Concerns over side effects and long-term safety rank highest amongst factors influencing Americans' health product purchases, with cost also remaining a key consideration.
Yet new research from Lindus Health highlights a persistent gap between the information consumers want and what manufacturers and physicians currently provide.
The study, conducted by Lindus Health, surveyed 175 participants on their health-related purchasing decisions.
It found that fewer than 14% consistently follow their physician’s product recommendations.
More than half said they struggle to find clear details on side effects, product safety and usage guidance.
When asked which type of clinical evidence would most shape their decisions, 29% pointed to long-term safety data, 22% to before-and-after clinical results and 20% to self-reported symptom improvement.
Yet the strongest signal from the research was that consumers continue to struggle to access straightforward, transparent information, making safety and side effect data one of the most critical unmet needs in the health product market.
"People want to know that the health products they purchase will work as intended and not come with negative side effects," said Malcolm Fogarty, Strategic Advisor for Partnerships and Growth at Lindus Health.
"These findings underscore a growing need for clear, readily available, evidence-backed communication in consumer health, especially as new products and technologies emerge."
Access to clear clinical evidence (or the lack of it) is a major factor shaping consumer health product decisions.
Nearly 46% of survey respondents reported they have either abandoned a purchase or stopped using a product due to insufficient information or evidence, highlighting a significant gap in consumer trust and confidence.
Improving transparency and providing robust data could help bridge this divide.
Consumer scepticism also extends to digital health tools
Only 29% of respondents reported using digital health technologies, whilst the majority continue to rely on established products such as vitamins and supplements (84%) and OTC medications (59%).
Both of these latter categories are supported by extensive research and proven efficacy
This illustrates a clear divide between trusted, evidence-backed options and newer health solutions.
Lindus Health aims to close this “trust gap” by delivering high-quality clinical trials, real-world evidence (RWE) studies and rigorous health claims research.
By providing robust, science-backed data, the company enables consumers to make informed health product choices, improving confidence in both traditional supplements and emerging digital health solutions.
"The best way to bridge this divide is through high-quality evidence generation and that's where Lindus comes in," said Meri Beckwith, Co-CEO of Lindus Health.
"By executing research with consumers' needs top-of-mind, we're capturing the data we need so consumers can trust the health products they regularly buy are both safe and effective without sacrificing affordability."
The survey highlights the need for patient-focused clinical research, guiding trial designs that build consumer trust, support safe and effective health products and raise standards for accessible healthcare.