A larger nutrient count does not automatically mean a better multivitamin. Count the nutrients, but also read the amount and % NRV in the recommended daily serving. Twenty-three lightly supplied nutrients and seventeen clearly supplied nutrients are different propositions; neither is automatically right for everyone.
In one sentence: Ingredient count tells you breadth; the quantities tell you what the label actually delivers.
Commercial disclosure: We sell The One, a 17-vitamin-and-mineral formula used as an example below.
What is “nutrient dusting”?
“Dusting” is marketing shorthand, not a legal or scientific category. It describes adding a small amount of a nutrient so it can appear in a long ingredients list even though the recommended serving supplies little of it.
Do not use 15% NRV as a verdict that everything below it is worthless. In supplements, 15% NRV in the recommended daily serving is normally the legal threshold for a “source of” nutrition claim. Below that threshold, the product may be unable to make the associated claim; this is not the same as proving the amount has no biological effect. The GB claims guidance explains the source threshold.
How to audit a multivitamin label
- Find the recommended daily serving. Front-of-pack numbers may apply to two or more tablets.
- Read each amount. Milligrams and micrograms matter; never compare the bare numbers without the units.
- Read % NRV. This converts different units into a common labelling reference.
- Count nutrients at meaningful declared levels. The usual 15% “source of” threshold is a useful label check, but not an effectiveness score.
- Check what is absent. Iron-free, iodine-free or vitamin-K-free may be a deliberate suitability choice rather than a weakness.
- Check cost per daily serving. Divide the pack price by the number of daily servings, not the capsule count alone.
What NRV does—and does not—mean
| NRV can help you... | NRV cannot tell you... |
|---|---|
| Compare declared amounts across products | Your personal requirement |
| See whether a nutrient is present at 25%, 50% or 100% of the label reference | Whether you are deficient |
| Check whether a product may meet a claim condition | Whether a higher dose will produce a better outcome |
| Spot very small additions | The tolerable upper level |
Why minerals often look smaller
Some minerals are physically bulky. Providing 100% NRV of calcium or magnesium can require much more tablet or capsule space than providing 100% NRV of vitamin B12. A one-a-day product therefore involves trade-offs between breadth, dose, size and format.
This does not excuse an unclear label. It simply explains why “100% of everything in one tiny capsule” is not always realistic.
Worked example: The One
The One declares 17 vitamins and minerals in one capsule:
- Nine at 100% NRV: thiamin, riboflavin, niacin, pantothenic acid, vitamin B6, folic acid, vitamin B12, vitamin E and manganese.
- Seven at 50% NRV: vitamin C, vitamin D, vitamin K2, biotin, iron, zinc and selenium.
- One at 25% NRV: iodine.
It also declares alfalfa, psyllium husk, sugar beet fibre, Seagreens and two named live cultures providing 1 billion CFU. Those additions should be judged by their own declared amounts, not treated as extra vitamins and minerals.
The formula contains vitamin K2 and iron and is labelled vegetarian, not vegan. Those facts may make it more or less suitable depending on the shopper; they are not automatic quality scores.
Does 17 beat 50?
Not as a universal rule. Seventeen well-declared nutrients can be more transparent than a longer list containing tiny additions, but a carefully designed 23-nutrient product may be a better fit for someone who wants nutrients not present in the 17-nutrient formula.
The better question is: which nutrients are present, at what amounts, and do they suit the person taking them?
Frequently asked questions
Is 100% NRV the ideal daily dose?
No. It is the full label reference value for an average adult, not an individual prescription.
Is a nutrient below 15% NRV useless?
No. Fifteen per cent is normally a claims threshold for supplements, not a biological on/off switch.
Are proprietary blends a warning sign?
They make comparison harder when individual quantities are not stated. Prefer a label that shows the amount of each ingredient wherever possible.
Should I choose the product with the most nutrients?
Only if those are the nutrients you want and the amounts, cautions, format and cost also fit.
Next steps
Read our UK multivitamin comparison for representative products and costs, or check whether a multivitamin is the right type of supplement for you.
Sources
Legal statements were checked against the GB Nutrition and Health Claims Register, the GB claims guidance and the product’s current label.
Written by Barry Lees. Last reviewed 2 August 2026.
Always read the label. Food supplements are not a substitute for a varied and balanced diet and a healthy lifestyle.
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