According to a survey conducted by Rakuten Insight in February 2023, 44 percent of respondents in Thailand aged over 55 years used social commerce to purchase dietary supplements and functional foods. 19 percent of the same aged respondents in Singapore have purchased dietary supplements and functional foods on social media.
Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group
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Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group
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Original question: "What item(s) did you purchase on social media? Choose all that applies."
Number of respondents:
China: 7,108;
Hong Kong: 2,813;
Indonesia: 11,824;
India: 26,345;
Japan: 476;
South Korea: 4,745;
Malaysia: 8,691;
the Philippines: 11,348;
Singapore: 4497;
Thailand: 11,095;
Taiwan: 9,112;
and Vietnam: 2,881.
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Rakuten Insight. (March 15, 2023). Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group [Graph]. In Statista. Retrieved May 15, 2025, from https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/
Rakuten Insight. "Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group." Chart. March 15, 2023. Statista. Accessed May 15, 2025. https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/
Rakuten Insight. (2023). Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group. Statista. Statista Inc.. Accessed: May 15, 2025. https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/
Rakuten Insight. "Share of Consumers Who Purchase Dietary Supplements and Functional Foods on Social Media in Asia in 2023, by Country and Age Group." Statista, Statista Inc., 15 Mar 2023, https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/
Rakuten Insight, Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group Statista, https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/ (last visited May 15, 2025)
Share of consumers who purchase dietary supplements and functional foods on social media in Asia in 2023, by country and age group [Graph], Rakuten Insight, March 15, 2023. [Online]. Available: https://www.statista.com/statistics/1376238/asia-supplement-purchases-on-social-media-by-country-and-age/
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