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Active Lifestyles - US - March 2010

According to the Centers for Disease Control, roughly one third of the American population is considered obese. Obesity and related health issues are having a profound effect on the overall population, as well as with individuals struggling with weight issues. At the same time, it is almost impossible to separate this discussion from the healthcare debate that has been dominating the news for several months. While sweeping reforms of the insurance industry may or may not come to pass, it is clear that Americans will be expected to take greater ownership of managing their own health.

Against this backdrop, one question that needs to be answered is how are Americans responding to the call to lead healthier lives. As well as, what role does their lifestyle, whether active, sedentary or somewhere in between, play in overall quality of life?

This report aims to answer this question and more by exploring and providing insights on the following:

  • The impact of the recession on people’s willingness or desire to lead active lifestyles
  • Incidence of weekly exercise by key demographics and what role social and economic factors play in terms of fostering an environment that encourages physical activity
  • A look at the latest fitness innovations and how video games are evolving to encourage more physical activity through greater interaction
  • Measurement of the influence of emerging technologies on exercise and use of online tools for health management
  • Attitudes towards diet, health and exercise and what role each plays on an individual’s activity levels
  • The impact of energy bars/drinks on Americans’ diet as they look for ways to fuel their on-the-go lifestyles
  • Satisfaction levels of Americans with their level of activity and state of health

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Impact of obesity on society
                      • Technology making video games and smartphones helpful workout partners
                        • First Lady and healthcare debate keeping obesity in the spotlight
                          • One third of survey respondents get no exercise on weekly basis
                            • Technology taking exercise to a new level
                              • Health clubs counting on membership renewals
                                • Perception of energy bars/drinks
                                  • Internet’s role in health management
                                    • Attitudes regarding diet and exercise
                                    • Insights and Opportunities

                                      • Augmented reality
                                        • Cell phone applications
                                          • Augmented reality exergaming applications
                                            • Health information available at government agencies and public venues
                                              • Incentive-based corporate wellness programs
                                                • Smartphone applications for reading food labels
                                                  • Smartphones making it possible to work out with friends?
                                                    • Establish national in-home workout organization
                                                    • Inspire Insights

                                                        • Fit or Fat
                                                          • What’s it about?
                                                            • What we’ve seen
                                                              • Specifics
                                                                • Implications
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Obesity issues take physical and fiscal toll
                                                                      • Unemployment means more time but less money for exercise
                                                                        • Not all video games a sedentary activity
                                                                          • Smartphones helping users be intelligent about diet and exercise
                                                                            • First Lady leading fight against childhood obesity
                                                                            • Innovation and Innovators

                                                                              • BODiBEAT helps set the pace for workouts
                                                                                • Gap partnering with fitness chain
                                                                                  • Reebok’s EasyTone walking shoes
                                                                                    • Treadmill powered by humans
                                                                                      • Virtual health clubs and trainers
                                                                                        • Sanyo’s ‘eneloop’ bike
                                                                                          • Product label changes
                                                                                          • Advertising and Promotion

                                                                                            • Overview
                                                                                              • Bally Total Fitness
                                                                                                • Figure 1: Bally Total Fitness “new year, new you tips,” January 2010
                                                                                              • Nike
                                                                                                • Figure 2: Nike “Jon Lester telling his story,” July 2009
                                                                                              • Nintendo Wii Fit Plus
                                                                                                • Figure 3: Nintendo “fit some fit in,” October 2009
                                                                                              • Under Armour Performance Apparel
                                                                                                • Figure 4: Under Armour “Athletes Run,” April 2009
                                                                                            • The State of Active Living

                                                                                              • Key points
                                                                                                • Most respondents exercise on a weekly basis
                                                                                                  • Figure 5: Number of times exercising each week, by age, December 2009
                                                                                                  • Figure 6: Number of times exercising each week, by household income, December 2009
                                                                                                  • Figure 7: Number of times exercising each week, by region, December 2009
                                                                                                  • Figure 8: Number of times exercising each week, by race, December 2009
                                                                                                • For majority, no place like home for exercise
                                                                                                  • Figure 9: Where people work out, by age, December 2009
                                                                                                  • Figure 10: Where people work out, by household income, December 2009
                                                                                                  • Figure 11: Where people work out, by region, December 2009
                                                                                                  • Figure 12: Where people work out, by race, December 2009
                                                                                                • Wide variety of sporting options to stay active
                                                                                                  • Figure 13: Sports participated in, by age, December 2009
                                                                                                  • Figure 14: Sports participated in, by household income, December 2009
                                                                                                  • Figure 15: Sports participated in, by household size, December 2009
                                                                                                  • Figure 16: Sports participated in, by region, December 2009
                                                                                                  • Figure 17: Sports participated in, by race, December 2009
                                                                                              • Health Clubs

                                                                                                  • Figure 18: Improvements to health clubs that encourage membership renewal, by age, December 2009
                                                                                              • Nutrition/Energy Bars and Drinks

                                                                                                • Key points
                                                                                                  • Energy bars/drinks consumption
                                                                                                    • Figure 19: Consumption of energy bars/drinks, by age, December 2009
                                                                                                    • Figure 20: Consumption of energy bars/drinks, by household income, December 2009
                                                                                                    • Figure 21: Consumption of energy bars/drinks, by region, December 2009
                                                                                                    • Figure 22: Consumption of energy bars/drinks, by race, December 2009
                                                                                                  • Perception of nutrition/energy bars
                                                                                                    • Figure 23: Attitudes towards energy bars, by age, December 2009
                                                                                                    • Figure 24: Attitudes towards energy bars, by household income, December 2009
                                                                                                    • Figure 25: Attitudes towards energy bars, by race, December 2009
                                                                                                • The Online Component

