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Managing a Healthy Lifestyle - UK - November 2018

“There are a number of obstacles in the path of holistically healthy lifestyles, with the most commonly cited barriers being lack of motivation, lack of time and expense. Encouragingly consumers are very open to guidance and advice, helping them to cut through the all the noise around health and steering them towards healthier choices.”

– Emma Clifford, Associate Director, UK Food and Drink Research

This report examines the following issues:

  • Scope for brands to back family-oriented healthy activities
  • Big opportunities for food brands to align themselves with emotional benefits
  • More information on long-term health implications can boost motivation among the younger generation

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Table of contents

  1. Overview

    • What you need to know
    • Executive Summary

        • Market factors
          • Six in 10 adults overweight or obese
            • Figure 1: Trends in body mass index (BMI), England, 1995-2016
          • Weight issues start at a young age
            • Calories are put centre stage in PHE’s new offensive on obesity
              • More than a third of UK adults are not getting enough exercise
                • The consumer
                  • Consumers are generally quite confident about their healthy habits
                    • Figure 2: Consumers’ perceptions of the healthiness of their habits, August 2018
                  • Motivation is a major stumbling block for young consumers
                    • Figure 3: Barriers to following healthy habits more often, August 2018
                  • Improving appearance is the top motivation for women and under-25s
                    • Figure 4: Incentives to lead a healthier lifestyle, August 2018
                  • People want support in making healthy choices, most would support taxing unhealthy food and drink
                    • Figure 5: Behaviours relating to healthy lifestyles, August 2018
                  • A parental duty to teach children healthy habits, tracking can boost motivation
                    • Figure 6: Attitudes towards healthy lifestyles, August 2018
                  • What we think
                  • Issues and Insights

                    • Scope for brands to back family-oriented healthy activities
                      • The facts
                        • The implications
                          • Big opportunities for food brands to align themselves with emotional benefits
                            • The facts
                              • The implications
                                • More information on long-term health implications can boost motivation among the younger generation
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • Six in 10 adults are overweight or obese
                                        • Weight issues start at a young age
                                          • Calories are put centre stage in PHE’s new offensive on obesity
                                            • More than a third of UK adults are not getting enough exercise
                                            • Market Drivers

                                              • Six in 10 adults are overweight or obese
                                                • Few people see their weight management as lacking
                                                  • Figure 7: Trends in body mass index (BMI), England, 1995-2016
                                                • Mounting pressure to combat the obesity crisis
                                                  • Few categories meet PHE’s sugar reduction targets
                                                    • Weight issues start at a young age…
                                                      • …with a long-term effect on the health of the nation
                                                        • Calories are put centre stage in PHE’s new offensive
                                                          • Steady growth in members of health and fitness clubs…
                                                            • …but more than a third of UK adults are not getting enough exercise
                                                              • The alcohol moderation trend bodes well for health
                                                              • The Consumer – What You Need to Know

                                                                • Consumers generally quite confident about their healthy habits
                                                                  • Just one in five manage healthy habits across the board
                                                                    • Motivation is a major stumbling block for young consumers
                                                                      • Lack of time is the biggest obstacle for parents of young children
                                                                        • Improving appearance is the top motivation for women and under-25s
                                                                          • Improving state of mind incentivises under-25s
                                                                            • People want support in making healthy choices
                                                                              • Overall support of taxing unhealthy food and drink
                                                                                • A parental duty to teach children healthy habits
                                                                                  • Tracking elements of health improves motivation
                                                                                  • Consumers’ Perceptions of the Healthiness of their Habits

                                                                                    • Consumers are generally quite confident about their healthy habits
                                                                                      • Just one in five have healthy habits across the board
                                                                                        • Older consumers are most likely to already do as much as they can
                                                                                            • Figure 8: Consumers’ perceptions of the healthiness of their habits, August 2018
                                                                                          • Alcohol habits is where people are healthiest
                                                                                            • Fitness is the biggest struggle for consumers
                                                                                              • Weight is also one of the biggest problem areas
                                                                                                • Financial situation and socio-economics have a major influence over healthy habits
                                                                                                    • Figure 9: Consumers perceiving their habits as healthy (net of very healthy and somewhat healthy), by financial situation, August 2018
                                                                                                  • Generational disparity in healthy habits relating to mental wellbeing
                                                                                                      • Figure 10: Consumers’ perceptions of the healthiness of their habits relating to managing their mental wellbeing, by age and gender, August 2018
                                                                                                  • Barriers to Healthy Habits

                                                                                                    • Motivation is a major stumbling block for young consumers
                                                                                                      • More information on long-term health implications can boost motivation…
                                                                                                        • …if put across in a tangible and impactful way
                                                                                                          • Figure 11: Barriers to following healthy habits more often, August 2018
                                                                                                        • Young women are most likely to feel self-conscious
                                                                                                          • Exercise can lead the way in tackling self-consciousness
                                                                                                            • Lack of time is the biggest obstacle for parents of young children
                                                                                                              • Helping consumers find time for fitness
                                                                                                                • Steering consumers towards healthier food choices
                                                                                                                • Incentives to Lead a Healthier Lifestyle

                                                                                                                  • Improving appearance is the top motivation for women and under-25s
                                                                                                                    • Role for tracking “before and after”
                                                                                                                      • Links between diet and appearance
                                                                                                                        • Vitamins and supplements link to appearances, specialist food/drink test the waters
                                                                                                                          • Figure 12: Incentives to lead a healthier lifestyle, August 2018
                                                                                                                        • Improving state of mind incentivises under-25s
                                                                                                                          • Mindfulness piques interest
                                                                                                                            • Apps aim to support mindfulness
                                                                                                                              • Physically healthy habits can also have emotional rewards
                                                                                                                                • Food and mood are seen to be interconnected
                                                                                                                                • Behaviours relating to Healthy Lifestyles

                                                                                                                                  • People want support in making healthy choices
                                                                                                                                    • Food retailers can provide more support in the healthy eating stakes
                                                                                                                                      • Figure 13: Behaviours relating to healthy lifestyles, August 2018
                                                                                                                                    • Rewards can add incentive
                                                                                                                                      • Employers can have an important role to play
                                                                                                                                        • Helping to boost activity levels
                                                                                                                                          • Supporting healthy food choices
                                                                                                                                            • Promoting emotional wellbeing will pay dividends
                                                                                                                                              • Majority of people support taxing unhealthy food and drink
                                                                                                                                                • The younger generation want to be seen as healthy
                                                                                                                                                  • Social media plays a role in projecting health successes
                                                                                                                                                  • Attitudes towards Healthy Lifestyles

                                                                                                                                                    • A parental duty to teach children healthy habits
                                                                                                                                                      • More guidance would be beneficial
                                                                                                                                                        • Scope for more family-oriented healthy activities
                                                                                                                                                          • Current examples range from activities in parks to gamified workouts
                                                                                                                                                            • Figure 14: Attitudes towards healthy lifestyles, August 2018
                                                                                                                                                          • Tracking elements of health improves motivation
                                                                                                                                                            • Few people currently electronically track their health
                                                                                                                                                            • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                                                                              • Abbreviations
                                                                                                                                                                • Consumer research methodology

                                                                                                                                                                Managing a Healthy Lifestyle - UK - November 2018

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