“Are you beach body ready?”
2025 marks 10 years since regulators pulled Protein World’s infamous billboard from the London Underground. The ad, which depicted a bikini-clad model promoting meal replacement supplements, sparked viral outrage for its distorted view of beauty. And while it was officially blocked for unfounded weight loss claims, the backlash helped spark a shift away from impossible ideals and towards a more inclusive view of health.
A decade later, the landscape thankfully looks a little different.
While quick-fix weight-loss jabs like Ozempic dominate headlines, and may even skew advertising beauty norms, new NIQ data shows that two-thirds of UK shoppers are choosing to proactively improve their health and wellness. In fact, scepticism towards anti-obesity medication is higher in the UK than the global average, with nearly a third (31%) of Brits unsure about the jabs and over one in five (21%) firmly opposed.
Ultimately, UK shoppers remain focused on getting value from their wellbeing journeys, giving retailers an opportunity to jump on the clean-living opportunity.
The wellness-price paradox
While appetites for healthier living are growing, there is a catch. NIQ data also reveals UK shoppers are the most budget-conscious in the world when it comes to wellness.
Almost a third (31%) say promotional offers, discounts and loyalty rewards play a key role in their purchase decisions, with almost 40% spending less than £40 a year on health and wellness products. More than three-quarters (76%) cite price as their biggest motivator for buying health tech, with 31% spending less than £75 on the category each year.
UK shoppers want to live healthier, more natural lives – but only at the right price.
Retailers looking to thrive in the wellness sector must first deliver transparency, trust and affordability. The opportunity lies in curating assortments that make healthier living more accessible to customers, whether through smaller pack sizes, own-label innovation, or sharper loyalty mechanics that reward “better for you” choices.
NIQ data also shows that clear communication is as important as competitive pricing, with UK shoppers keen to see exactly what they’re paying for. The responsibility is on both brands and retailers to ensure health and wellness ingredients are visible on-pack, and products are placed in the right areas on the shop floor.
The recent protein trend has seen packaging from cereals to yoghurts lead with protein content in a bid to attract health-conscious consumers. Demand for products that support everything from sleep and relaxation to energy and vitality will continue to soar, as long as they offer value for money.
From the aisle to the app
But wellness isn’t just about what shoppers put in their baskets. NIQ data shows that last year, sales of core wearables such as smartwatches and fitness trackers grew 4% year-on-year, almost matching 2022’s rate of 5% growth. Yet a third of consumers (32%) cite “lack of motivation” as their top barrier to making healthier life choices, and only 18% intend to step up their physical activity in the next 12 months.
This gap represents a real opportunity. Retailers who move beyond merely selling products and services and help consumers build a healthy lifestyle ecosystem – via food, drink and technologies – will secure regular customer engagement. But with the average running watch, for instance, still priced in the £100s, retailers must also review how they can provide value across every stage of a customers’ health journey.
The health and wellness industry is evolving quickly, and retailers navigating these shifts must tap into the right data to ensure their product innovation, branding and marketing matches shoppers’ preferences.
Ultimately, wellness is now a lucrative trend destined to stick, with leading retailers like Holland & Barrett now achieving multiple years of double-digit growth.
Brands and retailers who meet modern consumers’ needs – namely price, labelling and trend reactivity – can lead us into a new era of body positivity based on outstanding customer value. Forget the beach; is your business health and wellness ready?
Alex Heffernan, insight manager for health, beauty and personal care at NIQ
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