Over half (53%) of Brits surveyed say their own social media algorithms are making them anxious about their health. MyFitnessPal urges ‘Fight the Fad’ approach as previous preliminary findings by Dublin City University suggests that as little as 2.1% of food and nutritional advice on TikTok was classified by Artificial Intelligence as accurate. The growing backlash against viral wellness trends is also being championed Strictly Come Dancing champion Oti Mabuse…
A few minutes of scrolling TikTok or Instagram reveals a flood of nutrition advice: drink chlorophyll water, skip breakfast, cut carbs entirely. It’s exhausting – and Brits are feeling it.
Blame the social media algorithms for causing health anxiety
New research from global nutrition and food tracking app MyFitnessPal found that over half (53%) of Brits surveyed say their social media algorithms are making them feel anxious about their health after seeing health & wellness related content on social media.
Furthermore, 1 in 3 (34%) Brits surveyed say they find it difficult to stick to one health and wellness habit for a significant length of time due to new recommendations and advice being given on social media. This can be described as โfad fatigueโโโa weariness or burnout from constantly chasing new trends due to the many different types of health fads pushed on social media.
The survey also revealed that the average Brit surveyed has attempted nearly four health and wellness fads in the last five years โ with each health fad lasting an average of 50 days. From viral crazes like โoatzempicโ breakfasts and chlorophyll water to old-school zero-carb dietsย and โinternal showersโ, health fads are more commonplace than ever due to social media.
3 in 5 (62%) Gen Z respondents say they have experimented with nutrition or health trends they saw on TikTok, with a similar proportion (59%) believing it is a trustworthy source of information.
‘Fight the Fad’ gets a push from fitness experts, and dancer, Oti Mabuse
Oti Mabuse, broadcaster, author, World Champion dancer and MyFitnessPal โFight the Fadโ ambassador, says, โAs a professional dancer, and a mum, my health and wellness journey is always evolving. Itโs not about obsessing about how my body should look, or new fads, honestly they just never work and can often be so detrimental both mentally and physically. Instead I focus on nutrition and the best ways to fuel and move my body to keep strong. Tracking my day helps me to plan ahead and look after myself all year round.”
In response to the growing confusion around nutrition and wellness, MyFitnessPal and Oti Mabuse are encouraging Brits to ‘Fight the Fad’ and focus on what actually works: tracking their nutrition with credible, science-backed tools. Rather than following the latest viral fad, MyFitnessPal empowers users to understand what truly supports their bodies and goals through evidence-based tracking.
To further understand the impact of platforms like TikTok on health trends, MyFitnessPal conducted a research *study in partnership with Dublin City University in 2023. The study examined diet and nutrition content shared by influencers on TikTok, using artificial intelligence to classify over 67,000 videos against public health and nutrition guidelines. Preliminary findings suggested that as little as 2.1% of the analysed content was classified as accurate when compared to these guidelines.
Fact-checking health information share on social media is vital
Despite the debatable credentials of social media, 43% of respondents trying a health and wellness fad say they were introduced to them on social media. And almost a quarter (23%) of respondents seeing content related to health and wellness fads on social media rarely, or never, fact check the source.
โFor 20 years, MyFitnessPal has helped people reach their health goals through evidence-based nutrition – not fleeting social media fads,” says Melissa Jaeger, RD, LD and Head of Nutrition at MyFitnessPal. “The reality is that quick fixes are rarely backed by science, and restrictive fads can actually work against your goals. By tracking what you eat you can bring awareness to how different foods may impact your health goals, while gaining the knowledge to make informed choices that work for you. Real progress comes from consistent, balanced actions – not from chasing the next fad.โ
Breaking down social media following of health advice by generation
- Baby Boomers participate in a fad for an average of 77 days
- Gen X lasts 61 days on average
- Millennials are the quickest to quit, lasting an average of 37 days
- Gen Z persevering for 49 days on average
- 1 in 10 Brits surveyed have felt scammed or disappointed by a health and wellness fad recommended by social media
- On average, survey respondents say theyโve wasted ยฃ87 on health items that didnโt live up to the hype
59% of Brits surveyed are planning to lose weight in 2026, underscoring the need for science-backed approaches over fleeting trends.
