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Key findings
- Advertising awareness among the general population rises from 8% on launch day (9 April) to 18% by 19 April (+10pp)
- Women drive uplift in ad awareness (20% vs. 15%) by 19 April
- Holland & Barrett shoppers are more likely to prioritise working out to stay fit (61% vs 45%) and use supplements for training (32% vs 17%)
Health and wellness retailer, Holland & Barrett, launched its “Back Your Body” campaign on 9 April 2026, encouraging consumers to take a more proactive, informed and holistic approach to their health and wellbeing. Early data from YouGov BrandIndex suggests the campaign is already delivering a meaningful uplift in visibility.
Brand analysis: Holland & Barrett’s Ad Awareness rises following campaign launch
Ad Awareness measures the percentage of UK adults who say they have seen an advertisement for Holland & Barrett in the past two weeks.
At the beginning of April, Holland & Barrett’s Ad Awareness score stood at 10% (1 April). In the days leading up to launch, the score remains within a relatively narrow range, registering 7% on 7 April and 8% on the day of launch (9 April).
Following the campaign rollout, Ad Awareness recorded a steady increase, reaching 18% by 19 April. This represents a +10 percentage- point increase from launch day, indicating a clear uplift in consumer awareness in the immediate post-launch period.
Campaign performance: Women drive stronger gains in Ad Awareness
Breaking the data down by gender shows that while Ad Awareness increases among both men and women, the rise is more pronounced among women.
On 9 April, Ad Awareness is similar across both groups at 8%. In the days that follow, awareness trends upward for both, but eventually diverges.
By 19 April, Ad Awareness reaches 20% among British women, compared to 15% among men, a 5 percentage-point gap.
Demographic deep dive: Who shops at Holland & Barrett?
Data from YouGov Profiles indicates that Holland & Barrett’s shoppers are more likely than the general UK population to take an active role in managing their health and fitness.
They are significantly more likely to say that working out to stay fit is important to them (61% vs 45% of UK adults), and to view diet as an integral part of their fitness (57% vs 47%).
This active mindset also extends to how they approach health decisions. Over half say they research treatment options themselves before consulting a doctor (55% vs 44%), and they are more likely to track their fitness performance to set and stick to goals (47% vs 36%). They are also notably more likely to use supplements to support their training (32% vs 17%).
These behaviours point to a proactive and self-directed approach to health, closely aligned with the “Back Your Body” campaign’s focus on informed wellbeing choices.
The post-launch increase in Ad Awareness, particularly among women, suggests Holland & Barrett’s latest campaign is gaining top-of-funnel traction. How this translates to lower-funnel YouGov BrandIndex metrics, such as Consideration and Purchase Intent, will be worth watching.
Methodology:
YouGov BrandIndex collects data on thousands of brands every day. Holland & Barrett’s Ad Awareness score is based on the question: Which of the following retailers have you seen an advertisement for in the PAST TWO WEEKS? Scores are reported as percentages, based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 1-week moving average with sample size ranging from 251 to 532 between 1 April 2026 to 19 April 2026.
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between April 2025 to April 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.
Pic credits: Getty Images