Nearly half of U.S. consumers abandon health products without clear evidence, study finds

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Nearly half of U.S. consumers have stopped using or decided against buying a health product due to lack of clear evidence, according to a recent survey from Lindus Health. The research, based on responses from 175 participants, points to a widening “trust gap” between what consumers want and what manufacturers and physicians provide.

Less than 14% of respondents said they consistently follow their physician’s recommendations on health products. Instead, long-term safety data and side effect information ranked highest among the factors that influence purchasing decisions.

“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.”

What consumers want

When asked about the most persuasive clinical evidence, 29% of respondents cited long-term safety data, 22% pointed to before-and-after clinical results, and 20% valued self-reported symptom improvement.

In open-ended responses, more than half said they struggled to find information on side effects, product usage and safety.

Price remained a key factor, but evidence gaps often outweighed cost concerns. Roughly 46% of participants said they’ve abandoned or avoided a purchase because of missing or unclear information.

Old standbys vs. new tools

The survey also revealed skepticism toward newer digital health technologies. While 84% of respondents reported using vitamins and supplements and 59% relied on over-the-counter medications, just 29% said they used digital health products.

Consumers cited established research and familiarity as reasons for sticking with traditional options.

Meri Beckwith, co-CEO of Lindus Health, said generating stronger evidence can help bridge this divide. “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,” Beckwith said.

Implications for industry

For physicians, the findings suggest that patient trust hinges less on recommendations alone and more on accessible data about safety and efficacy. As patients increasingly turn to supplements and digital tools outside the exam room, practices may face more questions about the evidence behind these products.