UK’s health and wellbeing market is undergoing a transformation, with 41% of shoppers buying health and wellbeing products even when they’re not unwell or in pain. This reflects the demand for holistic health solutions. Driving this evolution are trend-savvy young consumers seeking lifestyle-driven solutions, but also underrepresented older generations.
However, financial pressures are prompting UK consumers to cut back on healthcare spending, while rising consumer scepticism demands brands and retailers provide concrete proof of product claims.
Despite these challenges, the market is ripe with opportunities. Retailers can enhance pre-purchase engagement by providing science-backed information and educational content, building trust and loyalty. For example, in-store retailers can use interactive tools, such as QR codes or digital screens, to provide bite-sized ingredient knowledge or expert guidance, for shoppers to take in while browsing. This also helps create a seamless experience to aid their decision-making.
By addressing evolving consumer demands, retailers and brands can position themselves as trusted allies in holistic health management, driving growth and long-term success.
This report looks at the following areas:
- Health and wellbeing products purchased, including repertoire and key demographics
- Most important factors in purchase decisions
- Attitudes towards health and wellbeing purchases, including intentions, interests in trends, pre-research purchase, and trust in claims
- Where health and wellbeing products are purchased, and the factors that influence retailer choice
- Opportunities to engage consumers with in-store service and merchandising, and online convenience
- The link between BPC and health purchase, and ways to convert shoppers from one aisle to another
Shifting towards holistic management, consumers demand science-backed products, a seamless shopping experience and cross-category solutions for total wellness.
Ziyu Tian, OTC & Personal Care Research Analyst
Market Definitions
This Report examines the UK health and wellbeing retailing market for consumers aged 18 and over. Health and wellbeing remedies include:
- OTC remedies for pains and ailments, including cough, cold and flu, digestive disorders, allergies, ear, eye and mouth conditions, etc
- Vitamins and supplements with wellness benefits, including stress relief and sleep aids
- Personal health and wellbeing products, such as intimate hygiene and sanitary products and sexual health products
- Other wellness products, such as smoking cessation, hydration, and first aid products
Additionally included in the scope of this Report:
- Wearable technology and test kits for health-tracking and self-diagnosis
The consumer research focuses on the journey/route consumers purchase these health and wellbeing products, including researching, purchasing and potential ongoing engagement.
Collapse All
-
EXECUTIVE SUMMARY
- Opportunities for the health and wellbeing market
- Enhance pre-purchase engagement with expertise and information
- Optimise the purchasing experience with value and efficiency
- Attract and convert consumers from the beauty and personal care aisle
- Market dynamics and outlook
- Prudent spending will stable market growth
- Outlook for the health and wellbeing market
- Technology, inclusion and the environment will drive growth
- What consumers want and why
- Health and wellbeing is taking a holistic turn
- Graph 1: health and wellbeing products purchased in the last 12 months, 2025
- Next-gen health consumers focus on more than just price
- Graph 2: most important factors when choosing health and wellbeing products, 2025
- Support health consumers in their decision-making
- Graph 3: attitudes towards health and wellbeing products, 2025
- Convenience leads retailer choice
- Graph 4: types of retailers used to purchase health and wellbeing products in the last 12 months, 2025
- Graph 5: channels used to purchase health and wellbeing products in the last 12 months, 2025
- Shoppers look for efficiency during the purchase journey
- Graph 6: factors that influence where health and wellbeing products are purchased, 2025
- Personalise in-store shopping experiences…
- …while highlighting the convenience of online
- Graph 7: online health and wellbeing product purchase behaviours, 2025
- Convert beauty consumers to the health aisle
- Graph 8: BPC and health/wellbeing purchase behaviours, 2025
- Innovation and marketing
- Wellness in one place
- Convey value to appeal
- Use sustainability efforts to stand out
- Make marketing relatable
-
MARKET DYNAMICS
- Market drivers
- Inflation in health drops
- Graph 9: CPI annual inflation rates by division, all items vs pharmaceutical products, 2025
- Financial struggles will dent health spending
- The NHS transformation bodes well for the market
- Health and wellbeing market is well-positioned to hone in on longevity
- Recognise the health needs of ethnic minority consumers
- Tech will revolutionise the holistic health journey…
- …and empowers women’s health management
- Weight-loss drugs could disrupt the market
