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Healthy Lifestyles - UK - July 2014

“Health, fitness and nutrition brands could promote the idea of longer-term health as an investment, with incremental steps taken every day, creating a virtuous circle of healthy habits for life.”
– Ina Mitskavets, Senior Lifestyles and Consumer Analyst

This report looks at the following areas:

  • Improving the health of full-time employees
  • Increasing the adoption rate of wearable devices
  • Turning around misconceptions about what it means to be healthy amongst young adults

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Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Nation’s health
              • Figure 1: How healthy people think they are, April 2014
            • Lack of motivation is the main obstacle to being healthier
              • Figure 2: Barriers to being healthy, April 2014
            • Healthy eating the biggest focus
              • Figure 3: Changes in healthy and unhealthy habits – difference between people doing more and less for each habit, April 2014
            • Over four in ten adults cite internet as an influence
              • Figure 4: Sources of information for leading a healthy lifestyle, April 2014
            • Usage of wearables is low, but interest is strong
              • Figure 5: Awareness and usage of wearable technology, April 2014
            • What we think
            • Issues and Insights

                • Improving the health of full-time employees
                  • The facts
                    • The implications
                      • Increasing the adoption rate of wearable devices
                        • The facts
                          • The implications
                            • Turning around misconceptions about what it means to be healthy amongst young adults
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Collective Intelligence
                                      • Trend: Totophobia
                                        • Trend: The Big Issue
                                        • Market Drivers

                                          • Key points
                                            • Adult obesity rate
                                              • Figure 6: Trends in Body Mass Index (BMI), England, 2002-12
                                            • Obesity by age
                                              • Figure 7: Body Mass Index (BMI) by age group, England, 2012
                                            • Popularity of plastic surgery rises as economy improves
                                              • Figure 8: Types of cosmetic procedures performed by BAAPS cosmetic surgeons, 2012 and 2013
                                            • Trends in cigarette smoking
                                              • Figure 9: Trends in self-reported cigarette smoking status, England, 2002-12
                                            • Trends in alcohol consumption
                                              • Figure 10: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2002-12
                                            • Trends in fruit and vegetable consumption
                                              • Figure 11: Trends in daily fruit and vegetable consumption (mean number of portions), England, 2002-11
                                          • The Consumer – Nation’s Health

                                            • Key points
                                              • Changing standards of what it means to be healthy
                                                • Figure 12: How healthy people think they are, April 2014
                                              • How to make exercise appealing to young women
                                                • Figure 13: How healthy people think they are, by gender and age, April 2014
                                              • Men worry about health in middle age, but could start taking interest earlier
                                                • ‘Community effect’ on people’s health
                                                  • Figure 14: How healthy people think they are, by household income, April 2014
                                              • The Consumer – Barriers to Being Healthy

                                                • Key points
                                                  • Lack of motivation is the main obstacle to being healthier
                                                    • Figure 15: Barriers to being healthy, April 2014
                                                  • Motivating young females to take greater interest in their health
                                                    • Figure 16: Barriers to being healthy, by age, April 2014
                                                  • Two thirds of adults only need to overcome one or two barriers
                                                    • Figure 17: Number of barriers to being healthy, April 2014
                                                  • Virtuous cycle of healthy habits
                                                    • Figure 18: Barriers to being healthy, by how healthy people think they are, April 2014
                                                • The Consumer – Changes in Healthy/Unhealthy Habits

                                                  • Key points
                                                    • Fresh produce consumption as a marker of overall health
                                                      • Figure 19: Healthy and unhealthy habits over the past month, April 2014
                                                    • Women show more interest in nutrition
                                                      • Figure 20: Healthy and unhealthy habits over the past month, by gender, April 2014
                                                    • Increasing physical activity amongst office workers
                                                      • Figure 21: Healthy and unhealthy habits over the past month, by gender, April 2014
                                                    • Healthy eating the biggest priority
                                                      • Figure 22: Changes in healthy and unhealthy habits – difference between people doing more and less for each habit, April 2014
                                                    • Proactive approach amongst healthy adults
                                                      • Figure 23: Healthy and unhealthy habits over the past month, by how healthy people think they are, April 2014
                                                  • The Consumer – Healthy Lifestyle Influencers

