Social media health food trends – what should or shouldn’t be followed?

With 19% of consumers saying they have recently been influenced by social media to buy health and wellbeing products, we are asking - what else are they being influenced into?

The likes of TikTok, Instagram, and Reddit all have influencers and other users creating content about new trending health foods and clever ways people can lose weight or achieve clearer skin.

We have analysed these social media trends, compared them with search data and asked Rob Hobson, registered nutritionist and health and wellness expert, to reveal what he thinks should be followed and what should be approached with caution.

What are the social media health trends?

Below are some of the top health trends and food items that are popular over social media and in the UK in general.

For each one, we’ve asked the experts to provide advice and recommendations on whether these are healthy habits or should be ignored.

“Fibremaxxing”

This is the latest health trend that is starting to take hold on TikTok and Instagram, with videos detailing why eating more fibre is beneficial and recipes for fibre-heavy meals.

“Fibremaxxing” is an emerging trend, but AlsoAsked data is already showing that people are questioning “What is fibremaxxing?”, so it is one to watch.

The intent behind this trend is much the same as the protein trend we have been seeing for quite some time, in that you increase your fibre intake in each meal to maximise the benefits it has.

Some of these benefits include:

• Aids digestion by keeping the bowel movements regular

• Prevents constipation and helps with bloating

• Feeds our beneficial gut bacteria

But is there such a thing as too much fibre?

Rob Hobson, registered nutritionist and health and wellness expert, notes that a sudden increase could actually have bad side effects: “If you go from a low to a very high fibre intake too quickly, it can lead to bloating, gas, cramps, and even interfere with the absorption of minerals like iron, calcium, and zinc.

“People with sensitive guts or conditions like IBS may also find that high-fibre diets, especially those rich in fermentable fibres, can trigger symptoms.”

He adds: “The problem with something like ‘fibremaxxing’ is that whilst it taps into something positive, which is the fact that most people in the UK aren’t getting nearly enough fibre, nutrition should be about balance and not extremes.

“It is a classic case of taking a good nutrition message and pushing it to the extreme, which is something that happens far too often in the wellness world.”

Expert verdict: Is fibremaxxing good or bad?

Rob says: “Fibre supports gut health, blood sugar balance, cholesterol levels, reduces the risk of heart disease and even helps with feeling full, so increasing fibre at each meal can be beneficial, but it needs to be done gradually and as part of a balanced diet.

“The key is to build up slowly and make sure you’re drinking enough water. Aim for the recommended 30g a day, but do it through a variety of plant-based foods like veg, fruit, beans, pulses, nuts, seeds and wholegrains. Fibre is brilliant for gut health, but it’s about consistency and variety.”

Verdict = good, but not in extreme quantities

A shot of olive oil

A shot of olive oil in the morning is proving to be a popular health trend on social media, with 28k posts on Instagram about #oliveoilbenefits.

This is also proven by high search volumes, with Google Trends data showing 8,000 searches a month in the UK, and Ahrefs search data showing 1.3k people every month asking “What happens if you drink olive oil every day?”.

Additional data from AlsoAsked highlights that whilst Brits are keen to try this trend, they are also concerned about the benefits. Top questions include:

• Can I drink olive oil directly?

• Is drinking olive oil daily good for you, NHS?

• Who should not take olive oil?

• Can you drink olive oil by itself?

• Should I put olive oil in my coffee?

• How many spoons of extra virgin olive oil per day?

• Are there any side effects of drinking olive oil?

Olive oil does have some great health benefits, it’s rich in antioxidants, vitamin E, oleacein and oleocanthal – the latter two of which are polyphenols which have been extensively studied and proven to have powerful anti-inflammatory effects.

Rob adds that it is often part of a traditional habit, such as in Mediterranean cultures, where olive oil is a central part of the diet.

But is this trend actually good for you?

He says: “One tablespoon of olive oil contains around 120 calories, so if you're already consuming a lot of fat elsewhere in your diet, it can add up quickly, but calories are not the enemy here; it’s about overall balance.

