Mumbai: Social media influencers are playing a central role in shaping health, wellness, and dietary habits among Indians across generations, according to the latest Ipsos Market Essentials report. The July 2025 edition of the global tracker highlights that Millennials (81%), Gen X (76%), and Gen Z (74%) learn about health and dietary trends from social media influencers. Even among Boomers, 57% turn to influencers for wellness insights.
“Influencers—especially those with credible qualifications, education, and relevant experience—have established themselves as trusted voices in health and wellness,” said Allyson Leavy, Senior Vice President, MSU Global, Ipsos.
However, the study also points to rising concerns about the downside of social media. Gen Z (54%) expressed the highest anxiety about its negative effects on wellbeing, followed by Millennials (47%), Gen X (37%), and Boomers (28%). This reveals the double-edged nature of social platforms: while they are powerful tools for information and engagement, they can also be sources of misinformation and mental stress.
The report shows that 71% of Indians feel good about themselves both mentally and physically—higher than the global average where only 1 in 2 citizens reported similar satisfaction. Yet, stress remains a part of daily life for 47% of Indians, aligning closely with global levels (50%). Additionally, 61% of both Indians and global respondents reported feelings of helplessness and anguish in the face of overwhelming global challenges.
When it comes to health concerns, mental vitality (59%) stood out as the top issue for Indians. This includes low energy (32%), mental health issues (29%), fatigue (16%), and insomnia or difficulty sleeping (13%). Comparatively, global respondents reported higher fatigue (26%) and insomnia (29%), but mental vitality (57%) was also their leading concern, underscoring a widespread need for sharper focus, resilience, and cognitive strength.
“The Ipsos Market Essentials India report delivers fresh, actionable insights on new topics every month,” said Archana Gupta, Group Service Line Leader, Market Strategy and Understanding, Ipsos India. “The July edition, for example, offers a deep dive into health and wellness, with data segmented by age groups and consumer cohorts—providing a goldmine of insights for marketers looking to tailor their communication and tap into emerging opportunities.”
She added, “This tracker explores a wide range of themes relevant to both consumers and brands. For instance, our previous edition focused on leisure travel—examining what motivates people to travel, their preferred destinations (from beaches to mountains), and how they define leisure itself. For some, it’s about adventure, while for others, it’s about luxury and immersive experiences.”
