"Most UK consumers feel good about their health, but money and overconfidence remain barriers to improvement. Brands can appeal to concerns about the future to boost engagement now."
Rich Shepherd, Associate Principal - Consumer Insights
73% of British adults consider themselves at least somewhat physically healthy, but there is a significant risk of overconfidence. Only 8% self-identify as obese, despite NHS England finding that 30% meet the medical definition. This reveals a potentially dangerous gap in self-perception, with many unaware of health risks and likely to miss opportunities for early intervention.
As the recovery from the cost-of-living crisis continues, Brits are able to put more focus on their health. Increased spend on fitness is indicative of this as more consumers prioritise wellbeing. However, cost-of-living constraints still present a significant barrier, particularly for lower-income groups. Affordability remains a key consideration across the health and wellness space to provide healthy options for consumers regardless of financial situation.
Addressing work-related health issues is a major opportunity for brands and employers, given the high productivity cost of sick days in the UK. 48% of UK workers say their work life gets in the way of having a more healthy lifestyle, pointing to a need to help people develop and maintain healthier routines during and around their work day.
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