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Healthy Lifestyles - UK - October 2016

“A third of adults believe that they are healthier now than they were a year ago, reflecting the UK’s booming interest in healthy living. However, healthy habits are hard to adopt, and even harder to sustain. The perceived higher cost of healthy food is also a significant barrier. Brands and retailers must now do more to make it easier for people to make healthy decisions, such as using loyalty schemes to reward people for buying healthier foods and being more active.”

Jack Duckett, Senior Consumer Lifestyles Analyst

This report looks at the following areas:

  • Driving health messages amongst men
  • Tapping into rising interest in mental health
  • Incentivising healthier habits

Mental health has become an increasing area of focus in recent years, with many consumers now placing equal emphasis on their mental and physical wellbeing. This poses opportunities for tech brands to further develop their health tracking capabilities, as well as for brands to tap into the mindfulness trend, using marketing campaigns centred around helping consumers to relax and de-stress.

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Over a third of Brits say they’re healthier than they were a year ago
          • Figure 1: Changes in perceptions of consumer health, August 2016
        • People are putting more effort into staying healthy
          • Figure 2: Amount of effort people put into staying healthy, August 2016
        • Barriers to healthy eating
          • Figure 3: Barriers to healthy eating, August 2016
        • Barriers to being more active
          • Figure 4: Barriers to being active, August 2016
        • A third of Brits have tried cutting meat from their diet
          • Figure 5: Trial and interest in healthy living trends, August 2016
        • Consumers emphasise importance of mental as well as physical health
          • Figure 6: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
        • Consumers keep an eye on sugar levels
          • Figure 7: Attitudes towards health, August 2016
        • What we think
        • Issues and Insights

          • Driving health messages amongst men
            • The facts
              • The implications
                • Tapping into rising interest in mental health
                  • The facts
                    • The implications
                      • Incentivising healthier habits
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • An ageing population
                              • Baby boom slows as age of motherhood rises
                                • Rising proportion of adults shun alcohol and cigarettes
                                  • 2016: The year of the vegan?
                                    • Booming free-from market
                                      • Addressing mental health
                                      • Market Drivers – Demographic Factors

                                        • Ageing population
                                          • Figure 8: Trends in the age structure of the UK population, 2011-21
                                        • Baby boom slows as age of motherhood rises
                                          • Figure 9: Trends in the number of live births, England and Wales, 2009-14
                                        • Healthy eating messages fail to get across to consumers
                                          • Figure 10: Trends in body mass index (BMI), England, 2004-14
                                        • Rising proportion of adults shun alcohol …
                                          • Figure 11: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2004-14
                                        • … and cigarettes
                                          • Figure 12: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2004-14
                                      • Market Drivers – Key Health Trends

                                        • 2016; the year of the vegan
                                          • Booming free-from market
                                            • Figure 13: Value retail sales of free-from foods in the UK, 2010-20
                                          • Growing acceptance of complementary and alternative medicine
                                            • Figure 14: Attitudes towards complementary and alternative medicine, September 2015
                                          • Addressing mental health
                                          • The Consumer – What You Need to Know

                                            • Over a third of Brits say they are healthier than a year ago
                                              • It’s hip to be square
                                                • Financial incentives for healthy living
                                                  • Moving beyond weight-related health messages
                                                    • 33% of Brits have tried cutting meat from their diet
                                                      • Mindfulness for parents
                                                        • Expanding online resources
                                                          • Consumers keep an eye on sugar levels
                                                            • Consumers emphasise the importance of mental and physical health
                                                              • Helping employees be more healthy
                                                              • State of the Nation’s Health

                                                                • 34% of Brits deem themselves healthier than a year ago
                                                                  • Figure 15: Changes in perceptions of consumer health, August 2016
                                                                • Young adults drive improving health trend
                                                                  • Figure 16: Changes in perceptions of consumer health, by age, August 2016
                                                                • Mainstream brands tap into the healthy living trend
                                                                  • Figure 17: The Selfridges Body Studio, London, June 2016
                                                                • Health-focussed NPD doesn’t need to be limited to food and drink
                                                                  • Affluence drives healthy life changes
                                                                    • Figure 18: Changes in perceptions of consumer health, by gross annual household income, August 2016
                                                                • Effort Put into Staying Healthy

                                                                  • One in 10 adults take a strict approach to health
                                                                    • Figure 19: Amount of effort people put into staying healthy, August 2016
                                                                  • Engaging with men over health
                                                                    • Figure 20: Amount of effort people put into staying healthy, by gender, August 2016
                                                                    • Figure 21: Vitabiotics Wellman campaign featuring David Gandy, June 2016
                                                                • Barriers to Healthy Living

                                                                  • Barriers to eating healthily
                                                                    • Price remains leading barrier to healthy eating
                                                                      • Figure 22: Barriers to healthy eating, August 2016
                                                                    • Moving beyond weight-related health messages
                                                                      • Barriers to maintaining activity and exercise
                                                                        • Incentivising people to be more active
                                                                            • Figure 23: Barriers to being active, August 2016
                                                                          • Tackling the embarrassment factor
                                                                            • Figure 24: Agreement with the statement “I feel too self-conscious to do exercise”, by age and gender, August 2016
                                                                        • Healthy Living Trends

                                                                          • A third of Brits have tried cutting meat from their diet
                                                                            • Figure 25: Trial and interest in healthy living trends, August 2016
                                                                            • Figure 26: Veggie Pret, September 2016
                                                                          • Promoting a protein-rich diet
                                                                            • Mindfulness for parents
                                                                              • Figure 27: Trial and interest in mindfulness techniques, August 2016
                                                                            • 23% interested in outdoor exercise classes
                                                                              • Figure 28: Go Ape in London’s Battersea Park, December 2015
                                                                          • Health Information – Who do People Trust?

                                                                            • Expanding online resources
                                                                              • Figure 29: Levels of trust in selected sources of health information, August 2016
                                                                            • Younger adults trust fitness professionals
                                                                              • Figure 30: Trust in selected sources of health information, August 2016
                                                                          • Attitudes towards Health

                                                                            • Consumers keep their eye on sugar levels
                                                                              • Figure 31: Attitudes towards health, August 2016
                                                                              • Figure 32: Share of product launches in the UK food and non-alcoholic drinks market carrying a low/no/reduced sugar claim, by super category, January 2013-September 2016
                                                                            • Consumers emphasise importance of both mental and physical health
                                                                              • Figure 33: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
                                                                            • Extending fitness apps to mental health
                                                                              • Figure 34: Pebble Smartwatch and mood monitoring ‘Happiness’ app, August 2016
                                                                            • Helping employees be more healthy
                                                                              • Tapping into the selfie-market
                                                                                • Figure 35: Attitudes towards selfie culture and social media fitness stars, August 2016
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                  • Consumer research methodology

                                                                                  Companies Covered

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

                                                                                  Healthy Lifestyles - UK - October 2016

                                                                                  US $2,842.31 (Excl.Tax)