• Wearable tech and conscious buying are influencing health and wellness spending habits globally – but price (76%) is the biggest motivator in influencing a purchase decision 
• Globally, 43% of consumers say they would consider taking anti-obesity medication (AOMs) if recommended by a healthcare professional but in the UK, skepticism is higher, with nearly a third (31%) unsure and over one in five (21%) firmly opposed to using it 

London, 12 June 2025: NielsenIQ (NIQ) has launched its Global State of Health & Wellness 2025: Navigating the shift from health trends to lifestyle choices report, the first report of its kind for NIQ to examine emerging consumer behaviours around health and wellness.  

The findings include regional deep dives in 19 countries, focusing on the critical topics of trust and influence, nutrition, weight loss, mental wellness, health technology, and conscious buying within health and wellness. 

Focus on value-first wellness 

According to NIQ, 66% of UK shoppers say they are proactive in doing things to improve their health and wellness on a regular basis, which includes exercising, monitoring health metrics, watching what they eat, but this is lower than the global average (70%).  

They are the most budget-conscious globally when it comes to health spending, with 39% willing to spend less than the equivalent of $50 on health and wellness products which include healthier nutrition, self-care, and physical and mental health products or services. This is the highest proportion of budget-conscious consumers in any of the markets surveyed.  

This sentiment is also reflected in British consumers’ attitude to healthcare technology. Price (76%) is the biggest motivator in terms of influencing a decision to purchase a health-focused technology product. And 31% would prefer to spend less than the equivalent of $100 a year on health-tech – overwhelmingly less than the global average (19%) and across Western Europe. 

While recommendations from medical health specialists carry the most influence for UK consumers (41%), nearly one in three (31%) also say promotional offers, discounts, and loyalty rewards play a key role in their health and wellness purchase decisions.  

Embracing self-care habits 

NIQ data also shows that a third of consumers in the UK (32%) cite “lack of motivation” as their top barrier to making healthier life choices. Moreover, only 18% of UK consumers say they intend to step up their physical activity such as walking, running, or playing sports in the next 12 months – making them the least likely in Western Europe to do so. 

Instead, UK consumers are leaning into lower effort self-care and preventative routines, with more placing importance on getting good sleep (61%), caring for their emotional and mental health (58%), and protecting against illness (55%) than they did five years ago, trends that align with global patterns.  

British consumers also rank higher than the rest of Western Europe for taking vitamins and supplements (11%), using skin creams and face treatments (8%), and practising yoga or meditation (9%). 

The Global State of Health & Wellness 2025 also found that: 

• Increased importance on welfare and nutrition: UK shoppers are most willing to pay more for products that are cruelty-free or offer higher animal welfare standards (61%) and those with enhanced nutritional benefits like added vitamins or fibre (60%). However, fewer are prepared to spend extra on meat-free alternatives (32%), below the global average (41%). 
• UK consumers are cautious over weight-loss medication: Nearly half (46%) hold a neutral view of anti-obesity medications, mirroring the global average. Uncertainty and resistance is higher in the UK, with 31% unsure about using such medications if recommended by a healthcare professional and 21% firmly opposed – both above global levels. 
• Concerns over possible side effects of weight-loss medication are the biggest barrier (73%), also higher than the global average (69%). More than half (52%) of UK consumers would not be willing to pay for anti-obesity medication, the highest proportion among all global markets surveyed by NIQ. 
• Data-sharing pragmatists: 58% would share personal health metrics with companies if it helps them improve habits – making UK consumers slightly more open than the global average (57%) and across Western Europe. 

“To thrive in the evolving wellness market, brands must go beyond product innovation to deliver clarity, transparency, affordability, and trust,” said Marta Cyhan-Bowles, Chief Communications Officer & Head of Global Marketing COE. “Consumers are ready to invest in their well-being but need guidance. Companies must ensure their products are accessible, transparently labeled, and competitively priced to win consumer loyalty.” 

Key Takeaways for Brands 

Manufacturers and retailers must address consumers’ ongoing core concerns around the cost and availability of healthier options and their desire for authentic, clear, and detailed product information. Brands can additionally win loyalty with core segments, along with premiumisation potential, by ensuring that their full product portfolio has a wellness focus, as well as being ethically sourced, environmentally responsible, and socially aware. 

About the Global State of Health & Wellness 2025 Report 

This flagship report focuses on global forces that are shaping consumers’ developing needs and findings around consumers’ health and wellness awareness, aspirations, motivations, barriers, and future buying intentions. To understand how these trends are impacting your local market, download a free copy of the global report and one or more of the five Regional Insights Companions that dig deeper into specific markets across Asia Pacific; Europe, Middle East & Africa; Latin America; North America; and Western Europe. 

Research Methodology 

NIQ’s 2025 Global Health & Wellness survey was conducted in January and February 2025. Nearly 19,000 adult consumers were interviewed online in the following 19 countries: Brazil, Canada, China, Czechia, France, Germany, Hungary, India, Indonesia, Italy, Mexico, Netherlands, Poland, South Africa, Spain, Turkey, United Arab Emirates, United Kingdom, and United States. Data reflects the adult grocery shopping population in each respective country. 

About NIQ 

NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together two industry leaders with unparalleled global reach. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $ 7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™. 

For more information, please visit www.niq.com