26% of Men in Their 20s Buy Supplements Weekly, 3.3 Times the General Average: Significant Gender Differences in 'Purpose' and 'Search Methods'
Key facts
- 26% of Men in Their 20s Buy Supplements Weekly, 3.3 Times the General Average: Significant Gender Differences in 'Purpose' and 'Search Methods'
- Willbase Inc. released the results of a survey on supplement and health food usage among 133 people in their 20s. The survey revealed polarized consumption habits, with men actively purchasing vitality-focused supplements via YouTube, while women primarily search for beauty-related supplements on Instagram.
- Source: PR Times
- Date: June 8, 2026
Direct answer
Willbase Inc. released the results of a survey on supplement and health food usage among 133 people in their 20s. The survey revealed polarized consumption habits, with men actively purchasing vitality-focused supplements via YouTube, while women primarily search for beauty-related supplements on Instagram.
- Citation
- 26% of Men in Their 20s Buy Supplements Weekly, 3.3 Times the General Average: Significant Gender Differences in 'Purpose' and 'Search Methods' (June 8, 2026), PR Times
- Source
- PR Times
- Date
- June 8, 2026
Willbase Inc. released the results of a survey on supplement and health food usage among 133 people in their 20s. The survey revealed polarized consumption habits, with men actively purchasing vitality-focused supplements via YouTube, while women primarily search for beauty-related supplements on Instagram.
📋 Article Processing Timeline
- 📰 Published: June 8, 2026 at 18:10
- 🔍 Collected: June 8, 2026 at 09:21
- 🤖 AI Analyzed: June 8, 2026 at 09:21 (0 min after Collected)
Willbase Inc., operator of the OTC drug and supplement selection support site 'Curebell,' conducted a survey of 133 supplement and health food users in their 20s.
The results show that approximately 26% of men in their 20s purchase supplements at least once a week—3.3 times the general average. Information gathering centers on YouTube, with a high interest in muscle training and vitality-related ingredients. In contrast, 24% of women in their 20s gather information through Instagram, showing a distinct preference for beauty and iron-related supplements. While purposes and search methods differ entirely between genders, 'Tokucha' is the only functional food product favored by both.
■ Survey Overview
Method: Internet survey
Subjects: Men and women in their 20s with experience using supplements or health foods
Valid responses: 133
Period: May 2026
POINT 1: About 26% of men in their 20s buy weekly — 3.3 times the average (8%)
When asked about purchase frequency, 26% of men in their 20s reported buying at least once a week, 3.3 times the average (8%). Including those who buy 2-3 times a month, 52% make purchases at least twice a month, suggesting that supplements are becoming consumables, driven by the spread of protein and fitness culture.
POINT 2: Information gathering 'YouTube vs. Instagram' — Different media choices by gender
When asked about trusted media for supplement information, YouTube was the top source for men (14%), while Instagram was the overwhelming favorite for women (24%), followed by X and TikTok. This suggests men rely on video reviews from fitness YouTubers, while women utilize posts from beauty influencers.
POINT 3: 'Vitality vs. Beauty' — Diverging interests and purposes
For products where effects were felt or repeat purchases are desired, men in their 20s focus on 'vitality and performance' items like zinc, protein, and creatine. Women focus on 'beauty and nutritional support' items like iron (heme iron) and vitamins, clearly polarizing purposes even within the same age group.
POINT 4: 'Tokucha' is the top functional food for both genders
Regarding favorite functional food items, 'Tokucha' (Suntory) was the only product that ranked first for both men and women. Known for its fat-reducing function, it is widely recognized among young people as a health drink easier to consume than pills.
The results show that approximately 26% of men in their 20s purchase supplements at least once a week—3.3 times the general average. Information gathering centers on YouTube, with a high interest in muscle training and vitality-related ingredients. In contrast, 24% of women in their 20s gather information through Instagram, showing a distinct preference for beauty and iron-related supplements. While purposes and search methods differ entirely between genders, 'Tokucha' is the only functional food product favored by both.
■ Survey Overview
Method: Internet survey
Subjects: Men and women in their 20s with experience using supplements or health foods
Valid responses: 133
Period: May 2026
POINT 1: About 26% of men in their 20s buy weekly — 3.3 times the average (8%)
When asked about purchase frequency, 26% of men in their 20s reported buying at least once a week, 3.3 times the average (8%). Including those who buy 2-3 times a month, 52% make purchases at least twice a month, suggesting that supplements are becoming consumables, driven by the spread of protein and fitness culture.
POINT 2: Information gathering 'YouTube vs. Instagram' — Different media choices by gender
When asked about trusted media for supplement information, YouTube was the top source for men (14%), while Instagram was the overwhelming favorite for women (24%), followed by X and TikTok. This suggests men rely on video reviews from fitness YouTubers, while women utilize posts from beauty influencers.
POINT 3: 'Vitality vs. Beauty' — Diverging interests and purposes
For products where effects were felt or repeat purchases are desired, men in their 20s focus on 'vitality and performance' items like zinc, protein, and creatine. Women focus on 'beauty and nutritional support' items like iron (heme iron) and vitamins, clearly polarizing purposes even within the same age group.
POINT 4: 'Tokucha' is the top functional food for both genders
Regarding favorite functional food items, 'Tokucha' (Suntory) was the only product that ranked first for both men and women. Known for its fat-reducing function, it is widely recognized among young people as a health drink easier to consume than pills.
FAQ
How does the supplement purchase frequency of men in their 20s compare to the overall average?
Approximately 26% of men in their 20s purchase supplements more than once a week, which is about 3.3 times the overall average of 8%.
What are the differences in information sources between men and women in their 20s?
Men in their 20s trust YouTube (14%) as their primary source of information, while women in their 20s trust Instagram (24%) the most.
What are the differences in preferred ingredients and purposes between men and women?
Men tend to prioritize ingredients like zinc and protein for energy and performance, while women focus on iron and vitamins for beauty and nutrition.
What is the most popular functional food among both men and women?
Suntory's 'Tokucha' is the most popular among both men and women, widely recognized among younger generations.
What is the composition of the survey participants?
The survey primarily targeted 133 men and women in their 20s who have experience using supplements and health foods, conducted online in May 2026.