Consumer confidence in supplements is slipping, even as the industry booms, according to new findings. Thorne’s Wellness Confidence Gap Report, based on an October 2025 survey of 3,013 U.S. consumers, discovered that confusion and distrust have begun to help shape purchasing behavior—especially among Millennials and Gen Z—amid a flood of products and conflicting advice.
The findings, according to a report in Athletech News, showed more than half of respondents (57%) say they’re unsure which supplements best fit their needs, while 56% cite too much conflicting information. “More options have widened the wellness confidence gap, making it harder for consumers to feel confident in their choices,” Thorne CEO Colin Watts wrote in the report. The disconnect is stark: consumers want supplements—nearly two-thirds believe they work, and half of Millennials say they’re better than OTC or prescription meds—yet many feel ill-equipped to choose wisely.
Transparency has become a decisive factor. Surveyed consumers prioritize products backed by clinical research (37%), complete ingredient lists (33%), and clean, pure formulations (33%). Those preferences are sharpening in the wake of damaging headlines, including recent findings of elevated lead levels in popular protein brands. The information overload extends to personal health data: nearly one in three Americans say it’s too hard to decode lab results and history to determine what to take, and almost a quarter don’t know the next steps even after reviewing their information.
Trust is fragmenting across generations. Americans broadly place more trust in doctors and friends and family (80% each) than in the news (46%). But millennials (41%) and Gen Z (40%) are significantly more likely than Boomers (13%) to trust influencers—behavior that’s translating into purchases: nearly half of Gen Z have bought a supplement because it was trending online.
Amid the uncertainty, AI is emerging as a guidepost. An astonishing, 41 percent of Americans say they trust AI platforms like ChatGPT for wellness advice, led by Millennials (48%). Thorne has leaned in, launching Taia, an AI-powered advisor trained on decades of clinical research and product science. Watts told Athletech News the brand is doubling down on personalization via at-home diagnostics and AI: consumers want measurable performance—“How is it going to help me today and tomorrow?”
Transparency tech may be pushing the market in the same direction. SuppCo, which raised $5.5 million ahead of its beta, analyzes ingredient quality, builds personalized stacks, and scores brands on potency—pressure that’s already led to ingredient changes. “We got titanium dioxide out of a pretty big-name brand,” CEO Steve Martocci told Athletech News. In a crowded marketplace, clarity—not just claims—may be the new competitive edge.