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US Healthy Lifestyles Consumer Report

Everything you need to make the right decisions

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

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

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 weightrelated 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.

Definition

This Report details how consumers perceive their overall lifestyle health, how strict they are with their health habits, what factors are associated with a healthy lifestyle, interest in diet and exercise trends, and attitudes toward personal health and healthy living, in general.

Expert analysis from a specialist in the field

Written by Gina Cavato, a leading analyst in the Lifestyles & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • The elastic view of health
              • Figure 1: Perception of lifestyle in terms of health, July 2015-August 2018
            • Holistic wellness
              • Figure 2: Top activities to stay healthy – Ranked, August 2018
            • Progress is important
              • Figure 3: Obstacles to maintaining a healthy lifestyle, August 2018
            • Free advice may not be worth the cost
              • Figure 4: Sources of health/wellness information - Net any online, August 2018
            • The opportunities
              • The Worried Well look to optimize
                • Figure 5: Worried well demographic indices, August 2018
              • Send good vibes
                • Figure 6: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
              • Nobody owns the feeling of healthy diet
                • Figure 7: Attitudes toward exercise and eating healthy food, August 2018
              • What it means
              • The Market – What You Need to Know

                • Obesity rates continue to rise
                  • There’s opportunity to improve health
                    • Wearables attract the youth, but have value for others
                      • Wellness is the name of the game
                        • Info has gone digital
                        • Market Factors

                          • Health more top-of-mind for an aging population
                            • Figure 8: Share of US population, by age, 2000-40
                          • The obesity epidemic underscores the need for a healthy lifestyle
                            • Figure 9: Trends in obesity prevalence among adults aged 20 and over (age adjusted), 1999-2000 through 2015-16
                          • Most Americans don’t feel in control of their weight
                            • Figure 10: Perceptions of weight control, by age, April 2017- June 2018
                          • Healthy DPI encourages healthy lifestyles
                            • Figure 11: Disposable personal income change from previous period, January 2007-August 2018
                          • Widespread health insurance improves access to healthy lifestyles
                            • Figure 12: Percentage of Americans with health insurance, 2013, 2016-17
                          • Wellness checkups remain above pre-ACA levels
                            • Figure 13: Share who get regular medical checkups, 2008-18
                          • Most Americans struggle with sleep
                            • Figure 14: Sleep self-assessment, December 2016
                        • Market Perspective

                          • Americans are making an effort to exercise regularly
                            • Figure 15: Share who exercise regularly, 2008-18
                          • Younger Americans more interested in clean eating claims
                            • Figure 16: Important healthy snack attributes, by age, May 2018
                          • “Wellness” waxing
                            • Health monitoring tech most prevalent among under-45s
                              • Figure 17: Use of tech to track health, by age, April 2017-June 2018
                              • Figure 18: Wearables ownership and interest, October 2017
                            • Oz has his flaws
                              • Figure 19: Perceptions of news source/media as source of health information, by age, October 2017
                          • Key Trends – What You Need to Know

                            • Health is a global concern
                              • Plants and pills for better living
                                • Tech spreading within wellness
                                  • Temptation, frustration leads to de-motivation
                                    • Health is truly a lifestyle
                                      • Healthcare everywhere
                                        • The new cell data
                                        • What’s Happening?

                                          • Health is a global trend
                                            • Let’s talk about wellness
                                              • Figure 20: Universe count for online mentions of “wellness,” September 2008-18
                                              • Figure 21: Sentiment topics for “wellness” mentions, September 2017-18
                                            • Health is about the whole, and “natural” means health
                                              • Figure 22: Incidence of “natural” claims on select new healthcare product categories, 2015-18
                                              • Figure 23: Incidence of “natural” claims on select new household product categories, 2015-18
                                              • Figure 24: Better Homes & Gardens Aromatherapy 100% Pure Essential Oils, September 2018
                                              • Figure 25: Incidence of “natural” and “free-from” claims on new dessert and ice cream products, 2015-18
                                              • Figure 26: Halo Top ice cream/dairy desserts, 2018
                                            • Fast food meat alternatives expanding fast
                                              • Apple getting serious about wearable health tech
                                                • Supplements are strong, despite doubt
                                                  • Self-care app-eal skyrocketing
                                                  • What’s Struggling?

