January Health Goals: What We Learned | Angelfish Fieldwork

As 2025 begins, we're all about fresh starts and healthy habits.

To capture the pulse of the moment, we reached out to our amazing Angelfish Opinions community and asked about their health resolutions. From Dry January and Veganuary to overall wellness, here's what they shared.

Who We Asked

We engaged with a diverse group from our Angelfish community, across the UK, gathering insights into their health goals and motivations for the new year. This inclusive approach helped us uncover what really drives people to make (or break) their January resolutions.

Key Findings

Here are some standout insights from our survey:

Veganuary’s Impact:

• Just 1% of respondents are taking on Veganuary in 2025.
• Over half aren’t interested in the challenge.
• Around a third find Veganuary inspirational, motivating them to incorporate more plant-based meals into their diet.
• 5% of participants are already vegan.

Dry January Participation:

• About a quarter of respondents are giving up alcohol for Dry January.
• Nearly 30% have tried Dry January in previous years.

Motivations for Change:

The reasons behind these health-focused changes varied widely, with some respondents citing practical goals like weight loss or improving bone strength, while others focused on mental clarity and routine.

A notable quote captured the January mindset perfectly: “Continued survival!”

The Barriers to Change

Despite the enthusiasm for healthier habits, many participants highlighted obstacles they face, including:

• Lack of energy and motivation
• Financial constraints
• The challenges of balancing health goals with work, travel, or family responsibilities
• Seasonal hurdles like cold weather and shorter days

This highlights the importance of creating realistic and accessible wellness plans to keep those January goals alive.

Surprising Insights

Just as with our Election Results 2024 and Back to School 2024 surveys, we uncovered some surprising trends:

• Many respondents don't view January as a starting point for new health goals. Instead, they maintain year-round wellness habits or see no need for January-specific changes.
• Mental clarity and routine building emerged as key drivers, showing that resolutions go beyond physical health.

What This Means for Brands and Businesses

As brands and businesses gear up for 2025, it’s essential to align strategies with these health-focused trends. Whether you're promoting fitness plans, vegan options, or mindful lifestyle products, understanding what motivates your audience—and the challenges they face—can make all the difference.

Need insights for your next project?

Looking for real-time insights to power your next project? Contact Angelfish Fieldwork to explore how Angelfish can help with your Market Research Recruitment. Whether this is a Focus Group, Online Community or Qualitative Market Research with Children, we can help.

Please get in touch with Emma and Harry.