Gen Z Turning to Social Media for Health Advice Amid Rising Nutrition Misinformation

A recent survey has revealed that more than half of Generation Z consumers struggle to identify trustworthy health guidance due to conflicting information online, with a significant proportion preferring social media over official healthcare websites for medical and nutritional advice.

Conducted by the Fruit Juice Science Centre, the extensive study of 8,000 European respondents found that 32% of Gen Z consumers turn to social media for healthcare advice, with this figure rising to 35% when seeking dietary or allergy-related information.

This shift in information-seeking behavior has left only 31% of British respondents consulting official healthcare websites such as the NHS. Perhaps more concerning is the finding that one in four respondents no longer trusts guidance from nutritionists and dieticians, highlighting the growing disinformation crisis facing the food and health industries.

The survey also revealed widespread misconceptions about food products, with nearly 40% of adults incorrectly believing that 100% fruit juice contains added sugars or sweeteners that cause blood sugar spikes, despite such additions being prohibited by law.

Social media platforms, particularly TikTok, have fundamentally altered how younger consumers access and process health information. The platform has become so integrated into many young people’s lives that a substantial number now use it as a search engine, preferring its video-based content over traditional information sources like Google.

“TikTok has been a big platform for over five years now, and it’s surprising how slow many businesses have been to adopt it and use it effectively to promote their businesses,” notes food industry influencer Gavin Wren.

Mark Field, a food industry consultant, emphasizes the urgency for manufacturers to adapt: “It’s critical to understand the change and as a food business have a strategy to ensure your target audience is well informed and engaged. The Gen Z data suggests a significant shift from traditional media and should reassure food manufacturers that channels such as TikTok are an important part of their marketing strategy.”

The challenge of regulating information across social media platforms has proven particularly difficult for both governments and the platforms themselves. The food industry, like many sectors, has been caught in the crossfire of viral misinformation that can spread rapidly across digital channels.

The stakes are particularly high when it comes to food and nutrition information, as incorrect guidance can have direct health consequences. As Dr. Carrie Ruxton, nutritionist and Managing Director of Nutrition Communications, points out: “There’s no point in food manufacturers trying to outcompete social media influencers whose views tend to be binary, extreme and ill-informed by science. Instead, they need to find compelling ways to communicate what their brands stand for and what benefits they deliver.”

She adds that companies should “robustly defend their products and use every means possible, including social media” when faced with disinformation about their brands, such as exaggerated claims about the dangers of processed foods.

Wren adds insight from within the social media industry: “Dis/misinformation is a massive problem on social media because the barrier to entry for making video content is very low; all it takes is a smartphone and an internet connection and anyone can start shouting about health in a supermarket. As a result, there are too many people sharing what they believe is ‘common sense,’ which doesn’t align with the science.”

The question of responsibility remains complex. While some argue that government regulation is needed, others believe the solution lies in industry self-regulation and platform accountability.

Field suggests a dual approach: developing an agreed industry standard of best practices regardless of business size, while also working with platforms to develop processes that help users verify critical social media content.

Wren advocates for greater accountability from the platforms themselves: “There really is a need for more culpability from social media platforms to acknowledge the harms that poor dietary advice can cause, both physically in the case of malnourishment and psychologically in terms of disordered eating behaviors.” He suggests active moderation and fact-checking would be a good starting point.

As dietary habits continue to evolve rapidly, especially among younger demographics, a collaborative approach between the food industry, government regulators, and social media platforms appears necessary to combat misinformation effectively. Such cooperation would not only benefit businesses but, more importantly, protect the health and wellbeing of consumers navigating an increasingly complex information landscape.