With trends on social media shaping the wellness segment at a much faster rate than ever, it’s often difficult to evaluate how reputable health benefit claims are.

In response, GNC published its first-ever Anti-Trend report, a publication that seeks to evaluate the scientific quality behind certain health and wellness trends and product claims. The company’s team of nutrition scientists, dietitians, and industry experts analyzed some of the most viral wellness trends over the past several months, evaluating scientific validity, safety, and long-term feasibility.

Each trend was given an overall grade based on scientific evidence, who can benefit, wellness considerations, and long-term feasibility.

The ‘Zempic Era: C-Minus

With the rise of GLP-1 receptor agonists, and limited accessibility amid surging demand, consumers sought out natural products that claimed to mimic Ozempic’s effects.

Berberine gained traction as “nature’s Ozempic,” with 30 clinical studies supporting its role in blood sugar management and modest effects on body mass and waist circumference, mostly along with other lifestyle changes. Many products began making claims related to naturally supporting the body’s production of GLP-1. “Some supplements may offer short-term benefits, but GLP-1 naturally degrades within minutes in the body, whereas prescription GLP-1 drugs last for a week,” the company noted.

Some of the better-studied options in this trend include ingredients like Slimvance botanical blend, Reducose, a white mulberry extract, or Morosil blood orange extract, which have long-term research supporting their role in weight management and blood sugar support.

GNC also recommended the use of supplements to optimize nutrient intake, muscle mass, and skin elasticity during GLP-1 receptor agonist use, to mitigate a variety of side effects. Overall, the retailer gave this trend a C-minus, advocating for proven supplements and overall lifestyle change over viral hacks.

Colostrum, the “It” Ingredient: B

Bovine colostrum was the “it” ingredient in 2025. The first form of milk produced by mammals after giving birth, this ingredient is packed with immune-supporting nutrients, proteins, and growth factors, including immunoglobulins, and bioactive compounds that function as prebiotics. Studies suggest colostrum may support muscle mass, fat loss, and recovery, though data is still limited on exercise performance and long-term usage.

GNC advocated looking for organic, grass-fed colostrum free from pesticides, hormones, and additives, that isn’t subject to high-heat processing which can destroy key bioactive compounds.

Overall, GNC gave this viral ingredient a B based on its strong potential for immune and gut health and ongoing studies seeking to validate claims related to performance and recovery.

Greens Powders: B

Greens Powders, which promise to help consumers fill gaps in daily fruit and vegetable intake, exploded after Bloom Nutrition went viral in 2020, and have remained popular. They’re rich in vitamins, minerals, fiber, and antioxidants, and often contain a combination of fiber and probiotics to support digestion and regularity.

Some of these products, however, have minimal whole food ingredients, relying heavily on fillers, sweeteners, or unverified blends, and shouldn’t be thought of as a replacement for whole fruits and vegetables.

Due mainly to their variable quality, GNC gave Greens Powders a B rating.

Probiotics and Cultures: B

Probiotics continue to pop up in interesting ways, even beyond sodas. Coconut Cult, for instance, recently launched a probiotic yogurt claiming to reduce bloating and cravings, and improve gut health. And Culture Cup launched single-serve probiotic ice cream cups at Expo West this year, claiming to reduce cramping, bloating, indigestion, and skin irritation.

Their well-known gut and immune benefits make trendy probiotics well worth considering, but limitations can include the fact that strain-specific evidence is sometimes lacking, for specific health goals. Additionally, high heat can reduce the effectiveness of some probiotics.

As a final grade, GNC ranked this trend with a B rating.

“Super Hydration” and Enhanced Waters: B-Plus

“Enhanced water” and hydration hacks are trending on social media, with strong interest in adding chia seeds, chlorophyll, and okra to water, for respective benefits to digestive health, satiety/weight management, blood sugar, heart health, omega-3s and antioxidant intake, and hydration benefits.

