More than a third of Brits view self-care as necessity, data finds
A new study by TK Maxx reveals that self-care is rapidly evolving from a luxury to a necessity, with 39% of UK adults now viewing it as an essential part of their lifestyle. The research, conducted with 2,000 UK respondents, sheds light on the country’s growing commitment to wellbeing, highlighting not just a shift in attitudes but in spending habits as well.
Brits are now spending an average of £74.24 a month on wellness-related products and experiences, with young millennials (aged 25–34) leading the charge. This age group invests £108.88 per month in self-care, more than double the amount spent by Boomers (aged 55+), who spend just £51.18. Gen Z is also embracing the movement, with over a quarter (28%) prioritising skincare and beauty routines as a central aspect of their self-care habits.
Regionally, Leeds has emerged as the UK’s self-care capital, with residents spending an average of £92.35 per month, followed by Newcastle and Edinburgh. Meanwhile, Norwich ranked lowest in self-care spending at £47.49.
When asked about their wellness goals, healthy eating and nutrition came out on top (37%), followed by physical fitness (31%) and sleep improvement (28%). Beauty routines, particularly among younger demographics, are now being considered an integral part of self-care, with 28% of Gen Z respondents identifying skincare as a priority compared to just 12% of Boomers.
The perception of self-care is also undergoing a generational transformation. While Millennials and Gen X are more likely to describe it as essential (44% and 43% respectively), Gen Z appears more divided, with 38% still seeing it as a luxury.
Financial barriers (25%) and time constraints (24%) remain the biggest challenges to regular self-care, especially in regions like the South West and East Midlands. Despite these obstacles, there’s a growing willingness to invest in wellbeing. While only 19% of all respondents increased their self-care spending over the past year, the figure jumped to 41% among young millennials.
