Prior to the onset of the coronavirus pandemic, the mantra of many consumers was simply: ‘Treat yourself’. However, following a year and a half of turbulence, uncertainty and an increasing focus on mental health and wellbeing, shoppers are increasingly spending on products that celebrate a new motto: ’Take care of yourself’.

The wellness trend exploded during the Covid-19 crisis as consumers battled with long spells at home, focusing on building their immunity, honing skincare routines and finding new ways to relax.