Boots sees September as wellness reset

Boots reports that September is becoming a second wellness reset for UK consumers, with 44% saying it is the right time to start healthy habits again. The study, based on a nationally representative survey of 2,000 adults conducted from 5 to 7 August 2026, also found that 48% regret not investing in wellbeing before winter.

Consumer Motivation

The research, commissioned by Boots, shows that 40% of respondents are driven by post-summer motivation to make healthier changes, while 32% want to prepare their wellbeing for the colder months. 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 added that the return to school and everyday routines gives consumers another chance to establish wellness habits before winter. Almost three in ten 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.

Shopping Behaviour

Boots Advantage Card data, available on our stats page, 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%, and purchases of wellness testing kits and vitamins and supplements each rose by 12%. 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.

Boots’ wellness data mirrors the broader trend that 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, and one in five respondents said they had no wellness routine at all.

Boots’ Wellness Expansion

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