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Taking Care of Yourself - Summer Edition - UK - August 2009

Over the years, Mintel has conducted a large amount of research on health and diet issues: everything from healthy eating to exercise to smoking cessation aids. Research has always focused on consumer attitudes and intentions. However, intentions do not always translate into actions. Therefore, Mintel commissioned a tracking study, following a group of respondents who had expressed a desire to lose weight, get fit, eat more healthily, cut down on alcohol or quit smoking.

This report is the follow-up to Taking Care of Yourself – Winter Edition, published in February 2009.

The purpose of the research was to see how attitudes towards health and fitness evolved in the early months of 2009. How did intentions translate into actions, and what were the key triggers to motivation and temptation? In short, why did some people succeed, and others fail?

Central themes include:

  • Attitudes towards healthy and healthy lifestyles

  • Eating habits

  • Attitudes towards weight and obesity

  • Motivations for New Year’s resolutions

  • Sources of temptation

  • Sources of encouragement

  • Preferred exercise regimes

  • Attitudes towards retailers and advertising.

Methodogoly

This is first time that Mintel has ever commissioned a tracking study. Further, this is the first project to use three separate methodologies for primary research. These were:

  • an online quantitative survey in two waves

  • a live, consumer-led mobile phone quantitative survey

  • an asynchronous online discussion group.

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Table of contents

  1. Issues in the Market

    • Main issues and themes
      • Methodology
        • Online quantitative survey – Wave 1
          • Live, consumer-led mobile phone quantitative survey
            • Asynchronous online discussion group
              • Online quantitative survey – Wave 2
                • Abbreviations
                • Future Opportunities

                  • People want to share
                    • Looking for a whole new me
                    • Market in Brief

                      • Some improvements needed
                        • Do people understand the issues?
                          • Key targets for New Year’s resolutions
                            • What did they do?
                              • Withstanding temptation
                                • Consumer involvement
                                  • Going forward
                                  • Setting the Scene –Environment for Health and Fitness

                                    • Key points
                                      • Obesity – a major cause for concern
                                        • Figure 1: Body mass index segments, 2006-08
                                        • Figure 2: Self-descriptions of weight, May 2009
                                      • But ignorance is not bliss
                                        • Figure 3: Attitudes towards diet, by BMI, 2008
                                      • Fitness – moving in the right direction
                                        • Figure 4: Agreement with lifestyle statements, 2003-08
                                      • Sports and exercise – plenty of choice
                                        • Figure 5: Sports/activities played or taken part in regularly, 2003-08
                                      • The decline but not the demise of cigarette smoking
                                        • Figure 6: Cigarette smoking, 2003-08
                                      • Alcohol consumption
                                        • Figure 7: Alcoholic drink consumption, 2003-08
                                    • Attitudes towards Health and Healthy Lifestyles

                                      • Key points
                                        • Attitudes towards health as part of lifestyle
                                          • Figure 8: Attitudes towards health, May 2009
                                        • How attitudes square with eating habits
                                          • Figure 9: Eating habits, May 2009
                                        • Taking responsibility
                                          • What’s most important in life
                                            • Figure 10: Priorities in life, May 2009
                                          • How priorities vary
                                            • Women rate healthy lifestyle in their top five
                                              • Figure 11: Top five priorities in life, by gender, May 2009
                                            • Over-55s key targets to market on health
                                              • Figure 12: Top five priorities in life, by age group, May 2009
                                              • Figure 13: Priority given to a healthy lifestyle, by age group, May 2009
                                            • Lifestyle: Attitudes and Behaviour
                                              • Figure 14: Priorities in life – lifestyle groups, May 2009
                                            • Group 1: Social Life and Status
                                              • Group 2: Long Term Security
                                                • Group 3: Work/Life Balance
                                                  • Group 4: Basic Needs
                                                    • Fitting health around work and life
                                                      • Figure 15: Attitudes towards health among lifestyle groups, May 2009
                                                    • Influences on diet
                                                      • Figure 16: Eating habits among lifestyle groups, May 2009
                                                  • New Year’s Resolutions – Who Did What?

                                                    • Key points
                                                      • Do we really need New Year’s resolutions?
                                                        • Figure 17: Attitudes towards New Year’s resolutions, May 2009
                                                      • Thinking back to December
                                                        • Figure 18: New year’s resolutions made this year, May 2009
                                                      • Who are the keenest?
                                                        • Did I really say that?
                                                          • Figure 19: New year’s resolutions planned – pre- and post-Christmas, December 2008 and May 2009
                                                        • Attitude is all
                                                          • Figure 20: Resolutions undertaken, by attitudes towards New Year’s resolutions, May 2009
                                                        • A resolution can help but…
                                                          • Figure 21: Resolutions stuck with, by attitudes towards New Year’s resolutions, May 2009
                                                        • The lifestyle groups and their resolutions
                                                          • Figure 22: Lifestyle groups, by planned resolutions, May 2009
                                                        • What about the group who made no resolutions?
                                                          • Figure 23: Activities undertaken in the New Year despite not having made a New Year’s resolution, May 2009
                                                        • Think positive
                                                          • Figure 24: Activities undertaken in the New Year despite not having made a New Year’s resolution, by attitudes towards New Year’s resolutions, May 2009
                                                        • Motivators
                                                        • New Year’s Resolutions – Getting and Staying There

