Hay fever hounds the nation
Hay fever season has arrived in full force – and this year, it’s catching Brits off guard. According to new research from Vitality Health, a surprising one in ten (10%) are experiencing hay fever for the first time, having never experienced it before.
For many first-time sufferers, the symptoms go far beyond the typical sneezing and itchy eyes. Nearly a quarter of first-time sufferers say they’re wiped out with fatigue, 12% are battling brain fog, and 11% admit they can’t concentrate, making it a struggle to get through the day.
In fact, pollen seems to be packing more of a punch than normal, with one in three Brits (33%) saying it’s the worst they’ve ever had. What’s more, it looks like women are suffering the most this season, with 39% reporting intensified symptoms compared to just 25% of men, and a further 39% of women are left describing their symptoms as downright “unbearable.”
This is unsurprising when over 1 in 3 sufferers (36%) say their symptoms are disrupting their sleep, and a further 38% say it’s ruining their mood, as they find themselves noticeably more irritable. These feelings are compounded by frustrations, which include repeatedly explaining “it’s just hay fever” (30%), being asked if they’re crying (15%), and being judged for sneezing or sniffling in public (19%).
However, despite millions sniffling their way through the season, hay fever still has the nation scratching its head. A whopping 38% of Brits can’t tell it apart from a common cold, and shockingly, one in ten believe it’s contagious. The myths don’t stop there, though —nearly a third think only people with “weak immune systems” get it, while 21% reckon it’s strictly a summer thing. No wonder so many first-time sufferers are blindsided when the sneezes strike early.
Furthermore, while hay fever is sweeping the nation, it’s hitting hardest on the south coast, with 47% of Brighton locals suffering, and 15% in the city are sneezing through it for the first time. Bristol’s close behind at 46%, while Manchester (44%), Birmingham (43%) and Sheffield (43%) are all feeling the pollen pain too.
The top 10 UK cities experiencing hay fever the most this year include:
- Brighton (47%)
- Bristol (46%)
- Manchester (44%)
- Birmingham (43%)
- Sheffield (43%)
- Nottingham (43%)
- London (41%)
- Leeds (40%)
- Liverpool (38%)
- Glasgow (37%)
In an effort to keep symptoms in check, most sufferers play it safe, with 59% reaching straight for antihistamines. But they’re not always a silver bullet, as 32% admit they only work some of the time.
For those still struggling, many have turned to more unconventional methods – with 1 in 5 (19%) rubbing Vaseline around their nostrils, 15% swear by eating local honey, and 10% have even taken to wearing sunglasses indoors. So, it’s no surprise that nearly half (46%) say they’d try just about anything to avoid being floored by hay fever.
Dr Rosie Godeseth, Medical Director at Vitality explains: “Hay fever can develop at any age, so it’s not unusual for someone who’s never had it before to suddenly start reacting. Factors like increased pollen levels, climate change, and air pollution may also be making symptoms more intense and widespread.
What’s particularly tricky when it comes to hay fever is that some of the lesser-known symptoms can be mistaken for other conditions. With pollen counts surging and allergy seasons becoming longer, it’s essential to understand the signs early and take action – from proper medication to practical tips like staying indoors on high pollen days or using a barrier balm around the nostrils.”
Notes to editors
Research was conducted by Opinium among 2000 UK adults in May 2025