The Multivitamin Myth

For decades, shelves stacked with multivitamins have promised a simple route to better health.  But is this one-size-fits-all approach really helping, or could it be masking a bigger issue? 

iSelect’s latest study explores the gap between public perception and scientific evidence on the role of supplements. While some individuals genuinely benefit from targeted support, particularly if they face a vitamin deficiency, others may be consuming nutrients their bodies already have enough of. In some cases, this can even lead to a vitamin surplus, which research suggests brings little or no benefit and may, in rare circumstances, be harmful. 

Rather than relying on a daily multivitamin just in case you might need one, the smarter choice is a personalised approach. This involves identifying what your diet provides, what it lacks, and supplementing only where it’s truly needed. This study will help you to make clearer, more informed health decisions. 

Where are multivitamins the most redundant?

While some people genuinely need targeted vitamin supplements, there are situations where daily multivitamins add little value, making them more redundant than reassuring. Additionally, some countries require that some foods are fortified to improve nutrition, whereas others do not.  

#1: Poland – Vitamin surplus score: 77.60

In Poland, people receive a dietary adequacy score of 0.72 out of 1, making them the top population for receiving vitamins from their diet. Fortification exposure of staple foods, such as wheat or maize flour with folic acid, is voluntary. However, supplement use comes in at a whopping 98% of the population studied, showing that Polish people are some of the top consumers of multivitamin pills that may not be required.  

#2: Czechia – Vitamin surplus score: 66.62

Czechia comes in at number two for potentially redundant vitamin consumption, as fortification exposure is also voluntary and people receive a score of 0.56 for dietary adequacy. Supplement use here is almost as high as Poland, at 97%.  

#3: Finland – Vitamin surplus score: 68.73

Finland receives relatively little sunlight, particularly during autumn and winter. People here have a dietary adequacy score of 0.57 and fortification exposure is voluntary. Supplement usage is also very high at 94%.  

#4: Slovenia – Vitamin surplus score: 68.24 

Slovenia is another country that receives around half of its vitamins through its diet (0.54) and where people use a lot of supplements (96% of population). Fortification of staple foods is voluntary in Slovenia. 

#5: Norway – Vitamin surplus score: 65.90 

Due to it stretching so far north, Norway also has long, dark winters. Dietary adequacy is higher than some other countries at 0.65, and fortification exposure is voluntary. However, supplement use is lower than the other countries in the top five, dropping to 74% of the population. 

#6: Canada – Vitamin surplus score: 64.49 

In cities such as Toronto and Vancouver, the sun can remain low in the sky during winter, and the far north of Canada can experience weeks without sunlight. Dietary adequacy scores 0.67 and it’s the only country in the top ten where fortification exposure is mandatory. As a result, supplement use is lower in Canada than any of the other countries in the top ten (46% of the population). 

#7: Sweden – Vitamin surplus score: 62.22 

Another country with a northern latitude, Sweden has the same dietary adequacy as Canada (0.67), but fortification exposure is voluntary here. Sixty per cent of Swedish citizens are using vitamins, putting it in the midrange.  

#8: Denmark – Vitamin surplus score: 59.39 

Danes have voluntary fortification exposure and their diets account for 0.63 of required vitamins. As a result, supplement usage is just over half at 58% of the population.  

#9: Netherlands – Vitamin surplus score: 58.58 

Residents of the Netherlands receive 0.63 of their vitamin requirements from their diets, and fortification exposure is voluntary. Meanwhile, their rate of supplement usage stands at 56% of the population. 

#10: Greece – Vitamin surplus score: 58.12 

Finishing off the top ten countries for redundant vitamin intake, Greece has a dietary adequacy of 0.64 and fortification exposure is voluntary. Supplement use comes in at 53%, which is a little over half that of Poland. 

#14: Australia – Vitamin surplus score: 51.91 

When compared to other countries, Australians receive relatively few of their essential vitamins from the food they eat, as dietary adequacy is 0.44. However, fortification exposure is mandatory here and 43% of the population use supplements, lowering the surplus score.   

Nutrient deficiencies vs. prevalence  

When it comes to vitamin deficiency, global research highlights a clear pattern: some nutrients are genuinely under-consumed, while others are plentiful yet still heavily marketed as vitamin supplements. For example, Vitamin E is consistently the most lacking nutrient, ranking as the top shortfall in 13 of the 18 countries reviewed. This indicates that many diets worldwide are not meeting recommended levels, despite the wide availability of Vitamin E-rich foods such as nuts, seeds and vegetable oils. 

By contrast, Vitamin B12 tells a different story. This is one of the most prevalent vitamins within the average diet, especially in populations that consume animal products, yet it remains one of the most commonly supplemented. This raises the question of whether consumers are using multivitamins out of habit rather than genuine need. 

These trends reinforce the importance of moving away from blanket supplementation and towards personalised choices. Instead of doubling up and risking vitamin surplus, you should focus on the nutrients that your diet may not sufficiently provide. 

What should you do instead?

  

Rather than reaching automatically for a bottle of multivitamins, the smarter first step is to prioritise balanced, varied meals that naturally provide the majority of essential nutrients. Everyone’s health requirements are different, which means there’s no universal solution. Taking on a blanket approach can risk both vitamin deficiency in some areas and vitamin surplus in others.  

A more effective strategy is to consider your personal lifestyle, diet and health status, and to seek professional advice where needed. Speaking to a GP or a qualified dietitian can help you to identify whether targeted vitamin supplements are necessary, and if so, which ones are most appropriat