The Rising Importance of Health & Wellbeing
A struggling NHS, an explosion of social media content, and a wave of product and technological innovations are driving significant growth in shopper interest in health and wellbeing trends. While this mega-trend offers brands exciting opportunities to help people lead healthier lives, it also brings challenges such as increasing shopper confusion, misinformation, and misdiagnosis.
The challenges are put into perspective with findings from Savvy’s recent research (representative sample of 1,000 UK shoppers) that over half (55%) of 18-34-year-olds have purchased health products promoted on TikTok or other similar platforms and around two-thirds would consider buying from unfamiliar brands.
Other key findings from Savvy’s health and wellbeing research
- 70% of shoppers actively try to be healthier in January. Marketing activity this month is shifting towards driving sustainable behaviour changes rather than short-term initiatives like Dry January (23% participation) and Veganuary (13% participation).
- 70% of shoppers show interest in mental health, with 74% recognising the impact of physical health on mental wellbeing.
- 69% of shoppers are interested in everyday health solutions, such as supplements and immune support.
- 60% of shoppers say they actively avoid ultra-processed foods (UPFs).
- Appearance and gut health trends resonate: Engagement with probiotics (66%) and skincare (64%) is particularly strong.
- Topics like menopause support and cycle tracking are a growing focus, with 59% of women expressing interest.
- Around 40% of Brits regularly take supplements or vitamins, and a similar proportion track steps or exercise.
Younger shoppers’ perspectives on health and wellbeing
The research highlights distinct differences in attitudes and behaviours between younger shoppers (18-34) and their older counterparts:
- 77% feel overwhelmed by the sheer number of health and wellness products available.
- 74% say health and wellness trends have improved their quality of life.
- 62% follow health and wellness influencers or specialists on platforms like TikTok.
Warning for established brands
Younger shoppers’ reliance on social media presents both opportunities and risks. Over half (55%) of 18-34-year-olds have purchased health products promoted on TikTok or other platforms, and 67% would consider buying from unfamiliar brands. Alarmingly, 61% know people who have purchased health products online from questionable sources.
This points to a need for reputable brands and retailers to address potentially harmful trends by ensuring credibility and trust are central to their propositions.
Savvy’s Catherine Shuttleworth and Alastair Lockhart will be sharing our health and wellbeing research and implications for retailers and brands in a webinar on 30th April 2025.
Sign up using the link below:
https://www.getsavvy.com/webinar-sign-up
Related research
New Year, New You? Retailers embrace wellness over willpower in 2025
BBC News: Savvy Marketing CEO Catherine Shuttleworth comments on Boot’s new US owner