Men’s Health Report 2026: Not the Man You’re Marketing To

The global men’s health supplement market was estimated at $72.8 billion in 2024, and the treatments around it are moving fast: testosterone prescriptions are rising again, and GLP-1 use has doubled in 18 months. Yet the men buying supplements aren’t satisfied. Citruslabs surveyed 206 men to find out how they manage their health, what they take, and what they think of the products on offer. Most have already talked to a doctor, and two in three take their supplements alongside a prescription. What they keep finding is big marketing claims, and only 26% say current products meet their needs very well. The findings point to a consumer who looks nothing like the stereotype: he combines medicine and supplements, he buys where his prescription comes from, and he gives brands one clear brief: show him the study. Real Consumer Data: Insights from men on doctor visits, prescriptions, current supplement use, monthly spend, trust, and what they say is missing. Alongside, Not Instead Of: 67% take supplements alongside a prescription such as TRT, a GLP-1 or finasteride. Only 2% replaced a prescription with supplements. 80% of men on a prescription say their prescriber recommended a supplement, and 48% bought it right there. Proof Over Promises: 80% of buyers and 75% of non-buyers say a clinical study on the product would make them more likely to buy. 76% of men taking supplements for testosterone believe “clinically shown to support healthy testosterone levels.” Only 29% believe “boosts testosterone.” This report is for you if... You are a CEO/Founder: If you want to know why men’s health supplements aren’t keeping up with the men buying them, and where the opening is. You are a Product or Marketing Leader: If you want to understand which claims men actually believe, and why a podcast recommendation won’t close the sale. You are Building in Supplements or Men’s Health: If you need consumer data to back your next men’s health product decision or clinical trial brief. Ready to meet the man you should be marketing to? Get the full report straight to your inbox.