A recent comprehensive industry analysis conducted by our parent company, ChromaDex, through its ISO 17025 accredited laboratory, has revealed concerning findings about the nicotinamide riboside (NR) supplement market. The published white paper, part of ChromaDex's new Market Surveillance Program, was designed to evaluate the quality and accuracy of NR products available to consumers. According to the study findings highlighted in NutraIngredients USA last week, only 13% of NR dietary supplements tested actually meet or exceed their label claims. 

This rigorous analysis comes at a pivotal moment for the NAD+ supplement category, which is experiencing robust growth as scientific evidence continues to support the role of NAD+ in cellular health and ageing. With market projections indicating expansion from $200 million in 2021 to over $500 million by decade's end, product integrity has never been more critical. 

The study represents ChromaDex's commitment to scientific rigor, consumer protection, and industry accountability as the creators of Niagen® (the only commercially available form of NR that has successfully completed FDA safety reviews) and Tru Niagen® (ChromaDex's flagship consumer product). 

Key Study Findings

ChromaDex's Market Surveillance Program conducted a quantitative analysis of 39 NR products purchased from Amazon and direct-to-consumer websites in the United States between February 2023 and January 2025. Using validated High Performance Liquid Chromatography (HPLC) methodology with UV-Vis detection, the analysis revealed: 

• Only 5 products (13%) fully met or exceeded their label claims for NR content (≥100% of label claim)
• 5 products (13%) contained nearly the claimed amount (90-99% of label claim)
• 15 products (38%) contained significantly less NR than claimed (1-89% of label claim)
• 14 products (36%) contained virtually no NR (less than 1% of label claim), with 9 products having no detectable NR whatsoever.

The study also identified concerning patterns across product formats: 

• All high water-content products (softgels, gummies, and liquids) contained less than 1% of labelled NR content
• All four products with the highest claimed dosage (1500 mg NR) had no detectable NR
• Even popular, top-selling Amazon brands consistently failed testing, with one brand showing less than 10% of labelled NR content across four separate testing intervals 

These findings demonstrate that consumers seeking NR's benefits may be receiving dramatically less active ingredient than expected—or in many cases, virtually none at all.

Issues with Liposomal NR Products

"Liposomes have an aqueous core," explains Aron Erickson, ChromaDex's Vice President of Research and Development. "NAD precursors, like NR, NMN and NAD are not stable for long periods of time in water and will degrade rapidly within weeks if maintained in an aqueous (water) environment mentioned above." 

The study identified eleven products that advertised their ingredients as liposomal NR, spanning various formats including capsules, softgels, and tablets. The results showed: 

• Five of these liposomal products contained less than 1% of the labelled NR amount
• The remaining six liposomal products had NR content well below label claim (1-89% of label claim)
  

Erickson further explained that when liposomes are dried (as in many supplement forms), "they collapse and shrink (like a popped balloon)," becoming "brittle and are easily prone to breaking open, no longer providing a protective shell for the active ingredient." This structural compromise can significantly impact the claimed enhanced absorption benefits. 

Counterfeit Products 

The analysis also examined seven suspected counterfeit Tru Niagen products purchased online, highlighting an ongoing challenge in the NAD+ supplement market that poses serious risks to consumer health and safety. This issue was previously addressed in our October 18 urgent health and safety update, which detailed how to identify counterfeit products and the dangers they present. 

The recent testing of these counterfeit products revealed alarming results: 

• Five contained no NR whatsoever
• One had NR content below the reporting limit (less than 1% of label claim)
• Only one contained NR at approximately 90% of label claim 

Further analysis of one counterfeit product revealed the presence of undeclared maltodextrin, which could pose potential health risks for individuals with certain conditions such as diabetes. 

These findings underscore the importance of purchasing Tru Niagen only from verified sources—either directly from our website, through authorized retailers, or from our official Amazon store where products are "Sold by: Tru Niagen" and "Ships from Amazon."  

By purchasing from verified sources, consumers can ensure they're receiving genuine products that meet rigorous quality standards and contain the proper amount of NR for supporting NAD+ levels. 

Why This Matters

As Dr. Andrew Shao, Senior Vice President of Global Scientific & Regulatory Affairs at ChromaDex, told NutraIngredients: "We need a mechanism to vet these products because consumers are being duped." 

The ChromaDex white paper emphasizes "the need for diligent consumer awareness in the NR marketplace." With the NAD+ supplement category projected to grow from $200 million in 2021 to over $500 million by the end of the decade, ensuring product quality and accuracy is essential for consumer trust and efficacy. 

This study is part of ChromaDex's broader Market Surveillance Program, which aims to evaluate product quality across the NAD+ supplement category and promote transparency in the industry. 

“We need to start somewhere,” said Dr. Shao, referencing ChromaDex CEO Rob Fried’s SupplySide Op-Ed calling for the formation of a self-policing consortium of key industry leaders, with the goal of increasing trust in the supplement industry. 

For the full article and detailed findings, visit NutraIngredients USA. 

 

References: 

ChromaDex Market Surveillance Program. (2025, February). "Quantitative Analysis of Nicotinamide Riboside Consumer Products and Counterfeit Tru Niagen® Products." Retrieved from https://investors.chromadex.com/investor-resources/Market-Surveillance/default.aspx 

 NutraIngredients-USA. (2025, February 28). "Majority of NR dietary supplements tested by ChromaDex failing to meet label claims." Retrieved from https://www.nutraingredients-usa.com/Article/2025/02/28/majority-of-nr-dietary-supplements-tested-by-chromadex-failing-to-meet-label-claims/ 

 Fried, R. (2025). "A Self-Regulated Supplement Industry Is the Path to Responsible Innovation." Supply Side SJ. Retrieved from https://www.supplysidesj.com/supplement-regulations/a-self-regulated-supplement-industry-is-the-path-to-responsible-innovation-