Mapping the global digital discourse on nutraceuticals: a two-year hashtag analysis of the X platform (formerly T witter)

Engagement with nutritional health information through digital platforms has become increasingly important for market trends and public health communication. This study examined posts containing the terms “nutraceutical” or “nutraceuticals” shared on X (formerly Twitter) over a 24-month period from 1 August 2023 to 1 August 2025. Data collection and analysis were conducted using the Fedica platform analytics, completed on 22 August 2025. The dataset comprises 82,804 individual posts from 61,527 unique user accounts, with a total of 19,348,499 impressions. Posts originated from 170 countries, with the USA contributing 55.93% of the activity, followed by India (20.01%), and Canada (4.03%). Lexical analysis identified stem cells, peptides, and psychedelics as the most prevalent terms, whereas hashtag co-occurrence analysis highlighted key themes related to health, wellness, manufacturing, pharmaceuticals, and nutritional content. Discussions about nutraceuticals have focused on specific compounds, such as cannabidiol (CBD; n=1,211), nattokinase (n=923), and protein extracts (n=596). The posts demonstrated a high potential for amplification, averaging 234 impressions per post, indicating a strong capacity for information dissemination. This analysis reveals that discussions on the X platform on nutraceutical products form a globally distributed communication network with concentrated user participation from economically developed regions and major emerging markets. The findings underscore the role of the X platform as a key channel for exchanging dietary supplement information and emphasise considerations for stakeholders in nutritional product marketing, health communication, and regulatory oversight.