From cod liver to magnesium trends

2026-02-12 - 23:56

Dr Imran Aftab EVERY few decades, the world rediscovers a magic pill for vigor and vitality — a vitamin or mineral that rises from pharmacy shelves to household fame. These nutrients have always played legitimate roles in human health, yet their promotion often extends beyond science into fashion, marketing and public perception. The past seventy years reveal how supplements gain stardom before settling into routine use. In the 1950s and 1960s, iron tonics and liver extracts were hailed as universal remedies. Marketed as “blood builders,” they were prescribed for nearly every complaint of weakness, especially in women. In Pakistan, mothers often gave daughters iron syrup during adolescence or before exams, reflecting a global trend of equating fatigue with anemia. While iron supplementation is life-saving in true deficiency, its widespread use was more cultural than medical. The 1970s saw the rise of cod liver oil, rich in vitamins A and D, spoon-fed to children across Europe, America and South Asia. In Pakistani households, bottles of fish liver oil were common, believed to ensure strong bones, sharp eyesight and healthy growth. Although rickets and vitamin deficiencies were prevalent, its reputation as an all-purpose vitality booster was largely folklore. By the 1980s, attention shifted to vitamin C. Nobel laureate Linus Pauling’s advocacy of megadoses to prevent colds and extend life sparked an international craze. Chewable tablets and citrus powders filled markets from New York to Karachi and families routinely stocked vitamin C during flu season. Later research showed that while it supports immunity, it neither prevents colds in healthy individuals nor prolongs life. The late 1980s and 1990s brought vitamin E and methylcobalamin (B12) into focus. Vitamin E was marketed as an anti-aging agent for skin and fertility, while B12 was promoted as a nerve tonic for fatigue, memory issues and neuropathy. In Pakistan, these supplements became part of beauty and wellness routines, mainly in urban areas. Their benefits were meaningful primarily for individuals with genuine deficiencies. The 2000s saw the rise of Coenzyme Q10 and biotin. CoQ10, essential for mitochondrial energy, was promoted as a heart strengthener and anti-aging aid, often prescribed to patients on statins. Biotin emerged as the “beauty vitamin,” marketed for stronger hair, nails and skin. Pharmacies across Pakistan reflected these global trends, although benefits were largely limited to deficiency states. The 2010s brought vitamin D into focus as indoor lifestyles increased. Studies from Karachi and Lahore reported insufficiency in over 70% of people despite abundant sunlight. Internationally, vitamin D deficiency became recognized as a public health issue. Omega-3 fatty acids also gained popularity as heart and brain protectors, though benefits outside specific clinical contexts remained modest. In the 2020s, magnesium has emerged as the mineral of choice, promoted for stress relief, better sleep, anxiety reduction and cardiovascular health. Post-pandemic urban life fueled its popularity in Pakistan and globally, alongside collagen powders and herbal adaptogens like ashwagandha. Yet real deficiencies persist: Pakistan’s National Nutrition Survey (2018) reported anemia in nearly 60% of women of reproductive age and 40% of children under five, showing how genuine need coexists with fashionable trends. The recurring cycle of supplement fads reflects science, commerce and psychology. From iron tonics to magnesium, the story is not about miracle cures but shifting narratives in health. Supplements save lives when used appropriately, but true vitality comes from balanced nutrition, healthy lifestyles and evidence-based understanding — not from fashionable pills. — The author is an Islamabad-based nutritionist and Professor of Physiology at Watim Medical College.