A new report from recipe-box brand Gousto suggests the UK is in the middle of a full-blown wellness frenzy — and it’s leaving people more confused than healthy. According to the data, three in five adults (60%) have tried at least one viral diet trend this year, driven by TikTok and Instagram’s obsession with quick-fix wellness. Yet 71% say the advice they find online is contradictory, making it hard to know who to trust.
From mushroom-infused coffees to greens powders promising “miracle” benefits, it’s clear many trends are built to generate clicks, not long-term wellbeing.
Registered dietitian Clare Thornton-Wood (RD) says the pattern is familiar:
“A lot of viral nutrition advice is designed to grab attention, not provide evidence-based guidance. Words like ‘miracle’, ‘detox’ or ‘superfood’ are usually red flags that the science is weak or oversimplified.”
The Rise (and Overload) of Protein-Maxxing
The UK’s most popular 2025 trend was protein-maxxing — everything from shakes to bars to “high-protein” versions of everyday foods. But Thornton-Wood warns that people may be overdoing it.
“Your body can’t store unlimited protein. Once your needs are met, the excess is burned or excreted,” she explains. “Most people already get enough through everyday foods like eggs, fish, meat, beans and lentils. Home cooking gives you a natural balance that supplements often miss.”
Gousto’s ready-to-cook recipes, which focus on balanced ingredients rather than expensive supplements, can be found at: https://gousto.co.uk
Diet Fads Aren’t Lasting Long
One of the standout findings is how quickly Brits give up on the trends they try. Over a fifth (22%) quit within the first three days.
Average lifespan of each trend:
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Three Bite Rule – 15 days
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Functional mushroom drinks – 16 days
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Chia seed water – 18 days
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Daily olive oil shots – 19 days
For many, cost and time are the biggest barriers: 42% cite high prices, while 34% say they simply don’t have the time to keep up with these routines.
Thornton-Wood highlights the issue:
“Quick fixes rarely fit real life — they’re expensive, restrictive and hard to maintain. A simple homemade soup or curry with turmeric, ginger and black pepper gives you many of the same benefits for far less money.”
For readers looking for grounded, science-backed nutrition resources, check out the British Dietetic Association: https://www.bda.uk.com
Do Viral Diets Even Work?
According to the research:
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39% noticed no benefits at all
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41% didn’t reach their goals
Why? Thornton-Wood says trends often ignore how nutritional needs change with age.
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Older adults need more protein per kg of body weight to maintain muscle
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Younger adults often prioritise aesthetics or quick changes
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These differences rarely get acknowledged on social media
Generational Divide: Who’s Eating What and Why?
The report found a striking split between age groups:
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Baby Boomers are the most confused by online nutrition (77%)
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Gen Z are the most experimental, with 72% trying at least one trend this year
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18–34s tend to follow trends to boost immunity (36%)
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55+ adults focus on digestion (42%)
Thornton-Wood adds:
“Everyone can benefit from supporting both digestion and immunity. The bacteria in an adult gut weigh around 2kg — roughly the same as your brain. Feeding them fibre-rich plants, wholegrains and herbs helps digestion naturally.”
For more information on gut health, readers can explore NHS guidance: https://www.nhs.uk/live-well/eat-well
Why Home Cooking Still Wins
Gousto founder Timo Boldt says the core problem isn’t that people lack motivation — it’s that they’re overwhelmed:
“It’s easy to feel pulled in every direction by the latest wellness trend when online advice is so contradictory. People want to feel good, but they need reliable, realistic guidance.”
Boldt believes that regular home cooking is one of the most effective long-term habits for health.
Gousto aims to make that easier by delivering fresh, pre-portioned ingredients and simple recipes that take the stress and guesswork out of everyday meals.
Recipes start from £3.20 per serving and are available at: https://gousto.co.uk
