- Despite the popularity of some viral wellness trends, 1 in 5 (18%) Brits regret trying a wellness trend they’ve seen online
- Vitamins and supplements top the list of health trends with 1 in 3 (33%) agreeing they’ve noticed a positive impact on their wellbeing
- Every month, there are 3,500 TikTok searches for ‘ice bath benefits’ but only 1 in 10 (8%) report any long term well-being benefits
- Weight loss trends dominate social platforms with 12.3 million videos on TikTok
According to new research by Confused.com, 1 in 4 (24%) Brits admit to following online wellness advice at least once a month. And just over half (55%) are spending up to £100 on these trends. But are they really worth the money? While some report some positive wellbeing changes as a result of trying these trends, nearly 1 in 5 (18%) regret trying a wellness trend they have seen online. But which trends are people most influenced by? According to the new research by Confused.com, vitamins and supplements are currently the most talked-about wellness trend. Just over half (55%) of Brits say they have seen or heard about the trend via social media.But with so much misinformation online, it is hard to know what really works. Recent studies have shown that TikTok nutrition posts are driven by non-experts with just over half (55%) of videos failing to provide evidence-based information.
Everyday health choices can influence more than just your wellbeing. As well as helping people feel better physically, healthy habits can improve your overall health and reduce the risk of long-term conditions. And this can also lead to long-term financial benefits, including cheaper life insurance. Simple, consistent habits such as eating a balanced diet, exercising regularly, avoiding smoking and getting enough sleep are still some of the most effective ways to stay healthy. These same behaviours are also considered by insurers when calculating life cover. So a healthy lifestyle could help you save money as well as protect your future.
Wellness trends: What’s working and what’s not
Life insurance experts at Confused.com highlight some of the biggest wellness trends of the year, and while some report positive effects, others aren’t seeing the long-term benefits.
1 in 3 (33%) people say that supplement nutrition has improved their wellbeing. And with just under 800,000 videos under the hashtag #vitamins circulating on TikTok, it’s clear the trend has grown a significant online following. Furthermore, searches for ‘vitamins multi’ are up 135,400% compared to last year, showing an increasing interest in the trend.
Ice baths or cold plunges are a wellness trend which has gained increasing popularity over recent years. The trend has seen 235,000 videos on TikTok and search terms such as ‘vertical ice bath’ are up by 1,000% compared to last year. TikTok users are certainly curious about the benefits, with 3,500 TikTok searches for ‘ice bath benefits’ every month. However, unlike vitamins and supplements, just under 1 in 10 (8%) of people who have tried cold water therapy report any real wellbeing benefits. On the other hand, meditation remains one of the more established wellness trends. 49% are aware of it through social media and 3.8 million videos are shared on TikTok. And interest continues to grow, particularly around ‘zen meditation’, as searches for this keyword have increased by 8,700% compared to last year. 1 in 4 (24%) people say meditation has made a positive difference to their wellbeing.
Pilates, a low-impact exercise design to improve strength and flexibility, has gained 1.9 million video mentions on TikTok. And searches for keywords such as ‘Pilates essential kit’ have increased 14,400% compared to last year. Just over 1 in 10 (12%) of people feel pilates has had a positive impact on their wellbeing. Weight loss remains one of the most viral wellness categories, with a staggering 12.3 million related videos on TikTok. Search data also shows the same trend, with ‘tablets for weight loss’ seeing 33,100 monthly searches, a 12,556% increase compared to last year. Just under 1 in 5 (18%) of people say weight loss trends have improved their wellbeing.
The financial cost of social-fuelled wellness culture is also stacking up. Just over half (55%) admitted to spending between £10 and £100 on wellness products or services promoted through viral content. But 1 in 5 (18%) ultimately regretted trying trends they were influenced to follow online. The research suggests that many are left questioning whether these popular wellness fads are truly worth the investment.
Tom Vaughan, life insurance expert at Confused.com, comments:
“The rise of wellness trends on social media highlights how consumers are influenced by viral content. While some individuals may experience short-term benefits, our research shows many are spending considerable amounts on trends that ultimately fail to deliver lasting improvements to their wellbeing. This underlines the importance of approaching online health advice with a healthy dose of scepticism. Instead, it’s worth focusing on consistent, sustainable lifestyle habits that genuinely support long-term health. Maintaining balanced routines like regular exercise, a nutritious diet and stress management can have far greater, lasting benefits for wellbeing. It can save you money on your life insurance policy too.”
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