Are up and up vitamins good quality? A deep dive into Target's store brand supplements

October 8, 2025 •

5 min read

The U.S. Food and Drug Administration (FDA) does not review dietary supplements for safety or effectiveness before they are marketed, leaving manufacturers and consumers to navigate a complex landscape. So when considering budget-friendly options like Target's Up & Up brand, it's crucial to understand what factors truly indicate quality beyond brand recognition.

Quick Summary

An evaluation of Up & Up vitamins must weigh affordability and internal quality controls against limited independent verification and mixed user feedback. Quality depends on manufacturing practices, ingredient forms, and individual absorption, not just price or brand name. Consumers should research specific products and look for external certifications for greater assurance.

Key Points

Cost-Effective Option: Up & Up vitamins are often significantly cheaper than name-brand alternatives due to lower marketing costs, not necessarily lower ingredient quality.
Internal Testing for Assurance: Target requires its owned-brand products, including Up & Up, to undergo third-party laboratory testing to verify ingredients and quality.
Supplements Are Not FDA-Approved: The FDA does not review dietary supplements for safety or effectiveness before they are marketed, leaving quality assurance largely to the manufacturer.
Mixed User Feedback: While many users report positive effects and good value, some have experienced side effects like nausea, which can be influenced by individual factors.
Quality Depends on More Than Price: The effectiveness of a vitamin is tied to factors like ingredient form, bioavailability, and individual health, making third-party certifications a useful tool for verification.

Understanding the Landscape of Up & Up Vitamins

Up & Up is Target's house brand, and its vitamin line is known for being a cost-effective alternative to pricier, well-known brands. The significant price difference between store brands and national brands often stems from marketing expenses rather than a fundamental difference in ingredient quality or manufacturing cost. For many consumers, the question is whether saving money on a generic supplement means sacrificing quality, potency, or safety. As with any dietary supplement, the answer is nuanced.

Regulation and Manufacturing Oversight

One of the most important aspects of supplement quality to understand is the regulatory environment. Unlike prescription drugs, the FDA does not approve dietary supplements for safety and efficacy before they are sold. This means the manufacturer holds the primary responsibility for ensuring its products are safe and that the label claims are truthful. This lack of pre-market vetting makes a company's internal standards and external certifications particularly important.

Target's Internal Quality Control

Target states that for its owned-brand products, including Up & Up supplements, it requires vendors to conduct third-party laboratory testing throughout the production process. This internal testing is designed to confirm that the ingredients and their amounts match the product label. For a retail giant like Target, this level of quality control is a significant investment and a measure of accountability. However, it is not the same as a supplement carrying an external, independent third-party certification.

The Importance of Independent Third-Party Certification

Independent third-party certification, from organizations like USP or NSF, provides an additional layer of assurance. These certifications mean that an independent lab has tested the product and verified that it:

Contains the ingredients listed on the label in the declared potency.
Is free from harmful levels of contaminants, such as heavy metals or microorganisms.
Is manufactured in a facility following proper procedures.

Target's internal testing is a positive step, but without an independent seal like USP or NSF on the bottle, consumers must rely on Target's and the manufacturer's internal quality controls alone. Several well-regarded supplement review sites, like ConsumerLab, independently test various brands, including store brands, for content and purity.

Customer Feedback: A Mixed Bag

Customer reviews for Up & Up vitamins are varied. Many users report positive experiences, noting the vitamins are affordable and feel just as effective as more expensive brands. For example, reviews on Target's website and sites like Influenster often praise the value, easy-to-swallow form, and lack of unpleasant aftertaste for specific products.

However, a notable segment of reviews points to negative side effects, particularly for some multivitamin formulations. For instance, some users of the Women's Daily Multivitamin have reported experiencing nausea. This may be due to the specific formulation, the presence of certain ingredients on an empty stomach, or individual sensitivities. Factors affecting absorption, such as gut health and other medications, can also influence a person's reaction to a supplement.

Comparing Up & Up to Premium Brands

Understanding the differences between generic and premium brands helps in making an informed choice. The table below outlines some general comparative points.


Feature	Up & Up (Generic/Store Brand)	Premium/High-End Brand	Evaluation Point for Consumers
Price	Generally significantly lower	Noticeably higher	Cheaper often doesn't mean lower quality in terms of active ingredients, but may reflect savings on marketing.
Third-Party Certification	No public, independent certification seal on individual products; relies on Target's internal testing requirements.	Often displays seals from independent certifiers like USP, NSF, or ConsumerLab.com.	Look for the seal on the bottle for external verification of quality and purity.
Ingredient Forms	May use more standard, less expensive synthetic forms of vitamins.	Might use patented or more bioavailable forms of nutrients.	Researching specific ingredient forms (e.g., calcium citrate vs. carbonate) can indicate potential absorption differences.
Fillers & Additives	Can contain various inactive ingredients, binders, or fillers to create tablets.	May minimize fillers and artificial additives, though this is not guaranteed by price alone.	Review the 'Other Ingredients' list to avoid unnecessary additives or potential allergens.
Manufacturing Transparency	Quality is monitored internally by Target, with requirements for third-party lab testing.	Brands with external certification (USP) disclose audited manufacturing practices.	Higher transparency generally indicates stronger quality assurance practices.

