Why consumers are turning to Which? for health and wellbeing advice

Amid growing levels of misinformation surrounding health and wellbeing, Which? is committed to helping consumers make informed decisions with confidence.

At Which?, our ambition is to become the UK’s leading trusted authority on health and wellbeing consumer advice by 2030, building on decades of rigorous testing expertise and our established reputation for independence and impartiality.

We’re helping consumers by:

• assessing health and beauty products that make bold performance claims
• identifying which supplements offer genuine value and evidence-backed benefits
• providing trusted advice to support better sleep
• demystifying nutrition and healthy eating
• helping consumers choose the right fitness equipment for their needs.

The areas we're covering

Our vitamins and supplements reviews and supporting content, including Best magnesium supplements and The supplements you do and don’t need, have proved to be one of our most successful new content areas, generating strong engagement among both members and non-members across all channels.

The team behind supplements was named Team of the Year by the BSME. Judges said: 'The team stood out for exploring a new route to audience, moving beyond 'business as usual'and delivering a real shot of growth for the brand.'

Our ambition is to become the trusted destination for independent supplement reviews, with comprehensive coverage across the categories consumers search for most.

We’re also continuing to expand our reviews and content across the following areas:

Skincare

Consumer demand for expert guidance on premium skincare products continues to grow. Our recommendations for LED face masks generated particularly strong interest when they launched just before Christmas, with consumers seeking trusted advice before purchasing a high-value product. We will also be expanding coverage into anti-wrinkle creams and collagen supplements.

Personal care

Higher-value products are driving engagement in this category, including electric toothbrushes, foot massagers and massage guns. We are also expanding our coverage to include IPL hair removal devices.

Sleep

Sleep continues to be a significant area of consumer interest, with strong engagement across products including mattresses, pillows, eye masks and anti-snoring devices.

Exercise equipment

Higher-value products, including treadmills, exercise bikes and fitness trackers, continue to attract strong traffic and engagement across our reviews.

Mobility and care

This is an area with strong demand but limited trusted guidance available elsewhere. Our coverage spans products ranging from mobility scooters to riser recliner chairs.

Healthy home

Interest in products designed to support healthier home environments continues to grow, particularly across categories including air purifiers, SAD lamps and dehumidifiers.

Testing and monitoring

Consumers are taking a more proactive approach to managing their health, driving growing interest in products such as cholesterol test kits and blood pressure monitors.

Communicating with consumers

As well as helping consumers make informed choices through our rigorous testing, we also provide advice through our health and wellbeing podcast, which begins its third series in May, and our email newsletter.

We recently increased the newsletter frequency to twice monthly, with engagement continuing to grow, demonstrating strong appetite for our recommendations.

Engaging a new audience

Our expansion into health and wellbeing has helped Which? reach a growing female audience through paid advertising and editorial content. Women accounted for 67% of health and wellbeing landing page views generated through Facebook and Instagram campaigns.

The campaigns performed particularly strongly among our target audience aged 35-55, with the highest engagement coming from those aged 55-65+. Across five key content areas, including nutrition, fitness, sleep, personal care and supplements, we generated more than 427,000 landing page views, 97% of which came from non-members.

The proportion of female non-member sign-ups to the Healthy Living newsletter increased by 12%, alongside a 12% increase in female audiences viewing health and wellbeing content overall.

Our first live podcast also achieved strong engagement, shifting audience demographics from 70/30 to 60/40 male/female, while attracting an audience made up of more than 50% non-members.

How to make your business the trusted choice in health and wellbeing

Following rigorous testing, brands whose products achieve Which? Best Buy status have the opportunity to purchase a Which? Best Buy endorsement licence, helping demonstrate to UK consumers that their product has earned our stamp of approval.

Established product categories, including wet razors and massage guns, are already benefiting from endorsement opportunities, while our testing programme continues to expand into new areas such as vitamins, natural deodorants and anti-ageing creams.

A growing number of health and wellbeing brands are using Which? endorsements across advertising and marketing campaigns to help build consumer trust and credibility.

For more on endorsements, see our guide: Why licence a Which? endorsement

Jenny King, Head of Commercial – Home, says:

'It’s been great to see how our Best Buy logos are being used by businesses to help consumers make good choices in Health and Wellbeing. We’re also exploring new and innovative ways to work with businesses in this sector.

'Our independence, impartiality and testing rigour make us a trusted source of advice for millions of consumers, and a credible partner that cuts through the hype. We’re keen to speak with businesses about opportunities to work together.'

Discover how we can work together and enquire today.

How Which? helped us

Charlie Bowes-Lyon, Co-founder and CMO at Wild, says:

'They tested us head-to-head against the competition with real users wearing them through 12 hours of actual activity. Commuting, exercising, living their lives.

There’s nothing quite like an independent, trusted third party telling you your product is the best – they bought it themselves and tested it. That’s the kind of validation that actually matters.'

Consider working with Which? in health and wellbeing. Our independence, impartiality and testing rigour make us a trusted source of advice for millions of consumers, and a credible partner that cuts through the hype. Discover how partnering with Which? could benefit your brand with our affiliates guide.