New consumer insight report

More health information.
Less confidence.

Consumers have more guidance than ever, yet many still hesitate because they are unsure what to trust. See what supplement users need from health and wellness brands to move from uncertainty to action.

  • Why better proof matters more than more information
  • How confusion changes purchase behavior
  • Four ways brands can turn credible science into confidence
GET THE REPORT
Women relaxing at home in natural light, seated on a sofa in a comfortable knit sweater in a bright, welcoming living space.

59%

delayed taking action because they were unsure what to trust

76%

feel overwhelmed by health information at least some of the time

33%

want better proof that products work

14%

want more health information

Source: IFF Health Confidence Study, conducted through Suzy among 1,000 U.S. adults ages 18–75 who used a dietary supplement within the previous six months.

Inside the report

Confusion does more than slow decisions.

When trust is scarce, consumers stay with familiar brands, keep researching or postpone action. The report shows where brands can replace noise with clarity.

Why feeling informed does not always translate into confident action.

How uncertainty can make credible innovation harder to explore.

How evidence, understandable language and human outcomes work together.

From confusion to confidence

Four principles for brands building trust.

The opportunity is not to add more claims. It is to help people understand what credible evidence means for the outcomes they care about.

01

Lead with proof

Prioritize relevant human studies, transparent substantiation and claims matched to the studied ingredient, dose and population.

02

Make complexity understandable

Explain what the evidence means in everyday language without flattening important qualifications.

03

Equip trusted translators

Give healthcare professionals and other trusted voices credible, useful information.

04

Focus on human outcomes

Connect the science to meaningful outcomes people recognize, while staying within what the evidence supports.

Science people can trust. Benefits people can understand.

Download The Age of Health Confusion to explore the consumer findings and the practical implications for health and wellness brands.

“The future of wellness will not be defined by who provides the most information. It will be defined by who creates the most confidence.”

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