                                                                                                  • Key points
                                                                                                    • Impact of online tools for health management
                                                                                                      • Figure 26: Usage of online tools for health management, by age, December 2009
                                                                                                      • Figure 27: Usage of online tools for health management, by household income, December 2009
                                                                                                      • Figure 28: Usage of online tools for health management, by race, December 2009
                                                                                                  • Attitudes Towards Diet and Exercise

                                                                                                    • Key points
                                                                                                      • Taking stock of health, diet, and exercise
                                                                                                        • Figure 29: Attitudes towards diet, health and exercise, by age, December 2009
                                                                                                        • Figure 30: Attitudes towards diet, health and exercise, by household income, December 2009
                                                                                                        • Figure 31: Attitudes towards diet, health and exercise, by race, December 2009
                                                                                                      • Attitudes towards health maintenance and healthier foods
                                                                                                        • Figure 32: Attitudes towards health maintenance and healthier foods, by gender, April 2008-June 2009
                                                                                                        • Figure 33: Attitudes towards health maintenance and healthier foods, by age, April 2008-June 2009
                                                                                                    • Cluster Analysis

                                                                                                        • Clubbers
                                                                                                          • Supplementers
                                                                                                            • Homies
                                                                                                              • Opportunity
                                                                                                                • Cluster characteristics
                                                                                                                  • Figure 34: Active lifestyle clusters, December 2009
                                                                                                                  • Figure 35: Where people work out, by active lifestyle clusters, December 2009
                                                                                                                  • Figure 36: Consumption of energy bars/drinks, by active lifestyle clusters, December 2009
                                                                                                                  • Figure 37: Usage of online tools for health management, by active lifestyle clusters, December 2009
                                                                                                                  • Figure 38: Attitudes towards energy bars, by active lifestyle clusters, December 2009
                                                                                                                  • Figure 39: Attitudes towards diet, by active lifestyle clusters, December 2009
                                                                                                                • Cluster demographics
                                                                                                                  • Figure 40: Active lifestyle clusters, by gender, December 2009
                                                                                                                  • Figure 41: Active lifestyle clusters, by age group, December 2009
                                                                                                                  • Figure 42: Active lifestyle clusters, by household income group, December 2009
                                                                                                                  • Figure 43: Active lifestyle clusters, by race, December 2009
                                                                                                                  • Figure 44: Active lifestyle clusters, by Hispanic origin, December 2009
                                                                                                                • Cluster methodology
                                                                                                                • Impact of Mosaic Grouping

                                                                                                                    • Interest in exercise cuts across social groups
                                                                                                                      • Figure 45: Number of times exercising each week, by Mosaic group, April 2008-June 2009
                                                                                                                      • Figure 46: Types of sports participated in during past 12 months, by Mosaic group, April 2008-June 2009
                                                                                                                      • Figure 47: Attitudes towards health maintenance and healthier foods, by Mosaic group, April 2008-June 2009
                                                                                                                  • Custom Consumer Groups

                                                                                                                      • Figure 48: Number of times exercising each week, by gender and income, December 2009
                                                                                                                      • Figure 49: Where people work out, by gender and age, December 2009
                                                                                                                      • Figure 50: Consumption of energy bars/drinks, by gender and presence of children, December 2009
                                                                                                                      • Figure 51: Usage of online tools for health management, by marital status and presence of children, December 2009
                                                                                                                      • Figure 52: Attitudes towards diet, health and exercise, by gender and income, December 2009
                                                                                                                  • Appendix: Other Useful Consumer Tables

                                                                                                                      • Figure 53: Number of times exercising each week, by marital status, December 2009
                                                                                                                      • Figure 54: Where people work out, by education, December 2009
                                                                                                                      • Figure 55: Sports participated in, by region, December 2009
                                                                                                                      • Figure 56: Consumption of energy bars/drinks, by household size, December 2009
                                                                                                                      • Figure 57: Usage of online tools for health management, by education, December 2009
                                                                                                                  • Appendix: Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    • American Dietetic Association (ADA)
                                                                                                                    • American Heart Association, Inc.
                                                                                                                    • American Herbal Products Association
                                                                                                                    • American Medical Association (AMA)
                                                                                                                    • Coca-Cola Company (The) (USA)
                                                                                                                    • Dr Pepper Snapple Group, Inc.
                                                                                                                    • Facebook, Inc.
                                                                                                                    • Food and Drug Administration
                                                                                                                    • Google, Inc.
                                                                                                                    • Greenfield Online
                                                                                                                    • Henry J. Kaiser Family Foundation
                                                                                                                    • Institute of Medicine
                                                                                                                    • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                    • National Institutes of Health
                                                                                                                    • Nestlé Waters North America Inc.
                                                                                                                    • Nintendo of America Inc.
                                                                                                                    • Pepsi-Cola North America
                                                                                                                    • Red Bull North America, Inc.
                                                                                                                    • Reebok International Ltd
                                                                                                                    • Sanyo North America Corporation
                                                                                                                    • Sony Corporation
                                                                                                                    • Sunny Delight Beverages Company
                                                                                                                    • Twitter, Inc.
                                                                                                                    • U.S. Department of Agriculture
                                                                                                                    • Walgreen Co
                                                                                                                    • Walmart Stores (USA)
                                                                                                                    • Weight Watchers International Inc.
                                                                                                                    • World Health Organization
                                                                                                                    • Young & Rubicam Brands

                                                                                                                    Active Lifestyles - US - March 2010

                                                                                                                    £3,277.28 (Excl.Tax)