US & Canada Market Landscape of Healthcare Professionals Who Utilize Dietary Supplements 2023

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Understanding Healthcare Practitioners Can Transform Your Supplement Business

Whether you are supplement brand that sells directly through healthcare professionals (HCPs) or a brand that sells directly to consumers, you need to know what influences healthcare practitioners’ supplement decisions and recommendations.


  • Interest and engagement in integrative health and medicine is expanding rapidly. 49% of adults believe in many or some alternative medicines and therapies.
  • The practitioner channel represents 10% of all U.S. supplement sales but its influence on the overall sale of supplements is far greater. What HCPs recommend translates into consumer sales.
  • In the changing omnichannel landscape where the lines between consumer and HCP brands is blurring, all supplement brands can transform their business with a better understanding of how HCPs influence supplement purchases.

When It Comes to Supplement Brand Evaluation, Not All HCPs Are Alike

Most complementary and integrative HCPs consider their philosophy of health and wellness to be holistic. However, the term “holistic” has a broad definition, and within the spectrum of this definition some HCPs take more of a “vitalistic” approach, while others align more closely with a “pragmatic” approach.

This 83-page written report and 21-pages of market sizing charts provides a comprehensive overview of each of the health professional credentials that are most likely to influence the use of dietary supplements and other integrative products and services among their patient groups:

  • Integrative MDs/DOs
  • Licensed Naturopathic Doctors
  • Dietitians and Nutritionists
  • Doctors of Chiropractic
  • Licensed Acupuncturists
  • Independent Pharmacists
  • Nurses (RNs and APRNs)
  • Physician Assistants
  • Unlicensed Naturopaths, Health Coaches, and Herbalists
  • Massage Therapists
  • Holistic and Biological Dentists
  • Veterinary Clinics

While these HCPs share criteria for evaluating supplement brands, each of these professional credentials are different enough to warrant careful consideration before educating, marketing or selling to them.

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“After over 20 years in the professional nutrition industry, I can say with complete confidence that what Pure Branding has compiled in this report is the most comprehensive and actionable market overview I have seen to date. They have delivered key insights and a deep understanding of the diverse set of customer segments. This is the kind of insight the category has been seeking for decades.”

Max Poritzky
Former Chief Strategy Officer, Evexia Diagnostics
Former VP Business Development, Fullscript
Former National Director of Sales, Atrium Innovations, a NestlĂŠ Health Science Company
Former National Sales Director, Professional Channel, Nordic Naturals
Former President, Standard Process of NYC

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Details About the Landscape Report

For the last two decades, Pure Branding has worked with leading healthcare professional dietary supplement brands that sell their products into the complementary and integrative practitioner channel. The insights in this report are distilled from our analyses of primary and secondary research, and were vetted by healthcare professionals, associations, and other experts in this market.

Within each of the 14 HCP credential chapters you’ll learn:

  • Overview of Credential
  • Market Size
  • Practice Types
  • Degrees
  • Education
  • Nutritional Education
  • How They Recommend Nutritional Supplementation
  • Criteria for Selecting Herbal and Dietary Supplement Brands

In addition, you’ll find a resource guide with major organizations, educational institutions and associations that serve each credential.

“It has been challenging to find a single source of truth that provides unbiased, industry-specific practitioner data that you can trust to help you grow your business effectively. Pure Branding has gone above and beyond to create this valuable resource offering not only the dispensing business data needed, but also the critical background and educational information broken down by practitioner type at every level.”

Nikki Yas
CMO, Blueroot Health
Former VP Marketing, Professional Brands, Atrium Innovations, a NestlĂŠ Health Science Company