Physicians are the “primary gatekeepers of credibility” in the supplement market, according to survey data from physician networking platform Sermo, which suggests healthcare professionals play a decisive role in whether patients ultimately purchase and use dietary supplements.
The findings are based on a January 2026 Sermo RealTime survey of 374 U.S. physicians, which reported that 92% of respondents recommend supplements and 94% have seen patient purchases tied to that guidance, reinforcing what the company describes as a strong link between clinical input and consumer behavior.
Physician influence extends from consultation to purchase decisions
The survey builds on prior Sermo research indicating supplement use is a routine part of clinical conversations.
“This finding is highly consistent with what we’ve seen across prior Sermo research and challenges the long-held assumption that supplements are primarily a consumer-driven category,” Kaitlin O’Hara, senior marketing director at Sermo, told NutraIngredients.
Sermo’s earlier Barometer research found that 84% of healthcare providers discuss supplements with patients at least sometimes, highlighting the frequency with which these products are addressed in clinical settings.
“Patients may initiate conversations or bring in products they’ve seen marketed, but physicians are clearly driving the final decision…when physician input is this tightly linked to purchase behavior, it reinforces that credibility (not visibility) is what ultimately determines adoption in this category,” said O’Hara.
Clinicians prioritize safety, interactions and evidence gaps
Patient demand alone is not sufficient to drive adoption in clinical settings, with safety and evidence remaining key decision filters, according to Dr. Ashish Rana, a Sermo Medical Advisory Board member.
“As an internist, I frequently get questions about various supplements from patients interested in furthering their health, [and] physicians’ input weigh significantly not only whether someone should take a supplement, but also on which ones they should take,” he told NI.
In practice, he noted that patient inquiries most frequently center on bone, brain and cardiovascular health, with questions focused on safety, efficacy and possible interactions with prescription medications.
However, limitations in clinical evidence continue to present challenges. “Ideally, resources that present evidence-based medicine type of data better inform my decision making and advice to the patients, but when it comes to supplements, these are less often available,” he said.
Safety concerns, including ingredient variability and interactions, can ultimately determine whether a product is recommended.
“When I advise patients on a supplement, my first thought process is to see if there is any potential for harm, and if there is, I would advise against taking that supplement, [as] even the actual ‘active’ ingredient in each tablet or batch can vary if not properly regulated,” he added.
Consumer data underscores established demand baseline
While Sermo’s findings emphasize physician influence, consumer data suggest that supplement use in the United States remains widespread and well-established.
According to the Council for Responsible Nutrition (CRN)’s 2024 Consumer Survey, 75% of US adults report using dietary supplements, in line with reported levels from the past two years.
The survey, conducted among 3,194 U.S. adults, also found that nearly nine in ten supplement users believe supplements help them take control of their health, and 91% view them as essential to maintaining health.
Supplement use is closely tied to proactive health decision-making, with 79% of users viewing supplements as an important first step in improving their health and 78% saying they prefer them over over-the-counter or prescription medications when appropriate.
Consumer behavior further reflects a mature and engaged market. Supplement users reported a median monthly spend of $50, rising to approximately $100 among those purchasing through healthcare professionals, and seven in ten report brand loyalty.
CRN’s Consumer Survey also noted that nearly seven in ten users (69%) considered personalized supplement regimens to be important, while supplement users are more likely than non-users to engage in other health-focused behaviors, including regular exercise and physician visits.
Physician role in a mature market
Taken together, the Sermo and CRN findings suggest physician input operates within a broader, consumer-driven landscape.
“The CRN data underscores that consumers are already highly engaged in supplement use and decision-making,” Jeff Ventura, vice president of communications at the Council for Responsible Nutrition, told NI.
When compared against Sermo’s findings, “the two perspectives suggest that physician input exists within a broader landscape of consumer behavior, rather than being the sole factor reflected in consumer-reported data,” Ventura said.