“If you enjoy olive oil this way and it fits into your day, that’s fine. For most people, though, it’s more enjoyable and practical to use it in cooking or drizzled over meals, where it also helps absorb fat-soluble nutrients from food like vitamins A, D, E and K.

“It can also have a positive impact on gut health, especially extra virgin varieties, which contain natural compounds that may support the gut lining and beneficial bacteria.”

Expert verdict: Is a shot of olive oil good or bad?

“Having a shot of olive oil in the morning isn’t dangerous, and while it won’t transform your gut, it definitely plays a supporting role as part of a healthy lifestyle”, says Rob.

Verdict = good

Turmeric

Turmeric has long been known as having great health benefits, and it can be consumed in many ways.

With beetroot as a shot:

The nitrates in beetroot improve oxygen delivery to muscles, enhancing performance during physical activities, and the turmeric can help lower blood pressure, thereby improving cardiovascular health.

Mixed with apple cider vinegar:

Apple cider vinegar is popular in its own right, with health benefits such as improved digestion and reduced bloating. Adding turmeric can also help with inflammation and clearer skin.

As a supplement:

Turmeric on its own, as a supplement or even just added to food, has anti-inflammatory and antioxidant benefits, primarily due to its main active ingredient, curcumin.

However, to reap the benefits of curcumin, turmeric needs to be taken with fat or black pepper, which contains an active compound called piperine, so it can be absorbed effectively.

Turmeric has been a popular health food for a long time, and search data reflects this, with Google Trends data showing 9,000 searches a month for “turmeric supplements” in the UK.

Social media users have taken on the trend, with not only nearly two million Instagram and TikTok posts about #turmeric in general, but 150k Instagram posts about #turmericlatte specifically.

Rob notes that whilst the benefits of turmeric are in abundance, you can have too much: “A little turmeric in cooking is perfectly safe for most people, but high-dose supplements may sometimes cause digestive issues like bloating, nausea, or diarrhoea in sensitive individuals.

“While curcumin might support the gut lining and reduce inflammation, too much, especially in supplement form, may potentially irritate the gut if you already have digestive issues.”

Not only is turmeric to be taken in smaller doses, but you must also be mindful of taking turmeric supplements when on specific medications.

Thankfully, this is something that Brits are already questioning, with data from AlsoAsked showing questions such as “Are there any side effects to taking turmeric daily?” or “What drugs interact badly with turmeric?”.

Rob says: “Turmeric (especially in supplement form) can interact with blood thinners like warfarin and aspirin, as it may increase bleeding risk. It may also affect how the liver processes certain medications.

“If you're on medication or have a health condition, it’s always best to check with your doctor or pharmacist before starting to take a turmeric supplement. Food-based turmeric used in cooking is far less likely to cause issues.”

Expert verdict: Are turmeric supplements good or bad?

Turmeric has a lot to offer, but like any supplement, it needs to be used with some context and common sense and ideally as part of a healthy, balanced lifestyle.

Verdict = good, but check with a specialist if you’re on medication

“It is a classic case of taking a good nutrition message and pushing it to the extreme, which is something that happens far too often in the wellness world.”

Collagen powder

This has seen a real boost recently, with as many as 10.6 million posts on Instagram for #collagen, a further 788k for #collagendrink and 316k for #collagenpowder. On TikTok, too, this has been very popular, with 2.3 million posts for #collagen and another 128k for #collagenpeptides.

Google Trends search data shows a huge 134k monthly searches for “collagen powder” in the UK alone, and Ahrefs data shows a further 2.9k monthly searches for the query “collagen powder benefits”. So what are the benefits?

Collagen is mostly used for improved skin appearance, but recent studies show that collagen supplements can reduce joint pain. It can also be a good protein source, but make sure to pair it with other protein sources like chicken or eggs to get the missing amino acids.

Additional early research¹ suggests certain collagen peptides might help support gut barrier function too.

Rob says: “Collagen is a structural protein your body naturally produces, but production declines with age. You can support this process through diet by eating foods like bone broth, skin-on chicken, and foods rich in vitamin C, zinc, and amino acids, which are used by the body to produce collagen.

