2020
9
UK Healthy Lifestyles Market Report 2020
2020-12-02T03:03:30+00:00
OX990124
2195
128211
[{"name":"Consumer Lifestyles","url":"https:\/\/store.mintel.com\/industries\/consumers-trends\/consumer-lifestyles"}]
Report
en_GB
“The COVID-19 pandemic has brought the true state of the nation’s health into unprecedented focus. With the majority of people still considering themselves either average or somewhat healthy, however, the…

UK Healthy Lifestyles Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Healthy Lifestyles market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has brought more attention to the continued physical and mental health issues faced by the British public. While 70% of people consider themselves to be either average or somewhat healthy, 47% report feeling worried about the impact of their weight on their health.

With COVID-19 effecting those with obesity or other long-term health conditions, new government strategies and brand attention on weight loss and improving healthy lifestyle choices are now more important than ever. With 26% of people report exercising more and 17% of adults are drinking more alcohol, the impact on health from the pandemic vary wildly, however 58% agree that the government needs to take stricter action on the obesity crisis.

The pandemic, as well as financial insecurity and job losses, have caused 38% of people to feel more anxious, compared to 31% pre-pandemic. Information on improving both energy and mood could provide opportunities for brands looking to push products targeting these two factors.

With over half of people agreeing that healthy eating is more expensive, brands will have to work to tackle that perception as consumers cut back on non-essential shopping in the post-COVID recession. Other lifestyle changes that cost money, such as gym and sport memberships, will also be effected by rising unemployment and further financial struggles.

Read on to discover more details or take a look at all of our UK Food and Foodservice market research.

Alternatively check out this similar report: UK Vitamins and Supplements.

Quickly understand

  • Health-related behaviours since COVID-19.
  • The state of the nation’s health and the amount of effort people put into staying healthy.
  • The state of mental health since COVID-19.
  • Interest in health-related behaviours in the future.
  • Behaviours and attitudes towards healthy lifestyles.
  • Health factors that consumers would like more information on.

Covered in this report

Brands: Weight Watchers, Slimming World, Coca-Cola, Change4Life, John Lewis, Hobbycraft, Cadbury, Pukka Herbs, Dr Oetker Vitalis, Lloyds Bank, H&M, The Bresh, PG Tips, Apple, Fitbit, Quaker Oats.

Expert analysis from a specialist in the field

Written by Alice Pilkington, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic has brought the true state of the nation’s health into unprecedented focus. With the majority of people still considering themselves either average or somewhat healthy, however, the new government strategy is commencing from a difficult starting point. Opportunities lie in providing mood boost ideas for an increasingly anxious nation, and creating community around healthy initiatives. With most people making a link between physical and mental health, brands and services must align with this holistic perception.

Alice Pilkington
Associate Director – Food & Drink

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Economic and other assumptions
  2. Executive Summary

    • Impact of COVID-19 on healthy lifestyles
      • Figure 1: Short, medium and long-term impact of COVID-19 on healthy lifestyles, 13 November 2020
    • The market
    • COVID-19 brings the true health of the nation into focus…
    • …and drives new government strategy
    • Considerable support for government measures, but a disconnect remains
    • COVID-19 prompts some to make exercise higher priority
    • COVID-19 sees alcohol intake increase for some
    • The consumer
    • COVID-19 hasn’t changed people’s perceptions of their health
      • Figure 2: People’s perception of their general health, 2017-20
    • ‘Everything in moderation’ continues to be majority attitude
      • Figure 3: Behaviours relating to healthy habits, by gender, September 2019 and August 2020
    • Home-based hobbies see considerable boost
      • Figure 4: Health-related behaviours since the COVID-19 outbreak, August 2020
    • COVID-19 exacerbates the anxiety crisis
      • Figure 5: State of mental health since the COVID-19 outbreak, August 2020
    • Tracking fitness sparks interest from nearly a third
      • Figure 6: Interest in health-related behaviours in the future, August 2020
    • Nearly half are more worried about impact of their weight on their health since COVID-19
      • Figure 7: Behaviours related to managing a healthy lifestyle, August 2020
    • Energy levels hold most interest, while mood is close behind
      • Figure 8: Health factors that consumers would like information on, August 2020
    • Majority believe physical health is crucial to good mental health
      • Figure 9: Attitudes towards healthy lifestyles, August 2020
  3. Issues and Insights

