Testing as a Catalyst for Confidence: New Consumer Survey
In March 2026, INFORMED commissioned a comprehensive consumer survey to decode the shifting landscape of Vitamins, Minerals, and Supplements (VMS) safety and to understand the extent of third-party testing dictating purchase behaviour. Conducted by multinational management consultancy CIL, the study gathered feedback from approximately 2,000 consumers across the UK and US who had purchased VMS products in the preceding 12 months.
The findings noted a shift in the market: transparency is no longer a nice to have, but a growing prerequisite. As consumers in the UK and US become increasingly “label-literate,” independent testing and certification programmes from bodies like INFORMED have emerged as a primary driver for brand loyalty and purchase confidence