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Healthy Lifestyles - UK - November 2015

“Whilst prevention of future illness is a major driver of healthier habits, this argument runs the risk of being viewed as ‘nanny state’. Instead, companies and brands would increasingly benefit from emphasising how their products and services help consumers improve their appearance/look younger for their age and help improve mood and emotional wellbeing.”
– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report discusses the following key topics:

  • Closing the gap between perception and reality
  • Beauty as a strong motivator for making healthy lifestyle changes
  • Adapting foodservice to the needs of the health-conscious

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Most people think they are healthier than they actually are
          • Figure 1: State of people’s health, August 2015 and April 2014
        • Many people struggle to achieve their healthy goals
          • Figure 2: What people think is important for staying healthy, August 2015
        • Staying healthy to look good
          • Figure 3: Drivers of healthy lifestyles, August 2015
        • Everything in moderation
          • Figure 4: Attitudes towards exercise and dieting, August 2015
        • What we think
        • Issues and Insights

          • Closing the gap between perception and reality
            • The facts
              • The implications
                • Beauty as a strong motivator for making healthy lifestyle changes
                  • The facts
                    • The implications
                      • Adapting foodservice to the needs of the health-conscious
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • No improvement in the rate of obesity
                              • Binge drinking going out of fashion
                                • Sugar is the new frontier in healthy lifestyles campaign
                                  • Importance of emotional wellbeing gaining greater recognition
                                    • Rising stress levels amongst Millennials
                                    • Market Drivers

                                      • Ageing population
                                        • Figure 5: Trends in the age structure of the UK population, 2010-20
                                      • The rate of obesity remains stubbornly high
                                        • Figure 6: Trends in Body Mass Index (BMI), England, 2003-13
                                      • Obesity rises in midlife
                                        • Figure 7: Body Mass Index (BMI), by age, England, 2013
                                      • Trends in alcohol consumption
                                        • Figure 8: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2003-13
                                      • Cigarette smoking habits
                                        • Figure 9: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2003-13
                                      • Action on sugar
                                        • Figure 10: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
                                      • Mental health and wellbeing
                                        • Happiness rises amongst older demographics
                                          • Figure 11: National wellbeing measures, by age, UK, April 2014-March 2015
                                      • The Consumer – What You Need to Know

                                        • Most Britons think they are healthy
                                          • Positioning healthy lifestyle as an investment in healthier future
                                            • Gap between perception and reality
                                              • Mirror, mirror, on the wall…
                                                • Encouraging more active lifestyles at work
                                                • State of Nation’s Health

                                                  • Most people think they are healthier than they actually are
                                                    • Figure 12: State of people’s health, August 2015 and April 2014
                                                  • Men are less interested in their health
                                                    • Figure 13: State of people’s health, by age and gender, August 2015
                                                • Amount of Effort People Put into Staying Healthy

                                                  • Men fall behind women in looking after their health
                                                    • Figure 14: Amount of effort people put into staying healthy, August 2015
                                                    • Figure 15: Screenshot from ‘Great Football Experiment’ campaign by NIVEA for Men, October 2015
                                                  • Good health = a luxury good
                                                    • Figure 16: Amount of effort people put into staying healthy, by current financial situation, August 2015
                                                  • Looking after health as an investment
                                                    • Figure 17: State of people’s health, by amount of effort they put into staying healthy, August 2015
                                                • Habits Important for Staying Healthy

                                                  • Balance is key
                                                    • Figure 18: What people think is important for staying healthy, August 2015
                                                  • The path of least resistance
                                                    • Figure 19: Percentage point difference between actions people took to stay healthy in the last 12 months and what people think is important for staying healthy, August 2015
                                                  • Aligning perceptions with reality
                                                    • Technology to the rescue
                                                      • Figure 20: Actions people took to stay healthy in the last 12 months, August 2015
                                                    • Binge drinking more prevalent amongst professionals
                                                      • Figure 21: Actions people took to stay healthy in the last 12 months – Limited/not drunk alcohol, August 2015
                                                  • Drivers of Healthy Lifestyles

                                                    • Staying healthy to look good
                                                      • Figure 22: Drivers of healthy lifestyles, August 2015
                                                    • Prevention is key
                                                      • Selfie surgery on the rise
                                                        • Figure 23: Drivers of healthy lifestyle, by age, August 2015
                                                      • YouTube stars driving interest in healthy lifestyles
                                                        • Fast food companies adapting to Millennial tastes
                                                          • Figure 24: Screenshot from ‘Channel Us’ YouTube page, October 2015
                                                          • Figure 25: Screenshot from ‘Our Food. Your Questions’ campaign by McDonald’s, October 2015
                                                      • Role of Online and Mobile Tools in Healthy Lifestyles

                                                        • Internet democratises access to health experts
                                                          • Figure 26: Activities done online and via mobile apps to help lead a healthier lifestyle in the last 12 months, August 2015
                                                        • Reaching out to Baby Boomers and seniors
                                                          • Figure 27: Activities done online and via mobile apps to help lead a healthier lifestyle in the last 12 months, by age, August 2015
                                                        • NHS dabbles in mobile apps
                                                        • Attitudes towards Healthy Nutrition and Exercise

                                                          • In search of healthier food ingredients
                                                              • Figure 28: Example of a label showing sugar content in teaspoonfuls, October 2015
                                                            • Everything in moderation
                                                              • Figure 29: Attitudes towards exercise, dieting and workplace health, August 2015
                                                            • Getting active in the workplace
                                                              • The need for widespread calorie labelling in foodservice
                                                                • Figure 30: Attitudes towards nutrition, August 2015
                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                              • Data sources
                                                                • Abbreviations
                                                                  • Definitions
                                                                    • Generations

                                                                    Companies Covered

                                                                    To learn more about the companies covered in this report please contact us.

                                                                    Healthy Lifestyles - UK - November 2015

                                                                    £2,195.00 (Excl.Tax)