New research reveals that more than half of Brits are spending up to £100 on viral wellness trends promoted on social media, yet many regret their purchases. Confused.com‘s study shows 1 in 4 (24%) people follow online wellness advice monthly, with 55% spending between £10 and £100 on products or services. But 1 in 5 (18%) regret trying these trends, raising questions about their effectiveness.

The research highlights the influence of platforms like TikTok, where wellness content flourishes. Weight loss trends dominate, with 12.3 million videos on TikTok, and searches for “tablets for weight loss” surging by 12,556% compared to last year. Despite this, only 18% report improved well-being from these trends. Vitamins and supplements are the most popular, with 33% noting positive impacts and 800,000 TikTok videos under the hashtag #vitamins. Searches for “vitamins multi” have skyrocketed by 135,400% year-on-year.

Ice baths, another viral trend, have 235,000 TikTok videos and 3,500 monthly searches for “ice bath benefits.” Yet, only 8% of those who tried cold water therapy report lasting well-being benefits. In contrast, meditation, with 3.8 million TikTok videos, is recognised by 49% of Brits via social media, and 24% say it positively impacts their well-being. Searches for “zen meditation” have risen by 8,700% compared to last year.

Pilates, with 1.9 million TikTok videos, is also gaining traction, with searches for “Pilates essential kit” up by 14,400%. But only 12% report well-being benefits from the low-impact exercise. The research underscores a broader issue: 55% of TikTok nutrition posts lack evidence-based information, often driven by non-experts, according to recent studies.

Tom Vaughan, life insurance expert at Confused.com, said: “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 well-being. 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 well-being. It can save you money on your life insurance policy too.”

Key wellness trends and their impact.

• Vitamins and supplements: 33% report improved well-being; 800,000 TikTok videos and 135,400% search increase for “vitamins multi.”
• Ice baths: Only 8% note lasting benefits; 235,000 TikTok videos and 1,000% search rise for “vertical ice bath.”
• Meditation: 24% see positive effects; 3.8 million TikTok videos and 8,700% search increase for “zen meditation.”
• Pilates: 12% report benefits; 1.9 million TikTok videos and 14,400% search rise for “Pilates essential kit.”
• Weight loss: 18% note improved well-being; 12.3 million TikTok videos and 12,556% search increase for “tablets for weight loss.”

Healthy lifestyle habits like balanced diets, regular exercise, and adequate sleep remain the most effective for long-term health, reducing risks of chronic conditions and potentially lowering life insurance costs. With 55% of Brits spending on wellness trends, and 18% regretting their choices, the research suggests a need for caution. Viral content may drive engagement, but sustainable habits offer greater value for both health and finances.