In the world of dietary supplements, physicians serve as the primary gatekeepers of credibility. A recent survey by the physician networking platform, Sermo, reveals that healthcare professionals significantly influence whether patients choose to purchase and use supplements.
The data stems from a January 2026 RealTime survey conducted among 374 physicians in the U.S., which found that 92% of the respondents recommend supplements to their patients. Impressively, 94% indicated they have witnessed patients making purchases influenced by their recommendations, highlighting a clear connection between medical advice and consumer behavior.
The Influence of Physicians on Buying Decisions
This survey reinforces previous findings from Sermo that demonstrate how regularly supplements are discussed in clinical settings.
Kaitlin O’Hara, senior marketing director at Sermo, noted, “These results align with past research and challenge the belief that supplement usage is completely consumer-driven.”
Additionally, earlier findings from Sermo’s Barometer study revealed that 84% of healthcare providers occasionally address supplements during patient consultations, showcasing the prominence of these discussions in medical practice.
“While patients may bring up supplements they have seen advertised, it is the physicians who ultimately guide the decision-making process. This strong correlation between physician recommendations and purchasing behavior underscores the importance of credibility over mere visibility when it comes to supplement adoption,” O’Hara explained.
Safety and Evidence in Supplement Recommendations
The demand from patients is not enough to drive supplement adoption in clinical settings; safety and concrete evidence are essential considerations. Dr. Ashish Rana, a member of Sermo’s Medical Advisory Board, emphasized this point.
“As an internist, patients often ask about various supplements to improve their health. The physicians’ advice significantly influences not just whether someone should take a supplement, but also which ones to choose,” he shared.
Dr. Rana noted that patient inquiries frequently revolve around issues of bone, brain, and cardiovascular health, focusing on safety and potential interactions with prescribed medications.
However, inadequate clinical evidence presents ongoing challenges. “I prefer to rely on resources that provide evidence-based data to inform my recommendations, but such information about supplements is often lacking,” he noted.
Concerns regarding safety, including ingredient variability and drug interactions, often play a crucial role in whether a product gets recommended.
“When discussing supplements with patients, my foremost concern is evaluating any potential harm. If there is a risk involved, I will advise against that supplement, especially since the active ingredients can vary significantly if not properly regulated,” Dr. Rana added.
Consumer Insights Highlight Demand for Supplements
While Sermo’s findings highlight the physician’s influence, consumer data illustrates a well-established demand for supplements in the United States.
According to the Council for Responsible Nutrition (CRN)’s 2024 Consumer Survey, 75% of U.S. adults report using dietary supplements, maintaining consistent usage levels from the previous two years.
The survey, which included responses from 3,194 adults, found that nearly 90% of supplement users believe that these products help them manage their health, with 91% viewing them as essential for maintaining well-being.
Supplement use is often associated with proactive health management, as 79% of users consider supplements an important first step to improving their health, and 78% prefer them over over-the-counter or prescription medications when possible.
Consumer behaviors indicate a mature market: supplement users reported median monthly expenditures of $50, which can rise to approximately $100 for those buying through healthcare practitioners. Additionally, seven out of ten expressed brand loyalty.
The CRN survey also revealed that almost 70% of users (69%) deem personalized supplement regimens important. Furthermore, supplement users are more engaged in health-related practices, including regular exercise and doctor visits.
The Role of Physicians in a Growing Market
The combined insights from Sermo and CRN indicate that physician recommendations operate within a broader framework of consumer engagement.
Jeff Ventura, vice president of communications at the Council for Responsible Nutrition, stated, “The CRN data highlights the significant involvement of consumers in the realm of supplement usage and decision-making.”
When juxtaposed with Sermo’s findings, he noted, “Both perspectives reveal that while physician input is influential, it is part of a larger consumer behavior landscape, rather than the sole influence on reported supplement usage.”
