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The Wellness Industry Is Booming – So Why Are People Still Sick?

As a naturopathic doctor with over 15 years of practice, I have witnessed the explosive

growth of the “wellness” industry from the inside. I’ve worked as a nutrition and wellness consultant for two major grocery chains and several natural product companies. A landmark study a decade ago found the global wellness market to be worth $3.4 trillion – about 3.4 times bigger than the $1 trillion pharmaceutical industry. With consumer demand for wellness products and services higher than ever, one would expect people to be healthier than ever. Yet in reality, chronic illness remains widespread – six in ten American adults have at least one chronic disease, and four in ten have two or more. If the wellness market is thriving, why are so many people still sick? This question has troubled me throughout my career.

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 People often end up “eating” dietary supplements as if they were food, hoping to improve their health. But are these pills actually helping?


Inferior Supplements and False Promises


I believe one big reason is that we are selling patients inferior supplements – pills and powders that are marketed as keys to health, but in many cases provide little real benefit. Americans are projected to spend over $60 billion on dietary supplements in 2025, yet most of these products show little, if any, evidence of benefit for otherwise-healthy people. Many folks take a fistful of vitamins each day hoping to protect themselves from disease, when in fact a balanced diet of whole foods would provide all the nutrients they need. Clever marketing creates an illusion that you can buy health in a bottle, but the medical consensus is that “there are no miracles in those bottles” for the general population.


A dirty secret of the nutritional supplement industry is that many so-called “natural” vitamins are anything but natural. Most vitamins in popular supplements are synthetic isolates derived from petroleum extracts, coal tar derivatives, and chemically processed sugars, with other acids and industrial chemicals (like formaldehyde) used to process them. In other words, the shiny multivitamin or “immune booster” capsule touted as a ticket to wellness may literally be a cocktail of petrochemical byproducts. No wonder such supplements often don’t deliver lasting health benefits – how can the body truly thrive on what is essentially a refined chemical substitute for real nutrition? In my practice, I’ve seen patients diligently take their supplements only to find their nutrient levels barely budge on blood tests. It’s disheartening and frankly infuriating: people are spending their hard-earned money on these products, unwittingly “poisoning” themselves with artificial vitamins and fillers, all while thinking they are doing something good for their health.


Part of the problem is lack of oversight and quality control. Nutritional supplements are regulated as a category of food, not as drugs, so manufacturers do not have to prove a product is effective (or even that it contains what the label says) before selling it. They’re banned from claiming to “treat or cure” diseases, but they can use vague phrasing like “supports immunity” or “promotes heart health” – phrases that sound medical but skirt the need for proof. This loophole means “the sky’s the limit in terms of how manufacturers can present their products,” as one expert noted.


Meanwhile, consumers often can’t tell the difference between a science-backed claim and a meaningless slogan. The result is an open market for cheap, low-quality supplements loaded with fillers and synthetic ingredients. In some cases, independent investigations have found supplement pills that contain none of the advertised herb or nutrient, or worse, are spiked with unlisted pharmaceuticals and contaminants. These inferior products not only waste money – they can cost people their health and longevity in the long run.


The Cult of Brand and MLM Marketing


Another huge problem I’ve observed is how good-quality, effective formulations are often locked up in exclusive companies and multi-level marketing (MLM) schemes. Some of the best supplement formulations I’ve encountered – ones with research behind them or unique therapeutic value – are sold only through MLM distributors or privately owned brands that fiercely guard their turf. These companies often foster an almost cultish devotion to the brand, to the exclusion of all other products or approaches. I say “cultish” because of how extreme it can get: I’ve seen folks with little to no medical training selling products from their living room or social media as “wellness coaches,” parroting the company’s talking points and dismissing any alternative ideas. The corporate culture encourages a “with us or against us” mentality and uses its own special jargon and hype to create true believers. In fact, many critics have noted that MLM organizations exhibit cult-like tactics, from their evangelical enthusiasm to the emotional manipulation of members with promises of miracle cures and financial.


For patients, this means their supplement choices are often influenced more by persuasive marketing than by genuine health needs. I’ve had clients come to me with bags full of pills from Company X or Y that some friend/influencer sold them, utterly convinced these pills would cure everything. Meanwhile, basic foundations of health – like diet, sleep, exercise, stress management – were ignored. It’s as if the brand loyalty and hype override common sense. What’s worse, the MLM model usually carries inflated prices (to pay all those commission levels), so people might spend double or triple what an equivalent high-quality supplement would cost elsewhere. Many end up throwing away money on products that either don’t help or aren’t even appropriate for their condition. In the end, they feel betrayed and burned out on the whole idea of “natural health.” I find this extremely troubling – it undermines trust in legitimate natural medicine when people are exploited by what amounts to a glossy pyramid scheme.