“However, collagen supplements (especially hydrolysed peptides) provide the building blocks in a concentrated, bioavailable form that may offer extra benefits, particularly for people over 30 or those with joint concerns.”

There is also some evidence² to suggest that it can reduce bloating: "In a small 8-week study, healthy women who took 20g of collagen peptides daily reported noticeable improvements in mild digestive symptoms, particularly reduced bloating. However, this was a small, uncontrolled study, so larger, placebo-controlled trials are needed to confirm whether these effects are consistent and clinically meaningful."

Whilst collagen is a popular health trend on social media, posts like this are also surfacing, warning of the harsh truth about how many of the supplements on the market are poorly absorbed by the body.

Expert verdict: Are collagen supplements good or bad?

There is no evidence to suggest that taking too many collagen supplements is harmful, but like with many things, more isn’t always better, and trends like these can often mistakenly be seen as a miracle fix.

Collagen supplements may be a useful addition to the diet, but are more likely to be beneficial when taken as part of a broader approach to skin, joint, and gut health that includes a varied diet and lifestyle.

Verdict = good

Ginger shots

Ginger has long been used in traditional medicine in many countries to treat things like headaches, nausea, colds and more. It has antioxidant and anti-inflammatory properties, and recent research suggests that it may help reduce cholesterol and blood pressure and regulate blood sugar to protect the heart.

It is a popular health trend and is perhaps most commonly taken as a shot in the morning, with 122k posts for this on Instagram and 45k on TikTok, many of which include influencer recipes.

But what many people don’t know is that there are quite a few conditions that don’t mix with ginger.

Rob says: “If you're taking blood thinners, diabetes medication, antiarrhythmics, or blood pressure drugs, ginger may either increase the risk of bleeding or affect how those medications are metabolised.

“This is more likely with supplements or concentrated shots than with the amounts you would use in cooking or tea. If you're on medication, it’s always worth checking before making ginger a daily habit in large doses.”

Expert verdict: Are ginger shots good or bad?

Aside from checking with medications you are taking, ginger is generally very safe. Large doses may lead to heartburn or gas, but people would need to consume a lot for this to happen.

Rob adds: “A quick ginger shot in the morning can make you feel energised and help support immune and gut health as part of a balanced routine.”

Verdict = good, but check with a specialist if you’re on medication

“Education needs to shift from chasing numbers to understanding the quality of what’s on your plate.”

Foods with “extra protein”

Protein is an important part of every diet and is one of the major energy-giving nutrients. It helps to maintain muscle strength, heal wounds, make new cells and repair old ones.

There are 5.3 million monthly searches for “protein” in the UK, and a further 42k people querying “How much protein do I need?” according to Ahrefs data. The questions around protein are vast, with Also Asked showing recurring questions such as:

• Which vegetables are high in protein?

• Is cheese high in protein?

• What to eat for a protein snack?

• How do I get more protein in my diet?

• Does protein help you lose weight?

• How to eat 100g of protein a day?

• How to eat 50 grams of protein for breakfast?

Social media is also rife with 32.5 million (Instagram and TikTok) videos and images of protein-heavy content, with many health or food influencers sharing their recipes and advice. Additionally, there are 13k members of a ‘protein’ subreddit where users discuss how to get more protein.

The focus on protein has seen a real boom recently, with data from Ocado showing searches for high-protein foods more than doubling (+105%) since last year. The same research also shows that almost half (43%) of consumers have increased their protein intake in the past year.

So, why the drastic rise? And is there a danger of foods being labelled as “high-protein” not actually being good for you?

Rob notes that three key things are driving the growing obsession with protein:

• Social media influencers are pushing protein goals, powders and snacks as the “ultimate health hack”

• The rise in the protein-heavy carnivore diet

• Wider awareness of protein’s role in satiety, muscle maintenance and health ageing

He says: “People are becoming more aware of macronutrients, but there’s still a big gap in understanding what makes a food truly nourishing. Focusing on ingredients as well as macros is key, and ideally, we want to get protein from meals and foods that also offer fibre, healthy fats, vitamins and minerals.

