A new report highlights a booming trend among Gen Z consumers in the UK, who are now spending over £200 per month on wellness products heavily marketed on social media platforms like TikTok and Instagram. From collagen powders to “miracle” skin elixirs, this generation is driving a major surge in health and beauty spending despite limited scientific validation for many of these products.
Top Trending Products Among Gen Z
- Protein shakes – 21% purchase rate
- Clear-skin supplements – 20%
- Collagen boosters – 16%
- Immunity support products – 15%
This behavior is closely tied to social media influence, with 74% of 18–28-year-olds admitting they purchase health products based on viral recommendations.
Does the Science Match the Hype?
Recent reviews, including one published in the International Journal of Dermatology, suggest collagen may help with skin hydration and elasticity, but evidence remains inconclusive on whether the results stem from collagen itself or added vitamins and ingredients in these supplements.
“Only one in four users feel the products truly work,” the report notes, with more than half reporting encounters with fake or poor-quality products.
Experts Recommend Food-First Wellness
Nutritionist Lily Keeling urges consumers to prioritize whole foods over quick fixes:
“It’s easy to get overwhelmed by the endless stream of so-called miracle solutions. But real wellness begins with balanced nutrition, not powders or pills,” she explains.
Key Takeaway
The Gen Z-driven supplement craze underlines a growing disconnect between consumer habits and clinical evidence. The rising global wellness trend also signals the need for stronger regulations, accurate labeling, and transparent marketing to protect consumers.
Source:
The Times – Gen Z Wellness: Why Young Britons Are Spending £200 a Month on Supplements
