Exploring the Commercial Availability and Marketing Claims of Cognitive-Enhancing Dietary Supplements: A Comparative Analysis of Offline and Online Retail Platforms
10.17576/JSKM-2026-2401-08
- Author:
Ng Wei Jie
1
;
Hanis Mastura Yahya
1
Author Information
1. Nutrition Programme, Centre for Healthy Ageing and Wellness (HCARE), Faculty of Health Science, Universiti Kebangsaan Malaysia, Jalan Raja Muda Abdul Aziz, 50300 Kuala Lumpur, Malaysia.
- Publication Type:Journal Article
- Keywords:
Dietary supplements;
cognitive impairment;
memory;
brain;
marketing
- From:Malaysian Journal of Health Sciences
2026;24(No. 1):82-91
- CountryMalaysia
- Language:English
-
Abstract:
Public interest in cognitive enhancement has driven the widespread availability of dietary supplements claiming
to support brain health and memory. This comparative cross-sectional study explores the commercial availability
and marketing claims of cognitive-enhancing dietary supplements across offline and online retail platforms.
A dual-component design was employed in a comparative cross-sectional study. The first component involved
assessing the commercial availability and marketing claims of cognitive-enhancing dietary supplements sold
through offline retail outlets in Kuala Lumpur using a purposive sampling approach. The second component
consisted of a parallel assessment conducted on online platforms, employing a convenience sampling strategy. A
total of 13 products were identified on offline retail platforms in Kuala Lumpur, and 117 products were identified
on online platforms. Capsules were the most common dosage form, both offline (46.2%) and online (79.5%).
Products sold offline most frequently originated from Singapore (69.2%), whereas online products predominantly
came from the United States of America (74.4%). The median prices of offline products were RM 190 (55.5), and
online products were RM 196 (183), which are comparable, although the online products exhibited a wider price
range (RM14–RM1,147). The most frequent claims were “brain health” for offline products and “memory” for
online products. Natural or compound extracts were the most common active ingredients. This study’s findings
found significant differences between offline and online dietary supplements in terms of availability, country of
origin, price and marketing claims. These inconsistent findings underscore the need for stronger regulation and
improved transparency in labelling to safeguard consumer health and ensure product credibility. Future research
should focus on dosage accuracy, long-term safety, and mechanisms of action for supplements with cognitiveenhancing claims.
- Full text:202603191138466806293409-318928-1-PB.pdf
