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Healthy Lifestyles - UK - January 2013

“The majority of people agree that leading a healthy lifestyle helps them enjoy their life more. However, young people and females tend to put more focus on sex appeal, whilst older cohorts take preventative measures to stay healthy. Marketing with all these different motivations in mind would prove to be more effective.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report goes into more detail about people’s healthy practices and motivations for staying healthy, and how these differ by lifestage and various demographic groups. The report delves into factors that adults consider important for their wellbeing, and how much effort they think they are putting into staying as healthy as possible. Finally, it explores how engaged people are online and on their mobile phones, when it comes to looking up advice and information related to health, nutrition and exercise.

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Adult obesity rate on the rise
              • Figure 1: Trends in Body Mass Index (BMI), England, 2000-10
            • Regular exercise is the top method of staying healthy
              • Figure 2: Factors important for a healthy lifestyle, November 2012
            • Modern lifestyles don’t lend themselves to healthy habits
              • Figure 3: Habits related to health, by factors important to healthy lifestyle, November 2012
            • Nearly eight in ten adults put some effort into their health
              • Figure 4: How much effort people put into being healthy, November 2012
            • Internet sources are gaining ground in the health field
              • Figure 5: Online activities related to staying healthy done in the past 12 months, November 2012
            • What we think
            • Issues in the Market

                • How are motivations for staying healthy influenced by lifestage?
                  • Do people put into practice what know they should do in order to maintain their health?
                    • How does work/life balance rank against having a fulfilling career?
                      • What role will the internet play in the future health field?
                      • Trend Application

                          • Trend: Help Me Help Myself
                            • Trend: Life Hacking
                              • 2015 Trend: Brand Intervention
                              • Demographic Overview

                                • Key points
                                  • Trends in the UK population age structure
                                    • Figure 6: Trends in the age structure of the UK population, 2007-17
                                  • Trends in life expectancy
                                    • Figure 7: Trends in disability-free life expectancy, by gender, 2000-10
                                  • Adult obesity rate
                                    • Figure 8: Trends in Body Mass Index (BMI), England, 2000-10
                                  • Trends in cigarette smoking
                                    • Figure 9: Trends in cigarette smoking, by gender, 1970-2010
                                  • Trends in alcohol consumption
                                    • Figure 10: Trends in estimated alcohol consumption on heaviest drinking day in the last week in England, 2000-10
                                  • Trends in fruit and vegetable consumption
                                    • Figure 11: Trends in fruit and vegetable consumption, England, 2001-10
                                  • Decreased focus on health
                                    • Figure 12: Agreement with diet/healthy lifestyle statements, 2007-12
                                • Factors Important For a Healthy Lifestyle

                                  • Key points
                                    • Exercise is the main stronghold for the health-conscious
                                      • Figure 13: Factors important for a healthy lifestyle, November 2012
                                    • Peer pressure is strong amongst young adults
                                      • Figure 14: Factors important for a healthy lifestyle, by age, November 2012
                                    • Rising food prices contribute to income squeeze
                                      • Figure 15: Factors important for a healthy lifestyle, by household income, November 2012
                                    • Lower-income households make more compromises
                                      • Figure 16: Grocery shopping habits, by household income, October 2012
                                  • Healthy Habits

                                    • Key points
                                      • Awareness about healthy nutrition is becoming entrenched
                                        • Figure 17: Habits related to health, November 2012
                                      • Parents have less time to pay attention to their diets
                                        • Figure 18: Weekly habits related to health, by presence of children, November 2012
                                      • Knowing what’s healthy doesn’t always translate into action
                                        • Figure 19: Habits related to health, by factors important to healthy lifestyle, November 2012
                                      • Older adults more mindful of what they eat
                                        • Figure 20: Habits related to health, by age, November 2012
                                      • Frequency of alcohol consumption increases with household income
                                        • Figure 21: Weekly consumption of alcohol, by household income and socio-economic group, November 2012
                                    • Wellbeing Indicators

                                      • Key points
                                        • Connections with family and friends are prioritised
                                          • Figure 22: Factors important for personal wellbeing, November 2012
                                        • Family cushions young adults from shocks
                                          • Money doesn’t always make people happy
                                            • Figure 23: Factors important for personal wellbeing, by gender, November 2012
                                        • How Much Effort Goes Into Staying Healthy?

