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Healthy Lifestyles - Healthy Ageing - Ireland - September 2018

“The appearance of wrinkles is one of the most common signs of ageing and Irish consumers, particularly women, are turning to anti-wrinkle cream to revitalise their skin. However, as the majority of consumers agree that a lot of anti-ageing products oversell their effectiveness, ‘positive ageing’ messaging that emphasises healthy skin rather than turning back the clock will help brands to better align what their anti-ageing products can deliver with consumers’ expectations.”
– James Wilson, Research Analyst

This Report looks at the following areas:

  • Physical health – Including an examination of both diet and exercise/activities undertaken, as well as looking at motivations that lead to a healthy lifestyle. This Report places a focus on sugar when examining Irish consumers’ diets and looks at how they maintain a healthy lifestyle. 
  • Mental health – This looks at the state of positive wellbeing with respect to how consumers feel, and how they cope with how they feel. The scope of mental health, which focuses on issues consumers face later in life, includes, but is not limited to, depression, dementia, retirement and loneliness.
  • Financial health – As financial health can act as a trigger for mental health issues such as stress, this Report will examine the current state of Irish consumers’ finances, with a focus on older consumers’ finances, and the steps that they could take to improve their financial health.

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this Report
      • Executive Summary

          • Market factors
            • Irish waistlines continue to expand
              • Governments take action to tackle obesity
                • Irish consumers feeling the squeeze
                  • NI consumers feeling the stress
                    • Companies, brands and innovations
                      • The consumer
                        • Consumers think they are healthier
                          • Figure 1: Changes in perceptions of consumer health over the last 12 months, NI and RoI, June 2018
                        • Irish consumers making effort to stay healthy
                          • Figure 2: Amount of effort consumers put into staying healthy, NI and RoI, June 2018
                        • Sugar content in food and drink the main concern for Irish consumers
                          • Figure 3: Ingredients in food and drink products consumers are concerned about, NI and RoI, June 2018
                        • Escapism key to dealing with anxiety and stress
                          • Figure 4: How consumers deal with anxiety and stress, NI and RoI, June 2018
                        • Grey hair a key sign of ageing
                          • Figure 5: Signs of ageing noticed by consumers, NI and RoI, June 2018
                        • Regular exercise key to reducing signs of ageing
                          • Figure 6: Activities consumers take part in to help reduce the signs of ageing, NI and RoI, June 2018
                        • Financial preparedness important for old age
                          • Figure 7: Agreement with statements relating to healthy ageing, NI and RoI, June 2018
                        • What we think
                        • The Market – What You Need to Know

                          • Ageing population to see increased pressure on health services
                            • Obesity remains an issue for Irish consumers
                              • Personal finances coming under pressure
                                • Stress levels high in NI
                                • Market Drivers

                                  • Ireland an ageing society
                                    • Figure 8: Actual and projected population (%) for NI, by age, 2017 and 2041
                                    • Figure 9: Actual and projected population (%) for RoI, by age, 2017 and 2046
                                  • Obesity levels increase in NI
                                    • Figure 10: Obesity levels in adults aged 16+, NI, 2012/13-2016/17
                                  • Majority of RoI consumers overweight or obese
                                    • Figure 11: Body mass index, by age, RoI, 2017
                                  • Sugar taxes introduced to tackle obesity
                                    • Figure 12: New carbonated soft drinks launched making the claim ‘low/no/reduced sugar’, UK and Ireland, 2013-18
                                    • Figure 13: How consumers would change their drinking habits for fizzy drinks if a 24p/30c tax was introduced, NI and RoI, September 2017
                                  • Consultation on calorie labelling on menus
                                    • Figure 14: Frequency of visiting a restaurant (to eat in only), NI and RoI, March 2018
                                  • Exercise can help consumers age better
                                    • Figure 15: Use of weight training equipment at gyms, fitness clubs or leisure centres in the last six months, by age, June 2016
                                  • Irish consumers do not have a lot left after paying bills
                                    • Figure 16: Financial health of Irish consumers, NI, June 2017 and June 2018
                                    • Figure 17: Financial health of Irish consumers, RoI, June 2017 and June 2018
                                  • Mental health becoming a greater priority at work in UK
                                    • Figure 18: Percentage of organisations with a wellbeing strategy in place, UK (including NI), 2016 and 2018
                                  • Loneliness a major health issue
                                    • Figure 19: Breakdown of the cost of disconnected communities, NI, 2017
                                  • NI consumers among the most stressed in the UK
                                    • Figure 20: Most stressed cities, UK (including NI), 2017
                                    • Figure 21: Main causes of workplace stress, UK (including NI), 2017
                                • Companies and Brands – What You Need to Know

