Social media became the driving force behind key nutrition trends, revolutionizing how people approach health and wellness.
And as users became savvier, trends reflected a growing demand for science-backed solutions, convenient wellness products and strategies to boost mental and physical performance.
Cognitive performance takes center stage
While 2024 saw the rise of numerous categories on social media such as gut health and personalized nutrition, one led the way.
According to Sambhav Chadha, co-founder of Augmentum Media, the health and wellness-focused influencer program company, the “biggest winner” has been the nootropics for mind health.
“In an era of hustle culture, audiences have become significantly more receptive to natural alternatives to increase their productivity and cognitive performance,” Chadha said.
“This also comes with the rise of social media platforms as education platforms—this category has previously been a bit unknown to even health-conscious consumers, however, creators now have a strong platform to share their knowledge on products in this space.”
Nichola Ludlam-Raine, dietitian and nutrition influencer, noted that adaptogens like ashwagandha and rhodiola had been trending throughout 2024 as people increasingly focused on stress management and boosting energy.
According to Aditya Mahapatra, partner co-founder of Augmentum Media, ashwagandha was the most searched-for supplement in the UK, in part driven by health experts in the men’s health space touting its supposed benefits.
“We also saw an increased focus this year on World Mental Health Day, with brands using it as an opportunity to discuss the role nutrition and supplementation plays in mental health,” he said.
“Supplements like magnesium, L-theanine and adaptogens became household items for wellness-oriented individuals looking for stress reduction and improved sleep.”
Are green powders here to stay?
In terms of specific products, this year, green powders reportedly dominated the market, led by brands like Bloom Nutrition and Athletic Greens, as well as Huel which launched its Daily Greens product at the beginning of 2024.
These brands perfected influencer strategies, explained Mahapatra, flooding Instagram and TikTok with short-form creator content to promote an easy way to gain the benefits of vegetables, like increased energy and improved gut health.
Ludlam-Raine agreed that with clever promotion as a convenient and easy way to meet daily fruit and vegetable needs, green powders have gained significant traction, particularly among those with busy lifestyles or individuals seeking quick health solutions.
She did however note that experts have argued that while they may provide some beneficial nutrients, they cannot replicate the full spectrum of health benefits obtained from consuming whole fruits and vegetables and may give consumers a false sense of security.
Debunking myths
Consumers caught wind of the extent of nutrition misinformation out there this year said Ludlam-Raine, noting that while TikTok emerged as the top platform for nutrition trends, recent research revealed that only 2.1% of its nutrition information is accurate.
This was addressed through “trendy education” she said, with viral misinformation such as “seed oils are toxic” being addressed with relatable, science-backed explanations, while memes and light-hearted videos engaged audiences, simultaneously debunking myths.
“Platforms like TikTok, Instagram and Youtube saw lots of short-form content talking through these myths in an engaging manner and discussing why they were false,” Mahapatra said.
“For example, the viral ‘castor oil for weight loss’ trend was debunked by professionals in the space who highlighted the dangers of this as a practice.”
Health brands adapted their influencer strategy by partnering with ‘authority figures’, meaning influencers who held genuine standing and reputation in their field, such as dietitians, nutritionists and scientific biohackers, he said.
Top nutrition influencers of 2024
The top nutrition influencers of 2024 led the way by focusing on translating complex health concepts into accessible advice.
Neuroscientist and Stanford professor Dr. Andrew Huberman “simplifies intricate neuroscience into actionable wellness strategies,” Chadha explained.
“Completely against the trend, he’s amassed a large community willing to listen to him break down niche topics for hours on end, proving that long-form content is well and truly still engaging when done right.”
Similarly, Dr. Rangan Chatterjee, known for his holistic, lifestyle-led health tips, appeals to a broad audience as, unlike typical health influencers, his followers often seek realistic, small changes to improve their everyday lives.
And former Love Island star turned mental health advocate, Dr. Alex George, is “utilizing fame from reality TV for good”, leveraging his 2 million plus followers to promote mental fitness.
“It’s been incredible to see someone take a relatively mainstream audience and turn it into a community focused on raising much-needed awareness around mental health,” Chadha said.
What social media platforms work best?
In general, short-form content dominated in 2024, with TikTok, Instagram Reels and YouTube Shorts outperforming other formats.
As Chadha explained, these quick, visually engaging videos delivered bite-sized information, helping audiences grasp key insights without full context.
Algorithms amplified this trend by promoting videos related to users' previous engagements, increasing the relevance of content appearing on feeds.
He noted that TikTok and Instagram were the top platforms driving health conversations: TikTok led in product trends and discovery, while Instagram facilitated deeper discussions with informed audiences.
Still, YouTube and podcasts also played significant roles, especially with experts sharing valuable insights.
But it was Goli Nutrition’s TikTok Shop campaign that was the most effective viral campaign of the year according to Chadha. The brand gave away free iPhones, trips to Miami, Rolex watches, Porsches, Cybertrucks, Lamborghinis and up to $525,000 in cash to encourage creators to make TikTok content about them.
“The key takeaway was gamification—by introducing creative prizes into an otherwise cash-only reward system, they were able to engage far more creators, then leveraging each creator’s authentic voice to resonate with their own audiences,” he said.
“They became unmissable on the platform, amassing over 100 million organic views in 2024 and over $4 million in revenue on TikTok in their first 30 days.”