British Men Pour Billions into Social Media Wellness Fads
A startling new study has uncovered that British men are spending enormous sums on wellness trends promoted through social media, despite limited evidence supporting their effectiveness.
Research conducted by healthcare company Voy indicates that men aged 35 and above in the UK are spending more than £2 billion each year on wellness products, services, and advice discovered through social media platforms.
The Daily Wellness Scroll
The investigation reveals nearly half (42%) of men in this demographic view wellness content more than once per day. The most frequently visited topics include fitness workouts (53%), supplements (41%), mental health practices (39%), and weight loss or fat burning products (36%).
Dr Jeff Foster, NHS GP and Director of Men's Health at Voy, expressed concern about this trend. "Men are bombarded with wellness advice on social media every day," he said. "The problem is, much of it is anecdotal, unregulated, or simply overhyped."
Top Trends and Motivations
The study identified the five most popular wellness trends among British men:
- Vitamins (59%)
- Creatine for performance and muscle strength (26%)
- Cold plunges and ice baths (22%)
- Testosterone-boosting foods (18%)
- Hot therapy treatments (17%)
Perhaps most revealing is what's driving this spending spree. The research found that 45% of men are primarily seeking to improve their sexual wellbeing, outpacing those looking to enhance sleep quality (38%), increase energy levels (31%), or reduce stress (30%).
The Misinformation Problem
Alarmingly, the study highlights significant issues with health literacy among this group. Approximately 40% of men admitted they find it difficult to judge whether wellness information is scientifically accurate, while another 40% believe they've been served misinformation.
Despite these concerns, nearly half (49%) were unlikely to consult a medical or scientific expert before following a wellness trend. Dr Foster warned that this combination creates perfect conditions for exploitation.
"It's particularly striking to see that almost half of UK men above 35 have tried wellness trends after seeing them on social media," Dr Foster noted, emphasising the powerful influence these platforms wield over health decisions.
Expert Advice for Navigating Wellness Claims
Medical professionals caution that the unregulated nature of online wellness content means many men receive poor advice that targets their insecurities. Dr Foster stressed the importance of distinguishing evidence-based treatments from trending fads.
"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," he advised.
The physician urged men seeking health improvements to seek professional medical advice before committing to wellness trends, particularly when considering unverified supplements that could potentially be harmful.
The research, dated November 20, 2025, serves as a stark reminder of the substantial financial and health impacts of social media's influence on male wellness behaviours in the UK.
