Britons turn to sleep and gut health over fad diets, report finds

Britons are moving away from short-term diet trends and focusing on sleep, gut health and stress management, according to new data from the Bigvits Wellbeing Report 2025.

The report, which analyses millions of UK Google searches over the past year, shows a sharp rise in interest for practical health improvements, ranging from blackout blinds and melatonin to probiotics and digestive enzymes.

Cardiff recorded the highest rate of searches for sleep support, with 12.8 percent of residents looking for help with rest, followed by Belfast at 6.6 percent, Glasgow at 5.7 percent, Bristol at 5.6 percent and Leeds at 4.9 percent. Nationwide, searches for “can’t sleep too hot” and “why does hot weather make me tired” increased by 900 percent compared with 2024.

Yorkshire led in searches for creatine and recovery supplements, while Wales and the West Midlands showed the strongest interest in gut health. Scotland and London registered a rise in searches for collagen and coenzyme Q10, both linked to skin and hormonal health.

“This summer, not all Brits are chasing six-packs or quick-fix diets,” said Neha Deol, Nutritional Therapist at Bigvits. “Instead, they’re focusing on sleep, digestion and managing stress.”

The study also highlighted Northern Ireland’s 900 percent rise in searches for blackout blinds and gut health, Scotland’s leading interest in melatonin and sleep support, and the South West and West Midlands’ increased demand for electrolytes and digestive supplements.

The full Bigvits Wellbeing Report 2025 is available at report.bigvits.co.uk.