Influencers tempt people to take dietary supplements - that is the conclusion of a recent study. A recent representative survey by the Federal Institute for Risk Assessment shows that 76.6 per cent of respondents have taken at least one nutrient or ingredient via food supplements in the past year. Those who used social media used food supplements significantly more often and more often. The differences are particularly clear when it comes to the intake of Proteinsomega fatty acids and iron, which are consumed significantly more frequently by social media users. Almost a third (29.6 per cent) of food supplement users take them daily and a further 33.4 per cent at least weekly. In line with current scientific opinion, the BfR emphasises that food supplements are generally superfluous for healthy people who eat a normal diet. With a balanced diet, the body gets all the nutrients it needs.
Influence of social media
A key result of the Study is the importance of social media for information about food supplements. 45.4 per cent of respondents belong to the "social media-informed" (SoMe-informed), who at least occasionally receive information about food supplements via social media or from influencers. This group primarily uses Instagram (55.9 per cent), YouTube (42.7 per cent) and Facebook (39.2 per cent), but also TikTok (14.8 per cent) as sources of information. At the same time, 75.6 per cent of SoMe-informed people are at least occasionally aware of information or advertising on nutritional supplements from influencers. The professional background of these influencers is mainly in the areas of Sport (34.1 per cent), nutritional science or advice (23.1 per cent), lifestyle coaching (20.1 per cent) and medicine (13.0 per cent). It is striking that 30.9 per cent state that they receive information on food supplements from influencers to whom they do not ascribe a specialist background.
Food supplements through social media
The study shows significant differences in usage behaviour between SoMe-informed and non-SoMe-informed people. The proportion of supplement users is higher among SoMe-informed people (80.0 per cent vs. 73.8 per cent). In addition, SoMe-informed people who use food supplements consume a larger number of different substances (on average 8.77 vs. 6.88 substances). The differences are particularly clear in the intake of proteins, omega fatty acids and iron, which are consumed significantly more frequently by SoMe-informed people. The frequency of intake also differs: 55.2 per cent of SoMe-informed people take food supplements at least once a week, compared to 42.4 per cent of non-SoMe-informed people. SoMe-informed people are also more likely to take a food supplement in the next 12 months that they have not yet taken.
Motivation for dietary supplements
There is a remarkable difference in the perception of food supplements: SoMe-informed people agree significantly more strongly that food supplements have a positive effect on healthy people with a balanced diet. The motives for taking supplements show that SoMe-informed respondents on average agree more strongly with all the motives surveyed than non-SoMe-informed respondents. The difference is particularly clear for the motive of physical or mental performance enhancement. There are also differences in the hoped-for areas of application: SoMe-informed people are significantly more likely to hope for benefits in the areas of quality of life, skin, hair and nails and stress. In the benefit assessment, SoMe-informed people rated the benefits of food supplements higher (3.09 vs. 2.83 on a 5-point scale) than non-SoMe-informed people, while there was no difference in the risk assessment. In addition, SoMe-informed respondents rated their subjective awareness of dietary supplements significantly higher.
Perception and revenue motivation
The study shows a discrepancy between the legal definition and consumer perception of food supplements. While food supplements are legally considered foodstuffs, 57.7 per cent of those surveyed regard them as over-the-counter medicines. Only 14.3 per cent of respondents correctly classify food supplements as food. In addition, 46.6 per cent wrongly assume that food supplements are tested for health safety before they are sold. Health-related reasons are cited as the main motives for taking them. The prevention of diseases and the best possible supply of nutrients are at the forefront. Other important reasons include maintaining or improving their own state of health and treating illnesses or health problems. Half of those who use food supplements cite increasing their own physical or mental performance as a reason.
Areas of application and risk-benefit assessment
More than half of supplement users hope that taking supplements will benefit their general health. Other frequently mentioned areas of application are the immune system or protection against colds and infectious diseases, muscular problems and improvement in quality of life. There are clear differences in the risk-benefit assessment between supplement users and non-users. Food supplement users rated the benefit significantly higher (3.15 vs. 2.29 on a 5-point scale) and the risk significantly lower (2.86 vs. 3.37) than non-users. Over a third of respondents feel well or very well informed about recommended intake (37.9 per cent), recommended maximum amounts (38.4 per cent) and the health benefits (38.5 per cent) of food supplements. Significantly fewer respondents felt well informed about the health risks (27.7 per cent) and the legal regulations and controls (17.7 per cent).
Implications for health communication
The results of the study by the Federal Institute for Risk Assessment have important implications for health and risk communication on food supplements. The high prevalence of food supplement use in Germany coupled with a lack of knowledge about the legal categorisation and regulation of these products indicates a need for improved education. The role of social media, which is a source of information about food supplements for almost half of those surveyed, appears to be particularly relevant. The study shows that social media predominantly reports on the benefits (59.1 per cent) and hardly any disadvantages (2.3 per cent) of food supplements. This could explain why SoMe-informed people rate the benefits of food supplements more highly and take a greater variety of supplements.
Kristian Bauer
Editor
