"In the first two weeks of January 2026, overall spend on health and wellbeing rose by 3.9% year-on-year, despite customer numbers falling by 2.8%. Spend per customer increased by 6.8%, showing that those who continue to prioritise health are committing more of their budget to it. The data suggests that January is no longer viewed as a reset period, reflecting how health and wellbeing is now prioritised within household budgets throughout the year rather than treated as discretionary spend."
"Beyond gyms, health-related spending is increasingly showing up in everyday purchases. Sportswear and outdoor clothing saw growth of 12.8% year-on-year in January 2026. Similarly, specialist grocery, including meal prep and wholefood providers, grew by 12.7% year-on-year in December 2025. These insights show how health is shaping everyday choices, alongside fitness memberships. For brands, this points to a wider health audience that extends beyond gyms and into everyday food, clothing and lifestyle spend."
Across 2024, 2025 and early January 2026, health and wellbeing spending shifted from seasonal January behaviour to year-round protected household spending. In the first two weeks of January 2026 overall spend rose 3.9% year-on-year while customer numbers fell 2.8%, and spend per customer increased 6.8%. Gym customer churn eased from 11.1% in 2024 to 7.3% in 2025, and gym spend rose 2.8% in January 2026. Sportswear and outdoor clothing grew 12.8% year-on-year in January 2026. Specialist grocery, including meal-prep and wholefood providers, grew 12.7% year-on-year in December 2025. Brands should view health audiences as broader than gym members and include everyday food, clothing and lifestyle categories.
Read at Exchangewire
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