                                                    • Key points
                                                      • Over four in ten adults turn to internet in search of health information
                                                        • Figure 24: Sources of information for leading a healthy lifestyle, April 2014
                                                        • Figure 25: Screenshot of Talkspace service, June 2014
                                                        • Figure 26: Screenshot of HealthSpot station, June 2014
                                                      • Young adults put more trust in social and mobile health sources
                                                        • Figure 27: Sources of information for leading a healthy lifestyle, by age, April 2014
                                                      • Arming consumers with necessary advice about health
                                                        • Figure 28: Sources of information for leading a healthy lifestyle, by how healthy people think they are, April 2014
                                                    • The Consumer – Usage of Wearable Technology and Health-related Mobile Apps

                                                      • Key points
                                                        • Low uptake of health mobile apps, despite many of them being free to use
                                                          • Figure 29: Awareness and usage of health-related mobile apps, April 2014
                                                        • Usage of wearables is low, but interest is strong
                                                          • Figure 30: Awareness and usage of wearable technology, April 2014
                                                        • Where next for wearable technology?
                                                        • The Consumer – Attitudes towards Leading a Healthy Lifestyle

                                                          • Key points
                                                            • Over a quarter believe that healthy eating is too costly
                                                              • Figure 31: Attitudes towards leading a healthy lifestyle, April 2014
                                                              • Figure 32: ‘Good and Cheap: Eat Well on $4 a Day’ Kickstarter campaign, June 2014
                                                            • A third of 16-24 females think being slim is a sign of good health
                                                              • Figure 33: Attitudes towards leading a healthy lifestyle, by gender, April 2014
                                                            • Schools’ responsibility for children’s health
                                                              • Figure 34: Attitudes towards leading a healthy lifestyle, by parenting status and age of children, April 2014
                                                            • Unhealthy habits catch up with older males
                                                              • Figure 35: Attitudes towards visiting the GP, by age, April 2014
                                                            • Healthy people invest in their wellbeing
                                                              • Figure 36: Attitudes towards leading a healthy lifestyle, by how healthy people think they are, April 2014
                                                          • Appendix – Market Drivers

                                                              • Figure 37: Trends in the age structure of the UK population, 2009-19
                                                          • Appendix – The Consumer – Demographic Overview

                                                              • Figure 38: Demographic overview – Gender and age, April 2014
                                                              • Figure 39: Demographic overview – Age within gender (men), April 2014
                                                              • Figure 40: Demographic overview – Age within gender (women), April 2014
                                                              • Figure 41: Demographic overview – Region, April 2014
                                                              • Figure 42: Demographic overview – Working status, April 2014
                                                              • Figure 43: Demographic overview – Social grade, April 2014
                                                              • Figure 44: Demographic overview – Highest level of education, April 2014
                                                              • Figure 45: Demographic overview – Annual household income, April 2014
                                                              • Figure 46: Demographic overview – Presence of children in the household, April 2014
                                                              • Figure 47: Demographic overview – Financial situation, April 2014
                                                          • Appendix – The Consumer – Nation’s Health

                                                              • Figure 48: How healthy people think they are, April 2014
                                                              • Figure 49: How healthy people think they are, by demographics, April 2014
                                                              • Figure 50: Barriers to being healthy, by how healthy people think they are, April 2014
                                                              • Figure 51: Healthy habits, by how healthy people think they are, April 2014
                                                              • Figure 52: Changes in healthy habits, by how healthy people think they are, April 2014
                                                              • Figure 53: Sources of information for leading a healthy lifestyle, by how healthy people think they are, April 2014
                                                              • Figure 54: Attitudes towards leading a healthy lifestyle, by how healthy people think they are, April 2014
                                                          • Appendix – The Consumer – Barriers to Being Healthy

                                                              • Figure 55: Barriers to being healthy, April 2014
                                                              • Figure 56: Barriers to being healthy, by demographics, April 2014
                                                              • Figure 57: Healthy habits, by barriers to being healthy, April 2014
                                                              • Figure 58: Changes in healthy habits, by barriers to being healthy, April 2014
                                                              • Figure 59: Attitudes towards leading a healthy lifestyle, by barriers to being healthy, April 2014
                                                            • Repertoire of barriers to being healthy
                                                              • Figure 60: Repertoire of barriers to being healthy, April 2014
                                                              • Figure 61: Repertoire of barriers to being healthy, by demographics, April 2014
                                                          • Appendix – The Consumer – Changes in Healthy/Unhealthy Habits

