New consumer survey: Testing as a catalyst for confidence

3 June 2026

INFORMED recently commissioned a new consumer survey titled “Testing as a Catalyst for Confidence”.

Conducted by multinational management consultancy CIL, the survey explored how consumers in the UK and US perceive supplement safety, third-party testing and certification when choosing vitamins, minerals and supplements (VMS).

The survey gathered feedback from approximately 2,000 consumers across the UK and US who had purchased VMS products in the previous 12 months. The findings point to a clear shift in the market: Consumers are becoming more aware of supplement safety, label accuracy and the role of independent verification.

As the supplements category continues to grow, consumers are paying closer attention to what sits behind the products they buy. They want to know that products contain what they say they contain, are manufactured to high standards, and have been independently assessed for safety and quality.

The survey found that more than 40% of consumers in both the UK and US actively look for quality or certification marks when buying supplements. This shows that certification is increasingly becoming part of the purchase decision, helping consumers identify products that can provide an added layer of confidence.

This is why INFORMED certification matters.

Through programmes including Informed Sport and Informed Choice, INFORMED helps brands demonstrate that their products have been independently tested and certified. Certification provides a visible signal of product integrity, helping consumers identify products assessed to recognised standards.

For supplement brands, independent certification can help build trust, reinforce brand integrity and support differentiation in a crowded market. The full survey also explores how certification can influence consumer confidence, purchase behaviour and willingness to pay for independently verified products.

As consumer expectations continue to rise, brands are being judged not only on what they claim, but on what they can prove.

Download the full report to explore the findings in more detail.

Download our Testing as a Catalyst for Confidence Survey Here