Consumers prioritise mental and physical health for illness
AS cold and flu season settles in for 2025, Olbas has revealed new research that highlights a generational divide in how people care for themselves when they’re unwell.
Younger consumers, particularly 18-28 year olds, led the way on what self-care meant for them, with 55% of the age group feeling comfortable taking time off from work to rest and recover when ill.
In contrast to this, only 30% of 61-79 year olds say the same, as many of this generation maintain a ‘keep calm and carry on’ mindset and would rather push through the illness and keep working, rather than taking the time to hit pause and rest up.
Even the approach to fighting back against the cold or flu can differ massively between the two age groups. For Gen Z consumers, self-care goes beyond traditional medicine with may opting to stop posting on social media (54%), exercise (46%) and household chores (42%). The majority of this age group also agreed that slowing down is the best way to speed up recovery as well, with 83% choosing to take the time to rest and recover.
Meanwhile, the ‘Baby Boomer’ generation seek more traditional remedies to illness such as reaching for over-the-counter medicines (59%), eating nourishing meals (50%), and getting extra rest in bed (48%). And for those of the age group who do take time off from work to feel better, a sense of guilt still lingers for many. Around 45% admitted that they feel bad when they take time off work to look after themselves and nearly a quarter (24%) worry about being judged by their manager.
Dr. Roger Henderson, NHS GP and spokesperson for Olbas, said: “Recovery is now seen as a chance to support both body and mind – with good sleep, hydration and calm activities all helping along the way.
“Small rituals can make a big difference too: steam inhalation, natural decongestants, warm baths or even propping up pillows at night can ease symptoms and bring comfort.
“These little moments of care not only help us feel better, but also give peace of mind for caregivers during cold and flu season.”
For younger generations, self-care can come down to some much-needed small comforts. This could mean running a bath – which 40% said they do. Similarly, 37% of Gen Z consumers also opt for a soak to help get rid of the cold. Despite this, 42% of Gen X consumers and 40% of Baby Boomers will choose to push through the day and stay at work rather than take the time to rest.
However, a total 34% across all age groups agreed that there will be shift in attitudes towards illness, with more emphasis on ensuring that self-care is prioritised. As such, Olbas reckons retailers should do more to cater to this rising trend and stock up on a range of OTC remedies from the brand to ensure shoppers can focus on self-care during cold and flu season.
Rachel Ramsden, Olbas brand manager, said: “Self-care was perhaps once thought of as indulgent, but it’s now a necessity for many people. Being comfortable to rest and recover, embracing your personal ritual for periods of illness and having a support system in place that allows this is essential.
“A lot has happened in recent years, which has impacted how we care for ourselves and general attitudes towards cold and flu recovery.
“With winter approaching, it’s important that people recognise the signs of illness and know how they can help themselves recover as quickly as possible – whether that is through self-care, natural medication or visiting their local pharmacy for more advice.”
