Supplement company Thorne recently announced the results of a 2025 consumer survey, the “Wellness Confidence Gap” report, revealing how confident consumers are in receiving reliable information on health and wellness, and where U.S. consumers separate trustworthy insights from online noise.

The research was conducted with a sample of 3,013 U.S. consumers, including a 1,000-person nationally-representative group, 1,008 more from Gen Z, and 1,005 Millennials.

“Consumers are clear in what they want: clarity they can trust and guidance they can learn from,” said Colin Watts, CEO of Thorne. “At the same time, technology, especially AI, is transforming how people seek and shape their wellness journeys. The promise of personalization is powerful; when guided by science, it can help people make more confident, informed decisions about their health. But that promise only holds if consumers can trust the information and the products behind it.”

Wellness Shoppers Report Confusion and Information Overload

Over half of consumers say they’re unsure which products are best for them (57%) and that there’s too much conflicting information on which supplements are right for them (56%).

Comparatively, Americans are more likely to feel confident in their ability to file their taxes (65%) or understand their health insurance (63%).

Nearly a third of respondents said it’s too hard to decipher the health information found in test results, blood work, their own medical history, and more. Nearly a fourth don’t know what steps to take after reading their health information.

Trust is Shifting to Social Media

While Americans are consistent in trusting doctors (80%) and friends/family (80%) over the news (46%) for health information, Millennials and Gen Z (41% and 40%, respectively) are more likely than Boomers (13%) to trust social media influencers for wellness advice.

Nearly 50% of Gen Z purchased a supplement because it was trending online, compared to 40% of Millennials and just 10% of Boomers. Men (42%) were more likely than women (37%) to purchase a trending supplement.

Despite Confusion, Consumers Want Supplements

Despite the confusion around purchase decisions, two-thirds of Americans believe supplements work. Half (50%) of Millenials believe supplements are better than over-the-counter or prescription medications, and 70% of Gen Z think supplements make them healthier.

The top three must-haves that consumers reported are products that are backed by clinical research and scientific evidence (37%); every ingredient being clearly listed on the product label (33%); and products that are made with clean, pure ingredients (33%).

AI is Already in the Picture

Consumers want personalized information to help them make health and wellness purchases. More than two-thirds reported that they’re likely to use a trusted tool to simplify their supplement purchase decisions and receive personalized recommendations.

Close to half (41%) of Americans trust AI platforms like ChatGPT for health and wellness advice, with Millennials (48%) being the most trusting generation.

A reported 43% of respondents, including 52% of men and 37% of women, used AI for health advice in the past month, Thorne reported.

But there’s a call not to “replace human guidance, but to elevate it,” the company reported. It created an AI-powered wellness advisor called Tala, which is trained on more than 40 years of clinical studies, practitioner expertise, and product science, the company reported.

“At Thorne, we believe that addressing the wellness confidence gap requires more than a single tool. It demands relentless commitment to scientific rigor, product quality, third-party testing, practitioner partnerships, and accessible education that empowers people to make informed wellness decisions,” the company reported. “The wellness confidence gap doesn’t have to hold consumers back. With trusted knowledge, the right guidance, and practical tools, consumers can move from confusion into clarity and take true ownership of their wellness.”