Brits getting trim in the gym as fitness spending soars

The “new year, new me” mindset is well and truly alive and kicking with UK consumers, with health-conscious Brits swapping late nights for the gym and wellness in 2025.

New insights from Experian and Reward – analysing consumer spending over six weeks to January 20 including the Christmas period – reveal that nutrition and fitness spending rose by 6%.

While many Brits see the Christmas period as an excuse to stuff their faces, others were busy pounding the treadmills. In fact, gym membership spending rose by 11% over the festive period, with a 4% increase in January, indicating a proactive approach to fitness even before 2025 had begun.

Looking at demographics, 18- to 34-year-olds saw the largest increase in growth (+8% year-on-year) as younger generations opt for active lifestyles over late nights and social drinks. Those aged 35-44 also increased fitness-related spending by 7%, as they prioritise their well-being too.

Spending on specialist grocery products also rose, up 6% in early January, while so-called home meal services – recipe kits and meal prep delivery boxes – saw an 11% uplift, reinforcing the trend toward health-conscious choices. This growth is driven by older generations, with those aged 65+ increasing spend by 9%, reflecting their growing engagement with online shopping.

Examining preferred spending channels, ecommerce remains dominant, with online spending up 7% YoY. While 18- to 24-year-olds drove much of this growth (+8%), the same increase was observed among 65+ consumers, reflecting a shift toward digital adoption among older shoppers as well.

Experian Marketing Services managing director UK&I Colin Grieves said: “The sustained growth in health and wellness spending reflects evolving consumer priorities and it’s crucial that retailers understand what trends are emerging in the market.

“Businesses that align with these trends and deliver high-quality, convenient solutions through the right channels will be well-positioned. For example, digital adoption among older shoppers reveals that brands catering for that audience must have their online services fit for purpose.”

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