                                  • Fewer anti-ageing products launched in the UK and Ireland
                                    • Natural ingredient claims continue to increase
                                      • Stressed consumers provide NPD opportunities
                                      • Who’s Innovating?

                                          • HomeShare service matches lonely older people with younger consumers struggling to find affordable housing
                                            • Smart footwear can detect falls
                                              • Robotic friends for seniors
                                                • Brands fortifying products with vitamins and minerals for the over-55s
                                                  • Figure 22: New food and drinks fortified with vitamins and minerals targeting over-55s launched in the UK and Ireland, 2013-18
                                                • Dairy and breakfast categories driving fortified NPD
                                                  • Figure 23: New food and drinks fortified with vitamins and minerals targeting over-55s launched in the UK and Ireland, 2017
                                                • Fewer anti-ageing beauty products being launched
                                                  • Figure 24: Anti-ageing beauty and personal care products launched, UK and Ireland, 2013-18
                                                • Facial products dominate anti-ageing beauty products
                                                  • Figure 25: Anti-ageing beauty and personal care products launched, by sub-category, UK and Ireland, 2017
                                                • Beauty brands look to help consumers de-stress
                                                • The Consumer – What You Need to Know

                                                  • Consumers see further improvements in their health
                                                    • Irish consumers still worried about sugar
                                                      • Skin a key sign of ageing
                                                        • Consumers think anti-ageing products oversell their effectiveness
                                                        • State of the Nation’s Health

                                                            • Irish consumers think their health has improved
                                                              • Figure 26: Changes in perceptions of consumer health over the last 12 months, NI and RoI, June 2018
                                                            • Men more likely to view their health as unchanged
                                                              • Figure 27: Consumers who consider their health to be the same compared to 12 months ago, by gender, NI and RoI, June 2018
                                                            • Affluent consumers more likely to think their health has improved
                                                              • Figure 28: Consumers who consider themselves to be somewhat healthier compared to 12 months ago, by social class, NI and RoI, June 2018
                                                          • Effort Put into Staying Healthy

                                                              • RoI consumers follow healthy habits most of the time
                                                                • Figure 29: Amount of effort consumers put into staying healthy, NI and RoI, June 2018
                                                              • Women go through phases of good and bad habits
                                                                • Figure 30: Consumers who go through phases of being healthy and getting into bad habits (eg not exercising, eating a poor diet), by gender and age, NI and RoI, June 2018
                                                              • Boomers following healthy habits
                                                                • Figure 31: Consumers who follow healthy habits most of the time, by age, NI and RoI, June 2018
                                                            • Concerns about Ingredients in Food and Drink

                                                                • Sugar remains the main ingredient that Irish consumers are worried about
                                                                  • Figure 32: Ingredients in food and drink products consumers are concerned about, NI and RoI, June 2018
                                                                • Fats a concern for older consumers
                                                                  • Figure 33: Consumers who are concerned about saturated fat and the overall fat content of food and drink products, by age, NI, June 2018
                                                                  • Figure 34: Consumers who are concerned about saturated fat and the overall fat content of food and drink products, by age, RoI, June 2018
                                                                • Carbs a concern for heavy internet users
                                                                  • Figure 35: Consumers who are concerned about carbohydrates within food and drink products, by daily internet usage, NI and RoI, June 2018
                                                                • Women most concerned about sugar
                                                                  • Figure 36: Consumers who are concerned about sugar within food and drink products, by gender, NI and RoI, June 2018
                                                              • Dealing with Anxiety and Stress

