One in five Britons have used a wellness supplement (collagen, ashwagandha, sleep gummies, mushrom powders, adaptogens, and chlorophyll) this year (21%) and their choices say a lot about what’s driving this niche market.
Collagen leads the pack, with 10% of adults saying they’ve used it since January 2025. Usage of ashwagandha sits at 5%, while 3% say they’ve taken mushroom powders or sleep gummies. Chlorophyll, adaptogens, and other niche formulations remain limited to just 1% of the population in each. The gender divide is notable: 15% of women have used collagen, compared to just 5% of men, and female usage is slightly higher across nearly all supplement types.
Discovery is shaped heavily by digital culture. Among those who’ve encountered these products, TikTok is the most common first point of exposure for nearly every supplement listed. One in five say they first saw collagen content on TikTok (22%), and similar numbers point to the platform for mushroom powders (19%) and chlorophyll (14%). YouTube and Instagram also play a key role in supplement discovery, while blogs, podcasts, and pharmacies rank lower. In fact, just 7% say they first learned about collagen in-store, less than a third of those who came across it on TikTok.
What prompts people to actually try a supplement? Personal wellness goals stand out as the dominant reason. Around half of collagen (48%), ashwagandha (52%), and adaptogen (61%) users cite this as their main motivator. Product claims (e.g., benefits like improved skin or reduced stress) also influence decision-making, especially for mushroom powders (24%) and ashwagandha (20%). Word-of-mouth matters too: chlorophyll is the only supplement where personal recommendations outrank wellness goals as the top influence (32%).
In terms of spending, most people keep it low-cost. A majority of consumers across all categories report spending under £20 per month. Collagen users are more likely to spend slightly more, with 31% falling in the £21-£50 bracket, while chlorophyll users buck the trend with 55% spending between £21-£50, despite only 1% of UK adults using it. Across the board, very few say they spend more than £100 per month on supplements.
Though usage is climbing in certain segments, skepticism remains widespread. Seven in ten adults agree that most wellness supplements are overhyped, a view shared by 69% of men and 71% of women. Social media is viewed with caution: three-quarters of adults say they’re skeptical of wellness trends seen online. But trust does exist when science is involved especially among women, 70% of whom say they’re more likely to trust wellness products that appear science-backed (compared to 58% of men). Interest in trying new wellness products remains low, and most say packaging doesn’t strongly influence their perception of credibility.
While these supplements aren’t yet mainstream, their uptake among younger, digital-first, wellness-motivated consumers is real. Collagen and ashwagandha appear to be gaining ground with women, driven by social discovery and personal health goals. For brands in the space, growth may not come from mass-market adoption but from understanding and serving the early, intentional users who are already listening.