New data has shown Britons embracing healthier lifestyles, driving a surge in nutrition and fitness spending in January. And while there’s no specific fashion or beauty info in there, the overall trend is clearly encouraging for sports stores, athleisure sellers and the wellness end of the beauty sector.

New insights from Experian and Reward claims that the “New Year, New Me” mindset “is resonating with consumers more than ever, with health-conscious Britons swapping late nights for the gym and wellness in 2025”.

The company analysed consumer spending over the six weeks including the Christmas period and up to 20 January and found 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 began”. 

Looking at demographics, 18-34 year olds saw the largest increase in growth (up 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 wellbeing too.

Importantly, that’s also likely to mean a leggings, sports bra, track pants and so on bonanza, so Sports Direct, JD Sports, Lululemon, Sweaty Betty, Gymshark, Castore, M&S Goodmove and others should be happy.

Colin Grieves, MD 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.”