                                                    • Temptation challenges motivation
                                                      • Figure 27: Five-year sales growth estimates/forecast, select categories, 2012-17 and 2017-22
                                                    • Curated images conflict with unfiltered reality
                                                      • Figure 28: Post volume from Instagram fitness accounts, September 2015-18
                                                    • Not getting the right guidance
                                                    • What’s Next?

                                                      • Remote health control
                                                        • Amazon’s up to something
                                                          • Wider wider-body acceptance
                                                            • Bespoke genetic treatment
                                                              • Movable mindfulness
                                                                • Artisanry can be a competitor
                                                                  • Figure 29: Interest in home artisanry, July 2018
                                                              • The Consumer – What You Need to Know

                                                                • Young women have the most negative lifestyle self-assessment
                                                                  • The Worried Well are open to improvements
                                                                    • Quick solutions stand in for ideal activities
                                                                      • Encouragement is key to improving one’s lifestyle
                                                                        • Information free-for-all
                                                                          • Women avoid interpersonal health discussions
                                                                            • Exercise is an emotional journey, while healthy eating is a chore
                                                                            • Perceptions of Lifestyle and Health Goals

                                                                              • Most Americans see their lifestyle as at least somewhat healthy
                                                                                • Figure 30: Perception of lifestyle in terms of health, July 2015-August 2018
                                                                              • Young women have the dimmest view of their lifestyle
                                                                                • Figure 31: Perception of lifestyle in terms of health, by gender and age, August
                                                                              • Americans’ lifestyles are as healthy as their bank accounts
                                                                                • Figure 32: Perception of lifestyle in terms of health, by household income, August 2018
                                                                              • Always striving for success
                                                                                • Figure 33: Current health goals, August 2018
                                                                              • Youth tries to attain, age strives to maintain
                                                                                • Figure 34: Current health goals, by age, August 2018
                                                                              • Health goals correlate to income
                                                                                • Figure 35: Current health goals, by household income, August 2018
                                                                              • Success sparks motivation
                                                                                • Get to know the Worried Well
                                                                                  • Figure 36: Health goals, by perception of lifestyle in terms of health, August 2018
                                                                                  • Figure 37: Worried Well demographic indices, August 2018
                                                                                  • Figure 38: Top activities to stay healthy – Net any rank, by Worried Well and very healthy lifestyle, August 2018
                                                                                • Non-Whites are more ambitious about their health goals
                                                                                  • Figure 39: Current health goals, by race/Hispanic origin, August 2018
                                                                                  • Figure 40: Top perceived activities of a healthy person – Net any rank, by race and Hispanic origin, August 2018
                                                                              • Healthy Lifestyle Habits

                                                                                • Despite a focus on health basics, Americans need help
                                                                                    • Figure 41: Top activities to stay healthy – Ranked, August 2018
                                                                                  • Does emphasis on exercise lead to overstating activity levels?
                                                                                    • Women and lower incomes exercise less frequently
                                                                                      • Figure 42: Exercise frequency, by gender and age and household income, September 2018
                                                                                    • Very healthy people keep vigil
                                                                                      • Figure 43: Top activities to stay healthy – Net any rank, by very healthy lifestyle, August 2018
                                                                                    • Young women exercise to be whole, young men to get “swole”
                                                                                      • Figure 44: Desired benefits of exercise, by age and gender, September 2018
                                                                                    • Trackers have most interest among younger generations, parents
                                                                                      • Figure 45: Top activities to stay healthy – Net any rank (tracking), by key demographics, August 2018
                                                                                    • Calling Doc Tracy
                                                                                      • Figure 46: Actions done to stay healthy, any selected, by generation, August 2018
                                                                                    • Worried Well, M.D.
                                                                                      • Figure 47: Health monitoring habits, by Worried Well and very healthy lifestyle, August 2018
                                                                                    • The fantasy of the “healthy person”
                                                                                        • Figure 48: Top activities to stay healthy vs top habits of a healthy person – Net any rank, August 2018
                                                                                    • Obstacles to Healthy Living