                                                          • Key points
                                                            • Exercise – the plan
                                                              • Figure 25: Types of exercise planned, December 2008
                                                            • Exercise – the reality
                                                              • Figure 26: Types of exercise undertaken, May 2009
                                                            • Options are widening
                                                              • Changing eating habits – the plan
                                                                • Figure 27: Changes to diet planned, December 2008
                                                              • Changing eating habits – the reality
                                                                • Figure 28: Changes to diet undertaken, May 2009
                                                              • Smoking – a final farewell?
                                                                • Tools and temptations
                                                                  • Incentives
                                                                    • Keep on going
                                                                      • Figure 29: Duration of exercise resolution, May 2009
                                                                      • Figure 30: Duration of diet resolution, May 2009
                                                                  • Temptation: Giving In and Overcoming

                                                                    • Key points
                                                                      • A brief introduction
                                                                        • Figure 31: Participants & responses in mobile phone tracking study, January 2009
                                                                      • The resolute – how do they do it
                                                                        • Figure 32: Sources of encouragement, January 2009
                                                                      • The tempted – moments of weakness
                                                                        • The danger zones
                                                                          • Figure 33: Places of temptation, January 2009
                                                                        • – in the home
                                                                          • – nights out and about
                                                                            • – at work
                                                                              • – anywhere and everywhere
                                                                                • – the lure of retail and promotion
                                                                                  • – stressed and pressured
                                                                                    • Yielding to temptation
                                                                                      • Figure 34: Breaking resolution or not, January 2009
                                                                                    • Getting back on track
                                                                                      • Figure 35: Effect on resolution, January 2009
                                                                                    • Cheating and treating
                                                                                      • Reinforcing resolve
                                                                                        • Figure 36: Resistance to temptation, January 2009
                                                                                    • Sources of Support and Encouragement

                                                                                      • Key points
                                                                                        • Friends and family
                                                                                          • Implications
                                                                                            • Letting people know
                                                                                              • Implications
                                                                                                • And a wider network…doing it together
                                                                                                  • Implications
                                                                                                    • Useful tips
                                                                                                      • Implications
                                                                                                        • How to shop safely
                                                                                                          • Implications
                                                                                                            • A more systematic approach
                                                                                                              • Implications
                                                                                                                • A fun night in!
                                                                                                                  • Implications
                                                                                                                    • Short-term financial difficulties
                                                                                                                      • The potential impact of recession
                                                                                                                        • Implications
                                                                                                                          • Smoking – missed opportunities?
                                                                                                                            • Implications
                                                                                                                              • Change needed in catering?
                                                                                                                                • Implications
                                                                                                                                  • The positive power of advertising
                                                                                                                                    • Implications
                                                                                                                                      • But promotion may strain credibility
                                                                                                                                        • Exercise DVDs have their fans
                                                                                                                                          • Implications
                                                                                                                                            • Media content – the good and the bad
                                                                                                                                              • Implications
                                                                                                                                              • The Future

                                                                                                                                                • A favourable background
                                                                                                                                                  • Onward and upward
                                                                                                                                                    • Another spur to success
                                                                                                                                                      • Potential long term impact…
                                                                                                                                                      • Appendix

                                                                                                                                                        • Attitudes towards health & healthy lifestyles
                                                                                                                                                          • Figure 37: Attitudes towards health, by demographics, May 2009
                                                                                                                                                          • Figure 38: Further attitudes towards health, by demographics, May 2009
                                                                                                                                                          • Figure 39: Eating habits, by demographics, May 2009
                                                                                                                                                          • Figure 40: Further eating habits, by demographics, May 2009
                                                                                                                                                          • Figure 41: Priorities in life, by age group, May 2009
                                                                                                                                                          • Figure 42: Lifestyle groups, by demographics, May 2009
                                                                                                                                                          • Figure 43: Priorities in life – lifestyle group, by composition, May 2009
                                                                                                                                                        • New Year’s resolutions – who did what?
                                                                                                                                                          • Figure 44: Lifestyle groups, by resolutions realised, May 2009
                                                                                                                                                        • Temptation: Giving in and overcoming
                                                                                                                                                          • Text script for those who type in ‘bad’
                                                                                                                                                            • Text script for those who type in ‘good’

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                            • British Market Research Bureau (BMRB)
                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                            • Co-operative Group
                                                                                                                                                            • Daily Express
                                                                                                                                                            • Daily Mail
                                                                                                                                                            • Daily Star (The)
                                                                                                                                                            • Department of Health
                                                                                                                                                            • Fitness First Plc
                                                                                                                                                            • J. Sainsbury
                                                                                                                                                            • JD Wetherspoon
                                                                                                                                                            • Lidl (UK)
                                                                                                                                                            • Marks & Spencer
                                                                                                                                                            • Pret A Manger
                                                                                                                                                            • Tesco Plc
                                                                                                                                                            • The Sun
                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                            • Waitrose
                                                                                                                                                            • Wm Morrison Supermarkets

                                                                                                                                                            Taking Care of Yourself - Summer Edition - UK - August 2009

                                                                                                                                                            £1,695.00 (Excl.Tax)