How to Read a Supplement Label in NZ: Serves, Actives, Cautions and Claims
You pick up a supplement container and the front feels reassuringly simple. There is a bold ingredient, a polished benefit statement and perhaps one large number. Then you turn the container around and discover the part that actually changes the comparison: one serve might mean one scoop, three capsules or two softgels.
That small detail can change every number you thought you were comparing. A clear label-reading routine helps you move past the front-panel promise and assess the complete serve, the named actives, the other ingredients, the directions, the cautions and the wording of the claims.
The practical reading order
Start with the complete serving size and directions. Then check the amount of each active per full serve, other ingredients, allergens, cautions, storage and claim wording. Compare products only using equivalent units and complete labelled serves. In New Zealand, dietary supplements are regulated differently from medicines and are not pre-approved by Medsafe, so the full label and personal-suitability checks matter more than a polished front-panel claim.
This guide is consumer education. It is not legal advice, regulatory-compliance advice, medical advice or personalised dosage advice.
First identify what kind of product you are holding
Before reading the numbers, identify the product category. Products sold near each other can follow different labelling frameworks, so a capsule bottle should not automatically be read as though it were a conventional food.
Dietary supplement
Current Medsafe guidance generally describes dietary supplements as substances for oral use, packed in controlled-dose forms and intended to supplement substances normally obtained from food. Common examples include tablets, capsules, softgels and measured powders.
Dietary supplements must comply with the Dietary Supplements Regulations 1985. Medsafe also states that there is no pre-approval process for dietary supplements. That does not mean every dietary supplement is poor quality or unsafe. It means the sponsor is responsible for quality, safety and legal compliance, and consumers should not mistake market availability for Medsafe approval.
Supplemented food
MPI describes supplemented food as a product presented as food but modified, or with substances added, to perform a physiological role. Most general food requirements apply, and the label must identify the product as supplemented food.
A supplemented food may therefore use a nutrition information panel and claim framework that looks different from a controlled-dose capsule or softgel. Food panels commonly show amounts per serve and per 100 g or 100 mL. That convention should not be imported into every dietary supplement comparison. This guide does not attempt to legally classify a specific product for you.
Use the clockwise label scan
Instead of jumping between the biggest numbers, scan the container and current product page in the same order every time:
- Product identity: What is the product called and what format is it?
- Product category: Does the label identify a dietary supplement, supplemented food or another type of product?
- Complete serving size: Is one serve one capsule, two softgels, three capsules, one scoop or another measured amount?
- Active ingredients: Which ingredients are presented as the functional components?
- Amounts per complete serve: Are the figures stated per unit or for the whole labelled serve?
- Other ingredients: What supports the capsule, coating, flavour, texture, stability or manufacturing process?
- Directions: How much, how often and with what preparation or food direction?
- Cautions and allergens: Who should not use it, and who should seek individual advice?
- Storage: Does it need protection from heat, light or moisture?
- Responsible company or supplier details: Is there a clear business name and contact pathway?
- Front-label and website claims: Do the detailed facts support the impression created on the front?
You may need both the physical label and the current website page to complete the scan. The website can provide useful detail, but it must not be used to override a stricter direction or caution on the product in your hand. You can practise the sequence while you shop all Puraz supplements, opening each product page alongside its label.
Do the full-serve arithmetic before comparing numbers
The most common comparison error is treating one capsule, one softgel or one scoop as though it were always the complete serve.
- One capsule is one physical unit.
- One softgel is one physical unit.
- One scoop is a measured volume or weight defined by that product.
- One tablet is one physical unit.
- One complete daily serve is the full amount stated in the directions for that serving occasion or day.
Consider two fictional labels:
- Product A: 500 mg per capsule, with three capsules making one complete serve. The full serve supplies 1,500 mg.
- Product B: 1,200 mg per complete two-capsule serve. The full serve supplies 1,200 mg.
A glance at 500 mg versus 1,200 mg gives the wrong impression because the figures use different bases. Express both products per complete labelled serve before comparing them.
This arithmetic is for reading the label, not rewriting it. Do not halve, divide, combine or otherwise change a labelled serve to make products look equivalent.