Some claims, however, are all hype. There’s no scientific evidence supporting the detoxifying benefits of enhanced waters, and expecting a full “gut reset” from fibers is unrealistic. Additionally, anti-bloating claims may be inaccurate for those who aren’t used to the presence of added fiber in the diet.

While whole foods like fruits, vegetables, and legumes should be the gold standard, enhanced, fiber-containing waters can be a helpful supplement and are generally low-risk with the potential to aid digestion, increase antioxidant intake, and provide satiety, earning a B rating from GNC.

Collagen: A

Collagen has maintained its trending position over the last five years, with a newfound focus in the last year on products which can boost endogenous collagen production and replenish the body’s natural collagen stores.

However, collagen from food isn’t always absorbed efficiently, and hydrolyzed collagen peptide supplements often have better bioavailability. Other lifestyle factors should also be considered as they can accelerate collagen loss.

Because it’s one of the most well-researched beauty-from-within ingredients, benefitting skin, joints, and overall health, the ongoing collagen trend earned an A from GNC.

NAD+: B-Plus

NAD+, a peptide necessary for energy production, repairing cells, and fighting aging, has become increasingly popular as a target for premium products ranging from supplements to IV products. Preclinical research suggests that increasing NAD+ can extend the lifespan of small organisms, and, in humans, NAD levels and mitochondrial function decline with age, suggesting that increasing NAD+ in the body may turn back the biological markers of age.

Various NAD+ precursors are found in supplements, and include niacin, nicotinamide mononucleotide (NMN), nicotinamide riboside (NR), and NADH, an oxidized form of NAD.

However, much more research on human supplementation needs to be done, and while there isn’t enough evidence to suggest that increasing NAD+ will improve lifespan in humans, there is enough evidence to suggest it may improve measures of “healthspan,” GNC reported, warranting a B-plus rating.

The Carnivore Diet: C

The ultra-restrictive, all-meat carnivore diet completely excludes carbohydrates. The diet has been gaining significant traction online after it was first popularized in 2018 by Shawn Baker’s eponymous book.

While high protein intake may help with muscle growth and satiety, and eliminating processed carbs may benefit blood sugar management, the diet could lead to major micronutrient deficiencies, and the lack of fiber may worsen digestive issues. Additionally, high intakes of saturated fat can contribute to increased LDL cholesterol levels over time.

GNC recommended working with a dietitian and taking a multivitamin and fiber supplement to prevent nutrition gaps. Overall, this trend earned a C rating from GNC.

Protein Soda: C

There has been a viral trend on social media in which people mix protein shakes with soda, touting the resulting mixture as a healthy alternative by fitness influencers. However, soda is still full of sugar and/or artificial sweeteners. Swapping to a sugar-free sparkling water could raise the C-worthy trend to an A-plus, however, GNC noted.

The 30-30-30 Diet: C

The 30-30-30 diet is a structured morning routine, requiring 30 grams of protein within 30 minutes of waking up, followed by 30 minutes of low-intensity exercise to support weight loss.

The benefits include satiety from the protein and encouraged consistency around a healthy morning habit. However, GNC reports that there is too much emphasis on a single meal while total daily nutrition and activity matters more. For that reason, it’s not a suitable replacement for a well-rounded fitness plan, warranting a C rating.

Perimenopause: B

Menopause and perimenopause, and the health and wellness products that can support women through this transition, are openly talked about, as women share experiences, break stigmas, and drive awareness about symptoms, remedies, and hormone health.

Star ingredients include black cohosh and soy isoflavones for hot flashes and hormonal shifts; probiotics for gut and digestive health; collagen peptides for youthful-looking skin; and ashwagandha and L-theanine for stress and relaxation.

Perimenopause, however, is not merely a trend, but an unavoidable phase of life, and while solutions are evolving, there is no “cure” for perimenopause, only symptom management, GNC noted, warranting a B rating.

To read the full report, click here.