- Graph 10: weight management methods used in the last 12 months and interest in using in the future, 2024
- Eco credentials could become a differentiator
- Graph 11: attitudes related to the ethics and sustainability of shopping online, 2025
-
WHAT CONSUMERS WANT AND WHY
- Health and wellbeing products purchased
- VMS demand aligns with consumers’ holistic approach to health…
- Graph 12: health and wellbeing products purchased in the last 12 months, 2025
- …and high levels of innovation
- Graph 13: share of health and wellbeing launches accounted for by VMS, 2021-25
- Empower women to take control of their sexual health
- Graph 14: health and wellbeing products purchased in the last 12 months, by gender, 2025
- Tap into wide health and wellbeing purchase repertoires
- Graph 15: repertoire of health and wellbeing products purchased in the last 12 months, all adults vs Baby Boomers, 2025
- Explore the longevity trend in NPD
- Most important factors when choosing products
- Health consumers seek value beyond price
- Graph 16: most important factors when choosing health and wellbeing products, 2025
- Different priorities emerge across different health categories
- A shift of focus among the next generation of health consumers
- Own-label can tap into the pursuit of value
- Oral hydration aligns with holistic health management
- Eco/ethical claims have room to grow
- Graph 17: health and wellbeing launches, by top three eco/ethical claims, 2021-25
- Cabinet Health pioneers refillable medicine
- Attitudes toward health and wellbeing products
- Health and wellbeing purchasing is need-driven…
- Graph 18: attitudes towards health and wellbeing products, 2025
- …but interest in trends presents opportunities
- Pre-purchase research is commonplace
- Communicating scientific evidence will become a must
- Where health and wellbeing products are purchased
- Online channels could explore more premium offerings
- Graph 19: channels used to purchase health and wellbeing products in the last 12 months, 2025
- Opportunities for family bundles online
- Comprehensive channels outperform
- Amazon and Boots are the leading retailers of choice
- Graph 20: retailers used to purchase health and wellbeing products in the last 12 months, 2025
- Provide young shoppers with professional support
- Grocers can tap into preventative mindsets
- Graph 21: health and wellbeing products purchased in the last 12 months, by type of retailer used to purchase products, 2025
- H&B retailers can up their game for diverse consumers
- Graph 22: select types of retailers used to purchase health and wellbeing products in the last 12 months, by ethnicity, 2025
- Factors that influence where health and wellbeing products are purchased
- Improve navigation to reach a wider audience
- Graph 23: factors that influence where health and wellbeing products are purchased, 2025
- Create a pleasant browsing experience for women…
- …while utilising technology to reach men in need of advice
- Improve purchase experience to future-proof the market
- Graph 24: select factors that influence where health and wellbeing products are purchased, by any children, 2025
- Pop-ups can provide trialling opportunities
- Digital assistant aids purchase experience
- Interest in in-store services and merchandising
- Improve the in-store shopping experience with personalisation
- Graph 25: interest in in-store services and merchandising when shopping for health/wellbeing remedies, 2025
- Staff favourites add a personal touch to product promotion
- Retailers tap into the growth potential of health services
- Online purchase behaviours
- Online purchasing needs to adapt to local needs
- Attract more shoppers to click and collect services with added benefits
- Just Eat expands pharmaceutical delivery
- Balance the convenience of rapid delivery service with social responsibility
- The link between BPC and health/wellbeing purchasing
- The link between beauty and health holds potentials
- Graph 26: BPC and health/wellbeing purchase behaviours, 2025
- Engage active beauty consumers…
- …across multiple channels
- Graph 27: consumers who often shop for beauty/grooming products and health/wellbeing products at the same time, by types of retailers, 2025
- Blurring boundaries increase appeal
-
ADVERTISING AND MARKETING TRENDS
- Lean in on money-saving opportunities…
- …and added-value services
- Tesco converts grocery points to health savings
- Boots highlights the convenience of delivery
- Holistic health experience on the rise
- Engage active consumers
- Harness the power of storytelling
- Roll out blister recycling initiatives
-
APPENDIX
- Supplementary data
- Population projections
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
Mintel: Market Intelligence Made Easier
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
For further information about our research and analysis methods, visit our helpdesk.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 10% on all orders with the code INSIGHTS2026
Offer available until the end of December only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
