Social media has long influenced what people eat, but the current cycle of wellness trends is doing something more structurally significant: it is reshaping how consumers think about the relationship between food and health at a physiological level.
Stress and fibre: social media trends
Cortisol, the body's "stress hormone," has become one of the defining wellness preoccupations of recent years.
The so-called "low-cortisol diet" has dominated social media, with users feeling it has "hijacked [their] social media accounts."
While the science around dietary cortisol management is nuanced (some of the claims circulating online have drawn criticism from clinicians), the consumer behaviour shift it has sparked is real. Shoppers are increasingly linking food choices to stress, mood and overall wellbeing, rather than just calories or macronutrients.
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