In a fascinating shift, middle-aged men are increasingly embracing the world of online wellness trends in their quest to boost sexual performance, according to recent research. This study highlights a growing trend among British men over 35, who collectively invest over £2 billion each year in wellness-related products and advice, often inspired by social media.

The research, conducted by the healthcare company Voy, reveals that nearly half of these men engage with wellness content on social platforms multiple times daily. Popular topics include fitness workouts, which attract 53% of this demographic, along with supplements (41%), mental health practices (39%), and weight loss or fat-burning products (36%).

Among the top wellness trends identified, vitamins emerged as the most favored, with 59% of men showing interest. Other popular trends include performance and muscle-strength supplement creatine (26%) and the invigorating practice of cold plunges (22%).

The lure of social media is powerful, as nearly half of the men surveyed admitted to trying new wellness trends after encountering them online. A notable 45% of these individuals are particularly interested in advice aimed at enhancing sexual wellbeing. This surpasses other areas of interest such as improving sleep quality (38%), boosting energy levels (31%), and reducing stress (30%).

This data underscores a significant shift in how middle-aged men perceive and pursue wellness, driven by a desire not only to enhance their physical health but also to improve their intimate lives.

A significant portion of the interest in wellness advice is driven by men seeking tips on improving sexual wellbeing (45%), surpassing those looking to improve sleep quality (38%), increase energy levels (31%), or reduce stress (30%).

However, medical professionals have issued warnings about the unregulated and unproven nature of online wellness content, stating that many men are receiving poor advice that exploits their insecurities.

Dr Jeff Foster, NHS GP and Director of Men’s Health at Voy, said: “Men are bombarded with wellness advice on social media every day, from the nutritional supplement shilajit to cold plunges to testosterone-boosting foods. The problem is, much of it is anecdotal, unregulated, or simply overhyped.”

The research found that 40% of men struggle to determine whether information is scientifically sound, whilst a further 40% think they have been exposed to false information.

Despite concerns about misleading claims, almost half (49%) were unlikely to seek advice from a medical or scientific professional before trying a wellness trend.

The GP cautioned that men looking for health improvements or a bedroom boost should obtain professional guidance before embracing a wellness trend, to prevent being deceived or consuming potentially dangerous unregulated supplements.

“It’s important to know which treatments are evidence-based – such as clinically supervised testosterone replacement therapy – and which are just trending fads without solid research, often promoted through unverified supplements,” he said.

Dr Foster added: “It’s particularly striking to see that almost half of UK men above 35 have tried wellness trends after seeing them on social media, showcasing just how powerful these platforms are at shaping choices, even when the results aren’t guaranteed.”

Men seeking reliable advice on which wellness trends are effective and which are likely to fail can explore Voy’s personalised wellness plans and schedule their first clinical appointment here.

Top 5 wellness trends for men on social media.

1. Vitamins – Nutrients for overall health, immunity, and energy support (59%).

2. Creatine – Performance & muscle-strength supplement (26%).

3. Cold plunges / ice baths – Cold exposure therapy for recovery & alertness (22%).

4. Testosterone-boosting foods – Diet-based hormone support (18%).

5. Hot therapy – Heat treatments for circulation & relaxation (17%).