The role of social media in influencing dietary supplement use among young adults in Kazakhstan

Abstract Background Use of dietary supplements (DS) among young adults is growing globally, often influenced by appearance/health goals and media exposure. In Kazakhstan, there is limited data on how social media shapes young people's consumption of DS, particularly for weight loss and muscle gain. Understanding this influence is essential for developing effective health promotion and regulation strategies. Aim was to assess the prevalence of DS use among young adults aged 18-25 in Astana and Almaty and examine the influence of social media on their supplement-related behaviors. Methods A cross-sectional survey was conducted among 500 young adults in public places in Astana and Almaty using a structured, interviewer-assisted questionnaire during April of 2025. The survey assessed supplement use, perceived benefits, purchasing channels, and sources of information, including social media platforms. Descriptive and inferential statistics were used to analyze trends and associations. Results Findings show that a majority (68.6%) of respondents reported that they did not use DS, while 31.4% reported current or past use of DS, with 42.6 % using them for muscle building and 7.4% for weight loss. Although doctors, friends and trainers were considered the most trusted sources overall, most of information was received from social media/blogs and websites. Social media was cited by 51% as an important source of information. Instagram and WhatsApp were the most commonly used platforms. Education and positive perception of DS were significantly associated with DS use patterns (p < 0.05). Conclusions The findings highlight the considerable influence of social media on dietary supplement use among young adults in Kazakhstan. Public health initiatives should address misinformation online and promote health literacy, while regulatory measures should target marketing practices on digital platforms to ensure safer consumer choices. Key messages • Social media influence use of dietary supplement among young people in Kazakhstan. • Identifying factors influencing supplement use helps design public health actions - targeted health literacy and regulation are urgently needed to ensure safe, informed choices.