“Living better, longer” aka “longevity” refers to adopting behaviours and choosing products or services that extend the health span (the years lived in good health), not just lifespan.
It includes wellness, preventive care, technology for monitoring health, and lifestyle adjustments (nutrition, fitness, mental well being).
In the UK, this lifestyle trend is gaining ground as more people proactively manage health, seek clarity & value in wellness, and demand tools that support ageing well.
Key Indicators of Longevity Trends in the UK
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Wellness & Fitness Purchases on the Rise
PA Consulting’s survey shows that 78% of consumers in the UK and US plan to buy new wellness or fitness products or services by late 2025. Top demand categories include health tracking apps, sleep & relaxation products, healthy nutrition subscriptions, and fitness equipment.
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Preventive Health & Technology Willingness
In the EY UK Consumer Health Survey 2023, 64% of UK respondents were willing to use wearable devices to collect health information (blood pressure, glucose, etc.) for doctors. Also, 68% were prepared to take genetic tests to assess disease predisposition.
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Health & Wellness Spending + Behavior
According to NIQ’s 2025 Global Health & Wellness Trends Report, 66% of UK shoppers say they proactively do things to improve their health and wellness regularly (e.g. exercising, tracking metrics, healthy eating). However, UK consumers are among the most budget-conscious globally, with many unwilling to spend large sums on wellness tech or services.
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Wearable & Connected Health Devices
A survey by Abbott showed 52% of UK adults own at least one wearable device. Among these users, many report they exercise more, sleep better or make healthier food choices thanks to the data from these devices.
Market forecasts also support growth: the UK wearable medical devices market, valued at about USD 4.48 billion in 2024, is expected to nearly double by 2030, with a CAGR around 12-26% depending on source.
The Longevity Impact
- Value, affordability & trust – UK consumers care about price and trust. Brands should offer wellness/health products with clear value propositions, evidence or science backing, transparent pricing. Promotions, loyalty programmes, or entry-level products can help reach a wider audience.
- Digital + wearable tech integration – Products that leverage real-time data (wearable, apps), diagnostics (like health tests), or connected health will do well. Brands should think about interoperability, UX, and privacy, since many UK consumers show willingness to share health data if trusted.
- Wellness beyond fitness – Sleep, stress, mental health are increasingly prioritized. Brands that address these (e.g. through sleep tech, relaxation tools, mindfulness, wellbeing subscriptions) can capture demand.
- Segmenting older & mid-age markets – As the population ages, demand from mid-life and older adults for health span-oriented offerings will grow. Brands that design for them (ease of use, relevance to chronic disease management, prevention) will catch rising demand.
Challenges & Risks
- Regulation & Evidence: Over promising claims without evidence risks regulatory trouble and consumer backlash.
- Privacy and data security: With health data usage (wearables, diagnostics), brands must ensure data protection and transparency.
- Inequality/accessibility: Cost and tech literacy may limit reach; risk of wellness divide.
- User fatigue or scepticism: Many consumers may try multiple wellness products and stop if perceived benefit is low. (the above referenced PA Consulting survey shows many consumers are unsatisfied with outcomes so far).
Disclaimer: All the information provided was correct at the time of publication (August 2025) and was collected with the help of accredited tools and AI.
