Having taken a backseat during the cost-of-living crisis, health and well-being is poised to rise in importance as consumer finances gradually improve. The home is central to a healthy lifestyle, yet three-quarters of UK adults struggle to maintain their health and wellness within their own spaces.
Motivation and financial constraints are the primary obstacles, with the extent of their impact varying by demographic. Consumers also remain sceptical about the credibility of products marketed as promoting health and wellness at home, with nearly three-quarters believing such products should have scientific evidence to support their claims.
Science-backed solutions that can be seamlessly integrated into daily routines are well-placed to encourage adoption. As health and wellness priorities and challenges vary across different demographics, brands acknowledging these diverse needs and embracing individuality have the potential to forge meaningful connections with their customers.
This report looks at the following areas:
- Analysis of the market background and factors affecting health and wellness in the home
- Self-reported physical and mental health status of UK adults
- UK adults’ description of their homes
- Priorities and actions taken to manage health and wellness at home, as well as challenges to maintaining a healthy lifestyle at home
- Consumer attitudes towards managing health and wellness in the home, with a focus on health tech, natural solutions and flexible spaces
- Key launch activities and innovations in improving health and wellness at home
A renewed emphasis on health and wellbeing has led consumers to incorporate this focus into various aspects of their lives, with the home serving as a cornerstone.
Sam Nguyen, Retail Analyst
Market Definitions
Mintel commissioned consumer research for this Report to assess consumer attitudes and behaviours towards health and wellness in the home. Research was carried out by Kantar Profiles among 1,952 internet users aged 18+ in September 2024. Detailed demographics are given in the Interactive Databook.
CHAID methodology
CHAID (Chi-squared Automatic Interaction Detection) is a target group identification method that is used to highlight key target groups. CHAID is a classification system that subdivides the sample into a series of subgroups that share similar characteristics towards a specific response variable and allows us to identify which combinations have the highest response rates for the target variable. The first predictor category (on which the sample will be split) is the predictor that is associated the most with the response variable. i.e. it gives the most differentiating groups of respondents. Each subgroup is then further split until the analysis does not find any significantly discriminating predictor any more. The output is a tree of which the branches are the predictor variables that split the sample in discriminating groups.
For further details see the research methodology.
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Executive Summary
- Opportunities for health and wellness in the home
- Weaving wellness into daily routines
- One size doesn't fit all
- Tackling the scepticism towards health and wellness solutions
- Market dynamics
- Physical and mental health are top priorities for consumers
- Graph 1: change in priorities compared to a year ago, 2024
- Housing market sees signs of recovery
- Graph 2: number of property residential transactions with a value of over £40,000 completed in the UK, 2019-24
- Consumer sentiment: the recovery has slowed
- Graph 3: the financial wellbeing index, 2017-24
- What consumers want and why
- The majority have good physical and mental health
- Graph 4: state of physical health, 2024
- Graph 5: state of mental health, 2024
- Contentment grows as people establish roots in their homes
- Graph 6: description of the home, by time lived in current home, 2024
- Sleep quality is the top priority
- Graph 7: priorities in managing health and wellness at home, 2024
- An holistic approach towards health and wellbeing
- Graph 8: actions taken to improve health and wellness at home, 2024
- Three quarters find it challenging to maintain health and wellness at home
- Graph 9: challenges in maintaining health and wellness at home, by age and household income, 2024
- Embracing natural elements
- Graph 10: attitudes towards health and wellness in the home – nature, 2024
- Brands need to substantiate their claims
- Graph 11: attitudes towards health and wellness in the home – health tech, 2024
- The demand for a designated space varies by activity
- Graph 12: attitudes towards health and wellness in the home – space & flexibility, 2024
- Innovation and marketing
- Support me-focused homecare habits
- Setting boundaries between work and personal life
- Wellness-focused lighting
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Market Dynamics
- Market background
- Brits have an array of health issues
- Graph 13: experience of health issues in the last 12 months, 2023
- An ageing population will have greater health management needs
- Graph 14: projected population age breakdown, 2025-65
- Mental health continues to require society's attention
- The connection between financial, physical and mental health
- Flexible working lifestyles continue
- Graph 15: working location, 2024
- Physical and mental health are top priorities for consumers
- Graph 16: change in priorities compared to a year ago, 2024
- Market drivers