                                          • Key points
                                            • Estimated 12.4 million UK adults don’t put much effort into their health
                                              • Figure 24: How much effort people put into being healthy, November 2012
                                              • Figure 25: Examples of product scans in the Fooducate app interface, December 2012
                                            • Financial health has a bearing on health improvement
                                              • Figure 26: How much effort people put into being healthy, by financial situation, November 2012
                                            • Women equate health with what they eat
                                              • Figure 27: Things people have done over the past year to be healthier, November 2012
                                              • Figure 28: Kellogg’s Special K Peach & Apricot Cornflakes ‘Love Your Jeans Again’ campaign, launched in February 2010
                                              • Figure 29: Bread For Women by The Food Doctor, launched in April 2008
                                            • Youngsters go to the gym to feel healthier
                                              • Halo effect disguises bad habits
                                                • Figure 30: Weekly habits related to health, by the level of effort put into being healthy, November 2012
                                              • Path of less resistance towards better health
                                                • Figure 31: Top six things people have done to stay healthy, by the level of effort put into being healthy, November 2012
                                            • Motivations For Leading a Healthy Lifestyle

                                              • Key points
                                                • Healthy motivations vary with lifestage
                                                  • Figure 32: Motivations for leading a healthy lifestyle, November 2012
                                                • Maintaining attractiveness boosts the ego
                                                  • Figure 33: Motivations for leading a healthy lifestyle, by gender, November 2012
                                                • Lifestage dictates how motivated people are to be healthy
                                                  • Figure 34: Number of motivations for leading a healthy lifestyle, November 2012
                                                • Parents of 5-9-year-olds set strict healthy standards
                                                  • Figure 35: Things that people have done to stay healthy, by motivations to stay healthy, November 2012
                                              • Online Activities Related to Staying Healthy

                                                • Key points
                                                  • Over six in ten adults engage in health-related online activities
                                                    • Figure 36: Online activities related to staying healthy done in the past 12 months, November 2012
                                                  • Women are better informed about their nutrition
                                                    • Figure 37: Online activities related to staying healthy done in the past 12 months, by gender, November 2012
                                                  • Over seven in ten youngsters go online for health-related purposes
                                                    • Being smart about health
                                                      • Figure 38: Online activities related to staying healthy done in the past 12 months, by smartphone ownership, November 2012
                                                  • Healthy Typologies

                                                    • Key points
                                                      • Figure 39: Healthy typologies, November 2012
                                                    • Living in the Moment (41%)
                                                      • Who are they?
                                                        • Health Driven (37%)
                                                          • Who are they?
                                                            • Healthy Allure (22%)
                                                              • Who are they?
                                                              • Appendix – Factors Important For a Healthy Lifestyle

                                                                  • Figure 40: Most popular factors important for a healthy lifestyle, by demographics, November 2012
                                                                  • Figure 41: Next most popular factors important for a healthy lifestyle, by demographics, November 2012
                                                                  • Figure 42: Healthy habits, by most popular factors important for a healthy lifestyle, November 2012
                                                                  • Figure 43: Healthy habits, by next most popular factors important for a healthy lifestyle, November 2012
                                                                  • Figure 44: How much effort people put into staying healthy, by most popular factors important for a healthy lifestyle, November 2012
                                                                  • Figure 45: How much effort people put into staying healthy, by next most popular factors important for a healthy lifestyle, November 2012
                                                                  • Figure 46: How much effort people put into staying healthy, by factors important for a healthy lifestyle, November 2012
                                                              • Appendix – Healthy Habits

