A new survey of over 1,000 German adults reveals that three out of four people take vitamins or mineral supplements, with magnesium and vitamin D being the most popular choices. The study found that people who see supplement ads and information on social media tend to take more different types of supplements and believe they work better than people who don’t see this content. Researchers warn that social media influencers may be giving people a one-sided view of supplements, and suggest we need better education to help people understand both the benefits and risks of taking these products.

The Quick Take

  • What they studied: How many Germans take vitamins and supplements, why they take them, and whether seeing supplement ads on social media changes how people use these products
  • Who participated: 1,071 adults living in Germany who took an online survey in September 2024. The group was balanced to match Germany’s population by age, gender, education level, and region
  • Key finding: About 77% of Germans took some kind of supplement in the past year. People who saw supplement information on social media took more different supplements and used them more often than people who didn’t see this content
  • What it means for you: If you use social media, you may be getting incomplete information about supplements. It’s important to talk with a doctor or pharmacist before starting any new supplement, especially if you take other medicines

The Research Details

Researchers asked 1,071 German adults to complete an online survey in September 2024. The survey was designed to match Germany’s actual population in terms of age, gender, education, and which region people lived in. This helps make sure the results represent what most Germans think and do. The survey asked people about which supplements they took, why they took them, and whether they had seen information about supplements on social media platforms like Instagram, TikTok, or Facebook.

This type of study is called a ‘cross-sectional survey,’ which means researchers took a snapshot of what people were doing at one point in time. It’s like taking a photo rather than watching a video. This approach is good for understanding what’s happening right now in a population, but it can’t prove that social media actually causes people to take more supplements—only that the two things seem connected.

Understanding how many people use supplements and what influences their choices is important for public health. Social media has become a major source of health information, but influencers may not always give balanced information about risks and benefits. This study helps health officials understand what people believe and how they make decisions about supplements, which is the first step toward creating better education programs.

This study has several strengths: it included over 1,000 people, the group was representative of Germany’s population, and it was conducted recently (2024). However, the study only shows what people reported doing—it doesn’t prove cause and effect. People who see supplement ads on social media might already be more interested in health products, which could explain why they take more supplements. The study also only included German adults, so results might be different in other countries.

What the Results Show

Nearly 77 out of every 100 German adults reported taking some kind of supplement in the past year. The most popular supplements were specific micronutrients like magnesium and vitamin D, which makes sense because many people in northern climates don’t get enough vitamin D from sunlight. The main reason people gave for taking supplements was health-related—they wanted to feel better or prevent illness.

The study found an important difference between people who had seen supplement information on social media and those who hadn’t. People exposed to social media content about supplements took more different types of supplements, used them more frequently (at least once a week), and rated their effectiveness higher. This suggests that social media marketing may influence both how much people use supplements and what they believe about them.

Interestingly, about 14% of people surveyed didn’t understand the legal definition of supplements—they thought supplements were regular food rather than special products with specific rules. This confusion suggests that many people may not fully understand what they’re taking.

The study revealed that people’s perceptions and behaviors around supplements varied significantly based on their exposure to social media content. Those who encountered supplement information online were more likely to view supplements as beneficial, even though the study doesn’t prove supplements actually work better for these people. The research also highlights a gap in public understanding about what supplements actually are and how they’re regulated differently from regular food.

This research adds to growing evidence that social media influences health decisions. Previous studies have shown that influencers can shape what people buy and believe about health products. This German study confirms that pattern while providing specific numbers about supplement use in a major European country. It also supports earlier findings that magnesium and vitamin D are among the most commonly used supplements.

This study has several important limitations. First, it only shows what people reported doing—not what they actually did. People might overestimate how much they use supplements or underestimate risks. Second, the study can’t prove that social media causes people to take more supplements; it only shows they’re connected. People interested in health might naturally seek out supplement information online. Third, the study only included German adults, so results might be different in other countries with different social media use or health beliefs. Finally, the survey was done online, which might miss people who don’t use the internet regularly.

The Bottom Line

If you’re considering taking a supplement, talk with your doctor or pharmacist first, especially if you take other medicines. Don’t rely only on social media for health information—look for advice from qualified health professionals. Be skeptical of claims that sound too good to be true, and remember that supplements are not regulated as strictly as medicines. If you do take supplements, keep a list of what you’re taking and share it with your healthcare provider.

This research matters for anyone who uses social media and sees supplement ads, anyone considering taking vitamins or minerals, and parents making health decisions for their children. It’s especially important for people who take prescription medicines, since some supplements can interact with medications. Healthcare providers and public health officials should also pay attention to understand how to better educate the public about supplements.

If you start taking a supplement based on this research, don’t expect immediate results. Most supplements take weeks to months to show any effect, if they work at all. Some people may notice changes in energy or how they feel within a few weeks, but this could also be a placebo effect (feeling better because you expect to feel better). Always give supplements at least 2-3 months before deciding if they’re working for you.

Want to Apply This Research?

  • Create a daily log of all supplements taken, including the name, dose, time of day, and any symptoms or changes you notice. Track this for at least 8-12 weeks to see if there are any patterns or effects
  • Before adding any new supplement to your routine, use the app to set a reminder to discuss it with your doctor or pharmacist first. Create a list of all supplements you’re currently taking and review it monthly with a healthcare provider
  • Use the app to track not just what supplements you take, but also how you feel—energy levels, sleep quality, mood, and any side effects. Compare your notes monthly to see if supplements are actually making a difference for you, and share this data with your healthcare provider

This research describes what Germans reported about their supplement use and beliefs—it does not prove that supplements work or are safe for everyone. Supplements are not regulated as strictly as medicines and may interact with prescription drugs or cause side effects. Before starting any supplement, especially if you have health conditions or take medications, consult with your doctor or pharmacist. Do not use this information to replace professional medical advice. The findings apply specifically to German adults and may not apply to other populations.