Staving off the ‘super-flu’: new research reveals how Brits are trying to stay healthy this winter
Including over-the-counter medication, supplements, and even changes to their social lives
With the NHS reporting a surge in ‘super-flu’* cases as well as many suffering from colds and Covid-19, new research from Go.Compare has revealed the ways Brits are trying to stay healthy throughout the winter season - with some that might come as a surprise.
The research asked just over 2,000 people about their winter health habits, and only 15% said they don’t do anything in particular to stay healthy through the season. The majority make changes to their diets, lifestyles and daily habits in an attempt to stave off any nasty bugs.**
Two in five (40%) said they make sure to layer up and keep warm during the colder months to help them stay healthy, while over a third (34%) start taking a vitamin D supplement to make up for seeing less daylight in winter.
A third (33%) are getting vaccinated against flu or Covid-19, but others are taking different measures when it comes to stopping the spread of illness. Nearly three in ten (29%) say they wash their hands more frequently in winter, while just under a fifth (19%) stockpile over-the-counter medication.
One in six (16%) take more drastic measures, avoiding close contact with others during the winter months in an attempt to stay virus-free. But surprisingly, there are also people doing the exact opposite - with one in five (20%) saying that making plans to see friends is something they do to maintain their health and wellness. A further 14% are booking holidays for the same reason.
Here’s what Brits are doing to stay healthy:
|
Health measures Brits are taking |
% who do this |
|
Layering up and making sure to stay warm |
40% |
|
Taking a Vitamin D supplement |
34% |
|
Getting vaccinated against flu / Covid-19 |
33% |
|
Washing hands more frequently |
29% |
|
Making plans to see friends |
20% |
|
Changing diet (including health-boosting foods like ginger, citrus and high fibre) |
19% |
|
Stocking up on over-the-counter medication |
19% |
|
Avoiding close contact with others |
16% |
|
Organising a holiday |
14% |
|
Using light therapy |
6% |
Rhys Jones, Go.Compare health insurance spokesperson, said: “Catching a nasty bug is something everyone wants to avoid, and our research shows people are doing all sorts of things to try and keep themselves fighting fit.
“Some of the measures people are taking will be likely to help stop the spread of illness - such as washing hands more frequently and booking your flu or Covid-19 vaccination. Others, like getting your 2026 holidays booked, are definitely more to do with boosting your mood than your health.
“When it comes to maintaining your health this winter, we recommend taking care of the essentials first - getting enough sleep, staying hydrated, and eating a healthy balanced diet. Keeping a good supply of paracetamol and ibuprofen will help treat colds and fevers, and washing hands frequently with soap and water will limit the spread of germs.
“If you do find yourself under the weather, it may help to have a health insurance policy in place - private healthcare isn’t as expensive as you might think, particularly if you shop around, and can help speed up the process of diagnosis and treatment.”
To learn more about health insurance and how to lower the cost of your policy, visit: https://www.gocompare.com/health-insurance/.
Contact Information
Rubie Barker
Notes to editors
*https://www.england.nhs.uk/2025/12/nhs-facing-worst-case-scenario-december-amid-super-flu-surge/
**These findings are from a study conducted by Censuswide between 04.11.2025 and 07.11.2025, of 2,001 nationally representative respondents. Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.
For further information please contact:
Lynsey Walden – lynsey.walden@gocompare.com
Kath Chadwick – Kathryn.chadwick@gocompare.com
Or you can call 02920 020360.
Keep up-to-date with Go.Compare on Twitter; @Go.Compare
About Go.Compare
Go.Compare is a comparison website that enables people to compare the costs and features of a wide variety of insurance policies, financial products and energy tariffs.
It does not charge people to use its services and does not accept advertising or sponsored listings, so all product comparisons are unbiased. Go.Compare makes its money through fees paid by the providers of products that appear on its various comparison services when a customer buys through the site.
When it launched in 2006, it was the first comparison site to focus on displaying policy details rather than just listing prices, with the aim of helping people to make better-informed decisions when buying their insurance. It is this approach to comparing products that secured the company an invitation to join the British Insurance Brokers’ Association (BIBA) in 2008, and it is still the only comparison site to be a member of this organisation.
Go.Compare has remained dedicated to helping people choose the most appropriate products rather than just the cheapest and works with Defaqto, the independent financial researcher, to integrate additional policy information into a number of its insurance comparison services. This allows people to compare up to an extra 30 features of cover.
Go.Compare is part of Future Plc and is authorised and regulated by the Financial Conduct Authority (FCA).
More information can be found here www.gocompare.com or here https://www.futureplc.com/brands/.