Read the active hierarchy
Ingredient panels often contain totals within totals. Read the indentation, brackets and wording carefully.
- A total ingredient amount may contain smaller named constituents.
- Total oil is not the same as total omega-3.
- Total omega-3 is not necessarily the same as EPA plus DHA because other omega-3 fatty acids may be included.
- A botanical extract amount is not always the same as its fresh-material equivalent.
- A probiotic CFU number is not interchangeable with milligrams.
- A blend total may not disclose the amount of every component separately.
Compact unit decoder
| Label term | What it means | How to compare it |
|---|---|---|
| g | Grams. One gram equals 1,000 milligrams. | Convert only when comparing the same named ingredient or directly comparable material. |
| mg | Milligrams. One milligram equals 1,000 micrograms. | Check whether the figure is per capsule or per complete serve. |
| mcg | Micrograms, sometimes shown with the microgram symbol. | Do not treat a smaller-looking number as weaker without considering the ingredient and unit. |
| CFU | Colony-forming units, used to express viable microorganisms in a probiotic product. | Do not convert CFU into milligrams or assume the largest CFU number is automatically the best fit. |
| Per serve | The amount supplied by the complete serving defined on that label. | Confirm how many capsules, softgels, tablets or scoops make that serve. |
| Equivalent fresh | The stated amount of fresh starting material represented by an extract. | Keep the extract amount and fresh equivalent in separate columns when comparing products. |
| Standardised extract | An extract made to contain a stated level of a named constituent or marker. | Compare the extract amount, standardisation detail and serve basis together. |
No unit is inherently stronger than another. Units describe different quantities or measurement systems. The ingredient, form, full serving basis and purpose all matter.
Other ingredients are not automatically bad
A supplement ingredient list may include components that make the chosen format workable, stable or pleasant to use. These can include:
- Natural flavours for taste and aroma.
- Sweeteners to balance bitterness or acidity.
- Capsule shells to contain a measured powder or oil.
- Binders to help a tablet hold together.
- Flow agents to support consistent manufacturing and filling.
- Coatings to protect a tablet or change how it feels to swallow.
- Carriers to disperse or stabilise a small amount of another ingredient.
- Processing aids used during manufacture where applicable.
The useful questions are practical rather than fear-based:
- Does an ingredient affect an allergy or intolerance?
- Does it fit your dietary requirements?
- Is it reasonably connected to the format, stability or flavour?
- Is the list transparent enough for you to understand?
The shortest ingredient list is not automatically the superior product. A powder designed to taste pleasant in water may reasonably have a different list from an unflavoured softgel.
Sort cautions into Stop, Ask and Routine
Cautions become easier to act on when you separate explicit prohibitions from questions requiring individual advice and ordinary use instructions.
| Stop | Ask | Routine |
|---|---|---|
|
Use this category when the label explicitly says not to use the product.
|
Use this category when personal guidance is needed.
|
Use this category for normal directions and care.
|
Ask does not automatically mean unsafe. It means the label cannot answer the individual question. A pharmacist, GP or appropriately qualified health professional can consider medicines, health conditions, surgery timing, pregnancy, breastfeeding, age and the rest of the supplement routine.
Put claims on a ladder
Claims become easier to assess when you move from statements that are usually easy to verify towards statements that require more evidence and care.
Level one: Product identity
Examples include powder, capsule, bovine collagen, krill oil and probiotic. Check whether the detailed ingredient list matches the identity presented on the front.
Level two: Composition
Examples include amount per serve, number of strains, source, a no added ingredient statement or a New Zealand-made statement. Read the exact scope. A New Zealand-made statement does not necessarily mean every ingredient originated in New Zealand.
Level three: Health-support claim
A health-support claim should be supported and should refer to normal health or body function rather than disease treatment. Listed actives alone do not prove that a product will deliver a particular result for every person.
Level four: Therapeutic or disease claim
Dietary-supplement advertising must not present the product as diagnosing, treating, curing or preventing disease. A front label that moves from normal support into a disease outcome needs much greater scrutiny because the product category and claim may no longer align.
