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Healthy Lifestyles - US - October 2015

"Though Americans are increasingly aware of health issues, many struggle to make significant changes. Consumers are constantly looking for new and better ways to live a healthy lifestyle without making significant sacrifices or interfering with other commitments and desires."
- Lauren Bonetto, Lifestyles & Leisure Analyst

This report discusses the following key topics:

  • How demographic characteristics (eg gender, age, race/Hispanic origin) impact approach to health
  • The majority of consumers believe themselves healthy, many are mistaken
  • The future of wearable health-tracking devices, the body acceptance movement, and how living a "modern lifestyle" impacts health

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Consumers think they are healthy, national and international data suggest otherwise
            • Figure 1: Self-perception of health, July 2015
          • Consumers say they exercise, eat healthy but struggle to maintain healthy weight
            • Figure 2: Actions taken to be healthy – Select responses, by gender, July 2015
          • For women, health may be key to overall satisfaction with life
            • Figure 3: Motivations for being healthy – Select responses, by gender, July 2015
          • Proliferation of online health information has its perks and pitfalls
            • Figure 4: Attitudes toward doctors and knowledge about health – Select responses, by gender, July 2015
          • The opportunities
            • Body acceptance gaining steam, still room for progress
              • Figure 5: Attitudes toward health and body image – Select responses, by gender, July 2015
            • Engaging men may improve quality of life, lengthen lifespan
              • Wearables: Paving the way to a fit future or headed the same way as pagers and PDAs?
                • What it means
                • The Market – What You Need to Know

                  • At least half the US population makes an effort to be healthy
                    • Aging population means more, different health concerns
                      • Increasingly diverse population has implications for health, health care
                        • Obesity continues to plague America
                          • Increasing urbanization has both positive and negative health implications
                            • Work/life balance remains elusive
                            • Market Size

                              • At least half the US population makes an effort to live a healthy lifestyle
                                  • Figure 6: Healthy habits – Any agree, April 2014-June 2015
                                • Percentage of adults who eat healthy remains steady, even during recession
                                  • Figure 7: Healthy habits trended – Any agree, April 2007-June 2015
                              • Market Factors

                                • Aging population means more, different health concerns
                                  • Figure 8: Population estimates, by age, 2015-35
                                • Rise in health care costs year-over-year settling down
                                  • Increasingly diverse population has implications for health, health care
                                      • Figure 9: Population by race and Hispanic origin, 2010-20
                                    • Obesity continues to plague America
                                      • Figure 10: Obesity rate among US adults aged 20+, by gender and by race/Hispanic origin, 2012
                                    • Number of households with children continues to decline
                                      • Figure 11: Households, by presence of own children, 2003-14
                                    • Increasing urbanization has positive and negative health implications
                                    • Market Perspective

                                      • The war on sitting gaining steam
                                        • Health scares, experiences of others can impact approach to health
                                          • Work/life balance remains elusive
                                          • Key Players – What You Need to Know

                                            • What’s working: Emotional ads, embracing different body types
                                              • What’s struggling: Extreme diet/exercise programs, mental health
                                                • What’s next: Healthy lifestyle via delivery, variety, sitting is for suckers
                                                  • Thoughts on wearable devices: Is “what’s struggling” “what’s next”?
                                                  • What’s Working?

                                                    • Humor makes ads memorable, may be especially effective in marketing health products
                                                      • Figure 12: “Save the bros,” online video, February 2015
                                                    • Intense inspiration makes consumers feel like pro athletes, even if they aren’t
                                                      • Figure 13: “Rule Yourself | Tom Brady,” online video, September 2015
                                                      • Figure 14: “Last,” online video, September 2015
                                                    • Strong is the new skinny: Body acceptance movement continues to gain steam
                                                      • Figure 15: “This Girl Can,” online video, January 2015
                                                  • What’s Struggling?

                                                    • All or nothing: Extreme diets, exercise programs incompatible with busy lifestyles
                                                      • Wearable technology: Interest is there but penetration remains low
                                                        • With eyes on waistlines and sedentary lifestyles – mental health takes a backseat
                                                        • What’s Next?

                                                          • Delivery services appeal to consumers who love life-hacking
                                                            • Figure 16: “Hungry You,” online video, September 2015
                                                          • Variety is the spice of (an active) life
                                                            • Figure 17: “DailyBurn True Beginner,” online video, May 2014
                                                          • Wearable technology: Future remains uncertain
                                                            • With consumers focused on how they feel, health needs to encompass more than appearance, vitals
                                                              • Figure 18: “The UP System: The Path to Better Starts Here,” online video, November 2014
                                                            • The opposite of musical chairs: Loser is the one left sitting
                                                            • The Consumer – What You Need to Know

                                                              • Majority of consumers believe themselves healthy, but may be mistaken
                                                                • Consumers equate health with happiness, feeling good
                                                                  • Consumers say they exercise and eat healthy but struggle to maintain healthy weight
                                                                    • The pursuit of health is never ending
                                                                      • Consumers most interested in affordable, relatively flexible solutions
                                                                        • The cost of being healthy – Being healthy requires sacrifices, money
                                                                          • Body acceptance movement seems to be working, still room for progress
                                                                            • Is a “modern lifestyle” inherently and “unhealthy lifestyle”?
                                                                            • Perceptions of Personal Health

