The data: Nine in 10 physicians say patients frequently ask for their opinions about vitamins or supplements, according to a January Sermo survey of 374 physicians.

Over 9 in 10 (92%) providers recommend vitamins and supplements, while 90% say most or nearly all of their patients follow their guidance. Doctors most often recommend multivitamins (83%), followed by over-the-counter supplements (70%), specialty vitamins like prenatal or bone health formulations (67%), and weight management or nutrition products (65%).

Why it matters: Vitamin and supplement use is rising alongside broader wellness trends, but consumers are still unsure about brand safety and trust.

• Nearly half (44%) of US consumers increased their use of daily supplements last year, per a September 2025 NOW survey.
• Despite increasing usage, 44% worry about the safety and quality daily supplements, and 35% aren’t sure which brands to trust.
• Supplements and vitamins are the most-used wellness products or services, with 56% of US consumers taking them, according to an August 2025 YouGov survey—well ahead of organic food (26%) and at-home exercise equipment (22%).

At the same time, physicians are digging into the science and safety of supplements to support their recommendations to patients.

• 87% say peer-reviewed studies and published research build confidence in their recommendations, per Sermo.
• 52% cite safety and evidence-based efficacy.
• 45% point to ingredient transparency.
• 36% note personal experience with product efficacy.

Implications for vitamin and supplement brands: As physicians both widely recommend supplements and remain the most trusted source for health information, the market will be driven by what fits into clinical conversations.

For brands, that increases the pressure to be medically credible. They must withstand a physician’s scrutiny for safety, evidence, and purpose, while avoiding hype or influencer-led positioning. This could push the category toward more targeted, clinically supported use cases over time.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Not a subscriber? Click here to get a demo of our full platform and coverage.