March 14, 2025 – The UK is increasingly focused on health and wellness. This is reflected in the rising demand for healthier food and beverages, the growing popularity of functional foods, and the increasing use of digital tools to support healthy living. Innova Market Insights explores the drivers behind these health trends and delve into specific insights about British consumer behavior in the health and wellness space.
This article is based on Innova’s Consumer Insider & Health Wellness Drivers UK 2024 report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Drivers for Health & Wellness in the UK
British consumers are increasingly focusing on health and wellness due to several key factors. One big driver is the aging population, as more individuals seek to maintain their vitality and address age-related concerns. Additionally, rising obesity rates have become a pressing issue, pushing people to adopt healthier lifestyles to alleviate the strain on healthcare systems.
Health and wellness trends indicate that there is also a growing awareness among British consumers regarding the health risks linked to poor diets and sedentary habits, which is fueling demand for healthier food options and products that cater to specific health needs. The rise of the internet and social media has also improved access to health information, empowering individuals to make informed decisions about their well-being.
British Consumer insights in Health & Wellness
British consumers are actively engaged in health and wellness trends, with 64% taking action to live healthily. This engagement is largely driven by a desire for emotional stability, which is the top health goal for UK consumers, followed by weight loss, disease prevention, and vitality and energy.
When it comes to strategies, British consumers are adopting a multifaceted approach. Wellness trends indicate that exercise and sleep are important, and consumers are looking for ways to improve the quality of both. Fresh, natural, and unprocessed foods are highly valued, and nearly half of consumers limit unhealthy ingredients. Functional foods and targeted nutrition are increasingly important, with 3 in 4 consumers taking some type of supplement.
Ultra-processed foods (UPFs) are popular for convenience and taste, but concerns regarding their health impact are growing. On-pack claims are influential, with natural and locally produced claims having the biggest impact. Trust in social media for health information is markedly low, particularly among older generations. AI-powered apps and assistants have potential for supporting healthy living, but British consumers remain skeptical.
Exercise Trends in the UK
British consumers are turning to various approaches, from outdoor activities to incorporating exercise into their daily routines, to achieve their health goals. Health and wellness trends show that more than 40% of British consumers identify as being fairly active or active, with a strong preference for outdoor activities like walking, cycling, and running. 35% are motivated to exercise by improving sleep. 27% actively seek out exercise to manage weight. These findings point to a strong focus on physical activity in health and wellness trends in the UK.
Sleep Trends in the UK
Wellness trends reveal that sleep is an increasingly important health strategy for UK consumers, with 40% citing sleep patterns as a key aspect of taking care of their mental well-being. Concerns about insomnia are high, with over half of British consumers having taken action to address sleep issues in the past 12 months.
This aligns with the growing interest in improving overall well-being, as 2 in 3 UK consumers report that caring for their mental health is a key part of self-care. More than half believe that staying physically and mentally active are crucial for healthy aging, showing a strong link between these factors and sleep quality. While consumers are taking proactive steps, trust in social media recommendations on sleep remains low, highlighting the need for credible sources of information.
Dietary Choices in the UK
Dietary choices are at the heart of UK consumers’ approach to health and wellness trends, with a strong emphasis on freshness, natural sourcing, and unprocessed foods high in nutritional value. This is leading to a shift away from ultra-processed foods, despite the convenience and affordability they offer.
Freshness, natural sourcing, and unprocessed food with high nutritional value are top demands for health-conscious British consumers. Sugar reduction ranks top, followed by salt and fat. The interest in functional foods is varied, with functionalities targeting both physical health and mental appearance.
Fresh and Natural Foods
Health trends show that British consumers favor foods that are fresh, natural, and free from artificial ingredients, additives, and preservatives. This preference for clean-label products extends to snacking, with consumers prioritizing healthy options that are free from added sugars and unhealthy fats.
Many British consumers prioritize unprocessed foods, with 38% choosing food for high nutritional value and 26% aiming to limit unhealthy ingredients. Furthermore, 54% of British consumers are reducing their consumption of processed food.
Functional Foods
Functional foods and beverages are gaining traction in the UK, with consumers seeking products that support specific health needs. Health trends reveal that gut health is a leading functional focus, with a quarter of British consumers purchasing gut-health products.
While uptake of functional foods is lower than the global average, interest in specific functions is increasing. Younger generations (Gen Z) prioritize hydrating/rehydrating and de-stress/relax/calm functionalities, Millennials focus on sleep, Boomers and Gen X are more concerned with bone and joint health.
Targeted Nutrition
Health and wellness trends show that British consumers are increasingly seeking tailored nutrition solutions that meet their individual needs. This includes age-specific nutrition, gender-specific nutrition, and nutrition for specific conditions like digestive health or sports performance.
In the UK, almost half of consumers purchase targeted nutrition products, such as supplements and nutrition-fortified foods. These products address a wide range of needs, including chronic conditions, allergies, digestive health, and specific age, gender, or lifestyle needs.
British consumers are increasingly proactive in preventing health conditions, with 45% agreeing that they can prevent health conditions by sticking to their plans. This wellness trend towards personalized nutrition highlights the growing demand for products tailored to individual needs.
What’s Next in Health & Wellness in the UK?
The future of health and wellness in the UK is promising, with key opportunities emerging. Brands can diversify mental wellness products to meet the growing demand for emotional stability. In weight management, consumers seek effective solutions that avoid restrictive practices and artificial ingredients. There’s also a strong demand for convenient, healthy food options that maintain taste, offering the chance to reformulate popular ultra-processed items or create new meal solutions.
Furthermore, leveraging digital technologies like apps and personalized nutrition plans can provide tailored support, helping consumers achieve their wellness goals. Overall, the health & wellness market in the UK is set for innovation that responds to evolving consumer needs.
This article is based on Innova’s Consumer Insider & Health Wellness Drivers UK 2024 report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