    • COVID-19 may provide impetus for change, but new government strategy will face considerable challenges
    • Creating healthy communities and encouraging family fitness are crucial
    • Opportunities for brands and services to align with mood boosts within anxiety epidemic
    • Physical and mental wellbeing need to be more strongly linked
  4. The Market – Key Takeaways

    • COVID-19 puts nation’s health in spotlight
    • New government strategy targets diet and physical fitness
    • Considerable support for government measures, but a disconnect remains
    • COVID-19 prompts some to make exercise higher priority
    • COVID-19 sees alcohol intake increase for some
  5. Market Drivers – Diet

    • COVID-19 brings the true health of the nation into focus…
      • Figure 10: Trends in body mass index (BMI), England, 1995-2018
    • …and drives new government strategy
    • Considerable support for government measures, but a disconnect remains
    • Sugar reduction targets see mixed success…
    • …but SDIL sees more impressive results
    • Food industry tasked with 20% calorie reduction by 2024
    • Categories struggle to meet ‘aspirational’ salt reduction targets
    • Perception that eating healthily is expensive will be barrier during recession
    • Warnings that the poorest struggle to meet nutrition guidelines
    • Marcus Rashford’s campaign draws attention to food poverty
  6. Market Drivers – Physical Fitness

    • Pre-COVID activity levels had shown signs of improvement
    • COVID-19 prompts some to make exercise higher priority
    • COVID-19 forces people to get creative to keep fit…
    • People turn to home workouts
      • Figure 11: Taking part in more home workouts as a result of the COVID-19 outbreak, 26 March-16 April 2020
    • Interest in home exercise equipment increases
    • …whilst gyms and fitness trainers move online
    • Getting fit is key element of new government strategy
    • Public transport out; walking and cycling in
  7. Market Drivers – Smoking and Alcohol Intake

    • Stoptober wants to help people ‘start breathing easier’
    • A minority were limiting alcohol intake pre-COVID-19
    • Younger demographics demonstrate more moderate approach to alcohol
    • COVID-19 sees alcohol intake increase for some
  8. Market Drivers – Mental Health

    • Research confirms there has been an “explosion” in anxiety
    • Women and younger demographics more likely to be anxious
    • Age UK research reveals effect of isolation on the elderly
  9. The Consumer – Key Takeaways

    • COVID-19 hasn’t changed people’s perceptions of their health
    • ‘Everything in moderation’ continues to be majority attitude
    • COVID-19 exacerbates the anxiety crisis
    • Nearly half are more worried about impact of their weight on their health since COVID-19
    • People would like information on improving energy levels and mood
    • Majority believe physical health is crucial to good mental health
  10. State of the Nation’s Health

    • COVID-19 hasn’t changed people’s perceptions of their health
    • 16-34s most likely to describe themselves as very healthy
      • Figure 12: People’s perception of their general health, 2017-20
    • Minority think they are unhealthy, at odds with obesity crisis
    • Few firm measures for gauging being fit or healthy
    • Government campaign faces difficult starting point
    • Household income remains a determining factor in health perceptions
  11. Amount of Effort People Put into Staying Healthy

    • Slight decline in number of people being strict with themselves
    • Achieving a perfect healthy lifestyle is contentious and complicated
      • Figure 13: Behaviours relating to healthy habits, by gender, September 2019 and August 2020
    • ‘Everything in moderation’ continues to be majority attitude
    • Growth in ‘comfort’ categories speaks to this balance, but challenges lie ahead
    • Healthy products and services should stress that they are for the average person
    • Focusing on little steps towards healthier habits is crucial
    • Avoiding public transport encouraged as way to get fitter
    • Establishing communities around healthy initiatives will be important to success
  12. Health-related Behaviours since COVID-19 Outbreak