“Education needs to shift from chasing numbers to understanding the quality of what’s on your plate.”

He believes there is a real risk that people are being misled by the “high in protein” label, as it has become a term that is automatically assumed to be healthy. He says: “Just because something contains protein doesn’t necessarily make it a good nutritional choice, and many of these products are still ultra-processed, with added sugars, sweeteners, emulsifiers, or fillers that don’t support overall health. A high-protein chocolate bar isn’t the same as a chicken breast or a bowl of lentils.”

Navigating food choices and labelling can be challenging, but for those seeking to transition from ultra-processed to whole foods, social media communities can sometimes provide valuable insights, such as these videos explaining how to read labels and select better options. For tailored advice, consulting a registered nutritionist or similar specialist is recommended.

Expert verdict: Is food labelled “extra protein” good or bad?

Protein is a crucial part of everyone’s diet, but people need to be sure they are trying to eat whole foods instead of relying solely on protein-heavy, labelled food that could be ultra-processed.

Verdict = protein is good, but foods labelled as “extra protein” are often bad

Cucumber salad

This unique salad recipe first took the internet by storm in July 2024 when Canadian TikToker Logan Moffitt posted his visually appealing video of a cucumber salad being made.

Since then, many other content creators, and Logan himself, have duplicated the recipe, with a combined 1.9 million posts across Instagram and TikTok.

One recipe includes shaking the sliced cucumbers with soy sauce and garlic, which is a flavour typical of many Asian countries.

“Cucumber salad” has on average 11k monthly searches in the UK alone, proving that it is still very popular, with AlsoAsked data showing that many people are querying recipes and also the benefits:

• Is eating cucumber salad good for you?

• What are the good and bad effects of a cucumber?

• Can you eat too many cucumbers?

• Is the viral cucumber salad healthy?

• What is the TikTok cucumber trend?

So, what are the benefits of a cucumber? And can you eat too much?

Cucumber is refreshing, hydrating and low in calories, but from a nutritional perspective, cucumbers on their own are not going to offer much in the way of protein, fibre or essential fats, which are the elements of a meal that help keep you full and support long-term health.

Rob says: “If you’re only eating cucumbers as a meal, then you will likely end up hungry again soon after, which can lead to overeating later in the day. A better approach is to treat cucumber as a base and build around it by adding protein such as chicken, tofu, eggs, tinned tuna or lentils, plus healthy fats like avocado or extra virgin olive oil. That way, you’ve got something that’s still light and fresh but actually satisfying and more of a complete meal.”

Expert verdict: Are cucumber salads good or bad?

Cucumbers are healthy and tasty, but they are best eaten alongside other varied foods. As they are low in fibre and don’t contain the kinds of prebiotics that feed beneficial gut bacteria, you need variety in the form of colourful vegetables, beans, whole grains, and fermented foods.

Rob says: “Enjoy the cucumber salad, but make sure it's part of a bigger, more balanced diet.”

Verdict = good, but don’t just eat cucumber

Always be cautious when it comes to health advice from social media

Social media can be a brilliant source of inspiration to learn more about nutrition, or inspiration for healthy recipes, but it is also full of noise, trends and unqualified advice that can do more harm than good if you don’t know what to look out for.

Rob says: “My advice is to use it as a tool and not a rulebook. Follow qualified professionals like registered nutritionists, dietitians and doctors who reference evidence and give balanced, realistic advice. Be wary of content that makes bold health claims without context, demonises whole food groups, or promotes extreme approaches. If something sounds too good to be true, it usually is.

“When it comes to recipes, look for those that use whole, accessible ingredients and suit your lifestyle. A healthy meal doesn’t have to be ‘Insta-perfect’, it just needs to nourish you and fit into your daily routine.”

Aim to have a healthy and balanced diet, with a focus on wholefoods, and you will feel happier, more energised, and your gut will thank you for it.

And alongside a healthy diet, taking a live bacteria supplement can help give your gut just what it needs.