Study Social Media Performance Supplements 2024

Which social media platforms are relevant in my industry? What insights can I gather from my competitors‘ activities? Who are the benchmarks?

The study provides insights into the performance of 100 supplement brands on the platforms Facebook, Instagram, LinkedIn, TikTok, X, and YouTube. Subscribers/fans/followers, postings/videos, and interactions on social media accounts are analyzed. A comprehensive ranking consolidates the evaluations of performances on the six platforms, and a statistical social media positioning visualizes the results.

164 pages, €3,800 plus VAT.

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Selected Key Facts:

  • Which social media platforms are important in my industry?
  • Which providers stand out with particularly popular posts or videos?
  • What are the most successful posts and videos?
  • Who are the benchmarks on the platforms Facebook, Instagram, LinkedIn, TikTok, X, YouTube?
  • What insights can I draw from the activities of my competitors?

Study design:

  • Evaluation of performances on the platforms Facebook, Instagram, LinkedIn, TikTok, X, and YouTube
  • Investigation period: January 1, 2023 – December 31, 2023
  • Region: Germany
  • Examined brands: Dietary supplements, sports nutrition, health and wellness products, as well as fitness. Some may also operate in the areas of food, vitamins, minerals, and trace elements.
  • Calculations: Rankings and statistical correspondence analysis

Study in numbers:

  • Social media performance of 100 supplement brands
  • Data source: Monitoring of 6 social media platforms
  • 100 top posts in terms of likes, comments, interaction rate
  • Overall ranking based on around 42,000 analyzed posts, several million subscribers, and numerous interactions

Evaluated brands:

Abtei, Alpha Foods, Almased, American Supps, Aronia ORIGINAL, Bears with Benefits, BIOVEA, BioSteel, Biogena, Big Zone, BHI Biohealth, Body & Fit, Body ATTACK, Bodybuilding Depot, Bodylab24, Bodymed, BRAINEFFECT, Bulk, Bonusan, Cerascreen, Cellucor, CLIF, Creapure, Dextro Energy, Dietary supplements, Dr. Jacob’s, edubily, ESN, Feelgood Shop, FitNFemale, Foodspring, Formotiva, FREY Nutrition, Golden Tree, Hammer Nutrition, Health and wellness products, Herbalife, Huel, iHerb, InnoNature, IronMaxx, Kräuterhaus Sanct Bernhard, LaVita, Lebenskraftpur, Lifeplus, Muscletech, Multipower, Muscle maker, natural mojo, Naturtreu, Nature’s Answer, NEO Supps, New Nordic, NICApur, NutriSolution, nutri+, Nutrend, Nu U Nutrition, Olimp Labs, Omni-Biotic, Optimum Nutrition, Orthomol, Pedialyte, Peak, Phantom Athletics, Powerbar, POWERSTAR, Pure, Rocka Nutrition, RINGANA, ROC Sports, Sunday Natural, Supersmart, Supplement brands, SpermidineLife, Tetesept, The protein works., Universal, Vitamins, Vitamine, minerals, and trace elements, XbyX, Xenofit, XXL Nutrition, Your Super, Yfood, Zec+, Zinzino

Analysis results for the six platforms Facebook, Instagram, LinkedIn, TikTok, X, YouTube:
Top 30 subscribers/fans, Top 30 number of posts/videos, Top 30 number of interactions, Utilization rate of the six platforms, Overall ranking per platform, Top 10 posts/videos by likes, Top 10 posts/videos by comments and interaction rate, Overall ranking, Positioning of all providers regarding the six platforms.

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Among the six analyzed social media platforms, Facebook and Instagram have a usage rate of 100 percent each, making them the most popular. On average, 90 percent of the considered providers in the supplement market utilize the six examined platforms. Approximately 70.5 percent were active with their profiles during the study period. On average, providers post 283 posts on Facebook within a year, and the average number of posts on Instagram also exceeds 100, while on other platforms, their number is in the double digits. Nine of the top ten brands in the overall ranking are active on all six platforms.

Contact person:

André Muth
Tel: +49 (0)711-55090382

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Press Release

Study Social Media Performance: 58 percent of supplement brands are present on the six most popular social media platforms

In the supplement market, 58 out of 100 companies examined have an account on all six social media platforms: Facebook, Instagram, LinkedIn, TikTok, X, and YouTube. Facebook and Instagram are particularly popular, with a usage rate of 100% each. Notably, 84% also maintain a TikTok account.

Esslingen am Neckar, May 8, 2024 – The latest Social Media study analyses the performance of 100 supplement brands on the platforms Facebook, Instagram, LinkedIn, TikTok, X, and YouTube. Facebook and Instagram lead the popularity scale with a usage rate of 100 percent. Close behind are YouTube with 97 percent and the B2B platform LinkedIn with 89 percent. In comparison to other industries such as energy and gambling, the share on TikTok at 84 percent is unusually high. While X has the lowest representation at 71 percent, at least nine of the top 10 providers are present on it.

In the individual ranking of the Facebook platform, the brand „Liebscher & Bracht“ takes first place due to a particularly high number of interactions of around 344,000, which includes comments, likes, and shares, followed by Herbalife, which ranks second with 7 million followers. This places them well above the average of around 11,000 interactions and 283,000 fans. PROZIS on 6th place proves to be the most active with 788 industryrelevant Posts within a year.

On the Instagram platform, the supplement brand More secures the first place with over 3 million interactions with its fans, averaging around 170,000. This is also reflected in the top 100 posts by likes and comments. With only a small point difference, MYPROTEIN follows, shining with 710 posts within a year and around one million followers. In the average values of around 160 posts and 121,000 fans, it is evident that Instagram shows the highest activity. The highest follower count is found at iHerb, with 1.8 million followers.

When comparing the statistics of the six social media platforms, it becomes evident that the emerging TikTok can already compete well with the two most popular platforms, Facebook and Instagram, in some areas. With an average of about 19,000 interactions per account per year, TikTok exhibits the second-highest level of activity after Instagram. One brand even achieves over 1.6 million interactions with its followers. Supplement brands active on TikTok publish an average of 74 posts annually, aligning with the overall cross-platform average. In terms of fan count, TikTok achieves a slightly below-average figure of about 46,000.