I want to be clear: not every supplement company is like this, and there are certainly reputable brands out there. But the overall landscape is rife with exaggeration and tribalism. As a naturopath, I’ve often felt stuck in the middle. On one side, I see the pharmaceutical industry (the $1 trillion gorilla) which, for all its flaws, bases products on rigorous testing and quality control. On the other side, the $3+ trillion wellness industry that is supposed to be the alternative – more “natural,” holistic, empowering – but in practice can be just as profit-driven and opaque. We in the natural health field have to do better than peddling overpriced, synthetic pills with cultish fervor. If we don’t, we’re failing the very people we aim to help.


A Naturopath’s Journey: From Nutraceuticals to “Food as Medicine”


In my own practice, I admit I’ve struggled to keep up with the supplement trends and to discern which products are truly high-quality. Over the years I’ve vacillated between two approaches: focusing on food and herbs as medicine versus leaning into nutraceuticals – those patented, lab-derived “natural” formulas that come with impressive research dossiers. There is a time and place for both. I’ve witnessed some patients make remarkable improvements on targeted nutraceutical protocols; for example, a custom-blended mitochondrial support vitamin might significantly improve an obscure blood marker. But I’ve also seen patients take dozens of supplements and still feel lousy, or improve only temporarily. Meanwhile, others who couldn’t tolerate the heavy pill regimens found success when we simplified things – cleaned up their diet, added herbal teas or tinctures, worked on their sleep and stress – and their lab tests and vitality started improving in a more sustained way.


This past year especially has taught me the value of going back to the basics. It’s tempting to reach for the latest trendy supplement (especially when every company rep promises theirs is the “best” or “most bioavailable”). Yet if we keep chasing magic pills, we risk missing the bigger picture of health. Ultimately, no supplement can substitute for a healthy lifestyle. Vitamins cannot out-supplement a poor diet. Adaptogen capsules can’t erase the effects of chronic stress and lack of sleep. Fish oil pills won’t overcome a sedentary lifestyle. My role as a naturopathic doctor should first and foremost be as an educator and coach – to help patients build a foundation of wellness day by day, not just swallow one.


Going forward, I am slowly working toward a much simpler model of care that aligns more with my naturopathic predecessors and the standards of naturopathy agreed to in 1947 (at the Golden Jubilee Congress) which included the statements, “Naturopathy does not make use of synthetic or inorganic vitamins…Naturopathy makes use of the healing properties of…natural foods, organic vitamins”. This model prioritizes client education and sustainable lifestyle changes over piles of pills. “Food as medicine” isn’t just a catchy phrase – it’s the core truth that our bodies are literally made from what we eat and drink. So I spend more time now teaching patients how to eat a nutrient-dense, whole foods diet tailored to their needs, and how to avoid the processed junk that wreaks havoc on their system. I emphasize healthy habits – regular movement, adequate hydration, proper sleep hygiene, stress reduction techniques – as the real “longevity formula.” These changes might not feel as quick-fix as taking a supplement, but they create a far stronger foundation for health. And guess what? They’re often cheaper in the long run and come with only positive side effects!


The Ongoing Role of Targeted Therapies


Does this mean I’ve sworn off supplements entirely? Not at all. There is still a place for high-quality, targeted natural therapies – but I’ve become much more selective in what I recommend. Rather than giving a patient a generic multivitamin and a trendy pill for every symptom, I now focus on a few key areas:

  • Herbal therapies: Medicinal herbs in forms like tinctures, teas, or whole-herb capsules remain a mainstay. Herbs have complex phytochemicals that work synergistically, often providing gentler but deeper healing than isolated vitamins. For example, using an ashwagandha tincture for adrenal support or a milk thistle for liver support can yield improvements that no isolated “adaptogen supplement” or synthetic antioxidant pill could replicate. I source herbs from trusted suppliers (preferably organic, lab-tested for purity) so patients get the real plant medicine without contaminants.

  • Homeopathic remedies: Despite controversy, I have seen homeopathic medicines – highly diluted remedies – provide relief in cases where conventional or herbal remedies fell short, especially for individualized constitutional treatment. Homeopathics are extremely safe and can stimulate the body’s own healing response. I include them when appropriate, as they align with the naturopathic principle of “like cures like” and treating the whole person.

