The trend: Physicians are concerned about the supplements consumers use, including which products they buy and where they get their information, according to a recent Tebra survey of 215 healthcare providers.

Digging into the details: Doctors say they trust supplements with clear health benefits, including vitamins and minerals like vitamin D, B12, iron, magnesium, and calcium.

But physicians don’t have much confidence in botanical or herbal products, amino acid supplements, and peptides. Providers’ top concerns about certain supplements include limited regulatory oversight (most OTC supplements don’t require FDA approval, though they can be pulled from the market if deemed unsafe), potential interactions with prescription drugs, and patients using supplements in place of medical care.

Clinicians are also wary of the sources influencing consumers’ supplement decisions.

• Roughly 3 in 4 doctors believe their patients chose to take supplements on their own or based on information found online, rather than following guidance from a healthcare professional.
• Among providers who said they had to correct a patient’s understanding of a supplement learned about on social media, TikTok (68%) was cited most often, followed by Facebook (64%) and Instagram (61%).
• Far more providers said their patients learn about supplements from friends or family (65%) than from their doctor (21%).

Why it matters: Some 75% of US adults say they take a supplement, up from 58% before the pandemic, per a February 2026 Business Insider article citing industry estimates. Supplements and vitamins are by far the most-used wellness products or services in the past year, topping organic foods and fitness classes, according to an August 2025 YouGov survey.

A social media–driven wellness boom is fueling enthusiasm for supplements, with influencers commonly promoting products. At the same time, more people are turning to direct-to-consumer healthcare brands that provide advanced lab testing and telehealth consultations, resulting in recommended supplement regimens—often guided by wellness or longevity specialists rather than primary care physicians.

Implications for health and wellness brands: Consumers may purchase supplements based on online claims, but customer retention will falter if results don’t match expectations or doctors advise patients to stop using them.

Supplement brands—especially those expanding beyond traditional vitamins and minerals—should:

• Clearly articulate specific product benefits, avoiding vague terms like “wellness” or “natural.”
• Be transparent about potential supplement-drug interactions.
• Create resources that help doctors better understand their products.
• Partner with influencers who can authentically speak to their experience, including tangible results and benefits.