Level five: Endorsements, testimonials and science language
A testimonial is one person's reported experience, not representative evidence. Scientific wording, research references and testing statements must not be used to create a misleading impression or imply more than the evidence supports. Third-party testing may address a defined quality question, but it does not by itself prove clinical efficacy.
The current New Zealand ASA Therapeutic and Health Advertising Code has applied fully to relevant advertising since 1 July 2026. It requires therapeutic and health advertising to be truthful, balanced, non-misleading and substantiated. Commerce Commission guidance also says businesses need a reasonable basis for claims and should keep health and nutritional claims clear and accurate.
The Puraz Three-Format Label Walk: One Scoop, Three Capsules, Two Softgels
The fastest way to make the reading method concrete is to apply it to three different formats. The facts below were checked against the current Puraz product pages on 11 July 2026. Always follow the physical label on the product you receive, particularly where it gives a stricter or newer direction. For broader nutrient-panel details, see Puraz nutrition facts.
Puraz Probiotic+: One scoop
One complete serve is one 3.1 g scoop. Per serve, the page lists bovine collagen hydrolysate 2,000 mg, Livaux prebiotic 600 mg, a 17-strain probiotic blend supplying 29 billion CFU, Bacillus coagulans SNZ 1969 supplying 1 billion CFU, and vitamin C 352 mg. The inactive ingredients are natural peach flavour and stevia.
The directions are to add one level scoop per day to water or smoothies. Cautions cover known protein allergy, pregnancy and lactation, along with dry storage below 25 degrees Celsius.
What this label teaches: One scoop contains both weight-based actives and microorganism counts. The 29 billion CFU blend and the additional 1 billion CFU strain sit alongside ingredients measured in milligrams, but CFU cannot be converted into milligrams. The inactive ingredients are separated from the named actives, and the complete serve is defined by a level 3.1 g scoop.
Puraz Immune Defence: Three capsules
One complete serve is three capsules. Per serve, the page lists vitamin C 1,000 mg, bovine collagen hydrolysate 925 mg, New Zealand grape-seed extract 200 mg equivalent to 24 g fresh, astragalus extract 100 mg standardised to 10 per cent Astragaloside IV, and zinc 15 mg.
The directions are to take three capsules once daily, with food recommended. The page says not to take the product during pregnancy or lactation, and people taking medication should consult their doctor.
What this label teaches: The visible amounts apply to the complete three-capsule serve, not automatically to one capsule. The grape-seed line contains both an extract amount and a much larger fresh-material equivalent, which are not interchangeable figures. The astragalus line adds standardisation information. Every caution applies to the formula as a whole, not only to one named active.
Puraz 100% Krill Oil: Two softgels
One complete serve is two softgels. Per serve, the page lists krill oil 1,000 mg, phospholipids 420 mg, total omega-3 fatty acids 240 mg, EPA 120 mg, DHA 65 mg and astaxanthin 400 mcg.
The directions are to take two softgels once daily with food. The product contains crustacea. The page says not to take it during pregnancy or lactation, and not to take it with a seafood or crustacea allergy. Medication and medical-condition questions require professional advice. Storage is below 25 degrees Celsius in a dry place.
What this label teaches: The 1,000 mg total krill oil contains smaller nested totals. It is not the same as 1,000 mg omega-3. Total omega-3 is 240 mg, while EPA and DHA are named constituents within that total. Astaxanthin uses micrograms rather than milligrams. The allergen statement is a suitability check, not a minor footnote.
Compare two labels like for like
Use this grid before deciding that one front-label number is larger, stronger or better value.
| Comparison point | Label A | Label B |
|---|---|---|
| Product category | Record category | Record category |
| Complete serving size | Record full serve | Record full serve |
| Number of capsules, softgels or scoops | Record units | Record units |
| Named active | Record exact name | Record exact name |
| Amount per complete serve | Record amount | Record amount |
| Measurement unit | Record g, mg, mcg or CFU | Record g, mg, mcg or CFU |
| Source | Record source wording | Record source wording |
| Other ingredients | Record relevant details | Record relevant details |
| Directions | Record exact direction | Record exact direction |
| Allergens | Record allergens | Record allergens |
| Cautions | Record Stop and Ask points | Record Stop and Ask points |
| Storage | Record conditions | Record conditions |
| Claim wording | Record exact scope | Record exact scope |
Do not compare:
- One capsule with another product's full serve.