  • Essential supplementation for biochemical balance: There are certain core supplements I consider essential for many people, but these are usually basic nutrients or minerals in bioavailable forms – not exotic proprietary blends. For instance, magnesium, vitamin D, B12, or omega-3 fish oil (ensuring it’s high-purity and sustainably sourced) may be critical for someone with a documented deficiency or higher need. I also pay special attention to pH and mineral balance in the body, as these are fundamental to health.


In fact, I’ve incorporated a urine-saliva analysis tool into my practice to guide this aspect. This analytical system uses simple urine and saliva tests to identify hidden electro-biochemical imbalances in the body. It provides a real-time snapshot of how well a person’s body is maintaining ionic balance. The idea is that by measuring factors like urine pH, mineral salts, sugars, and nitrates, we can detect dysfunctions in metabolism before they manifest as disease. Based on those findings, this allows us to create a personalized set of lifestyle and diet recommendations to help reverse those dysfunctional patterns. In practice, this means I can tailor a plan for each client that might specify things like: how much water they need and when to drink it, which juices or herbal teas would benefit them (and which to avoid), what foods best support their unique chemistry, and which mineral supplements or trace nutrients could correct their imbalances. The goal is to fine-tune the body’s internal environment – its pH, its conductivity, its nutrient reservoirs – so that health can be restored naturally. It’s a very individualized, educational approach, and it resonates with my shift toward simplicity.


Instead of throwing a cabinet’s worth of supplements at a patient, we make precise adjustments to diet and a few key supplements based on their actual biochemical needs.

The products I now recommend are those that align with this analysis and holistic principles – typically whole-food-based supplements or single nutrients in pure form to address a demonstrated need. For example, if urinanalysis or labs show the patient is low in calcium and their urine/saliva pH is off, I might recommend a specific form of calcium and magnesium in appropriate ratios (along with dietary sources) to gently nudge their levels back to optimal range. Or if they have signs of oxidative stress, instead of a megadose of synthetic vitamin C, I might suggest a concentrated food-source vitamin C (like acerola cherry powder) or an herbal antioxidant formula. The emphasis is on quality over quantity.


Rebuilding Trust and Health in Natural Medicine

This evolution in my practice – from chasing every new nutraceutical to refocusing on education, nutrition, and truly high-quality supplements only when needed – has been humbling but ultimately rewarding. Patients may not get the sexy marketing slogans or the instant-gratification promise of a magic pill, but they do get honest, personalized care and results that are tangible. I’ve noticed that when we simplify and strengthen the basics, those patients who had “tried everything” and gotten discouraged often start to improve. Their energy increases, their digestion normalizes, their sleep deepens, and yes, their blood test numbers move in the right direction over time. Importantly, they regain hope – hope that their body can heal when given proper support, and that not every solution comes in a pill bottle.


It’s ironic: the global wellness industry is worth trillions, yet we’ve been mirroring many of the pitfalls of Big Pharma – selling expensive quick-fixes and one-size-fits-all remedies. We must remember that wellness is not a commodity you purchase, but a lifestyle you cultivate. If a $50 bottle of “anti-aging super pills” does nothing to actually improve a person’s biomarkers or wellbeing, then it’s not just a waste of money – it’s a distraction from real healing. As practitioners and consumers in this space, we should demand better. That means demanding transparency and efficacy from supplement makers, and not buying into hype without evidence. It means prioritizing approaches that genuinely nurture the body: fresh whole foods, clean water, movement, restorative sleep, stress management, and time-tested natural therapies.


Eleven years ago, headlines cheered that wellness had “arrived” as a market bigger than pharmaceuticals. Yet here we are, still facing an epidemic of chronic disease and malaise. The lesson I’ve learned is that growth of an industry doesn’t automatically equal improvement in public health – not unless the products and practices are truly health-promoting. My pledge, as I move into the next decade of practice, is to be part of the solution: cutting through the noise of the wellness business to deliver care that actually makes people well.


In the end, the success of natural healthcare should be measured not in dollars or market share, but in healthy, empowered patients. That means fewer people gobbling down pointless pills, and more people educated on how to eat, live, and use natural remedies wisely to support their vitality. It’s a back-to-basics approach, and it may not generate $3.4 trillion in revenue – but it just might help people get truly well, which is priceless.


– Brandon Drabek, ND (Naturopathic Doctor)


References: (embedded throughout the article)

 
 
 

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