- Six in 10 (60%) people are cutting back on groceries, clothing and eating out to pay for supplements recommended by influencers in a bid to maintain health
- This comes as more than half of UK adults (51%) say rising living costs have made it harder to prioritise their health due to time and financial restraints, leading them to turn to free online resources and quick fixes
- Time-poor Brits are using social media and AI for quick answers with YouTube (25%) and TikTok (20%) among UK's biggest health information sources
- A fifth (20%) believe influencers have more up-to-date health information than doctors
- Yet seven in 10 (68%) believe health misinformation is a serious issue and over a third (38%) of adults have personally seen health information online that they later discovered was misleading
Britons are increasingly paying for influencer-recommended supplements by cutting back elsewhere, according to new research from Bupa. Amidst the continued cost of living pressures, health is being deprioritised and individuals are driving a shift towards easy-to-access alternatives in the form of AI chatbots, social media influencers and “fix all” supplements to optimise their health. This over reliance comes despite concerns over misinformation, unreliable advice and increasing health noise fuelling anxiety.
The findings form part of the 2026 Bupa Wellbeing Index (BWI) – the most comprehensive, in-depth survey of 8,000 people across the UK looking into the state of the nation’s health. This year’s report explores the “cost of coping”, the result of health being pushed down the priority list against a backdrop of cost of living and lifestyle pressures.
Cost-conscious consumers are making sacrifices to fund supplement habits influenced by online content
With budgets under strain and growing pressure to optimise health, six in 10 (60%) people who bought supplements recommended on social media are paying for them by cutting back on daily spending, including groceries, clothing and eating out. Nearly half (46%) say their supplement spending has risen over the past year, while a quarter (24%) now take three or four supplements at once. To afford these purchases, 29% are giving up eating out and takeaways and 21% are forgoing new clothes and accessories and one in three (32%) buy cheaper alternatives so they can afford to take several together - a figure that rises to 41% of 25–34-year-olds.
Women are more likely than men to make these sacrifices, particularly when it comes to eating out (31% versus 26%) and clothing purchases (22% versus 19%).
Social media and AI are seen as mainstream health advisers
With people’s time under pressure, Britons are increasingly seeking instant answers to health queries through social media and AI. Research reveals that YouTube (25%) is the platform UK adults are most likely to turn to for health advice, followed by TikTok (20%) and Facebook (14%). For Gen Z, TikTok dominates as both the primary source (30%) and the most trusted platform, followed by YouTube (19%) and Instagram (13%).
That trust extends to the creators themselves. More than one in five (22%) are more likely to take a supplement or remedy if an online influencer recommends it - rising to 35% of 25–34-year-olds. Nearly a quarter (24%) are more likely to trust a health influencer if they like the way they look, climbing to 38% of 25–34-year-olds. Strikingly, a fifth (20%) believe influencers have more up-to-date health information than doctors.
AI has also become a go-to source of quick health answers, with nearly three in five adults (57%) now consulting AI chatbots instead of booking a GP appointment because of time constraints - rising to 65% of 18–24-year-olds and 61% of 25–34-year-olds. Others use AI as a form of triage: 28% want a quick answer before seeing a professional, and 20% use it to decide whether an issue warrants a doctor's visit at all.
The pressure to 'optimise' is taking a toll on wellbeing
The reliance on social media in particular is supporting an unrealistic expectation of health which is creating health issues of its own. More than a third (37%) of adults say viral trends such as ‘looksmaxxing’ and ‘healthmaxxing’ make them feel that they must constantly improve their health or appearance – rising to more than two in five (42%) women compared with 29% of men. Almost a third (31%) say this content increases their health anxiety, while 45% worry they aren’t doing enough to stay healthy.
The advice people are acting on is often unreliable
As more people turn online for answers, concern is growing about the quality of information. Nearly seven in 10 (68%) believe health misinformation is a serious issue, and 43% say conflicting advice has left them unsure what to believe.
The reality is concerning. 38% of adults have personally seen health information online that they later discovered was misleading. Women are more likely to suffer from the impact of misinformation when it comes to health, with nearly half (48%) encountering conflicting or contradictory information regarding women’s health on social media, and one in seven (15%) have received inaccurate information about women's health conditions, including menopause and endometriosis, from AI tools. Importance is placed on convenience at the expense of individual health intervention and outcomes.
25-year-old, Hannah Feeney, a Senior Account Manager in health policy experienced this trend first-hand: “I have endometriosis and adenomyosis, two chronic health conditions that affect women. There are very few attractive treatment options and NHS waiting times are long. Against this backdrop, online advice from 'health influencers' sometimes feels like the only option. I have bought several supplements on their advice, each one offering some hope of symptom relief. Of course, they are expensive and I know there is a risk they will have no effect. Nevertheless, the ‘easy fix’ is always alluring.”
Dr Caroline Wood PHD, Head of Customer Intelligence for Bupa Global, India and UK, commented: “The sheer volume of health information available to us today brings significant opportunities, but also makes it harder to distinguish trustworthy sources. The content we see online is increasingly tailored to our interests, behaviour and buying habits, making health messages feel more relevant, persuasive and credible than ever before. When conflicting advice is mixed with commercial influence, it can be difficult to separate evidence from opinion. Clearly, being able to trust information is critical. At Bupa we know that combining clinical expertise with the responsible use of technology is the best way we can help people cut through the noise, make informed decisions and feel more confident taking action for their health.”
Bupa offers a range of services, including the Blua health app and GP subscription services, which help people access trusted health information and support when they need it.
The Bupa Wellbeing Index 2026 report with the full findings on the “Cost of Coping” will be published on 9 September 2026.
Notes to editors
For more information about Bupa's healthcare services in the UK, visit bupa.co.uk
The BWI research was conducted by Censuswide, among a sample of 8,002 nationally representative UK adults. The data was collected between 23 June 2026 and 3 July 2026. Censuswide abides by and employs members of the Market Research Society and follows the MRS Code of Conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
About Bupa Global, India and UK
Bupa's purpose is helping people live longer, healthier, happier lives and making a better world. Health insurance accounts for a large part of our business with Bupa UK Insurance, the UK’s leading health insurer, providing health and dental cover to over 4.5 million customers. Bupa Global is the premium health insurance arm of Bupa, serving approximately 400,000 customers around the world. Niva Bupa is a leading provider of health insurance and retail health insurance in India with 26.7 million customers. Bupa Dental Care is a leading provider of dentistry in the UK, providing dental services in over 380 centres across the UK and Ireland. Bupa Care Services supports around 7,200 residents in 112 care homes and 10 Richmond Villages. Bupa Health Services includes over 120 health clinics, 23 Mindplace mental health centres, and the Cromwell Hospital, New Victoria Hospital and King Edward VII Hospital which provide care for insured, self-pay and international patients.