- Total oil with EPA.
- ALA with EPA or DHA as though the milligrams are interchangeable.
- CFU with milligrams.
- A fresh-equivalent amount with an extract amount.
- Tub size with active amount per serve.
A like-for-like comparison is not a recommendation to take the larger amount. It simply puts the labels on the same reading basis.
What a label cannot decide for you
A label can organise facts, but it cannot determine:
- Whether you need the supplement.
- Whether it will produce a particular result.
- Whether it fits a diagnosed condition.
- Whether it interacts with every medicine.
- Whether several supplements should be combined.
- Whether persistent symptoms need investigation.
- Whether one format will be easier for you to maintain.
Ask a pharmacist, GP or appropriately qualified health professional when personal circumstances are involved, including pregnancy, breastfeeding, children, allergies, medication, planned surgery, medical conditions, multiple supplements, unclear interactions, persistent symptoms or previous adverse reactions.
Do not stop medicines or clinician-directed supplements because of an online label guide. Bring the product container, photos of the complete label and a list of everything else you take to the conversation.
Frequently asked questions
What does serving size mean on a supplement label?
Serving size is the complete amount the label defines as one serve, such as one scoop, three capsules or two softgels. Use that full amount when reading active totals and following directions.
Is the amount listed per capsule or per full serve?
Check the heading above the ingredient amounts. If it says per serve and the serving size is three capsules, the listed amount usually applies to all three capsules together. Do not assume it is per capsule.
What is the difference between active and other ingredients?
Active ingredients are presented as the functional components of the formula. Other ingredients may support the capsule, coating, flavour, texture, stability or manufacturing process. Check both lists for allergies and dietary fit.
What do mg, mcg, g and CFU mean?
Grams, milligrams and micrograms are units of weight, with 1 g equal to 1,000 mg and 1 mg equal to 1,000 mcg. CFU counts viable microorganisms and cannot be converted directly into a weight.
How do I read a herbal extract equivalent statement?
Record the extract amount and the fresh-material equivalent separately. The equivalent figure describes the starting plant material represented by the extract, not an extra amount added to the serve.
Does a larger front-label number mean a stronger product?
No. First check what the number measures, whether it is per unit or full serve, and whether it refers to a total, constituent, extract equivalent or CFU count. Larger is not automatically more suitable.
What cautions should I check before taking a supplement?
Look for explicit do not take wording, allergens, pregnancy and breastfeeding directions, age limits, medication or medical-condition advice, planned surgery notes, serving limits and storage requirements.
Are dietary supplements approved by Medsafe before sale?
No. Medsafe states there is no pre-approval process for dietary supplements in New Zealand. Sponsors remain responsible for quality, safety and compliance with the applicable law.
What is the difference between a dietary supplement and a supplemented food in New Zealand?
A dietary supplement is generally taken orally in a controlled-dose form to supplement the diet. A supplemented food is presented as food with added substances for a physiological role and follows a food-based labelling framework.
How can I tell whether a supplement claim is trustworthy?
Check whether the detailed label supports the claim, whether the wording stays within normal health support, and whether credible evidence exists before the claim is made. Treat testimonials and scientific language as prompts to verify, not proof by themselves.
What to do next
Take a product you already own and run the clockwise scan: category, complete serve, actives, units, other ingredients, directions, cautions, storage and claims. Once you can explain the full serve in one sentence, compare it with the next label using the same grid.
Then open the full Puraz range and compare complete serves, ingredients, directions and cautions before choosing the format that best fits your routine.
References
- Medsafe: Regulation of Dietary Supplements
- MPI: Supplemented food and dietary supplements
- Advertising Standards Authority: Therapeutic and Health Advertising Code
- Advertising Standards Authority: Code in full effect from 1 July 2026
- Commerce Commission: Making accurate claims
- Healthify: Vitamin and mineral supplement guidance
- Food Standards Australia New Zealand: Nutrition information panels