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Healthy Lifestyles - US - October 2017

"The majority of adults (90%) consider their overall lifestyle to be somewhat or very healthy. However, perceptions differ from reality as few hold themselves to strict health standards while weight-related health issues, such as obesity and diabetes, continue to rise. Though many adults say they have made drastic changes and have taken a more proactive approach to their health in the last year, consumers confront a slew of obstacles, such as lack of motivation and time, to live a healthier lifestyle. While technology can help to monitor progress toward better health, it may also be leading to more confused and skeptical consumers."

- Gina Cavato, Lifestyles & Leisure Analyst

This report will look at the following areas:

  • Most Americans think they live a healthy lifestyle…but most probably don’t
  • Motivation is a challenge, cost and time follow
  • Consumers are inundated with health information
  • Physical health prioritized over mental health; data culture may be contributing

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Most Americans think they live a healthy lifestyle…but most probably don’t
            • Figure 1: Perceptions of overall lifestyle health, August 2017
          • Motivation is a challenge, cost and time follow
            • Figure 2: Obstacles to healthy eating and staying active – Motivation, cost, and time items, August 2017
          • Consumers are inundated with health information
            • Figure 3: Attitudes toward health information, by perceptions of overall lifestyle health, August 2017
          • Physical health prioritized over mental health; data culture may be contributing
            • Figure 4: Meaning of a healthy lifestyle – select items, August 2017
          • The opportunities
            • Consumers are interested in high-protein, low-sugar diets
              • Figure 5: Interest in diet options – Protein and meat items, August 2017
            • Changing the perception that healthy foods are expensive can improve eating habits
              • Figure 6: Obstacles to healthy eating – Healthy foods are too expensive, by gender and by age, August 2017
            • Seasonality of exercise opens opportunity for brands to increase engagement
              • Figure 7: Exercise frequency and average daily time spent on sports, exercise, and recreation, July 2016
            • What it means
            • The Market – What You Need to Know

              • 90% of adults consider their overall lifestyle to be “healthy”
                • Growing older adult population points to more health issues
                  • Sugar and soda and everything (not) nice
                    • Most say they exercise, day of week and time of year impact likelihood
                      • Food choices are getting healthier, but consumers lack time to cook
                        • Travel has a place in health and wellness
                        • Perceptions of Overall Lifestyle Health

                            • 90% of US adults consider their lifestyle to be “healthy”
                              • Figure 8: Perceptions of overall lifestyle health, August 2017
                            • Those who think they live “very healthy” lifestyles tend to be men, married…
                              • Figure 9: Perceptions of overall lifestyle health, by gender, age, and marital status, August 2017
                            • …who are parents (primarily dads), higher income earners…
                              • Figure 10: Perceptions of overall lifestyle health, by parental status and gender, and household income, August 2017
                            • …Hispanic, employed, and to have a higher level of education
                              • Figure 11: Perceptions of overall lifestyle health, by race and Hispanic origin, education, and employment, August 2017
                          • Market Factors

                            • An aging population points to a greater focus on health issues
                              • Figure 12: Share of US population, by age, 2000-40
                            • Healthy lifestyles benefit from growing DPI
                              • Figure 13: Disposable Personal Income change from previous period, January 2007-July 2017
                            • Americans continue to battle the bulge
                              • Figure 14: Prevalence of obesity among US Adults aged 20 and over, 1997-2016
                            • Want a soda? It’ll cost you (extra)
                              • Sugar, ah honey honey…consumers (and brands) say no thanks
                                • Figure 15: Share of new product launches in the US with a low/no/reduced sugar claim, 2012-16
                                • Figure 16: New product launches with a low/no/reduced sugar claim, 2017
                            • Market Perspective

                              • Most adults say they are regular exercisers, but habits fluctuate
                                • Figure 17: Exercise Frequency, July 2016
                              • Number of gyms grows more quickly than memberships
                                • Figure 18: Number of US health and fitness clubs and memberships, 2011-16
                              • Less concerned about skills and tools, adults need more time to cook
                                • Figure 19: Cooking attitudes – Select items, by all cooks, August 2016
                              • Half of consumers are shopping for healthier foods
                                • Figure 20: Food purchasing habits – Healthy foods, July 2017
                              • Vitamins and supplements: a part of a healthy lifestyle
                                • Figure 21: New product launches – Vitamins and dietary supplements, US, 2015-16
                              • Travel brands help consumers by providing wellness services
                              • Key Trends – What You Need to Know

                                • Access to healthy products is becoming easier and cheaper
                                  • For some, exercise is life
                                    • Brands nudge consumers to take better care of their mental health
                                      • Brands give consumers more ways to remain health-conscious
                                      • What’s Trending?