                                                                  • Figure 47: How often people eat plenty of fruit and veg, by demographics, November 2012
                                                                  • Figure 48: How often people take time to relax and unwind, by demographics, November 2012
                                                                  • Figure 49: How often people watch what they eat closely, by demographics, November 2012
                                                                  • Figure 50: How often people spend time on hobbies, by demographics, November 2012
                                                                  • Figure 51: How often people smoke cigarettes, by demographics, November 2012
                                                                  • Figure 52: How often people exercise, by demographics, November 2012
                                                                  • Figure 53: How often people eat junk food, by demographics, November 2012
                                                                  • Figure 54: How often people skip meals, by demographics, November 2012
                                                                  • Figure 55: How often people work long hours, by demographics, November 2012
                                                                  • Figure 56: How often people drink alcohol, by demographics, November 2012
                                                                  • Figure 57: How often people play sports, by demographics, November 2012
                                                              • Appendix – Wellbeing Indicators

                                                                  • Figure 58: Most popular factors important for wellbeing, by demographics, November 2012
                                                                  • Figure 59: Next most popular factors important for wellbeing, by demographics, November 2012
                                                              • Appendix – How Much Effort Goes Into Staying Healthy?

                                                                  • Figure 60: How much effort people put into staying healthy, by demographics, November 2012
                                                                  • Figure 61: How much effort people put into staying healthy, by demographics, November 2012
                                                                  • Figure 62: How much effort people put into staying healthy, by demographics, November 2012 (continued)
                                                                  • Figure 63: Factors important for a healthy lifestyle, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 64: Healthy habits, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 65: Healthy habits, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 66: Factors important for wellbeing, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 67: How much effort people put into staying healthy, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 68: Motivation for healthy lifestyle, by how much effort people put into staying healthy, November 2012
                                                                  • Figure 69: Online activities related to staying healthy, by how much effort people put into staying healthy, November 2012
                                                              • Appendix – Motivations For Leading a Healthy Lifestyle

                                                                  • Figure 70: Most popular motivations for healthy lifestyle, by demographics, November 2012
                                                                  • Figure 71: Next most popular motivations for healthy lifestyle, by demographics, November 2012
                                                                  • Figure 72: Repertoire of motivations for healthy lifestyle, by demographics, November 2012
                                                                  • Figure 73: Motivations for healthy lifestyle, by repertoire of motivations for healthy lifestyle, November 2012
                                                                  • Figure 74: Healthy habits, by most popular motivations for healthy lifestyle, November 2012
                                                                  • Figure 75: Healthy habits, by next most popular motivations for healthy lifestyle, November 2012
                                                                  • Figure 76: How much effort people put into staying healthy, by most popular motivations for healthy lifestyle, November 2012
                                                                  • Figure 77: How much effort people put into staying healthy, by next most popular motivations for healthy lifestyle, November 2012
                                                              • Appendix – Online Activities Related to Staying Healthy

                                                                  • Figure 78: Most popular online activities related to staying healthy, by demographics, November 2012
                                                                  • Figure 79: Next most popular online activities related to staying healthy, by demographics, November 2012
                                                                  • Figure 80: Repertoire of online activities related to staying healthy, by demographics, November 2012
                                                              • Appendix – Healthy Typologies

                                                                  • Figure 81: Target groups, by demographics, November 2012
                                                                  • Figure 82: Motivation for healthy lifestyle, by target groups, November 2012

                                                              Companies Covered

                                                              • British Heart Foundation
                                                              • Chartered Institute of Personnel and Development [CIPD]
                                                              • Coca-Cola GB
                                                              • Facebook, Inc.
                                                              • Kellogg Company of GB Limited
                                                              • National Farmers Union
                                                              • Office of Fair Trading

                                                              Healthy Lifestyles - UK - January 2013

                                                              US $2,648.76 (Excl.Tax)