Health trends are everywhere. Whether it’s protein lattes, cold plunges, cortisol cocktails or a million other trends out there flooding our feeds. It’s hard to remember a time where my Instagram wasn’t solely about how to regulate something I didn’t even know needed regulating. And while some of these trends do actually have benefits, others are little more than clever marketing dressed up as science.
With so much conflicting advice flooding our feeds, it’s become increasingly difficult to distinguish between what actually works and what is simply having its moment. So, which health trends are worth incorporating and which can be left behind?
Protein Lattes
Protein has become the ingredient of the moment. From protein bars to protein water, it seems we can no longer enjoy an everyday food or drink without its label reading ’20g of protein’. Even Starbucks has joined the trend, introducing protein lattes to its menu. Depending on the flavour, a grande drink can contain between 27 and 36 grams of protein.
There’s no denying that protein is important. It supports muscle growth and repair, helps maintain muscle mass, and can keep us feeling fuller for longer. However, the question is – do we really need it in our morning coffee? While increasing protein intake can be beneficial, particularly for those who exercise regularly or are looking to build muscle, more does not automatically mean better.
Studies have shown that protein-rich solid foods may be more satisfying than drinking our protein in liquid form. One study comparing protein drinks with solid food found weaker appetite responses after the liquid option, with participants subsequently eating more at lunch.
And if you’re simply looking to increase your protein intake, there are much cheaper alternatives. Eggs, Greek yoghurt, beans, lentils, tofu and chicken can all provide a substantial amount of protein without the additional cost of a specialty coffee.
Cold plunges
If your social media feed looks anything like mine, you’ve probably seen someone enthusiastically lowering themselves into an almost freezing body of water at 6am, insisting that it is the secret to better mental health and recovery. And unlike some wellness trends, there is actually some scientific evidence behind it.
A 2025 review of studies found that cold-water immersion could have some positive effects on stress, sleep, and quality of life. However, there are also some limitations to this trend. The studies used different water temperatures, exposure times and methods, making it difficult to establish exactly what kind of cold exposure is most beneficial.
And if you’re someone who enjoys lifting weights, there is another reason to think twice about jumping into an ice bath immediately after your workout. Research suggests that regular cold-water immersion straight after resistance training can slightly reduce muscle growth over time.
Cortisol cocktail
One of the most interesting wellness trends to emerge recently has been the cortisol cocktail. Typically made with coconut water, orange juice, lemon, magnesium powder, sea salt and sparkling water, this colourful drink has been promoted as a way to lower cortisol, support the adrenal glands, and combat stress.
It sounds appealing. Who wouldn’t want a pretty purple drink that promises to fix their stress levels? The problem is that there is very little scientific evidence to support these claims.
Cortisol is a hormone produced by the adrenal glands that plays an essential role in regulating our stress response, metabolism, and blood sugar. Despite the negative reputation it has acquired online, cortisol is not something we should necessarily be trying to eliminate. It is a completely normal and necessary hormone.
There is also currently no convincing clinical evidence that the ingredients in a cortisol cocktail directly lower cortisol levels. That isn’t to say the drink is entirely useless. Coconut water and orange juice can contribute to hydration, and magnesium is an essential mineral. And if you enjoy the taste, there’s nothing wrong with involving it in your morning routine. But there aren’t any proven benefits either.
So, what actually works?
Perhaps the biggest problem with modern wellness culture is that it makes looking after ourselves feel unnecessarily complicated. There is always another hormone to regulate, another supplement to buy, or another morning routine to perfect. But the evidence suggests that many of the most effective ways to support our health are also the simplest.
Eating balanced meals, getting regular movement, and finding time to rest might not make particularly exciting Instagram content, but they do have something many viral trends don’t – substantial scientific backing.
That doesn’t mean we have to abandon every wellness trend or stop enjoying the occasional protein latte. If something makes you feel good and fits into your lifestyle, there’s nothing wrong with that. But sometimes, the healthiest thing we can do is log off, stop overthinking, and remember that looking after ourselves doesn’t have to be another full-time job.