From Influencers to Aisles: Navigating Health Trends in Ireland

What Irish Consumers Need to Know About Supplements, Claims, and Social Media Influence.

This month on Roominate with EmilyRose Nulty, I examine the growing promotion of supplements, vitamins, and powders across social media, advertising, and retail spaces. Drawing on industry reports, Irish regulatory guidance, and expert insight from Registered Dietitian Sinéad Larkin, the article explores how marketing, influencer culture, and consumer trends are shaping supplement use in Ireland today.

Supplements, vitamins, and powders are being advertised to us, promoted through traditional media to influencers, with the new it product always trending. But the questions remain: are they beneficial? Are they safe? And do they truly deliver on their claims? It’s not coincidental that the global promotion comes from a booming industry. From multinational brands to upcoming local companies, and with the multitude of platforms, we can see ourselves anywhere, being promoted by anyone.

Supplement Sales Increase

Many establishments sell supplements, one of them being Holland and Barrett. According to a recent piece released by The Times, Holland and Barrett’s revenue has risen by 11% in 2025, the brand has over 1,000 stores between Ireland and the UK, and generated £713.3 million in sales last year. In another Times piece, H&B in Ireland’s revenue increased from €10 million to €66 million according to the 2024 accounts.

While many factors are contributing, a notable one is people taking advice from social media, although Chief Executive Anthony Houghton expressed that some shoppers are taking advice that isn’t relevant to them, which causes concern. Other factors include weight-loss treatments such as GLP-1, products to help maintain muscle mass, and products to reduce digestive discomfort.

Regulation and Consumer Guidance

At present, Ireland does not have a specific authority for supplement regulation; it is all under the Food Safety Authority of Ireland, unlike America with the FDA and the UK with MHRA. Guidance from Galway Nutrition & Therapy Clinic, Ireland, warns people to be cautious with supplements purchased online, imported, and untested under EU standards, as well as products making unsupported claims about weight management, immune support, or cognitive functions. They note avoiding ‘miracle’ products, being wary of high-dose and multi-ingredient supplements, and buying from reputable Irish or EU pharmacies with clear traceability.

Influencers, Celebrities, and Brands

Many Irish and global influencers, celebrities, and brands have been promoting supplements and wellness products for years. Some posts are transparent, others lack clear disclosure of paid partnerships, prompting warnings from advertising watchdogs about undisclosed ads and misleading claims. The Journal released an investigative piece dating back to 2019 highlighting influencers promoting wellness supplements with health claims, which, under guidelines from the Advertising Standards Authority for Ireland, must be supported by evidence. Personal testimonies alone aren’t enough.

This highlights the need for consumer caution, especially for adults, young adults, and even children following social media trends, as this method of advertising is becoming the modernised TV ads; we just see them even more.

It isn’t uncommon; there have been complaints and reports published about undisclosed ads and the promotion of these kinds of products. With so much promotion and mixed messaging surrounding supplements, it can be difficult to know what is genuinely beneficial and what may simply be marketing.

To gain a clearer perspective, Registered Dietitian Sinéad Larkin joined me to share her insights on the growing supplement trend.

Are supplements necessary for most people, or can we meet nutritional needs through diet alone?

RD Sinéad Larkin: “For most healthy people, nutritional needs can usually be met through a balanced and varied diet that includes fruits, vegetables, whole grains, protein, and healthy fats. Research and guidance from health organisations suggest supplements are generally not necessary for the general population unless there is a deficiency, medical condition, or specific life stage requirement.

However, supplements can be beneficial in certain situations, for example:

Folic acid for people who are of childbearing age before getting pregnant and
during pregnancy
Vitamin D from October to March, as we do not get enough from food alone, and
sunlight is limited

Please always consult a healthcare professional for guidance on supplemental use.”

Do you see social media influencing how people approach supplements?

Sinéad: “Yes, social media has had a major impact on supplement use. Platforms like Instagram, TikTok, and YouTube often promote supplements as quick solutions for energy, immunity, weight loss, or better skin.

Research shows a significant number of people now turn to influencers for supplement advice rather than healthcare professionals, which can lead to misinformation or unrealistic expectations. The challenge is that social media content often prioritises engagement and marketing over scientific evidence, and potential risks or interactions are rarely discussed.”

What should consumers watch out for when buying supplements online?

Sinéad: “When purchasing supplements online, consumers should be cautious about products that make exaggerated health claims or promise quick results. It is important to check that the product clearly lists the ingredients, dosage, and manufacturer information. Consumers should also ensure the product complies with recognised safety regulations

In Ireland, supplements fall under food law and are monitored by organisations such as the Food Safety Authority of Ireland and the European Food Safety Authority. Products from the United States may reference oversight from the U.S. Food and Drug Administration, although regulations can differ. Buying from reputable retailers and avoiding extremely high-dose products can help reduce potential risks.”

Have you noticed any growing trends in supplements among Irish consumers?

Sinéad: “In Ireland, supplement use has increased in recent years, with vitamin D remaining one of the most commonly used supplements, particularly during the winter months. However, there are also other growing trends. For example, supplements marketed for immunity, gut health, collagen for skin and joints, and herbal products such as ashwagandha have become increasingly popular. Many of these are widely promoted on social media and wellness platforms.

While some of these products may have potential benefits, many are not always necessary for the average healthy person, and the evidence supporting them can be limited. There is also concern about people taking multiple supplements at the same time without professional advice, which can increase the risk of excessive intake or interactions.”

Navigating the world of supplements and wellness products can be challenging, especially with social media, influencers, and brands constantly promoting the “next best thing.” While some products may offer benefits, the most important step is staying informed: check the evidence, understand potential risks, and consult professionals when needed. By approaching trends intentionally, you can make choices that support your health safely, without getting caught up in hype or unnecessary spending.

If you’re curious about influencers, supplement safety, and how to separate fact from marketing hype, listen to our audio interview with Sinéad, available wherever you get your podcasts. Follow her on Instagram @kind_dietitian for accessible and informative content!

Written by EmilyRose Nulty

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