What you need to know

A third of adults believe that they are healthier now than they were a year ago, reflecting booming interest in healthy living initiatives. However, despite positive consumer sentiment, the UK’s health profile leaves much to be desired. The population is ageing and obesity rates remain stubbornly high.

Mental health has become an increasing area of focus in recent years, with many consumers now placing equal emphasis on their mental and physical wellbeing. This poses opportunities for tech brands to further develop their health tracking capabilities, as well as for brands to tap into the mindfulness trend, using marketing campaigns centred around helping consumers to relax and de-stress.

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