Self-care spenders: Liverpool takes the title as most health conscious city

25 September 2019

  • Liverpudlians admit to spending an average of £150 every month on their health
  • Supplements, gym memberships and health foods are top of the health conscious’ shopping lists
  • A third of Brits reveal they don’t spend a penny on their health each month

Liverpool is the most health conscious city in the UK, according to new research released today by Co-op Health.

From supplements to gym memberships and personal trainers, the research uncovers who is spending the most on their health and what they’re spending on.

Spending an average of £150 per month and almost £2,000 per year on health, wellbeing and fitness, Liverpudlians have been found to be the most health aware of Brits. They’re closely followed by those living in Oxford, spending £116, and Londoners who spend on average £112 per month on their health.

Top 10 health conscious cities according to Co-op Health:

  1. Liverpool
  2. Oxford
  3. London
  4. Sheffield
  5. Bristol
  6. Nottingham
  7. Leeds
  8. Hull
  9. Cardiff
  10. Glasgow

When looking more broadly across Great Britain, Brits are spending an average of over £88 every month on their wellbeing. However, the research reveals that the older we get, the less we’re likely to spend. A quarter of those aged between 18 to 34 admit to spending between £120 and £130 a month compared to those over the age of 55 who say they spend an average of £66 per month on their health.

When it comes to what they’re spending money on, the health conscious residents of Liverpool are most likely to buy vitamins and supplements (41%), gym memberships (24%) and health foods (20%). In stark contrast, those in Oxford are prioritising mental wellbeing – spending on mindfulness and meditation (39%), therapy (27%) and alternative medicines such as acupuncture (24%).

The UK’s top 10 health and wellbeing spends, according to Co-op Health:

  1. Vitamins / supplements (30%)
  2. Gym membership (21%)
  3. Health foods (21%)
  4. Private health insurance (18%)
  5. Mindfulness/meditation (13%)
  6. Herbal remedies (13%)
  7. Sleep aids (12%)
  8. Personal trainer (12%)
  9. Yoga classes (12%)
  10. Therapy (11%)

However, not all Brits are willing to put their money where their health is. A third (31%) of those surveyed reveal they don’t spend a penny on their own health each month. Those in Plymouth (42%), Leeds (39%) and Cardiff (36%) admit to being the least likely to buy anything health related.

When asked why this was, a quarter (26%) claimed it’s because they don’t have the money, a further quarter (23%) believe they are in good health so don’t need to and a fifth (20%) feel that the NHS should cover their needs.

Rachael Clarke, Pharmacy Superintendent at Co-op Health advises:

‘’We’re becoming much more conscious of the importance of taking care of our health, with increased influence from social media, celebrities and TV, and this is clearly reflected in how much we’re spending each month.

‘’With people choosing to put their money towards the likes of gym memberships, yoga and meditation, this can only be a positive change as we start to see an increase in people realising the benefits of self-care.’’

As a means of empowering people to take control of their own wellbeing, earlier this year Co-op Health launched a new app as a means of helping people efficiently manage prescriptions. This enables people to take control of their own repeat prescriptions without having to go into, or phone up, a surgery.


For more information contact:
Sarah Pyatt: / 07850 002 312
Emily Penkett: / 07738621201
Follow us on Twitter & Instagram @CoopUKPress

Notes to Editors
¹Research was conducted among 2,000 UK adults with ICM on behalf of Co-op Health in June 2019

About the Co-op
The Co-op is one of the world’s largest consumer co-operatives with interests across food, funerals, health, insurance and legal services. It has a clear purpose of championing a better way of doing business for you and your communities. Owned by millions of UK consumers, the Co-op operates 2,600 food stores, over 1,000 funeral homes and it provides products to over 5,100 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited. It has more than 63,000 colleagues and an annual revenue of £9.5bn.