Many popular fibre supplements provide low fibre content for their cost, according to an analysis. For example, three Wellthy by Boots Daily Fibre High Strength Capsules offer 2g of fibre for 42p, which is comparable to or less than a small sweet potato costing 35p.
Some products, such as Holland & Barrett Psyllium Husk capsules, require taking up to six capsules daily to achieve a relatively low fibre dose of 2.2g. Novomins Fibre Gummies provide 4g of fibre per 66p dose, while a 50g bowl of porridge oats delivers the same amount for 4p.
The analysis also highlights marketing techniques used by some brands. 'Fairy-dusting' involves adding ingredients with approved health claims, like vitamins, to packaging to feature claims unrelated to the fibre content. Additionally, some brands list fibre content in milligrams (mg) instead of grams (g) to make doses appear larger.
Another tactic identified is 'science-washing', where brands cite studies on individual ingredients rather than their proprietary blends to give an impression of extensive research on the product itself.