Affron®? These are patented or trademarked ingredients, a mark of excellence. They often appear with an “®” or “™” symbol and sometimes a little footnote about the ingredient’s owner. Paying attention to these can be a useful way to gauge quality and effectiveness.

What are branded ingredients? They are specific versions of a vitamin, mineral, or herb that a manufacturer has developed and protected with a trademark or patent. This usually means the ingredient has undergone extensive research and quality testing, and the manufacturer has standardized it for consistency.

Essentially, a branded ingredient is a known quantity – you’re not just getting any ashwagandha, you’re getting, say, Sensoril®, which has a specific concentration of active compounds and multiple clinical studies supporting its efficacy and safety.

Example

For instance, Curcuwin Ultra+®, a patented version of turmeric, boasts an Ultrasol Tech nutrient delivery system with 40% faster absorption and 144x bioavailability over generic Curcumin. (Curcuwin)

Or Vegd3®, Vitamin D3 sourced 100% from algal which has fully monitored indoor grown algae in the UK and uses no pesticides (VegD3)

Not the commonly used cholecalciferol vitamin D that is often used as rat poison(VCA)

Consistency: You’re more likely to get the same form and dose that was tested in studies. Suppliers of branded ingredients often require supplement makers to use a clinically effective dose of their ingredient as a condition for licensing it.

This means if a study found 500 mg of Ingredient X works, a company using the trademarked Ingredient X is generally encouraged to include ~500 mg, not a token amount. This helps ensure efficacy. 

From a consumer standpoint, identifying these branded ingredients is fairly straightforward – look for capitalized names or ®/™ symbols in the ingredients list. Often, the label will highlight them (sometimes with a logo or a blurb like “contains a patented form of ...”).

Choosing a supplement that uses these can be advantageous. This shows that the company is willing to spend more on quality ingredients. In fact, surveys have found that consumers are more confident in supplements with branded ingredients – one survey indicated that about 75% of people aged 18–54 trust products with branded ingredients more than those with generic ingredients.

There’s a sense of trust and “track record” when you recognize a quality seal of a patented ingredient.

But

Always choose third-party trademarked ingredients. A company’s trademarked ingredient often signals a desire to control IP rather than genuine superiority proven through market competition.

Scanning for trademarked ingredient names is an accessible way to spot a potentially higher-grade supplement. So when you see that little “®” symbol on an ingredient, know that it often stands for research, quality, and consistency – all good things for choosing an effective supplement.

3. Avoid Mysterious Proprietary Blends – Demand Transparent Labels

When examining the label of the supplement facts, look for the term “Proprietary Blend” (or “Proprietary Formula” or “Complex”). This is often a red flag for transparency. A proprietary blend means the manufacturer has lumped multiple ingredients together and only disclosed the combined amount, not the individual doses of each ingredient. For example, a “SuperEnergy Proprietary Blend – 1,000 mg” might list caffeine, ginseng, green tea, etc. Still, you have no idea if it’s primarily cheap fillers with a pinch of the costly ingredients you want.

Why avoid blends? With proprietary formulas, you can’t tell how much of each ingredient you’re really getting, which makes it hard to evaluate safety or effectiveness. (PubMed). 

Companies often use this to hide small, ineffective doses of expensive ingredients while bulking up the blend with cheaper ones. 

In other words, a blend lets them sprinkle a token amount (“fairy dust”) of a good ingredient so they can list it on the label without providing a useful dose. Research and industry experts note that proprietary blends are frequently “optimized for cost over efficacy,” meaning the consumer may be paying for an under-dosed product(PubMed).

The solution: Choose supplements that fully disclose each ingredient’s amount. Quality manufacturers will list each active ingredient separately with its exact dose (e.g., Green Tea Extract – 300 mg, Quercetin – 500 mg, etc.). This transparency lets you compare those doses to what’s been shown to work in studies (more on that later). It also helps you and your healthcare provider track how much each substance you take. 

In summary, avoiding proprietary blends is an easy rule that ensures you’re not left guessing. It’s your money and health – you have a right to know exactly what (and how much) you’re ingesting. If a label hides behind a blend, consider it a transparency issue and opt for a product that lays out the facts plainly.

This "premium brand" has two different proprietary blends, both hiding the dosage of many ingredients.

Closing statement

Despite the alarming realities uncovered in these chapters, remember that rigorously tested and transparently labeled high-quality supplements can profoundly enhance your health and life. Decades of meticulous scientific research consistently prove that genuine, clinically validated ingredients, like those featured in reputable studies, truly deliver remarkable benefits. By following the practical strategies you’ve learned here, from spotting risky fillers to choosing trusted patented ingredients, you can confidently navigate the supplement market, maximizing your chances of experiencing genuine, life-changing results.

-Case Eckman, Founder of Althera

P.S. For any health or business-related questions, reach out anytime through my personal email, Caseeckman@Althera.co .

References

1. U.S. Food and Drug Administration. (2022, October 5). FDA to revoke authorization for use of Red No. 3 in food and ingested drugs. https://www.fda.gov/food/hfp-constituent-updates/fda-revoke-authorization-use-red-no-3-food-and-ingested-drugs

2. American College of Healthcare Sciences. (2023). Dangerous supplement ingredients to avoid. https://achs.edu/blog/dangerous-supplement-ingredients/

3. Pharmaceutical Technology. (n.d.). Impact of magnesium stearate on drug absorption. https://pubmed.ncbi.nlm.nih.gov/17848158/

4. European Food Safety Authority. (2021). Titanium dioxide (E171) no longer considered safe when used as a food additive. https://www.efsa.europa.eu/en/news/titanium-dioxide-e171-no-longer-considered-safe-when-used-food-additive

5. European Food Safety Authority. (2023). Re-evaluation of silicon dioxide (E 551) as a food additive in foods for infants below 16 weeks of age. https://www.efsa.europa.eu/en/plain-language-summary/re-evaluation-silicon-dioxide-e-551-food-additive-foods-infants-below-16

6. Chen, J., et al. (2022). Toxicological impact of nano-silica particles: Bioaccumulation and health implications. Frontiers in Pharmacology, 13, 829796. https://www.frontiersin.org/journals/pharmacology/articles/10.3389/fphar.2022.829796/full

7. Healthline. (2021). What is cellulose, and is it safe to eat? https://www.healthline.com/nutrition/cellulose-fiber

8. National Institutes of Health. (2007). Gelatin vs. hypromellose capsules. https://pubmed.ncbi.nlm.nih.gov/17723258/

9. U.S. Food and Drug Administration. (2024). Generally Recognized as Safe (GRAS) notice inventory. https://www.fda.gov/food/gras-notice-inventory/recently-published-gras-notices-and-fda-letters

10. OmniActive Health Technologies. (n.d.). Curcuwin Ultra+®: Superior curcumin absorption with Ultrasol technology. https://omniactives.com/product/curcuwin-ultra/

11. Vegan D3. (n.d.). What is VegD3®? https://vegd3.com/

12. VCA Animal Hospitals. (n.d.). Cholecalciferol (Vitamin D3) rodenticide poisoning. https://vcahospitals.com/know-your-pet/cholecalciferol-vitamin-d3-rodenticide-poisoning
    

13. Patel, D., et al. (2023). Label transparency in dietary supplements: An analysis of proprietary blends. Journal of Dietary Supplements, 20(3), 455–470. https://pmc.ncbi.nlm.nih.gov/articles/PMC10196566/