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., 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.