Gen Z in Wales Prioritises Health and Mindfulness, According to Research

Wales’ younger generations are driving a cultural shift towards healthier, more mindful living, according to new research from Legal & General.

A survey of 2,000 UK adults reveals Gen Z is prioritising physical health, mental wellbeing and healthier habits more than older generations, even in regions where financial investment in wellness is low.

In Wales, just 13% of 18–24-year-olds identify as regular drinkers, compared to 27% of Baby Boomers (55+).

This mirrors the UK-wide “sober curious” movement, with over half (54%) of drinkers reducing their alcohol intake in the past year. Key motivations include improving physical health (51%), saving money (34%), and getting better sleep (29%).

Younger drinkers are also more likely to swap alcohol for functional or wellness drinks – such as kombucha or CBD sodas – with 45% of 18–24-year-olds and 53% of 25–34-year-olds making the switch.

Gen Z in Wales is leading the way in digital wellbeing, with nearly one in five (17%) regularly taking digital detoxes – more than any other age group. This conscious effort to unplug comes at a time when the average person spends around six hours a day looking at screens.

This mindful approach extends to other wellness habits:

62% of 25–34-year-olds in Wales regularly engage in physical fitness.

Healthy eating is the most important wellness habit for over half (53%) of respondents.

The most valued wellness habits among people in Wales reflect a holistic approach to health: Healthy eating (53%), Outdoor time (36%) and Mental wellbeing/mindfulness (36%). These figures show that emotional and mental health are now seen as just as important as exercise or diet.

While interest in wellness is strong, financial investment in it is much lower in Wales than in other parts of the UK. Just half (50%) of people in Wales say they spend nothing on wellness each month – significantly higher than the UK average of 38%. By contrast, Londoners spend an average of £60.70 per month, nearly double the national average of £35.08. This regional divide highlights both the opportunity and challenge in making wellness more accessible across Wales.

Summer is the peak wellness season, with 30% of Brits feeling most motivated to improve their health during the warmer months.

Among 25–34-year-olds, that number jumps to 67%, with healthy eating (60%) being the top seasonal goal. However, wellness is increasingly becoming a year-round commitment, supported by online workouts, mindfulness apps, and home cooking – all adaptable to different budgets and lifestyles.

James Shattock, Managing Director UK Protection, said: “At L&G we see first-hand how long-term lifestyle choices can shape not just health outcomes, but also financial resilience and overall quality of life. The growing shift towards more mindful living, led by younger generations, is a positive and powerful cultural change. From drinking less to moving more and taking regular screen breaks, these everyday habits can make a real difference.”

For more information, please visit here: https://www.legalandgeneral.com/insurance/life-insurance/the-wellness-revolution/