UK Wellness Report

Wellness is a multibillion dollar industry worldwide, with everybody from Gwyneth Paltrow to Lily Allen promoting the value of mental, physical and interpersonal wellbeing.

At UK Saunas, we are staunch advocates for all types of wellness so we've taken a deep dive into the data, examining thousands of listings for therapists, gyms and spas, along with a huge range of wellness signifiers to find out which cities in the UK value their inhabitants' wellness the most.

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to categorise our study, we've looked at a variety of features across:

  • Physical Wellness
  • Skin Wellness
  • Mental Wellness
  • Intimate Wellness

We identified 3 top trends from each area and gave each city a score out of 48 to calculate the overall total.

We've looked at the most populous cities in the countries to get the broadest, most accurate picture possible of British wellness.

Key Findings

  1. Norwich is the wellness capital of the UK, coming first for both physical and mental wellbeing.
  2. Exeter is the home of skin wellness in the UK.
  3. Bath tops the list for intimate wellness.

Top 5 Wellness Capitals

Rank

trophy

City

building

Physical

stethoscope

Skin

tint

Mental

bolt

Intimate

heart

Overall

sun-o

1

Norwich

131

96

139

132

498

2

Cambridge

104

96

132

116

448

3

Bath

104

78

121

134

437

4

Preston

99

93

126

108

426

5

Chester

111

111

132

60

414


Norwich - the home of physical wellbeing

We ranked cities on the number of gyms and spas per 10,000 people, as well as the prevalence of popular fitness-related hashtags on Instagram.

While Chester came out number 1 for gyms and spas, it's Instagram engagement was low, allowing the other four cities to push ahead. 

Rank

City

Gyms

Spas

#[city]fitness

1

Norwich

2

4

10

2

Newcastle

7

8

11

3

Brighton

14

5

8

4

Glasgow

18

13

4

5

Chester

1

1

34


The cities taking care of their skin

This ranking looks at searches for 'skincare routine' and facials in each city, as well as pollution levels, as polluted air can contribute to damaged, unhealthy skin.

Some of the highest-ranked cities in the top 5 recorded the highest levels of pollution, which may influence how often people are looking to take care of their skin online.

Rank

City

Skincare Routine

Pollution

Facials

1

Exeter

8

2

3

2

Chester

18

4

1

3

Cambridge

2

47

2

4

Dundee

15

10

11

5

Norwich

1

46

4


Mental wellness is a priority in these cities

To understand how people approach mental wellness in each city, we looked at Google search data around popular strategies like mindfulness and meditation, as well as the number of therapists available on Google.

Most of the cities in the top 5 overall scored highly for mental wellbeing, suggesting a broad access to licensed therapists and an active interest in popular coping techniques.

Rank

City

Mindfulness

Meditation

Therapists

1

Norwich

3

1

3

2

C​ambridge

6

6

2

3

Chester

4

3

7

4

Lincoln

7

8

4

5

Preston

2

12

6


Bath has the highest interest in intimate wellness

What we mean by intimate wellness is an awareness and desire to develop our sexual and relational wellbeing. To find how each city performed in this area, we used Google search data around sex toys and couples therapists, as well as the number of practicing sexual therapists.

Bath only slightly outranked Norwich in this category, with other top 5 city Cambridge also placing highly in each of the ranking factors.

Rank

City

Couples Therapy

Sexual Therapists

Sex Toys

1

Bath

5

2

3

2

​Norwich

1

4

2

3

Lincoln

10

47

10

4

Cambridge

3

10

4

5

Bristol

12

46

8


Top 20 Cities

Rank

trophy

City

building

Physical

stethoscope

Skin

tint

Mental

bolt

Intimate

heart

Overall

sun-o

1

Norwich

131

96

139

132

498

2

Cambridge

104

96

132

116

448

3

Bath

104

78

121

134

437

4

Preston

99

93

126

108

426

5

Chester

111

111

132

60

414

6

Lincoln

94

70

127

119

410

7

Exeter

105

121

79

100

405

8

Glasgow

112

90

106

91

399

9

York

100

92

113

65

370

10

Derby

97

78

76

108

359

11

Manchester

96

71

88

103

358

12

Newcastle

121

65

71

95

352

13

Bristol

68

73

91

112

344

13

Oxford

73

85

109

77

344

14

Peterborough

72

75

72

94

313

15

Worcester

86

47

112

62

307

16

Gloucester

47

74

99

86

306

17

Brighton

120

46

51

88

305

18

Aberdeen

95

94

51

62

302

19

Belfast

94

46

103

58

301

The UK's most popular celebrity wellness brands

In addition to examining the wellness practices of the UK, we've also delved into the UK's favourite celebrity wellness brands.

For better or worse, celebrity wellness brands are a major part of health culture, spanning skincare, fitness and holistic wellness. Brands like Goop by Gwyneth Paltrow and Fabletics by Kate Hudson are worth millions internationally, but which brands do Brits like best?

Rank

trophy

Brand

briefcase

Celebrity

star

Search Volume

search

1

Fabletics

Kate Hudson

97,000

2

Trinny London​​​​

Trinny Woodall

76,000

3

Goop

Gwyneth Paltrow

22,000

4

Florence by Mills

Millie Bobby Brown

9,200

5

Womanizer

Lily Allen

7,300

6

Victoria Beckham Beauty

Victoria Beckham

6,600

7

Ivy Park

Beyoncé

6,400

8

Kylie Skin

Kylie Jenner

5,300

9

Poosh

Kourtney Kardashian

5,200

10

Honest Beauty

Jessica Alba

3,500

11

Supergoop

Maria Sharapova

3,400

12

Kit + Kin

Emma Bunton

3,300

13

Project Rock

Dwayne Johnson

2,900

14

Vital Proteins

Jennifer Aniston

1,400

15

Kora Organics

Miranda Kerr

1,200

16

Juice Beauty

Gwyneth Paltrow

600

16

Bare by Vogue

Vogue Williams

600

18

WelleCo

Elle MacPherson

450

18

Fenty Skin

Rihanna

450

20

Calia

Carrie Underwood

400



Methodology

For each form of wellness, we identified 3 signifying factors with which we could measure appetite and availability for wellbeing improvement.

Facials [city] searches - Google

Sex toy searches - Google

For the celebrity wellness data, we used Ahrefs to identify the monthly search volume in the UK.