                                                                  • Irish consumers using escapism to deal with anxiety and stress
                                                                    • Figure 37: How consumers deal with anxiety and stress, NI and RoI, June 2018
                                                                  • Affluent consumers using physical activity to relieve stress
                                                                    • Figure 38: Consumers who exercise or play sport when dealing with anxiety and stress, by social class, NI and RoI, June 2018
                                                                  • Comfort food appeals to stressed parents
                                                                    • Figure 39: Consumers who eat comfort food when dealing with anxiety and stress, by presence of children in the household, NI and RoI, June 2018
                                                                  • Women using TV to cope with anxiety and stress
                                                                    • Figure 40: Consumers who watch TV when dealing with anxiety and stress, by gender, NI and RoI, June 2018
                                                                • Signs of Ageing

                                                                    • Greying hair the most noticeable sign of ageing
                                                                      • Figure 41: Signs of ageing noticed by consumers, NI and RoI, June 2018
                                                                    • Time spent online linked to lack of energy
                                                                      • Figure 42: Consumers who have noticed a lack of energy as a sign of ageing, by daily internet usage, NI and RoI, June 2018
                                                                    • Immobility tied to age
                                                                      • Figure 43: Consumers who have noticed reduced mobility as a sign of ageing, by age, NI and RoI, June 2018
                                                                    • Baldness a key sign of ageing for men
                                                                      • Figure 44: Consumers who have noticed hair loss as a sign of ageing, by gender, NI and RoI, June 2018
                                                                  • Reducing the Signs of Ageing

                                                                      • Consumers exercising to tackle signs of ageing
                                                                        • Figure 45: Activities consumers take part in to help reduce the signs of ageing, NI and RoI, June 2018
                                                                      • Boomers seeking regular health check-ups
                                                                        • Figure 46: Consumers who seek regular health check-ups to help reduce the signs of ageing, by social class, NI and RoI, June 2018
                                                                      • Time spent online linked to sleep
                                                                        • Figure 47: Consumers who think getting plenty of sleep (8 hours per night) will help reduce the signs of ageing, by daily internet usage, NI and RoI, June 2018
                                                                      • Anti-wrinkle cream mainly used by women
                                                                        • Figure 48: Consumers who use anti-wrinkle creams/other beauty treatments to help reduce the signs of ageing, by gender and age, NI and RoI, June 2018
                                                                      • Affluent consumers exercising regularly to reduce signs of ageing
                                                                        • Figure 49: Consumers who regularly exercise to help reduce the signs of ageing, by social class, NI and RoI, June 2018
                                                                    • Attitudes towards Healthy Ageing

                                                                        • Financial preparation important for later life
                                                                          • Figure 50: Agreement with statements relating to healthy ageing, NI and RoI, June 2018
                                                                        • Financial planning important to ABC1s
                                                                          • Figure 51: Agreement with the statement ‘It is important for people to be financially prepared for later life (ie health expenses, funeral costs)’, by social class, NI and RoI, June 2018
                                                                        • Pollution is a concern for Millennials
                                                                          • Figure 52: Agreement with the statement ‘Climate change/pollution will be a greater health issue when I am older’, by age, NI and RoI, June 2018
                                                                        • Affluent consumers wary about anti-ageing claims
                                                                          • Figure 53: Agreement with the statement ‘A lot of anti-ageing products oversell their effectiveness’, by gross annual household income, NI, June 2018
                                                                          • Figure 54: Agreement with the statement ‘A lot of anti-ageing products oversell their effectiveness’, by gross annual household income, RoI, June 2018
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Data sources
                                                                          • Generational cohort definitions
                                                                            • Abbreviations

                                                                            Healthy Lifestyles - Healthy Ageing - Ireland - September 2018

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