Health and wellness information is reaching a large share of consumers through influencers and podcasts, shaping how people learn about fitness, weight loss, beauty and lifestyle choices. Pew Research Center reports that 40% of U.S. adults say they ever get health information from social media influencers or podcasts. Among these consumers, a third or more often hear about fitness, weight loss and beauty or personal appearance. Pew also found that 85% say they at least sometimes hear about healthy-lifestyle topics beyond the seven topics asked about. The sourced context says U.S. adults are using influencers and podcasts as health and lifestyle information sources, with younger adults and women encountering some wellness topics more frequently than other groups. The analysis uses Pew surveys of U.S. adults from June and October 2025 and defines health and wellness influencer consumers as adults who get this information from social media influencers or podcasts. For advertisers, the signal is that wellness discovery is happening in media environments where consumers may not be actively shopping yet. Brands and providers can compete by pairing accessible education with credible next steps. Advertisers in the media, podcast, social platform, wellness, fitness, beauty and health education space should make messages clear, trustworthy and easy to verify.
***Opportunity: Podcast Networks, Social Media Platforms, Fitness Studios, Beauty Retailers, Health Education Providers