- Wages have continued to rise ahead of prices
- Graph 17: real wage growth, annual % in wage growth vs inflation, 2020-24
- Housing market sees signs of recovery
- Graph 18: number of property residential transactions with a value of over £40,000 completed in the UK, 2019-24
- Consumer sentiment: the recovery has slowed
- Graph 19: the financial wellbeing index, 2017-24
- Households are cautiously positive about the prospect of their finances
- Graph 20: the financial confidence index, 2017-24
- Caution in the market continues
- Graph 21: "Do you think the UK cost of living crisis is….", 2024
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What Consumers Want and Why
- State of physical and mental health
- The majority have good physical and mental health
- Graph 22: state of physical health, 2024
- Graph 23: state of mental health, 2024
- The gender gap
- Graph 24: state of physical and mental health, by gender, 2024
- Aligning home fragrances with different stages of the menstrual cycle
- Perception of health also varies by age
- Graph 25: state of physical and mental health, by age, 2024
- Hybrid workers are more positive about their health
- Graph 26: state of physical and mental health, by working location, 2024
- Description of the home
- The majority have positive attitude towards their homes
- Safe is the most common description of the home
- Graph 27: description of the home, by financial situation, 2024
- Older consumers feel positive about their homes
- Graph 28: description of the home, by age, 2024
- While the opposite is true with their younger counterparts
- Graph 29: description of the home, by housing situation, 2024
- Yale's first retrofit smart lock
- Long-term dwellers cherish the imperfection
- Graph 30: description of the home, by time lived in current home, 2024
- Brands embracing an imperfect home
- Healthy adults are happier with their homes
- Graph 31: description of the home, by state of physical and mental health, 2024
- Priorities in managing health and wellness at home
- Sleep quality is the top priority
- Graph 32: priorities in managing health and wellness at home, 2024
- John Lewis puts sleep struggles to rest
- Strong consumer interest in eating healthily
- Graph 33: how often people try to eat healthily, 2018-22 and 2024
- Position prepared products as an easy way to eat well
- Home hygiene evolves into self-care
- Graph 34: priorities in managing health and wellness at home, by age, 2024
- Support me-focused homecare habits
- Making cleaning more precise, and fun
- Younger consumers over-index on valuing me-time
- Graph 35: spending time with family vs spending time alone, by lifestage, 2024
- Actions taken to improve health and wellness at home
- Over half engage in home exercise
- Facilitating an active lifestyle
- Home fragrances are key for relaxation
- Graph 36: used fragrances (eg scented candles, incense) to relax at home, by household income, 2024
- Using distinct personal attributes to add value
- Improving indoor air
- Work-life balance is a priority for parents
- Graph 37: improved my work-life balance (eg limited work hours, created a dedicated workspace), by children in household, 2024
- Setting boundaries between work and personal life
- Leaning into technology to improve wellbeing
- Health tech innovations make inroads in the home space
- Boosting the appeal of smart home devices
- Challenges to maintaining health and wellness at home
- Three quarters find it challenging to maintain health and wellness at home
- Older adults face the fewest challenges
- Graph 38: challenges in maintaining health and wellness at home, by age and household income, 2024
- Challenges vary with age
- Graph 39: "I mostly put effort into being healthy to…", 2023
- Challenges diminish as the time spent living in the current home increases
- Graph 40: challenges in maintaining health and wellness at home, by time lived in current home, 2024
- Attitudes towards health and wellness at home
- Embracing natural elements
- Graph 41: attitudes towards health and wellness in the home – nature, 2024
- Brands need to substantiate their claims
- Graph 42: attitudes towards health and wellness in the home – trust in health tech, 2024
- Combining specialist expertise with AI for mental health support
- Smarter is not always better
- Graph 43: "Having too many smart devices at home negatively impacts health and wellness (eg increases screen time)", by age, 2024
- Health monitoring needs to be more integrated
- Graph 44: "Having to wear wearable devices (eg smart watches, smart rings) at home to track health is inconvenient", by age, 2024
- Two thirds prioritise organisation over decoration
- Graph 45: "A well-organised home has a greater impact on health and wellness than a well-decorated one", by age, 2024
- A dedicated workspace is in demand by the majority
- While the same level of attention is not seen with exercise and mediation
- Graph 46: attitudes towards health and wellness in the home – space & flexibility, 2024
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Innovation And Marketing
- Launch activity and innovation
- Samsung partners with F45 Training for science-backed workouts on Samsung TVs
- The rise of at-home spa-like bathroom experiences
- Wellness-focused lighting
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Appendix
- Report scope and definitions
- Market definition and consumer research methodology
- Abbreviations and terms
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