    • Home-based hobbies see considerable boost
      • Figure 14: Health-related behaviours since the COVID-19 outbreak, August 2020
    • Brands focused on home-based activities must mirror in-store services online
    • Showcasing scope to bring people together during COVID-19 will also help hobby brands
    • Challenge for these brands is to maintain their relevance long term
  13. State of Mental Health since COVID-19 Outbreak

    • COVID-19 exacerbates the anxiety crisis
      • Figure 15: State of mental health since the COVID-19 outbreak, August 2020
    • COVID-19 prompts health and financial concerns
      • Figure 16: Concern about being exposed to coronavirus, 28 February-1 October 2020
      • Figure 17: Trends in consumer sentiment for the coming year, January 2019-October 2020
    • Limitations of nationwide lockdown will have fuelled anxiety levels further
    • More women report being anxious since COVID-19 than men, financial health linked to less anxiety
      • Figure 18: Changes in feeling anxiety since the COVID-19 outbreak, by gender, age and financial situation, August 2020
    • 16-34s are most likely to have felt less anxious
    • Offering mood boost ideas could build power of ‘feelgood’ brands
    • Food and drink and brand link-ups with relevant personalities hold potential
    • Marketing should focus on messages of resilience and moving forward
    • 28% have felt more lonely since the COVID-19 outbreak
    • Feelings of loneliness higher in younger demographics and women
    • Opportunities lie in offering connection
    • Technology can help link people with similar interests
  14. Interest in Health-related Behaviours in the Future

    • Tracking fitness sparks interest from nearly a third
      • Figure 19: Interest in health-related behaviours in the future, August 2020
    • Technology is seen by many to facilitate healthier habits…
    • …but barriers to usage remain
    • COVID-19’s spotlight on health could provide catalyst to interest in health tech
    • Interest in home-testing health kits suggests potential for link-ups
    • Fitness trackers may hold potential for spotting signs of illness that need to be tested
    • Wearable technology brands should emphasise community elements
    • A quarter interested in mindfulness techniques
    • A change in terminology could support interest
  15. Behaviours Relating to Healthy Lifestyles

    • Nearly half are more worried about impact of their weight on their health since COVID-19
      • Figure 20: Behaviours related to managing a healthy lifestyle, August 2020
    • COVID-19 has made 16-34s more worried; older demographics already aware
    • Government initiatives can offer the tools to help people change
    • Widespread confusion around healthiness of food
    • Healthy brands should push credentials to benefit from heightened concern
    • 45% of parents are more worried about their children’s physical health
    • Online platforms are key to providing family fitness content
    • Exercise can provide motivation to eat healthier
    • Tie-ups with exercise brands are a good way to go for healthy food products
  16. Health Factors that Consumers Would Like Information On

    • Energy levels hold most interest, while mood is close behind
      • Figure 21: Health factors that consumers would like information on, August 2020
    • COVID-19 has mixed effects on nation’s sleep health
    • Sleep brands should call out the benefits of feeling rested to expand their reach
    • A wide variety of products can benefit
    • Encouraging users to track energy levels can support exercise
    • Scope to link with habits supporting mood and energy
    • Outdoor brands can leverage the established link between the outdoors and mood
    • COVID-19 stimulates interest in immunity
    • Research suggests a link between gut health and the immune system
  17. Attitudes towards Healthy Lifestyles

    • Majority believe physical health is crucial to good mental health
      • Figure 22: Attitudes towards healthy lifestyles, August 2020
    • Gyms could look to providing mental health support and nutritional guidance
    • Asics utilises popularity of podcasts to highlight the role of sport in supporting mental health
    • Companies that support healthy habits seen to boost productivity by 56%
    • Long-term working-from-home trend brought about by COVID-19 creates new needs
    • Digital tracking of grocery shopping appeals to 41%
    • Supermarkets could look to Finland for inspiration
    • Strong interest in other support from the supermarkets for healthy eating
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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