Wellness industry sees rise in demand for science-backed labels

The wellness industry is seeing a rise in the importance of ‘science-backed’ labeling as consumers grow increasingly skeptical of social media influencers. While influencers provide accessible health information, the content is often criticized for being driven by trends and profit rather than scientific knowledge, leading to the spread of misinformation and viral ‘miracle cures’.

A 2025 Pew Research Center study indicates that 40% of U.S. adults obtain health and wellness information from social media influencers. Certain demographics, including adults under 50, individuals without health insurance, and Black, Hispanic, and Asian Americans, are particularly likely to rely on these sources.

While 54% of viewers reported that influencer content helped them understand how to be healthy, the impact on mental well-being is mixed: 22% felt less worried about their health, while 26% felt more worried. This has led to a growing demand for verifiable evidence before consumers commit to new health trends.