More than half of Brits need a holiday to recover from summer
New research commissioned by Vital Proteins reveals the pressure to make the most of summer appears to be taking its toll on Brits. While summer is supposed to be the season of longer days, holidays and relaxation, this new research suggests that balancing the expectations of summer can be more demanding than many Brits realise – from looking their best and staying active to attending social events, maintaining healthy habits and making the most of every sunny day.
Over half (56%) of Brits admit they have felt they needed a holiday just to recover from a busy summer, rising to 79% among 18-25-year-olds. Hot weather (63%) disrupted routines (25%) and balancing work with social commitments (17%) are among the factors people find most draining.
A consistently packed diary, with events ranging from holiday plans to weddings, and sporting events, as well as the ever-present content available on social media mean that many adults say summer increases their awareness of how they look and feel. More than a third (36%) say wearing less clothing makes them more conscious of their appearance, while 35% say being on holiday has the same effect.
The pressures of summer appear to be felt differently across generations. Gen Z are most likely to describe themselves as feeling overwhelmed during the summer months, while Millennials are more likely to feel self-conscious and under pressure to maintain healthy habits.
The findings suggest many consumers are looking for realistic ways to balance wellbeing with enjoying everything summer has to offer. More than a third (36%) say they actively try to maintain healthy habits while still enjoying themselves during summer. Staying hydrated (61%), spending time outdoors (50%) and being physically active (39%) rank among the most common ways people support their wellbeing during the season. Over a quarter (26%) of 25-34-year-olds also prioritise taking vitamins or supplements during the summer months.
The findings point to a growing appetite for simple, sustainable wellness habits that fit naturally into everyday life. As busy schedules collide with aspirations to feel energised, healthy and active, many consumers are embracing realistic routines that help them look, feel and move at their best without compromising on the moments they enjoy most.
Jessica Gyateng, Jessica Gyateng, Marketing Director, Vital Proteins, Nestlé UK & Ireland, said: “Summer often brings a shift in routine, with holidays, social plans and more time spent outdoors all competing for our attention. That’s why it’s encouraging to see so many people focusing on simple habits that help them stay active and feel their best throughout the season.
“Our research suggests people aren’t looking for complicated wellness routines. Whether it’s a morning coffee, a post-workout smoothie or a healthy lunch enjoyed outdoors, consumers are increasingly looking for habits that slot naturally into their everyday lives. We want to help make wellbeing feel simple, and easy to maintain, with products that can be easily incorporated into existing routines to support active, feel-good lifestyles.”
These findings come as Vital Proteins celebrates its first summer as the Official Collagen Partner of the Lawn Tennis Association (LTA). With tennis season increasingly sitting at the intersection of movement, wellbeing and summer lifestyle culture, the partnership provides a natural platform for the brand to champion simple, sustainable habits that support active, feel-good living both on and off the court
