More than half of Israelis (53%) use vitamins and or dietary supplements, according to a survey conducted by the Rushinek Research Institute for the dietary supplement company Ecosupp.
The survey examined Israelis’ dietary supplement and vitamin use habits, indicating a rise in the general public's awareness of high-quality, healthy lifestyles over the past two years.
According to the survey, 32% of respondents take dietary supplements regularly, while the remaining 21% take them on occasion or as needed.
“The fact that more than half of Israelis report using dietary supplements and vitamins indicates a big change in the public’s health habits," Ecosupp founder Or Biba explained.
"What was once perceived as a specific or complementary solution has, for many, become part of daily routine, alongside nutrition and an active lifestyle."
The change grew during COVID-19, when health awareness "immune resilience and prevention increased," and the trend has only continued in an upward arc since, Biba said.
"The phenomenon reflects rising awareness of nutritional needs, and the public's desire to take control over personal health, sometimes in response to a decline in personal security, overload, stress, the pace of life, and a sense of physical and mental burnout.”
Around 37% of respondents said they increased their use of vitamins and dietary supplements over the past one to two years, while only about 10% said they reduced their use.
“This figure points to a gradual change in consumption habits and may also indicate growing awareness of the importance of complementary nutritional components," Biba said, noting that the change may have come as a result of the Israel-Hamas War that started in October 2023, as there is a "broader tendency to re-examine personal health routines, especially during periods of uncertainty, mental strain and ongoing burnout."
The survey further found that relatively high regular use of vitamins and dietary supplements was observed among women, individuals aged 50 and over, married individuals, academics, and those with higher incomes.
The two most commonly used supplements are vitamins D, C, and B (72% of respondents) and minerals magnesium, iron, and zinc (57% of respondents), while 31% of respondents use probiotics, and 25% take omega-3 fatty acids.
Why do Israelis take supplements?
Most Israelis who take dietary supplements do so to strengthen their immune system (65%) and to support their general health (55%), according to the survey.
Other reasons include a recommendation from a doctor or dietitian (32%), improving energy or reducing fatigue (31%), strengthening hair and nails (26%), improving sleep (21%), reducing stress or anxiety (18%), and improving concentration or memory (17%).
Only 2% of respondents take dietary supplements and vitamins during pregnancy, while 4% take them for "other reasons."
Israelis spend an average of NIS 130 per month on supplements, the survey showed. Nearly two-thirds spend about NIS 50-100 per month, while roughly one-third report spending between NIS 150- 400 per month.
When asked whose recommendation they trust more when considering taking supplements or vitamins, 43% answered doctors, and 25% said their own research.
Around 11% said they would trust recommendations from friends and family, while less than 10% said they would trust dietitians or nutritionists (9%), pharmacists (5%), or online recommendations (2%).
Another 5% said they did not know.
"The findings present a clear picture of the ongoing shift in the Israeli public's health habits, in which dietary supplements and vitamins are taking an increasingly central place in daily life," Bibas said in conclusion.
"The rise in usage, the demographic characteristics of consumers, the types of supplements most commonly used and the reasons for their consumption, as well as the fact that a significant share of consumers conduct independent information searches before purchasing, which indicates a growing demand for quality and transparency, all show the Israeli of 2026 as a smart consumer who checks what goes into their body, and the increase in monthly spending proves that they are willing to invest in products that provide real added value.”
The survey was conducted online by the Rushinek Research Institute, using a random, nationwide, representative sample of 501 individuals aged 18 to 70.