Majority of Brits are ‘confused’ and ‘uncertain’ about viral eating regimen tendencies, research finds
New data shows three in five (60%) adults have tried a viral diet in the past year – but the majority say they find nutrition and diet advice they see online conflicting and confusing
Fresh findings from meal kit company Gousto have exposed how Britons are pursuing more dietary crazes than ever before – yet the majority aren’t achieving their desired outcomes.
Against the backdrop of wellness movements flooding TikTok and Instagram throughout the year, three in five (60%) adults have attempted a viral eating plan, though 71% admit they find nutritional and dietary guidance encountered online contradictory and bewildering.
Spanning from fungi-enhanced beverages to verdant powdered supplements, the study unveils a country trapped between intrigue and bewilderment – lured by striking digital assertions yet left uncertain about what genuinely delivers results.
Registered dietitian Clare Thornton-Wood (RD) explains this pattern is becoming increasingly prevalent: “A lot of viral nutrition advice is designed to grab attention, not to give people evidence-based guidance. If content relies on words like ‘miracle’, ‘detox’, or ‘superfood’ it’s usually a red flag that the science is weak or oversimplified.”
Protein-maximising – spanning from beverages to bars to ‘high-protein’ alternatives of standard fare – emerged as the most sought-after movement in 2025. However, Thornton-Wood cautions that numerous individuals are taking it too far: “Your body simply can’t store unlimited protein. Once your needs are met, the excess is burned or excreted. Most people already get enough from everyday foods like eggs, meat, fish, beans and lentils. Cooking at home gives you the balance that supplements often miss – adequate protein, monitored portions and the full mix of nutrients your body needs.”
A crucial discovery from the study reveals just how rapidly individuals abandon new crazes.
More than a fifth of adults (22%) ditched their selected trend within the initial three days of attempting it. When examining the average duration of each fad, the Three Bite Rule proved the most short-lived, surviving approximately 15 days.
This was followed narrowly by functional mushroom beverages (16 days), chia seed water (18 days) and a daily measure of olive oil (19 days).
Meanwhile, expense (42%) and time constraints (34%) emerged as the primary obstacles to maintaining any trend, as Clare observes: “quick fixes rarely fit real life – they’re expensive, restrictive and hard to maintain.”
Her recommendation: “There’s no need to splurge on expensive shots to feel the benefits. Cooking a straightforward soup or curry with turmeric, ginger and black pepper delivers much of the same goodness, fills you up for longer, and is genuinely more comforting.”
Two in five participants (39%) experienced no benefits whatsoever from the diets they attempted, whilst 41% failed to achieve their intended objectives. Thornton-Wood explains one contributing factor: “Most trends ignore how nutrition needs shift with age. Older adults need more protein per kilogram of body weight to maintain muscle and metabolism, while younger people often focus on appearance or short-term changes. These nuances rarely appear in online advice, so people end up following trends that aren’t tailored to them.”
Clare Thornton-Wood advises: “Nutrition needs evolve with age, but everyone can benefit from supporting both digestion and immunity. The bacteria in the average adult gut weigh around 2kg – roughly the same as your brain – and feeding them with fibre-rich plants, wholegrains, and herbs helps digestion naturally. At the same time, a varied diet keeps the immune system strong, all without relying on extreme trends or costly supplements.”
Timo Boldt, Founder and CEO at Gousto said: “It’s easy to feel pulled in every direction by the latest wellness trend, especially when online advice can be so contradictory. This research shows it’s not motivation people lack, but reliable, realistic guidance.”
At the end of the day, most of us just want meals that make us feel good and fit into everyday life. Regular home cooking is one of the most effective ways to support long-term health, so we’re committed to making cooking from scratch accessible with fresh and quality ingredients at the heart of every meal.
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