Study: millennials putting health and fitness at top of spending priorities

Millennials are prioritising spending their disposable income on their health and fitness – preferring exercise and wellness over activities such as eating out and drinking socially.

According to a survey by ukactive – based on a Savanta poll of 6,292 UK adults – health and fitness came at the top of spending priorities for millennials, with almost a quarter (23%) investing in gym memberships and other fitness services.

The study polled 1,030 people aged 25 to 34 (considered Millennials) across three waves in April, July and September 2024. Of all the age groups surveyed, the Millennials led the way in spending on health and fitness/gym memberships, suggesting that they are investing in their long-term health and fitness over short-term pleasures.

After wellness, the next most popular area of spending for Millennials was holidays (14%), while health and fitness was almost four times as popular as eating out or drinking socially, which only six per cent regarded as their priority.

In comparison, 16% of 16–24-year-olds prioritised spending on health and fitness/gym memberships, 21% of 35–44-year-olds, 13% of 45–44-year-olds, 10% of 55–64-year-olds, 9% of 65–74-year-olds and 10% of those over 75.

The overall figures across all ages show that Brits are spending three times more on their health and fitness than they are on drinking socially (15% vs 5%).

Options such as eating out (9%) were also lower on the charts, suggesting that many are choosing to invest their money in gym memberships for their long-term health and wellbeing.

Across all age groups, the top spending trends were: • Putting money into savings (27%) • Spending it on holidays (20%) • Spending on health and fitness/gym memberships (14%) • Shopping (other than food) (11%).