                                                              • Figure 62: Healthy and unhealthy habits over the past month, April 2014
                                                              • Figure 63: Changes in healthy and unhealthy habits, April 2014
                                                              • Figure 64: Most popular healthy and unhealthy habits, by demographics, April 2014
                                                              • Figure 65: Next most popular healthy and unhealthy habits, by demographics, April 2014
                                                              • Figure 66: Other healthy and unhealthy habits, by demographics, April 2014
                                                              • Figure 67: Changes in healthy and unhealthy habits – Eating fruit and/or vegetables, by demographics, April 2014
                                                              • Figure 68: Changes in healthy and unhealthy habits – Cooking meals from scratch, by demographics, April 2014
                                                              • Figure 69: Changes in healthy and unhealthy habits – Checking for healthier ingredients in food/drink products, by demographics, April 2014
                                                              • Figure 70: Changes in healthy and unhealthy habits – Feeling particularly stressed, by demographics, April 2014
                                                              • Figure 71: Changes in healthy and unhealthy habits – Exercising, by demographics, April 2014
                                                              • Figure 72: Changes in healthy and unhealthy habits – Getting enough sleep, by demographics, April 2014
                                                              • Figure 73: Changes in healthy and unhealthy habits – Counting calories, by demographics, April 2014
                                                              • Figure 74: Changes in healthy and unhealthy habits – Taking vitamins and supplements, by demographics, April 2014
                                                              • Figure 75: Changes in healthy and unhealthy habits – Eating junk food/fast food, by demographics, April 2014
                                                              • Figure 76: Changes in healthy and unhealthy habits – Drinking alcoholic drinks^, by demographics, April 2014
                                                              • Figure 77: Changes in healthy and unhealthy habits – Eating ready meals, by demographics, April 2014
                                                              • Figure 78: Changes in healthy and unhealthy habits – Smoking cigarettes^, by demographics, April 2014
                                                          • Appendix – The Consumer – Healthy Lifestyle Influencers

                                                              • Figure 79: Sources of information for leading a healthy lifestyle, April 2014
                                                              • Figure 80: Most popular sources of information for leading a healthy lifestyle, by demographics, April 2014
                                                              • Figure 81: Next most popular sources of information for leading a healthy lifestyle, by demographics, April 2014
                                                              • Figure 82: Other sources of information for leading a healthy lifestyle, by demographics, April 2014
                                                          • Appendix – The Consumer - Usage of Wearable Technology and Health-related Mobile Apps

                                                              • Figure 83: Awareness and usage of wearable technology and health-related mobile apps, April 2014
                                                              • Figure 84: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app where I can store daily calorie intake^, by demographics, April 2014
                                                              • Figure 85: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app to track my activity levels^, by demographics, April 2014
                                                              • Figure 86: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app with healthy recipes and advice^, by demographics, April 2014
                                                              • Figure 87: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app that helps manage children’s health^^, by demographics, April 2014
                                                              • Figure 88: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app that suggests healthier food/drink alternatives by scanning the barcode^, by demographics, April 2014
                                                              • Figure 89: Awareness and usage of wearable technology and health-related mobile apps – Mobile/tablet app that helps with stress reduction^, by demographics, April 2014
                                                              • Figure 90: Awareness and usage of wearable technology and health-related mobile apps – Wearable device that counts steps and tracks sleep, by demographics, April 2014
                                                              • Figure 91: Awareness and usage of wearable technology and health-related mobile apps – Wearable device that tracks heart rate, blood pressure and movement, by demographics, April 2014
                                                              • Figure 92: Awareness and usage of wearable technology and health-related mobile apps – Smartwatch with fitness functionality, by demographics, April 2014
                                                              • Figure 93: Awareness and usage of wearable technology and health-related mobile apps, by how healthy people think they are, April 2014
                                                            • Repertoire of usage of wearable technology and health-related mobile apps-already use
                                                              • Figure 94: Repertoire of awareness and usage of wearable technology and health-related mobile apps - Already use, April 2014
                                                              • Figure 95: Repertoire of awareness and usage of wearable technology and health-related mobile apps - Interested in using, April 2014
                                                          • Appendix – The Consumer - Attitudes towards Leading a Healthy Lifestyle

                                                              • Figure 96: Attitudes towards leading a healthy lifestyle, April 2014
                                                              • Figure 97: Most popular attitudes towards leading a healthy lifestyle, by demographics, April 2014
                                                              • Figure 98: Next most popular attitudes towards leading a healthy lifestyle, by demographics, April 2014

                                                          Companies Covered

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                                                          Healthy Lifestyles - UK - July 2014

                                                          £1,995.00 (Excl.Tax)