Key Summary
- Over half of Britons surveyed believe their personal care routines have a huge impact on their health
- Among UK Boomers aged 60–69, this belief is even stronger, with 67 percent maintaining routines specifically to stay healthy
- Around 88 percent said brushing teeth isn't just for a bright smile, it's also for a healthy oral microbiome
UK residents have a stronger belief in the power of daily self-care to support long-term health than their European counterparts, according to a study by consumer health company Kenvue.
They feel self-care is not just about appearance, but about proactive, everyday health and wellbeing.
According to Kenvue’s ‘A New View of Care’ report, over half of Britons (51 percent) believe their personal care routines have a huge impact on their health, nearly double the rate in Germany (27 percent) and significantly more than in France (36 percent).
Among UK Boomers aged 60–69, this belief is even stronger, with 67 percent maintaining routines specifically to stay healthy.
The benefits Britons seek from these routines go beyond the surface.
They want to improve or maintain their overall health (42 percent), take control of their health and wellbeing (37 percent), and feel more confident or improve their self-image (36 percent).
One-third say they started their personal care routine to prevent future health issues (33 percent).
However, appearance also matters, with 79 percent of UK consumers claiming they take care of their health to improve or maintain their appearance, compared to 66 percent in Germany and 72 percent in France.
UK residents also use their routines to actively manage current health concerns, including tiredness and low energy (64 percent), scalp issues (63 percent), and sleep problems (62 percent).
Looking ahead, they want their routines to support men’s health (37 percent), maintain mental sharpness as they age (31 percent), and boost their immune system (26 percent).
Overall, people are looking to their personal care routine to both address current concerns and help prevent cardiovascular diseases (48 percent) and high blood pressure or cholesterol (37 percent).
An overwhelming majority of Britons see their personal care routines as long-term investments, not just short-term fixes or cosmetic solutions.
Around 88 percent said brushing teeth isn't just for a bright smile, it's also for a healthy oral microbiome, 80 percent believe using mouthwash isn't just about preventing bad breath, it also helps to prevent or address plaque and gingivitis.
When it comes to skin care products, 79 percent view them as more than just achieving a radiant glow; it's also an investment in preventing future signs of ageing.
Around 78 percent agree that wearing sunscreen helps prevent burns and reduces the risk of skin cancer.
Kenvue area managing director (northern Europe), Bas Vorsteveld, said, "As the Government’s 10 Year Plan makes clear, it’s more important than ever for people to take greater responsibility for their health. Our findings show that many in the UK are already doing just that - embracing everyday self-care as a way to stay well in the long run."
This global study was conducted by marketing data and analytics major Kantar on behalf of Kenvue, the maker of iconic brands such as Neutrogena, Listerine, Aveeno, and Tylenol.
The study was done in May this year and covered 10,145 consumers from 10 countries: the United States, Canada, Brazil, Mexico, the United Kingdom, Germany, France, China, India, and Japan.
GenZ is driving the shift
Globally, 88 percent of consumers believe their personal care routines positively impact their health, underscoring a shift toward viewing personal care as a tool for overall well-being rather than mere appearance.
Younger generations, particularly Gen Z and Millennials, are driving a shift toward prevention-focused care. Many wish they had started their routines earlier.
While 62 percent of consumers trust healthcare providers most for personal care advice, 80 percent rely on digital platforms for information.
Social media influencers, while widely followed, are trusted by only a third of Gen Z and Millennials, revealing a gap between reach and credibility.
