Evidence
Many companies on the internet (and elsewhere) claim to have "the best multivitamin" or "the best protein" or "the purest form of <whatever>".
I encourage anyone who sees these kinds of claims to look more closely at what is being offered as evidence. There are several questions that can lead to the internet version of a "blank stare" when you ask...
Questions about the products:
Show me the double-blind clinical trials done on YOUR product that have been published in peer-reviewed scientific or medical journals:
If there is any response to this question, they will usually quote some generic study that has nothing to do with their product. For example, they may say something alone the lines of "The AMA recommends all Americans take a daily multivitamin," but do not show any data on how THEIR product is absorbed into the bloodstream or how THEIR product has been shown to improve long term health.
What is the scientific evidence that shows the supplement does what is claimed?
Many fads start because someone found out that a certain population group has a decreased incidence of <whatever>. This population group has a high amount of <insert fad berry or plant here> in their diet, so that PROVES we all need this <insert fad plant or berry> in our diet! Could it be that a population living on a remote South Pacific island might have some other factors in their favor for having a better health profile than the average fast-food eating American? Promoters of fad products will hang on to any shred of evidence to try and make a buck in the short term.
What is the scientific evidence that shows the supplement is safe for long term use for the general population (remember fen-phen: that was a diet fad that caused many people harm)?
Another point to watch out for is how long term use of any dietary product will effect the health of the general population in the long term. Just because it's good for African tribesmen or Himalayan nomads, it does not mean that it will be safe for you or I for long term use.
An important thing to note is that the US FDA (Food and Drug Administration) does not regulate food supplements. A company does not have to prove that their product does anything at all to be able to sell it. The do not have to prove its safety or even that the contents of the product match the labeling. It really is landscape of "buyer beware".
If it's a basic supplement (such as a multivitamin), what are the raw materials? Are they natural or synthetic? What fillers, colorings, etcetera are used in the manufacturing process?
There is a whole other article that can be written on the benefits of a product made from food as opposed to chemicals synthesized in a lab. At this point it will be sufficient to say that the body is going to treat food based supplements like food and be able to assimilate them more effectively. Ingesting chemicals...well, I think most people would agree that they would like to keep that to a minimum. The ideal is to find supplements that are as close to nature as possible.
Along with having a product made as close to nature as possible, it needs to be tested to make sure that it has a reasonable shelf life. It turns out that just because something is put into a product, that does not mean it will not break down during transportation or as it sits on the shelf. One example of this is vitamin C that comes in drinks packaged in clear plastic containers. The label may claim a certain amount of vitamin C, but vitamin C is quickly destroyed by light, heat and air. These products are likely not chilled during transport, jostled regularly (increasing exposure to air inside the bottle) and of course the light allowed in to let the consumer see the pretty artificial colors added.
Another example is the typical breakfast cereal. Having worked previously as an engineer in food processing, specifically with breakfast cereals, I have seen first hand the high temperatures the raw ingredients are subjected to (you have to be careful so as to not receive serious burns when working in some of these areas). To make up for most of the nutritional value being destroyed during processing, a synthetic vitamin mixture is sprayed on to the cereal before packaging. The relatively small benefit gained from the synthetic vitamins will degrade significantly during transportation and shelf time.
If raw materials are claimed to be natural (or "organic"), do they test that? Do they take the supplier's word for it or is every raw material tested for quality and purity?
Sometimes crops can become unknowingly contaminated during the growing season, or even during transport between the supplier and the manufacturer. A crop grown to the highest organic standards could be affected by an acid rain, and still be considered organic. An imported crop could be spayed at the dock with a fungicide without the knowledge of the supplier or the manufacturer, unless the manufacturer tests all raw materials before they go into production.
Who created the formulation? What science is the formulation based on?
It's not difficult to find products available that tout it's "Dr. so-n-so's special formula". The fact is anyone can call up a "custom supplement company" and have a product created and named after them without any research at all on their part. There are some talented individuals in the industry, but does it make more sense to trust a single individual who has come up with a formulation or to trust a medical advisory board that has the resources to not only research the best available data, but to conduct quality studies on various combinations to ensure effectiveness, safety and stability?
What is the guarantee on purity, potency, and performance?
Many of the "guarantees" available will only allow returns on unopened product. If the product was never opened, how could it be evaluated. This puts the risk completely in the lap of the consumer. The best guarantee will be unconditional - refunds available for any reason, even if the product was used over the course of months and there are only empty containers left.
Questions about the company:
How long has the company been in business (and under how many different names)?
Sometimes a company will get a bad reputation because they produced an unsafe or ineffective product. It would not be too difficult for the owners of that company to reform under a different name and produce another short-life-span product to make another quick buck. Companies that have been around for 20, 30, 40...even 50 years or more will only have survived and thrived by keeping customers happy. That is done by creating products that are effective and conducting business to the highest possible standards.
What is the company's record on running a sustainable operation (environmentally conscious)?
This goes to the next step beyond just producing a quality supplement. A company can show its dedication to creating healthier lives not only by helping the individuals who use their products, but by conducting business in such a way to minimize impact on the environment. Actions such as building and using facilities that conform to the highest environmental standards, keeping greenhouse gas emissions at a minimum, and offsetting greenhouse gas emissions that cannot be eliminated by improving processes outside of their business.
How does the company give back to the community?
This is another question that may not contribute directly to the quality or efficacy of a supplement, but if a company is going to be supported does it make sense to work with a company that gives back to the community? How do they respond to humanitarian disasters around the world such as tsunamis or hurricanes? Does the company contribute directly or even have charities already in place to help with these kinds of events? If the company has local distributors, are they also encouraged to improve and contribute to their local communities to make a global impact?
The bottom line behind all of this investigation is the basic stance we should all take when a company makes a claim: PROVE IT!
There is at least one company that is happy to undergo this kind of questioning and scrutiny. Listed below are some of the resources that illustrate this company's dedication to health and wellness (links open in new window):
Clinical Research Studies (Summary)
Omega-3 Clinical Study
Vitamin C Clinical Study
Sports Drink Study
Workout Recovery Drink Study
Snack Bar Study
Multivitamin Clinical Abstracts
All products have a 100% guarantee on purity, potency, and effectiveness. It's an "empty bottle" guarantee, which means that you can use all of the contents of anything you try and still get your money back if you are not happy with the results.