                                                                                • Majority of Americans think they’re healthy, but may be mistaken
                                                                                    • Figure 19: Self-perception of health, July 2015
                                                                                  • Perception of health deteriorates only slightly with age
                                                                                      • Figure 20: Self-perception of health, by generation, July 2015
                                                                                    • Region stereotypes may influence how residents view their health
                                                                                      • Figure 21: Self-perception of health, by region, July 2015
                                                                                    • Four in 10 Hispanics consider themselves “very healthy”
                                                                                      • Figure 22: Self-perception of health, by race/Hispanic origin, July 2015
                                                                                  • Motivations for Healthy Habits

                                                                                      • Consumers equate health with happiness, feeling good
                                                                                          • Figure 23: Motivations for being healthy, July 2015
                                                                                        • For women, health may be key to overall satisfaction with life
                                                                                          • Figure 24: Motivations for being healthy – Select responses, by gender, July 2015
                                                                                        • With age, health means living longer, feeling better
                                                                                            • Figure 25: Motivations for being healthy – Select responses, by generation, July 2015
                                                                                          • Blacks want to live longer, Asians motivated by appearance
                                                                                              • Figure 26: Motivations for being healthy – Select responses, by race, July 2015
                                                                                          • Actions Taken to be Healthy

                                                                                              • Consumers say they exercise, eat healthy but struggle to maintain healthy weight
                                                                                                • Sitting, sugar, trans fat seen as detrimental to health
                                                                                                    • Figure 27: Actions taken to be healthy, July 2015
                                                                                                  • Women may be more proactive about health
                                                                                                    • Figure 28: Actions taken to be healthy, by gender, July 2015
                                                                                                  • Older consumers do more for their health
                                                                                                    • Figure 29: Actions taken to be healthy – Select responses, by generation, July 2015
                                                                                                  • Low-income consumers often lack resources to live a healthy lifestyle
                                                                                                      • Figure 30: Actions taken to be healthy – Select responses, by household income, July 2015
                                                                                                  • The Pursuit of Health

                                                                                                      • The pursuit of health is never ending, consumers spend a considerable about of time researching/thinking about health
                                                                                                          • Figure 31: The pursuit of health, July 2015
                                                                                                        • Despite being more proactive, women are more discouraged
                                                                                                          • Figure 32: The pursuit of health – Select responses, by gender, July 2015
                                                                                                        • Millennials key to future of wearable devices
                                                                                                            • Figure 33: The pursuit of health – Select responses, by generation, July 2015
                                                                                                          • Black consumers like to try new things
                                                                                                            • Figure 34: The pursuit of health – Select responses, by race, July 2015
                                                                                                        • Interest in Health Solutions

                                                                                                            • Consumers most interested in affordable, relatively flexible solutions
                                                                                                                • Figure 35: Interest in health solutions, July 2015
                                                                                                              • Usage, interest highest among Millennials, tapers down with age
                                                                                                                • Figure 36: Interest in health solutions – Select responses, by generation, July 2015
                                                                                                              • Higher-income respondents more engaged, likely expect results
                                                                                                                • Figure 37: Interest in health solutions – Select responses, by household income, July 2015
                                                                                                            • Attitudes and Opinions toward Health

                                                                                                                • The cost of being healthy – Requires sacrifices, money
                                                                                                                  • Figure 38: “Rule Yourself,” online video, August 2015
                                                                                                                • Millennials willing to splurge; Black consumers see costs, rewards associated with health; “unhealthy” respondents may believe they cannot afford to be healthy
                                                                                                                  • Figure 39: Attitudes toward cost of being healthy, July 2015
                                                                                                                • Doctors still respected but consumers want to be well-informed
                                                                                                                    • Figure 40: Attitudes toward doctors and knowledge about health, July 2015
                                                                                                                  • Men agree regular checkups are important but do they follow through?
                                                                                                                    • Figure 41: “Save your ass – Colon cancer awareness in Iceland,” online video, March 2015
                                                                                                                  • Millennials lulled into false sense of security by youth
                                                                                                                    • Black consumers humbled by health
                                                                                                                      • Body acceptance movement seems to be working, still room for progress
                                                                                                                          • Figure 42: Attitudes toward health and body image, July 2015
                                                                                                                        • Millennials need to instill healthy habits now
                                                                                                                          • Black consumers believe society is becoming more accepting
                                                                                                                            • Parents struggle to live a healthy lifestyle
                                                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                                                              • Data sources
                                                                                                                                • Consumer survey data
                                                                                                                                  • Consumer qualitative research
                                                                                                                                    • Abbreviations and terms
                                                                                                                                      • Abbreviations
                                                                                                                                      • Appendix – Market

                                                                                                                                          • Figure 43: Healthy habits – Any agree, by gender, by age, by race/Hispanic origin, children <18 in the household, and household income, April 2014-June 2015
                                                                                                                                      • Appendix – Consumer

                                                                                                                                          • Figure 44: Use of health monitoring devices (for personal use), by gender and by age, April 2014-June 2015
                                                                                                                                          • Figure 45: Attitudes toward health – Any agree, by gender and by age, April 2014-June 2015

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                                                                                                                                      Healthy Lifestyles - US - October 2015

                                                                                                                                      US $3,995.00 (Excl.Tax)