As the new year takes shape and Brits settle into a still-unpredictable economic climate, consumers are
focusing their spend in areas that help them to live healthier, more balanced lives. This represents a shift from
the traditional Q1 mantra, with Brits seeking small, incremental changes over ambitious, oft-broken resolutions.
This trend was revealed by Gravity Connect, the7stars’ proprietary geo-insight platform. Through a
combination of open banking data, mobile network movement data, and social listening, Gravity Connect
allows us to understand how the UK consumer landscape is changing down to individual postcode sectors.
the7stars has uncovered three pronounced shifts in how Brits are spending their money in Q1 2025.
New year, new me? Fitness spend grows nationwide
After a mixed 2024, Brits are starting the year on the front foot by focussing small ticket spend on fitness
activity. Across the UK, there has been an above-inflation 8% increase in fitness spend year-on-year. This trend
is most pronounced in parts of the West Midlands and South West, with Birmingham seeing the highest growth.
This is supported by Experian data showing an 11% increase in spend on gym memberships over Christmas.
18-34s led the way, with many shifting to a lifestyle that prioritises holistic health & wellbeing over nights out.
While the cyclical nature of people purchasing gym memberships in January only to underuse or cancel them
by spring has often been repeated, this year Brits think things might really be different. According to the7stars
Pulse, 42% of UK adults reported doing more fitness activities in January 2025 compared with January 2024.
Bon appetit! Meal kits grow in popularity
Amidst a push for a balanced lifestyle, many are turning to meal kits to realise their health goals. This January,
Brits spent 16% more on meal kits month-on-month, with over three-quarters of postal areas seeing growth.
While Brits continue to keep their purse strings tight in the face of high costs, many view small luxuries such as
meal kits as a positive cost-benefit. Consumers expressed willingness to try a range of subscriptions that could
help them live a healthier life – though some expected to churn through subscriptions once initial offers ended.
Budget breaks: as priorities shift, Brits cut back elsewhere
According to the7stars QT, in February 2025 just 15% of UK adults were feeling better about their finances than
they did a year ago – a 2-percentage point decline quarter-on-quarter. As such, while increasing spend on
healthy and mindful activities and services, many Brits continue to be frugal in seeking savings elsewhere.
Expenditure on items classified as ‘budget’ rose over the last year in 70% of UK postal areas. As a result, there
are now 4% more consumers buying products from budget brands than there were a year ago. Notably, many
affluent areas saw steep increases, with Guildford in Surrey leading the way at 24% year-on-year growth.
This suggests that, while Brits are seeking products that help them to live healthier lives, the prevailing
economic climate remains unfavourable. In 2025, discount retailers will continue to play a prominent role in
consumers’ lives, as many seek small cost savings whilst allowing themselves occasional luxuries.
