- The rise of the autumn reset: 44% of Brits say September is the ideal time to restart healthy habits and nearly half (48%) regret not investing in their wellbeing before winter.
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Winter wake-up call: Boots sees surge in customers shopping health and wellness at the start of the autumn, with purchases increasing from September vs August across cough and cold remedies (72%), health checks (43%), wellness test kits (12%) and vitamins and supplements (12%).
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Boots Head of Wellness, Kirstie Thorley Mitchell, shares further wellness trends, alongside advice on making small, sustainable changes to build healthier routines ahead of winter.
January is traditionally seen as the time for fresh starts, but new research from Boots* suggests that September is fast emerging as an equally significant reset moment, with Brits looking to use the return of routine as an opportunity to prioritise their wellbeing ahead of the colder months.
The research reveals that each winter nearly half (48%) of the nation regrets not investing in a wellness routine earlier, prompting 44% of Brits to agree that September is up there as the ideal time for a reset. For two in five (40%), post-summer motivation is the biggest driver for making healthier changes at this time, while a third (32%) seek to futureproof their wellbeing before winter sets in.
Kirstie Thorley Mitchell, Head of Wellness at Boots said: “Much like January, September has become a natural reset moment, prompting many people to pause, reassess and set new goals for themselves. As holidays come to an end, children go back to school and routines return, the start of autumn offers a second yearly opportunity to reset wellness habits which - for nearly 3 in 10 - is key to staying on track during the colder months and avoiding feelings like seasonal mood dips (31%), sluggishness (30%) and social withdrawal (25%).”
January may be synonymous with fresh starts, but it's not always the easiest time to make lasting changes. While two in five (40%) Brits set health or self-care goals at the start of the year, many find them difficult to stick to, with feeling run down (32%) cited as a key barrier. However, as summer draws to a close, September is emerging as a powerful second reset moment to build healthier habits.
The leading health, beauty and wellness retailer recognises a shift in mindset among shoppers, who are taking a more reactive approach to their winter wellbeing. Boots Advantage Card data shows that, compared with August, more customers are shopping for winter health and wellness products in September, with purchases of cough and cold remedies up 72%, health checks up 44%, immunity supplements up 25%, and both wellness testing kits and vitamins up 12%.**
Across other areas of healthcare, Boots also reports a 20% increase YoY across flu jab bookings, suggesting Brits have immunity on their mind during the autumn period and before winter hits.***
Kirstie adds: “Our relationship with winter wellness has historically been reactive. We wait until we are shivering with a fever or exhausted in December and then scramble for quick fixes. But immune health and seasonal resilience are built over time and by giving your body a longer runway starting in autumn, you give your immune system, gut microbiome and skin barrier the support they need to handle winter challenges.”
However, finding the time and motivation to prioritise wellbeing may be easier said than done for many. Data shows that Brits are neglecting their wellbeing with one in five (20%) admitting to having no wellness routine at all, with many prioritising spending time and money on eating out (33%), travel (28%), and socialising with friends and family (27%) over preventative care.
Kirstie concludes, "Wellness doesn't need to be complicated, expensive, or time-consuming. The most sustainable routines are often the simplest ones, built around small, accessible and achievable daily habits that fit naturally into everyday life."
Boots is currently home to over 750 wellness lines and 2,000 healthcare products, across vitamins and supplements, wearable technology, hydration, testing and diagnostics and more. With over 500 Health and Wellness Specialists available across 140 stores, customers can access free lifestyle advice and recommendations conveniently on the high street. Additionally, there is a whole host of easily accessible information on Boots Health Hub, including advice on managing everyday stress, women’s health and enhancing wellbeing.
*All research, unless stated otherwise was conducted by Censuswide, among a sample of 2000 UK Consumers (nat rep 18+). The data was collected between 05.08.2026 - 07.08.2026.
**According to Boots Advantage Card Data from August 1st-31st 2025 to September 1st-30th 2025
***Boots booking data from 7 July 2025 – 25 August 2025 vs 7 July 2026 – 25 August 2026