Many Natural Product Claims Lack Scientific Support
The wellness aisle is booming. But a sharp disconnect exists between the marketing promises of natural health products and the scientific evidence supporting them.
A recent analysis paints a stark picture. Of the 100 most popular natural products examined by the National Center for Complementary and Integrative Health (NCCIH), a staggering 78 had either no credible scientific backing or were directly contradicted by existing research for their primary advertised use. This chasm between perception and reality is where consumer dollars, and potentially consumer health, fall through.
The marketing is often brilliant. Dr. David Shlaes, an infectious disease specialist and former pharmaceutical executive, notes the language used is “masterful.” Companies deploy phrases that sound scientific, like “cellular rejuvenation” or “metabolic support,” but these terms, Shlaes explains, “often have no verifiable meaning.” So it’s an ecosystem built on what he calls “proofiness,” not proof.
This widespread misunderstanding is reflected in consumer surveys. A 2023 poll of 2,000 U.S. adults, conducted by the Consumer Health Alliance, found that 62% of people equate the word “natural” with “safe.”
That belief isn’t always benign. The same survey revealed a critical gap in regulatory knowledge, with 48% of respondents believing natural products undergo the same rigorous Food and Drug Administration (FDA) approval process as prescription pharmaceuticals. They don’t.
The regulatory framework is different. The Dietary Supplement Health and Education Act of 1994, or DSHEA, allows companies to sell these products without first proving their effectiveness. As long as a supplement doesn’t explicitly claim to cure, treat, or prevent a specific disease, it can enter the market. The only major requirement is a small disclaimer on the bottle: “This statement has not been evaluated by the Food and Drug Administration.”
Take echinacea. It’s one of the top-selling herbal supplements, with U.S. sales hitting $132 million last year, primarily for preventing or shortening the common cold. Yet major studies, some directly funded by the NCCIH, have shown echinacea does not appear to reduce the duration of a cold. The user base continues to grow, but the evidence hasn’t kept pace with the sales throughput.
It’s a similar story for joint health. The large-scale Glucosamine/chondroitin Arthritis Intervention Trial (GAIT) provided a clear verdict for most users. The trial found that, for the general population, the combination of glucosamine and chondroitin was no more effective than a placebo in relieving knee pain from osteoarthritis. While the data suggested a small subgroup of patients with moderate-to-severe pain might have experienced some relief, researchers did not consider the finding definitive enough to recommend it broadly.
The financial scale is immense. In 2022, the global dietary supplements market was valued at approximately $164 billion, and its growth shows no signs of slowing. But the cost isn’t just financial.
Some natural products can actively interfere with critical medications. The NCCIH specifically warns consumers to consult with a physician before starting any new supplement. St. John’s wort, for example, is a well-documented case. The popular supplement, often taken for mood support, is known to interfere with the efficacy of both antidepressants and birth control pills, a serious interaction that many users may be unaware of.
