Health and wellness roundup: Trends and insights for the UK in 2024

Health and wellness roundup: Trends and insights for the UK in 2024

Janice Fernandes - January 16th, 2025

In 2024, the health and wellness landscape in the UK continues to evolve, reflecting changing consumer priorities, growing technological integration, and the lasting impact of post-pandemic lifestyles. From healthcare preferences to sleep habits and dietary trends, this roundup explores the key insights shaping the sector in Great Britain.

Healthcare preferences and digital innovation

While healthcare decisions in the UK are still primarily guided by traditional factors, digital technologies are gradually reshaping the sector. Only 10% of Britons rely on online reviews to make healthcare decisions, yet a significant portion see potential in artificial intelligence (AI) for enhancing healthcare services. Public opinion on AI in healthcare remains divided: 21% view it positively, 32% negatively, while a nearly half (48%) are cautiously optimistic. 

AI-driven tools, such as confidential chatbots for mental health, are gaining acceptance, particularly among younger demographics. Approximately 20% of Britons are comfortable sharing mental health concerns with AI chatbots, with comfort levels peaking at 31% among 18-24-year-olds. The appeal lies in accessibility (48%) and non-judgmental interactions (33%).

Additionally, digital health tools, including apps for tracking fitness, diet, and sleep, are widely adopted. Nearly two-thirds (67%) of Britons have used devices or apps to monitor their health, underscoring a strong interest in personal health data. These developments highlight the convergence of traditional healthcare systems with digital solutions to create more accessible and personalized care.

Medication use and the growing demand for convenience

In the UK, self-medication remains a common practice for 38% of respondents, with experience (44%) and research (36%) cited as primary reasons for this behaviour. More than a third of Britons (35%) say they take non-prescription medication as soon as they get sick with three-quarters(74%) relying on pharmacists' expertise when it comes to over-the-counter medication.

The demand for convenience extends to medication delivery services, with 40% of Britons expressing interest in home delivery for prescriptions. Many are also willing to pay a premium for expedited delivery.

Public sentiment towards pharmaceutical companies reveals a nuanced perspective: 57% believe the industry prioritises profits over consumer health, yet 53% still consider pharmaceutical companies trustworthy. This complex view underscores the balance between scepticism and reliance on the sector’s expertise. 

The sleep and self-care connection

Sleep remains a challenge for many Britons, with a significant gap between aspirations and reality. While 80% aim for at least eight hours of sleep per night, only 19% achieve this, and 41% report sleeping six hours or less. Despite widespread adoption of sleep-improvement strategies—such as upgrading bedding (41%), maintaining consistent bedtimes (40%), and avoiding screens before sleep (31%)—38% rarely feel well-rested, and 14% never do.

Self-care practices are integral to British lifestyles, with 24% engaging daily and 44% at least weekly. Popular activities include spending time with loved ones (56%), walking in nature (55%), reading (53%), and exercising (50%). Britons also unwind by listening to music (58%), watching TV or movies (54%), and indulging in hobbies (51%). This holistic approach combines physical, mental, and social strategies to enhance well-being and build resilience.

Dietary habits and emerging wellness trends

Unhealthy eating habits persist across the UK, as many Britons continue to prioritise convenience and taste over nutrition. Despite these trends, there is an interest in functional foods, with 24% adults exploring supplements like functional mushrooms for their potential health benefits like improved energy. 

The public also remains highly attentive to food labelling, with younger Britons (77%) being most likely to reconsider a food or drink purchase after reading a nutrition label.

Physical fitness and lifestyle integration

Physiotherapy is a critical health resource for many Britons, with 83% reporting positive outcomes from using these services to manage pain or improve mobility. Meanwhile, the fitness sector is undergoing a transformation driven by sustainability. Over half (51%) of gym-goers now consider the environmental impact of their memberships, making eco-consciousness a competitive advantage for gyms and fitness brands.

Image: Getty Images