Health Before Wealth – Gen Z Leading Shift in Spending as More Prioritise Wellness Over Savings
Wellness is becoming one of the biggest drivers of how people in the UK choose to spend, save and live. The latest insights from Westfield’s How We Shop research, released as Westfield London continues to grow its health, wellness and medical offer, show a major shift in priorities, led by Gen Z and felt most strongly in the capital. London is now firmly establishing itself as the UK’s wellness hotspot.
GEN Z AT THE CENTRE OF CHANGE
“Health before wealth” is a philosophy emphasizing that physical and mental well-being is the foundation for a productive life, as good health directly enables long-term financial stability and enjoyment. And Gen Z continues to be the engine of the UK’s changing wellness landscape. Their approach is defined by regular engagement and high levels of experimentation. Nearly half of Gen Z (45%) spend on money wellness weekly – more than twice the rate of over‑60s (17%). They also spend more often, with an average purchase frequency of every 18 days, compared with every 30 days for older groups.
Westfield’s research reveals that a quarter of Gen Z (25%) are delaying big ticket purchases such as cars, holidays or home renovations in favour of spending on their wellbeing – the highest of any generation and closely followed by Millennials.
Their purchase habits reflect this enthusiasm:
- 30% bought a gym membership in the past year
- 27% purchased protein snacks or drinks
- 25% bought supplements
- 19% booked massages
- 19% attended gym classes such as ClassPass
Gen Z is driving demand for fast emerging wellness treatments too. A quarter want to try ice baths, 22% full body MOT scans, 18% DNA tests, 14% personalised nutrition plans and 11% hormone testing, consistently higher than any older generation.
Also, more than half of Gen Z (52%) expect to try a new wellness treatment this year, compared with 38% nationwide. Their lifestyle preferences reflect this reorientation: 35% say their long-term health now matters more than pub nights or clubbing.
Convenience is crucial for this generation: 65% say they would be more likely to use wellness services if they were readily available in a retail destination, compared with a national average of 49%. Gen Z also spends more in London-style environments: 60% of Londoners say they will try new treatments this year.
Ciara Solmi, Director of Marketing, Communications and Corporate Affairs, Northern Europe at Unibail-Rodamco-Westfield, said: “For Gen Z, wellness isn’t a luxury – it’s the new security. Westfield’s How We Shop research reveals they arechoosing MOT scans, DNA tests and ice baths over big ticket purchases and nights out. We’re evolving our offer to create a destination where that can become a core part of our customers’ daily lives. By embedding premium health and wellbeing experiences into The Village at Westfield London, we’re making them accessible, convenient and part of the everyday shopping journey.”
RACTICAL APPLICATIONS
- Morning Routines: Focus on your health first—exercise, meditation, or cooking healthy meals—before starting work.
- Daily Habits: Simple, consistent actions like drinking water, tracking meals, and maintaining a good sleep schedule are crucial.
- Set Boundaries: Manage work-related stress to avoid overexposing yourself to cortisol, the hormone associated with high blood pressure and diabetes.
With convenience now a major driver of wellness habits, London’s mix of wellness brands, treatments and vibrant retail destinations has made it the country’s go‑to hub for new wellbeing trends. Reflecting this shift, Westfield London has launched Feel the Frequency– an 11‑day immersive wellness experience running until 4 April.
The space brings together breathwork, meditation, movement, neuro‑stimulation rituals and sensorial wellness bars, created in collaboration with innovators including Gillian Anderson’s functional drinks brand G Spot, mindful movement collective SANCTUM, and neurotech start‑up Samphire Neuroscience.