                                        • Diet and nutrition
                                          • Ingredients, claims, and transparency
                                            • Amazon-Whole Foods deal makes access to healthy foods easier and cheaper
                                              • Fitness
                                                • Boutique classes with a massive following
                                                  • Exercise at fitness club/gyms grows while at-home declines
                                                    • Figure 22: Location adults exercise, 2012-17
                                                  • Overall well-being
                                                    • Being healthy also means catching your zzz’s
                                                      • Figure 23: Under Armour Athlete Recovery Sleepwear: REST. WIN. REPEAT., January 5, 2017
                                                      • Figure 24: Apple – Health App – Sleep, September 7, 2016
                                                    • Bridging the physical and mental health gap
                                                      • Body acceptance may damage idea of what “healthy” looks like
                                                      • What’s Next?

                                                        • Wearable tech for more than tracking steps and workouts
                                                          • Dynamic pricing for boutique fitness classes
                                                            • Fast-casual can be healthy, delicious, and at your door
                                                            • The Consumer – What You Need to Know

                                                              • One in 10 maintain strict healthy lifestyles habits
                                                                • Physical health prioritized over emotional health
                                                                  • Most face barriers to healthy eating and regular exercise
                                                                    • Consumers are interested in eating less meat but still over-consume it
                                                                      • Roughly four in 10 consumers are interested in new exercise options
                                                                        • Good health is something to be proud of, but may feel out of reach
                                                                          • Knowledge is power, but too much information leads to confusion
                                                                            • Encouragement from personal connections beats social media
                                                                              • Small indulgences are part of a healthy lifestyle
                                                                                • There are five unique perspectives about healthy living
                                                                                • Approach to Healthy Living

                                                                                    • 61% of adults say they follow healthy habits at least most of the time
                                                                                      • Figure 25: Approach to healthy living, August 2017
                                                                                    • Men are more strict with health habits, but are more relaxed with age
                                                                                      • Figure 26: Approach to healthy living, by age and gender, August 2017
                                                                                    • Commitment to healthy habits correlates with household income
                                                                                      • Figure 27: Approach to healthy living, by household income, August 2017
                                                                                  • Meaning of a Healthy Lifestyle

                                                                                      • Adults know how to live healthily, but that doesn’t mean they’re doing it
                                                                                          • Figure 28: Meaning of a healthy lifestyle and actions taken to be healthy, October 2015 and August 2017
                                                                                        • Women associate more actions with healthy living, but struggle with motivation
                                                                                          • Figure 29: Meaning of a healthy lifestyle, by gender, August 2017
                                                                                        • Older adults see health benefits across many lifestyles choices
                                                                                          • Figure 30: Meaning of a healthy lifestyle – Select items, by age, August 2017
                                                                                      • Obstacles to Healthy Habits

                                                                                          • Motivation is biggest obstacle to healthy habits
                                                                                            • Cost impacts healthy eating more than exercise habits
                                                                                              • Time is more of a barrier to exercise than to healthy eating
                                                                                                • Figure 31: Obstacles to healthy eating and staying active – Motivation, cost, and time items, August 2017
                                                                                              • One in five dislike healthy foods, one in three dislike exercise
                                                                                                • Figure 32: Obstacles to healthy eating and staying active – dislike and disinterest items, August 2017
                                                                                              • Women struggle with motivation while men aren’t sold on healthy habits
                                                                                                • Figure 33: Obstacles to healthy eating, by gender, August 2017
                                                                                              • 18-24 year olds struggle with motivation, fatigue, and time
                                                                                                • Figure 34: Obstacles to staying active, by age, August 2017
                                                                                            • Interest in Diet Options

                                                                                                • Americans interested in more protein, less meat – but aren’t there yet
                                                                                                  • Figure 35: Interest in diet options – Protein and meat items, August 2017
                                                                                                • Protein-enhanced product launches increase
                                                                                                  • Figure 36: New product launches with a high/added protein claim, 2016-17
                                                                                                • 41% are interested in gluten-free diets, 47% in meal kits
                                                                                                    • Figure 37: Interest in diet options, by gluten-free and meal kit items, August 2017
                                                                                                  • Young adults are most open to changing their diet
                                                                                                    • Figure 38: Interest in diet options, by age, August 2017
                                                                                                • Interest in Exercise Options

                                                                                                    • Consumers are interested in using tech to quantify their health…
                                                                                                      • Figure 39: Interest in exercise options – Fitness trackers and apps, August 2017
                                                                                                    • …but aren’t as sold on new forms of exercise classes and programs
                                                                                                      • Figure 40: Interest in exercise options – Classes and programs, August 2017
                                                                                                      • Figure 41: Peloton | Hello. Let's Go., May 24, 2017
                                                                                                    • Women likely value the privacy of fitness trackers and at-home exercise
                                                                                                      • Figure 42: Interest in exercise options – Select items, by gender, August 2017
                                                                                                    • Interest in new types of fitness options declines with age
                                                                                                      • Figure 43: Interest in exercise options – Select items, by age, August 2017
                                                                                                  • Attitudes toward Self-Perceptions

