Americans Are Very Interested in Peptides — They Just Don’t Understand Them

While U.S. consumers are exposed to messaging about peptides in all corners of the wellness world, a new report reveals many are still confused about what the therapies are, and whether or not they should try them

Without a doubt, peptides are one of 2026’s biggest buzzwords. But even as some of the most ubiquitous peptides — GLP-1s — penetrate vast swaths of the fitness and wellness industry, the science appears to be getting lost in translation.

That’s according to a recent New Consumer report, which observed an explosion of new Google searches for peptides in 2026.

Who knows what about peptides seems to be divided along generational lines, according to the report, which surveyed U.S. consumers on their understanding of — and willingness to try — the popular compounds.

Among Gen Z and Millennials, 41% say they’re aware of and understand what peptides are, but a third have heard of peptides yet still don’t understand them, while over one-fifth (22%) haven’t heard of peptides at all.

The discrepancy is even wider for Gen X and older, with just 19% saying they understand what peptides are. Over one-third (36%) are aware, though, but don’t understand their purpose. A substantial percentage — 41% — haven’t heard of peptides at all.

Awareness among younger generations is translating to a higher interest and willingness to try peptides — 26% of Gen Z and Millennials find the amino acids exciting and promising, compared to just 11% of older generations. Nearly one-third (28%) of those younger consumers said peptides were interesting but risky.

What Are Peptides, Exactly?

Peptides are chains of amino acids — the building blocks of proteins — that communicate to cells in vital processes of how to operate, repair and regulate bodily functions metabolism, immune response and hormone activity.

There are two types of peptides: endogenous (made naturally in the body, like insulin which regulates blood sugar) and exogenous, produced outside of the body. The most well-known peptides are GLP-1s, but other types like BPC-157 — used for its promise to accelerate the healing of tendons, ligaments, muscles and gut tissue — are growing in use, though most lack FDA approval and robust human safety data.

A Booming Market, but Also a Murky One

The peptides industry is rapidly expanding, as consumers pursue quick fixes amid widespread marketing that these drugs can help people heal injuries faster, slow aging, lose fat, build muscle or sharpen focus.

The report points to the gray-to-black market where sales for peptides are taking off, which investors estimate to be valued at $1-3 billion. 

Despite potentially shady sources of acquiring these drugs, consumers still want to lean on professionals they can trust as they navigate the new and unknown territory of peptides.

Across generations, many respondents said they would only consider peptides if prescribed by a doctor (27% for Gen Z and Millennials; 26% for Gen X and older). But as the trendiness of peptides grows, so does the discrepancy between who different generations are willing to trust: roughly a third of Gen Z and Millennials would consider trying peptides if they were recommended, not prescribed, by a healthcare or wellness professional, compared to just 16% for Gen X and older.

Interest in peptides doesn’t seem to be slowing down, and brands across the wellness industry aren’t shying away from the controversial therapies.

Wellness brand 4Ever Young is helping scale anti-aging and longevity into a national franchise category with more than 70 locations and growing, leaning into top trends by offering more than 100 service modalities including GLP-1s, hormone optimization, peptides and other longevity-supporting therapies.

A growing number of gyms, meanwhile, are leaning into GLP-1s, offering services like in-house clinics or partnership referral programs.