People across the UK are increasingly prioritising their wellness, leading to a positive shift toward healthier, more balanced lifestyles. A new TK Maxx study explored the motivations behind this trend and how Brits are investing in self-care. The survey of 2,000 UK adults found over a third (39%) of respondents now consider self-care a necessity, reflecting a strong awareness of the importance of mental and physical health.
With the average Brit spending £74.24 per month on their wellness needs, self-care is no longer just a trend, it’s a lifestyle. Across the UK, Leeds emerged as the UK’s highest-spending self-care city, with residents splurging £92.35 monthly, followed closely by Newcastle (£85.28) and Edinburgh (£84.88). In contrast, Norwich emerged as the city that spends the least on self-care with the average spend being just £47.49. The study also highlighted young millennials (25-34) lead the way, dedicating £108.88 per month to self-care, in contrast to Boomers (over 55s) who spend just £51.18.
When asked about their self-care goals, healthy eating and nutrition topped the list (37%), followed by physical fitness (31%) and improving sleep quality (28%). Among younger generations, skincare and beauty routines (28%) are key priorities, far outweighing their older counterparts (12%).
While self-care has often been viewed as indulgent, attitudes appear to be evolving. Amongst respondents, more than a third (39%) believe self-care is becoming a necessity, compared to just 26% who view it as a luxury. This sentiment also varied by age, with most Millennials (44%) and Gen X (43%) considering self-care essential, while Gen Z (18–24) are more likely to see it as a luxury (38%).
Despite the growing awareness, barriers remain. Financial difficulties (25%) and time constraints (24%) were the most common challenges, followed by a lack of motivation (24%). The South West reported the highest percentage of people citing financial issues (31%), while the East Midlands struggled most with motivation (31%). Although, 30% of people said they face no barriers to self-care, rising to 46% among Boomers.
For many, self-care spending is an investment in feeling good. While less than one in five (19%) increased their self-care budget in the past year, this figure surged to 41% among young millennials. Regionally, Greater London saw the highest proportion of people raising their self-care spend, with 27% increasing their budget.
Whether it’s renewing a gym membership or exploring beauty trends, self-care is as much about feeling good as it is about maintaining overall wellbeing. And it doesn’t have to break the bank. TK Maxx offers a range of products to help elevate any self-care routine. For more inspiration and to explore the latest collections, visit https://www.tkmaxx.com/uk/en/self-care-spending-trends