                                                                                                      • Most adults consider being healthy as something to be proud of
                                                                                                        • Figure 44: Attitudes toward self-perceptions, August 2017
                                                                                                      • Guilt over unhealthy choices corresponds and declines with age
                                                                                                          • Figure 45: Attitudes toward self-perceptions – Unhealthy choices, by age and gender, August 2017
                                                                                                        • Parents, namely dads, are taking a more serious approach to their health
                                                                                                          • Figure 46: Attitudes toward self-perceptions – Healthier than a year ago, by parental status and gender, August 2017
                                                                                                      • Attitudes toward Health Information

                                                                                                          • Consumers are informed, but more skeptical of health information
                                                                                                              • Figure 47: Attitudes toward health information, August 2017
                                                                                                            • Young men are most skeptical of what to believe
                                                                                                              • Figure 48: Attitudes toward health information, by age and gender, August 2017
                                                                                                            • Differences in perceived lifestyle health likely fueled by knowledge gap
                                                                                                              • Figure 49: Attitudes toward health information, by perceptions of overall lifestyle health, August 2017
                                                                                                          • Attitudes toward Health Inspiration

                                                                                                              • For health change, friends/family are more influential than social media
                                                                                                                • Figure 50: Attitudes toward health inspiration, August 2017
                                                                                                              • Health-related posts on social media most inspirational for young men
                                                                                                                • Figure 51: Attitudes toward health inspiration, by age and gender, August 2017
                                                                                                                • Figure 52: Aerie email/digital marketing, May-August 2017
                                                                                                              • Multicultural adults are most affected by familial pressure to be healthier
                                                                                                                • Figure 53: Attitudes toward health inspiration, by race and Hispanic origin, August 2017
                                                                                                            • Attitudes toward Healthy Intentions

                                                                                                                • Majority of consumers agree that being healthy requires balance
                                                                                                                    • Figure 54: Attitudes toward healthy intentions, August 2017
                                                                                                                  • Higher earners consider small indulgences a part of healthy living
                                                                                                                    • Figure 55: Attitudes toward healthy intentions, by household income, August 2017
                                                                                                                • Healthy Lifestyles Segmentation

                                                                                                                    • Not all consumers are interested in living a healthy lifestyle
                                                                                                                        • Figure 56: Healthy lifestyle segments, August 2017
                                                                                                                        • Figure 57: Attitudes toward health, by healthy lifestyle segments, August 2017
                                                                                                                      • Health Nuts (23%)
                                                                                                                        • Who are they?
                                                                                                                          • Verdict
                                                                                                                            • Figure 58: Profile of Health Nuts, August 2017
                                                                                                                          • Educated Enthusiasts (21%)
                                                                                                                            • Who are they?
                                                                                                                              • Verdict
                                                                                                                                • Figure 59: Profile of Educated Enthusiasts, August 2017
                                                                                                                              • Balance Believers (20%)
                                                                                                                                • Who are they?
                                                                                                                                  • Verdict
                                                                                                                                    • Figure 60: Profile of Balance Believers, August 2017
                                                                                                                                  • Discouraged Disinterests (18%)
                                                                                                                                    • Who are they?
                                                                                                                                      • Verdict
                                                                                                                                        • Figure 61: Profile of Discouraged Disinterests, August 2017
                                                                                                                                      • Unaffected Youth (18%)
                                                                                                                                        • Who are they?
                                                                                                                                          • Verdict
                                                                                                                                            • Figure 62: Profile of Unaffected Youth, August 2017
                                                                                                                                          • Cluster methodology
                                                                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                                                                            • Data sources
                                                                                                                                              • Consumer survey data
                                                                                                                                                • Consumer qualitative research
                                                                                                                                                  • Marketing creative
                                                                                                                                                    • Abbreviations and terms
                                                                                                                                                      • Abbreviations
                                                                                                                                                        • Terms
                                                                                                                                                        • Appendix – Key Players

                                                                                                                                                            • Figure 63: Location adults engage in regular exercise, 2012-17
                                                                                                                                                        • Appendix – The Consumer

                                                                                                                                                            • Figure 64: Percent of food group consumer, based on daily recommended amounts, 2014
                                                                                                                                                            • Figure 65: Percent of new product launches – By high/added protein and gluten-free claims, 2006-16

                                                                                                                                                        Companies Covered

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                                                                                                                                                        Healthy Lifestyles - US - October 2017

                                                                                                                                                        US $3,995.00 (Excl.Tax)