New research from milk brand SuperNutrio suggests younger adults are starting their health habits in the autumn rather than waiting for the new year.
Young adults are increasingly turning away from the traditional January fitness reset in favour of the ‘Winter Arc’, a social media trend that encourages people to build exercise and nutrition habits between October and December, according to new research.
The survey, commissioned by milk brand SuperNutrio, found that 35 per cent of Brits believe starting a fitness regime in spring or January is already too late for lasting results.
The trend, which has more than 800,000 posts on TikTok according to the brand, appears to be driven by younger people. Nearly six in ten Gen Z adults (59 per cent) said they were aware of the Winter Arc, compared with 36 per cent of Millennials and 15 per cent of Gen X.
Some 41 per cent of Gen Z respondents said they were actively prioritising their wellness over winter, ahead of Millennials (36 per cent), Gen X (33 per cent) and Boomers (31 per cent).
Natalie Rouse, SuperNutrio’s Nutritionist and Exercise Physiologist, said: “We’re witnessing a major behavioural shift away from the traditional January reset. Psychologically, waiting for an arbitrary date like the 1st January often creates an ‘all-or-nothing’ mindset, which fuels pressure and leads to fast burnout. Starting in the winter months removes that extreme expectation, allowing people to build intrinsic motivation and self-efficacy through steady, low-pressure momentum.
“From a behavioural standpoint, success isn’t about drastic overhauls, it’s about habit-stacking. Supporting consistent physical routines starts with reliable nutrition-dense diets. Making simple, friction-free swaps in your daily routine, like choosing naturally protein-rich dairy, helps anchor these healthy behaviours effortlessly so they actually stick to it long-term.”
The research found that 53 per cent of Brits feel significantly more confident going into January if they keep up their health habits through the final three months of the year. The figure rose to 74 per cent among Gen Z, compared with 47 per cent of Gen X.
Eating habits over the colder months also differed by age. Gen Z respondents were more than twice as likely as Boomers to aim for high-protein meals in winter (21 per cent compared with 9 per cent), while Boomers were more likely to favour traditional seasonal comfort food with healthy sides (43 per cent compared with 29 per cent of Gen Z).
According to the survey, the average Brit feels the need to overhaul their health every 18 months, with 55 per cent saying they face pressure over fitness expectations every year. Women were more likely than men to feel annual pressure over summer body expectations, at 61 per cent compared with 48 per cent.
Respondents named tiredness and low motivation (41 per cent), dark mornings and evenings (39 per cent) and cold weather (38 per cent) as the biggest barriers to staying active in winter.
More than two thirds (68 per cent) said small, consistent habits delivered the best long-term results, compared with 9 per cent who preferred short, intensive fitness overhauls.
