Anthocyanin-Rich Pigment Supplements in the Australian Online Market: Sources, Labelling Practices, and Bioactivity Claims

Amid growing consumer interest in the health benefits of anthocyanins, the market for anthocyanin-based dietary supplements has expanded substantially. However, data on product composition and health claims in the Australian online market remains limited. This study characterises anthocyanin-based dietary supplements available online in Australia (July–August 2024), examining product origin, botanical sources, formulation, extract concentration, delivery formats, anthocyanin content disclosure, health claims, serving sizes and pricing patterns. Among the 121 products analysed, bilberry, elderberry, and tart cherry were the most commonly used anthocyanin sources, collectively representing 47% of the market. Capsules were the dominant delivery format (86%), and reported extract concentrations varied widely, with lower ratios (1–10:1) being most prevalent. Only 18% of products disclosed anthocyanin content (0.1–36%), with bilberry supplements accounting for the majority of reported values. Health claims were present on 69% of products and varied by source, with bilberry products most frequently promoting vision health, elderberry emphasising immune support, tart cherry targeting joint and exercise recovery, and cranberry focusing on urinary tract health. Declared extract (mg per serving) ranged from 10 mg to >1500 mg. Pricing varied substantially across products (AUD 0.02–7.40 per gram; mean AUD 0.78/g), with bilberry supplements consistently among the most expensive. Overall, these findings highlight considerable variability in formulation, disclosure, and health claim practices, underscoring the need for improved transparency and evidence-aligned representation of anthocyanins as bioactive pigments in the Australian nutraceutical market.