Nearly half of adults in the United Kingdom are spending over £120 annually on health supplements promoted through social media platforms, raising concerns from the National Health Service (NHS) and nutrition experts about the reliability and safety of such products. A recent survey of over 8,000 adults conducted by Bupa found that individuals typically spend around £19 per month on supplements including collagen, creatine, fish oil, turmeric, and magnesium—many of which lack strong scientific support.
The study highlights a significant increase in supplement use, with 72 percent of respondents reporting they take at least one supplement, and 33 percent taking three or more daily. Nearly half of the surveyed group indicated they spend at least £10 monthly on products seen on sites such as Instagram and TikTok, with some admitting to expenditures exceeding £200. Adults aged 25 to 34 are the highest consumers, with a notable portion of this age group believing that wellness influencers possess more current health information than medical professionals.
Health advocates point to the influence of social media in shaping purchasing decisions. Dr. Caroline Wood from Bupa noted that online content is increasingly personalized, making health messages feel both relevant and persuasive, though this dynamic can blur the line between evidence-based advice and opinion influenced by commercial interests.
Many supplements are marketed towards managing specific health issues, including ADHD, menopause, fertility, and women’s health conditions such as endometriosis. Hannah Feeney, a 25-year-old health policy worker who has endured endometriosis and adenomyosis for a decade, described turning to supplements after encountering lengthy NHS waiting lists and limited medical research on women’s health. She acknowledges relying heavily on influencer content to guide her purchases, saying limited treatment options create a space where trials with supplements feel like a reasonable choice.
Despite widespread use, the NHS routinely recommends only two supplements: folic acid during pregnancy and vitamin D for all adults during winter months. Professor Ramani Moonesinghe, deputy national medical director at NHS England, cautioned against following health advice from unqualified wellness influencers, warning of prevalent misinformation and the potential risks of supplement interactions with other medications. He emphasized that most people obtain necessary nutrients from a balanced diet and advised consulting healthcare professionals before starting any supplement regimen.
The British Dietetic Association also urged the public to prioritize healthy eating over supplement use, warning that many supplements are mistakenly seen as quick fixes for poor diets. Clare Thornton-Wood, a spokesperson for the association, highlighted the importance of focusing on overall nutrition rather than relying on pills marketed with promises of specific health benefits.
The Bupa survey further found that six in ten individuals purchasing supplements online admitted to cutting back on essential expenses such as food, clothing, or leisure activities to fund their supplement habits, underscoring concerns about the affordability and necessity of these products in the wider context of personal health and wellbeing.