‘September reset’ gains momentum as UK consumers prioritise wellness

September is emerging as a second reset point of the year for UK consumers, with 44% identifying it as the right time to begin healthy habits again, according to new Boots research.

The study found that 48% of UK adults regret failing to invest in their wellbeing ahead of winter. Post-summer motivation is driving healthier changes for 40% of respondents, while 32% want to prepare their wellbeing for the colder months.

The findings come from a nationally representative Censuswide survey of 2,000 UK consumers aged 18 and over, commissioned by Boots and conducted from 5 to 7 August 2026.

Kirstie Thorley Mitchell, Head of Wellness at Boots, said: “Much like January, September has become a natural reset moment, prompting many people to pause, reassess and set new goals for themselves.”

She said the return to school and everyday routines gives consumers another opportunity to establish wellness habits before winter. Almost three in 10 respondents said an autumn reset helps them stay on track through the colder months, when seasonal mood dips, sluggishness and social withdrawal can become concerns.

Boots Advantage Card data reinforces the link between a return to routine and changing shopping habits. Comparing September 2025 with the previous month, purchases of cough and cold remedies rose 72%, while health checks increased by 44%.

Immunity supplement purchases were up 25%, while purchases of wellness testing kits and vitamins and supplements each rose by 12%. The figures reflect spending among Boots customers rather than the wider UK retail market.

Flu jab bookings at Boots also increased by 20% year-on-year between 7 July and 25 August 2026, compared with the equivalent period in 2025.

The data comes as January remains an established moment for making changes, with 40% of respondents setting health or self-care goals at the beginning of the year. However, 32% identified feeling run down as a barrier to maintaining them. One in five respondents said they had no wellness routine at all.

“Wellness doesn't need to be complicated, expensive, or time-consuming,: Thorley Mitchell said. “The most sustainable routines are often the simplest ones, built around small, accessible and achievable daily habits that fit naturally into everyday life.”

The seasonal research follows investment by Boots in wellness products, advice and dedicated retail spaces. The retailer now carries more than 750 wellness lines alongside 2,000 healthcare products, spanning wearable technology, hydration, testing and diagnostics, as well as supplements.

Over 500 health and wellness specialists are available across 140 stores, offering free lifestyle advice and product recommendations. Boots also introduced Wellness Zones in various stores earlier this year, supported by 12 new brands and 140 additional products.

Its beauty-only concept store in Bristol, which opened in May, includes a Wellness Zone bringing together supplements, collagen and ingestible beauty. The location also provides scalp health consultations, skin imaging and express make-up services.

The expansion reflects the growing overlap between health and beauty shopping. Previous Boots research found wellness to be an essential part of the beauty routine for 40% of consumers, supporting the retailer’s move to place both categories within the same customer journey.