Skip to content

Health store shoppers are healthier than the general population, according to new research

Millennials instrumental in the success of independent health retailers, accounting for nearly 2 in 3 shoppers



Most people who shop at independent health stores say they are healthier reveals an industry wide survey.

72% of people rate their health as ‘good’ or ‘very good health’ (vs only 56% for the national average), according to results from The Viridian Independent Health Store Analysis 2023. As well as getting knowledgeable advice and support from independent health stores, shoppers are more engaged with their health than the general population, carrying out twice as many health-related activities.

The report by ethical vitamin company Viridian Nutrition highlights Millennials, who are more likely to make conscious choices aligned to their values, account for the main share of indie health customers, with the research showing 33% are aged 25-34, and 31% aged 35-44.  


Interestingly, men as well as women are embracing the indie retailers, with 57% of women and 42% of men using the community resource to support their health needs.



Whilst e-commerce has become a huge gamechanger in shaping shopping habits, this research shows many consumers, Millennials in particular, are still choosing to shop locally at a specialist store, when it comes to their health needs.

So what’s special about independent health stores? Independent health stores are considered to offer a much better service than other health outlets, consistently scoring higher for accessibility, health knowledge, passion, care and the overall outcome. Being independent is also key. These stores are rated as significantly more knowledgeable than chain health stores.

Health stores are also vital to supporting the Government’s social prescribing strategy by offering a non-clinical route to improving people’s health and wellbeing through lifestyle and dietary services.

Other interesting findings about independent health store shoppers include:

  • 83% visit monthly, with 1-in-5 going weekly, much more than other heath outlets such as pharmacies.
  • 47% of customers have specific dietary needs, showing health stores are a great resource for those with intolerances.
  • 1-in-4 customers are vegan or vegetarian.
  • 32% shop at health stores to support mental health, 22% allergies, 21% skin conditions, 16% digestive conditions.
  • 87% of shoppers take vitamins and supplements, suggesting a positive correlation between optimal nutritional status and good health ratings.
  • 78% aged between 25 and 55.
  • 2-in-3 have children in the household.


Viridian Director Jo Ebdon-Muir, comments:


“It’s clear from the Viridian Independent Health Store Analysis 2023 that independent health stores are key to people’s long-term wellness, by being a community resource for nutrition and lifestyle advice. Individuals that embrace independent health stores are seeing the benefits, whether it’s related to specific dietary needs, addressing a health condition or being motivated by their own ethical choices. All ultimately leading to feeling healthier.


“I think many people who haven’t visited their local independent health store will be surprised at the level of support available - advice by qualified nutritionists and therapists, treatments, a supplement service, and even allergy testing at some stores along with eco cleaning and cruelty free ranges.


“Independent health stores can provide a supportive role to the NHS, reducing the strain on primary care services and enabling people to take control of their health. Diet and lifestyle play such a big role in maintaining long term health and we’ve always known that the independent health store is the best place for personalised advice in this area. The 1000 independent stores across the UK can help empower people to manage their own health and turn the tide on the growing pandemics of obesity, diabetes, dementia and other chronic conditions.


“I would encourage everyone to seek out their local independent health store and pop in for a visit to learn more. People can find their nearest independent health store at


About the survey


The data is from an independent survey conducted by an accredited market research agency. It involved over 2,600 people from October 2022 to March 2023, with results accurate to within a ±2% variation.


The research involved speaking with customers instore, gaining the views of store managers, exploring customer perceptions in group sessions and a large-scale national survey.

Related Posts

The Foundations of Nutrition
The Foundations of Nutrition
Our bodies function best with a well-rounded healthy diet...
Read More
AA rating for safety and quality for Viridian
AA rating for safety and quality for Viridian
Did you know that we guarantee rigorous food safety stand...
Read More
A hat trick for Viridian in the Veggie Awards
A hat trick for Viridian in the Veggie Awards
We are delighted to announce that THREE of our products h...
Read More


Your cart is currently empty.

Start Shopping

Select options