Middle-aged men in Britain are spending more than £2 billion a year on wellness products and advice promoted on social media, according to a new study. The research by healthcare company Voy suggests that many men over 35 are turning to unproven trends in an attempt to boost their sexual potency.
The study found that 42 per cent of men in this age group view wellness content more than once a day. The most popular topics include fitness workouts (53 per cent), supplements (41 per cent), mental health practices (39 per cent), and weight loss or fat-burning products (36 per cent). Among the top five trends, vitamins lead with 59 per cent, followed by creatine (26 per cent) and cold plunges (22 per cent). Nearly half of men (48 per cent) have tried a trend after seeing it on social media.
Interest in wellness advice appears to be driven largely by concerns about sexual wellbeing (45 per cent), ahead of sleep quality (38 per cent), energy levels (31 per cent), and stress reduction (30 per cent). However, medical professionals warn that much of the online content is unregulated and anecdotal, and may prey on men's insecurities.
Dr Jeff Foster, an NHS GP and Director of Men's Health at Voy, said: "Men are bombarded with wellness advice on social media every day, from the nutritional supplement shilajit to cold plunges to testosterone-boosting foods. The problem is, much of it is anecdotal, unregulated, or simply overhyped." According to the study, 40 per cent of men find it difficult to judge whether information is scientifically accurate, and a further 40 per cent believe they have been served misinformation. Despite these concerns, 49 per cent said they were unlikely to consult a medical or scientific expert before following a wellness trend.
Dr Foster advised men to seek professional advice before committing to any trend. "It's important to know which treatments are evidence-based - such as clinically supervised testosterone replacement therapy - and which are just trending fads without solid research, often promoted through unverified supplements," he said. He added: "It's particularly striking to see that almost half of UK men above 35 have tried wellness trends after seeing them on social media, showcasing just how powerful these platforms are at shaping choices, even when the results aren't guaranteed."
