UK, 20 February, 2025: The "New Year, New Me" mindset is resonating with consumers more than ever, with health-conscious Brits swapping late nights for the gym and wellness in 2025.
New insights from Experian and Reward – analysing consumer spending over six weeks to 20th January including the Christmas period – reveals that nutrition and fitness spending[1] rose by 6%.
Gym membership spending rose by 11% over the Christmas period, with a 4% increase in January, indicating a proactive approach to fitness even before 2025 begun. Looking at demographics, 18-34 year olds saw the largest increase in growth (+8% year-on-year) as younger generations opt for active lifestyles over late nights and social drinks. Those aged 35-44 also increased fitness-related spending by 7%, as they prioritise their well-being too.
Spending on specialist grocery products[2] rose 6% in early January, while Home Meal Services[3] saw an 11% uplift, reinforcing the trend toward health-conscious choices. This growth is driven by older generations, with 65+ consumers increasing spend by 9%, reflecting their growing engagement with online shopping.
Over-65s driving ecommerce growth
Examining preferred spending channels, e-commerce remains dominant, with online spending up 7% YoY. While 18-24-year-olds drove much of this growth (+8%), the same increase was observed among 65+ consumers, reflecting a shift toward digital adoption among older shoppers as well.
Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I said: "The sustained growth in health and wellness spending reflects evolving consumer priorities and it’s crucial that retailers understand what trends are emerging in the market.
“Businesses that align with these trends and deliver high-quality, convenient solutions via the right channels will be well-positioned. For example, digital adoption amongst older shoppers reveals that brands catering for that audience must have their online services fit for purpose.”
To download the latest report from Experian and Reward visit: Health-Conscious Britain - Experian UK.
ENDS
Methodology
Analysis is based on insights generated by Reward from transactional and merchant data derived from its Customer Engagement programmes.
Using insights from over 1.4 billion card transactions from 4 million UK cardholders across 4,000+ retail brands, Reward analysed spending patterns in the Nutrition and Fitness market and Wider Retail sectors for December and January (01/12/23-20-01-24 vs 01/12/24-20-01-25). The data has been scaled to estimate nationwide trends.
This approach provides an indicative view of consumer behaviour, highlighting key shifts in spending across gyms, fitness, grocery, and wellness-related categories.
About Experian
Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them save time and money.
We operate across a range of markets, from financial services to healthcare, automotive, agribusiness, insurance, and many more industry segments.
We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 22,500 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at www.experianplc.com.
About Reward
Reward is a global leader in Customer Engagement and Commerce Media, operating in more than 15 markets across the UK, Europe, the Middle East and Asia. Uniquely positioned at the intersection of banking and retail, Reward’s platform combines technology, data insights and digital marketing to deliver personalised products and services that help brands deepen connections with customers.
As businesses strive to better understand and influence customer behaviour, Reward is poised to lead in the fast-growing commerce media space, offering consumer insights that enhance omnichannel experiences, boost sales and build customer loyalty.
Beyond unifying consumer insight and commerce, Reward is on a mission to make everyday spending more rewarding and every interaction count, delivering billions in rewards to customers.
For more information, please visit www.rewardinsight.com
[1] Nutrition and fitness spending: gym memberships, home meal services and organic grocery products
[2] Specialist grocery brands: premium organic brands
[3] Home meal services: Recipe kits and meal prep delivery boxes.