                                                                                      • Roadblocks to a healthy lifestyle mainly come from within
                                                                                        • Figure 49: Obstacles to maintaining a healthy lifestyle, August 2018
                                                                                      • With age (or success), comes clarity
                                                                                        • Figure 50: Incidence of “None of the above” for obstacles, by age, August 2018
                                                                                      • All obstacles are magnified for the unhealthy
                                                                                        • Figure 51: Obstacles to maintaining a healthy lifestyle, by not very healthy vs all, August 2018
                                                                                      • Obstacles seem less daunting with improved health
                                                                                        • Figure 52: Obstacles to maintaining a healthy lifestyle, by perceptions of lifestyle health, August 2018
                                                                                      • Parents are overwhelmed
                                                                                        • Figure 53: Obstacles to maintaining a healthy lifestyle, by parent status, August 2018
                                                                                      • The loneliness of the Worried Well
                                                                                        • Figure 54: Obstacles to maintaining a healthy lifestyle, Worried Well vs all, August 2018
                                                                                    • Health/Wellness Information Sources

                                                                                      • Consumers are better reached pre-doctor’s visit
                                                                                        • Figure 55: Sources of medical/medication information, by topic, August 2018
                                                                                      • Dieters and exercisers suffer information overload
                                                                                        • Figure 56: Sources of diet/exercise information, by topic, August 2018
                                                                                      • Better health through disconnecting
                                                                                        • Figure 57: Sources of social/emotional health information, by topic, August 2018
                                                                                      • Women shy away from in-person conversations about diet and exercise
                                                                                        • Figure 58: Sources of health/wellness information – Diet and exercise, by gender, August 2018
                                                                                      • People look for authority, not authoritarians
                                                                                        • Figure 59: Correspondence analysis – Symmetrical map – Health topics and information sources, August 2018
                                                                                        • Figure 60: Sources of health/wellness information – Net any online, August 2018
                                                                                      • The Worried Well’s information sphere
                                                                                        • Figure 61: Sources of health/wellness information – Any topic, by Worried Well vs all, August 2018
                                                                                        • Figure 62: Sources of health/wellness information, Net any online – Any topic, by Worried Well vs all, August 2018
                                                                                        • Figure 63: Medical professionals as health/wellness information sources, by Worried Well vs all, August 2018
                                                                                    • Impressions of Healthy Behavior

                                                                                      • A good diet is expensive, but worth the cost
                                                                                        • Figure 64: Perceptions of eating healthy food, by household income, August 2018
                                                                                        • Figure 65: Perceptions of eating healthy food, by age and gender, August 2018
                                                                                      • Replacement can start the path to healthy eating
                                                                                        • Figure 66: Barriers to health and wellbeing improvement, by rank, March 2018
                                                                                      • Do people like “exercise” or exercising?
                                                                                        • Figure 67: Attitudes toward exercise, August 2018
                                                                                        • Figure 68: Perceptions of exercising, by females and age, August 2018
                                                                                      • Calories in, or calories out?
                                                                                        • Figure 69: Attitudes toward exercise and eating healthy food, August 2018
                                                                                        • Figure 70: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
                                                                                      • Stressing stress relief
                                                                                        • Figure 71: Perceptions of stress reduction – Ease and frustration, by age, August 2018
                                                                                    • Appendix – Data Sources and Abbreviations

                                                                                      • Data sources
                                                                                        • Consumer survey data
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                              • Appendix – The Market

                                                                                                  • Figure 72: Share of adults who exercise regularly and get medical checkups, 2008-18
                                                                                                  • Figure 73: Perceptions of weight control, by age group, April 2017-June 2018
                                                                                                  • Figure 74: Use of tech to track health, by age group, April 2017-June 2018