Wellness Prioritization Soars: Approximately One-Third of Britons Now Consider Self-Care as Essential
In the UK, self-care spending has become a significant and growing consumer investment, with notable regional and generational differences. On average, Brits are spending over £4,600 annually on wellness and self-care, including around £560 on massages and over £600 on spa days. Monthly spending averages approximately £74.24 on wellness-related products and experiences [1][2][3].
Young millennials (aged 25–34) are leading the charge in self-care spending, prioritising wellness as a lifestyle rather than a trend. They spend an average of £108.88 per month on self-care, making them the demographic with the highest investment [2]. Over a third of Brits now consider self-care an essential part of life, rather than a luxury [2][3].
Regional differences in self-care spending have also emerged. Leeds, in particular, stands out as a city where self-care is especially prioritized, with an average monthly spend of £92.35 [3]. Other cities like Edinburgh and Newcastle follow closely, with average monthly self-care expenditures of £84.88 and £85.28, respectively [4].
While not explicitly detailed in the search results, typical barriers to self-care often include cost, accessibility, awareness, and time constraints. However, the UK government is taking steps to address these barriers by promoting self-care within its 10 Year Plan for the NHS. This includes prevention-focused health management, such as more screenings and health checks, to keep patients out of hospital [4].
The government's commitment extends to healthcare innovation and support, with £226 billion allocated to the NHS up to 2028-29. This includes technology investments, which may facilitate easier access and uptake of self-care practices over time [4][5].
As self-care becomes more integrated into public health strategies, it is clear that it will continue to be a high priority across the UK. For many, self-care is now seen as a fundamental part of a healthier and more balanced life. As Brits face financial pressures and time limitations, there is an increasing focus on accessible and practical wellness solutions.
Retailers such as TK Maxx are responding to this demand by offering affordable skincare, fitness, and wellness products. Personal care and beauty are particularly fast-growing sectors in the wellness economy, with healthy eating and nutrition being the top priority for 37% of respondents [6].
The global wellness economy is valued at $5.6 trillion, according to the Global Wellness Institute's 2024 report. The UK wellness market is expected to continue expanding in the post-pandemic landscape. For instance, Norwich reports the lowest average self-care spend at £47.49 per month, suggesting room for growth in this region [3].
Interestingly, skincare and beauty routines are a priority for 28% of Gen Z adults aged 18 to 24, indicating a generational shift towards self-care [7]. As the cultural landscape evolves, self-care is likely to remain a key focus for consumers and policymakers alike.
References: [1] Global Wellness Institute's 2024 report [2] YouGov survey commissioned by retailer TK Maxx [3] The Telegraph, 2023 [4] NHS 10 Year Plan [5] UK government budget announcements [6] YouGov survey findings [7] The Independent, 2023
- Brits are not only investing in fitness-and-exercise and nutrition for self-care, but also in personal-finance, with an increasing focus on accessible and affordable wellness solutions in sectors like skincare and beauty.
- The science behind sleep is gaining attention as a crucial aspect of self-care, and it's observed that self-care spending on sleep-related products and experiences is on the rise among young millennials.
- Awareness of health-and-wellness is influencing lifestyle choices, leading to a growth in spending on self-care in cities like Leeds, Edinburgh, and Newcastle.
- With the UK government investing £226 billion in the NHS until 2028-29, there is an opportunity for technologies to improve healthcare innovation and make self-care practices more accessible for all, addressing regional and generational barriers.