What Influences Vitamin Potency and Absorption?

The effectiveness of any vitamin, regardless of brand, is not just about the listed ingredients. Bioavailability—the degree to which a nutrient is absorbed and used by the body—is a crucial factor.

Factors Affecting Vitamin Absorption:

Form of the vitamin: Some synthetic forms are not as readily absorbed as natural forms. For example, some minerals might be in less absorbable oxide forms to save space and cost.
Other nutrients: Certain vitamins, like fat-soluble vitamins A, D, E, and K, require dietary fat for optimal absorption.
Gut health: A healthy digestive system is key for breaking down and absorbing nutrients effectively.
Individual physiology: Age, genetics, overall health, and specific health conditions (like bariatric surgery or Crohn's disease) can significantly impact nutrient absorption.

Navigating Potential Issues

For Up & Up and other store brands, some past issues have been raised, though they don't necessarily reflect the current product quality. For example, a 2015 investigation by the New York Attorney General accused retailers, including Target, of selling supplements that didn't contain the advertised ingredients. While this event highlights broader industry challenges, Target's updated policies and continued customer base suggest improvements.

In 2018, an analysis of prenatal vitamins showed heavy metal contamination was a potential industry-wide problem, though levels were typically below concerning thresholds. Consumers can stay informed by checking independent testing sites for recent reports on popular supplement brands.

Conclusion

So, are up and up vitamins good quality? For many consumers, they represent a good value, providing a similar active ingredient profile to more expensive brands at a fraction of the cost. Target's policy of requiring third-party testing during production offers a level of internal quality assurance. However, the general lack of independent, external certifications on the final products means consumers rely on Target's internal standards. Ultimately, a vitamin's efficacy depends on a combination of factors, including ingredient bioavailability, individual absorption, and potential sensitivities, not just the brand name or price tag. For maximum assurance, it's wise to research specific products, read user reviews, and, if concerned, opt for a brand with a reputable third-party certification seal.

To make an informed decision, ask yourself these questions:

What specific vitamins or nutrients do I need based on my diet and health goals?
Are there any third-party seals (like USP or NSF) on the bottle?
What do recent customer reviews or independent lab tests (like ConsumerLab.com) say about the specific product?
Have I discussed my supplement needs with a healthcare provider?

Disclaimer: The information presented is for informational purposes only and is not medical advice. Consult a healthcare professional before starting any new supplement regimen.

Frequently Asked Questions

There is often little difference in active ingredient content between generic store brands like Up & Up and major name brands. Higher prices on name brands often reflect marketing costs. Up & Up products are subject to Target’s internal quality controls, but may lack the independent, external certifications sometimes found on premium brands.

No, the FDA does not approve dietary supplements like Up & Up vitamins for safety or effectiveness before they are sold. Manufacturers are responsible for ensuring the product is safe and the label is accurate, though the FDA can take action against violations post-market.

To determine quality, check for a third-party certification seal on the product label, such as from USP or NSF. While Up & Up has internal testing, these external seals provide independent verification of ingredient accuracy and purity. You can also research the manufacturer and specific ingredient forms used.

Nausea is a common side effect of many multivitamins and can be caused by taking them on an empty stomach. Certain ingredients, especially iron, can cause digestive upset in some people. Taking the vitamin with food or adjusting the timing may help alleviate this.

The bioavailability of nutrients can vary by supplement form. Some research suggests liquid or powder forms may absorb faster than tablets, but a broad scientific consensus is lacking. Gummies often contain added sugars and can be less potent or contain excessive levels of some nutrients due to manufacturing challenges. Choose the form that best fits your individual needs and preferences.

Target requires its suppliers to perform testing by third-party laboratories as part of its quality assurance process, but this is an internal requirement and not an independent certification. A separate, voluntary program like USP or NSF certification, which results in a seal on the bottle, offers independent verification to consumers.

Yes, concerns have been raised regarding supplements sold by major retailers. For example, a 2015 investigation accused some retailers of selling products with fraudulent ingredients. Additionally, class-action lawsuits have targeted Up & Up prenatal vitamins over various allegations. While these issues don't confirm current product quality, they highlight the importance of consumer vigilance in the supplement market.