The "New Year, New Me" mindset is resonating with consumers more than ever, 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 20th January including the Christmas period – reveals that nutrition and fitness spending rose by 6%. 

Gym membership spending rose by 11% over the Christmas period, with a 4% increase in January, indicating a proactive approach to fitness even before 2025 begun. Looking at demographics, 18-34 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 rose 6% in early January, while Home Meal Services saw an 11% uplift, reinforcing the trend toward health-conscious choices. This growth is driven by older generations, with 65+ consumers increasing spend by 9%, reflecting their growing engagement with online shopping.

Over-65s driving ecommerce growth

Examining preferred spending channels, e-commerce remains dominant, with online spending up 7% YoY. While 18-24-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. 

Colin Grieves, Managing Director of Experian Marketing Services, Experian UK&I 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 via the right channels will be well-positioned. For example, digital adoption amongst older shoppers reveals that brands catering for that audience must have their online services fit for purpose.”