“Consumers are embracing holistic health, prioritizing actions that address both their mental and physical health needs. Healthy lifestyle behaviors traditionally reserved for physical benefits are now being used to boost mental health, underscoring the recognition that health is interconnected.

Personalized guidance and proof of results are crucial as Americans pursue a wider range of health goals and look to integrate healthful behaviors into their already busy lifestyles. Evolving health needs and lifestyle changes from the pandemic make it a prime time for brands to reposition traditional health behaviors toward new consumer motivations, specifically highlighting mental health benefits and using scientific evidence to measure and prove claims.”

– Ashley de Hechavarria, Health and Wellness Analyst

This Report looks at the following areas:

  • Americans’ perception of health and health goals
  • How consumers define a healthy lifestyle and perceptions of healthy behaviors
  • Barriers to living and maintaining a healthy lifestyle
  • General attitudes and behaviors around healthy lifestyles

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Market context
        • Executive Summary

            • Top takeaways
              • Holistic health blurs lines between physical and mental health management
                • Personalized guidance are key
                  • Bring enjoyment to healthy habits to boost motivation
                    • Market overview
                      • Figure 1: Healthy lifestyles category outlook, 2022-27
                    • Opportunities and challenges
                      • Health goals are hindered by slow progress
                        • Figure 2: Barriers to maintaining a healthy lifestyle, 2022
                      • Help consumers improve both physical and mental health simultaneously
                        • Figure 3: Health habits performed, 2022
                      • Highlight small actions that can have big returns
                        • Figure 4: Mintel global consumer data – US, 2022
                      • Support consumers in stress management
                        • Figure 5: Perceptions of a healthy lifestyle – Associations with reducing stress, 2022
                      • Key consumer insights
                      • American Perceptions of Health and Health Goals

                        • Most Americans consider themselves somewhat healthy
                          • Figure 6: Overall perception of lifestyle in terms of health
                        • Perceptions of health vary
                          • Americans are in the pursuit of health
                            • Figure 7: Current health goals, 2022
                          • Focus on groups that seek to improve their current health status
                          • Market Factors and Opportunities

                            • Rising food costs serve as a barrier for healthy eating
                              • Figure 8: Consumer Price Index (inflation), 2007-22
                            • Brands introduce strategies to help shoppers save, get secondary health benefits
                              • Figure 9: Mealtime, meal plan and recipes app , 2022
                            • Stress from economic uncertainty
                              • Figure 10: Consumer Sentiment Index, 2007-2022
                            • The pandemic evolves health needs
                              • Technology will continue to influence health management
                              • The Healthy Lifestyle Consumer – Fast Facts

                                • Americans have a holistic view of health
                                  • Women primarily manage health through nutrition, men through exercise
                                    • Consumers need help reducing stress
                                      • Slow progress and lack of motivation hinder progress
                                        • In-home lifestyles present new physical and mental health needs
                                        • Defining a Healthy Lifestyle

                                          • A healthy lifestyle consists of good physical and mental health
                                            • Figure 11: Defining a healthy lifestyle, 2022
                                          • Brand spotlight: Nike launches content series focused on mental health
                                            • Figure 12: Nike Mind Sets mental health program, 2021
                                          • Women see mental health as an important part of health
                                            • Figure 13: Defining a healthy lifestyle, by gender, 2022
                                          • Brand spotlight: Mindright aims to improve mental health with superfoods
                                            • Figure 14: Mindright, 2022
                                          • Eating a well-balanced diet becomes more important with age
                                            • Connect with younger consumers early on
                                              • Figure 15: Defining a healthy lifestyle – Eating a well-balanced diet, by age, 2022
                                            • Black consumers focus least on a well-balanced diet but may need it the most
                                              • Figure 16: Defining a healthy lifestyle – Eating a well-balanced diet, by race, 2022
                                            • Support Black health initiatives through partnerships with Black-owned farms
                                              • Figure 17: Black farmers collective, 2022
                                          • Healthy Habits and Behaviors

                                            • Consumers prioritize simple health habits
                                              • Figure 18: Health habits performed, 2022
                                            • Women focus on nutrition, men focus on exercise
                                              • Figure 19: Health habits performed, by gender, 2022
                                            • Older adults are active in trying to stay healthy
                                              • Figure 20: Health habits performed, by age, 2022
                                            • Gen Z keen on improving mental wellbeing
                                              • Figure 21: Health Habits Performed, by generation, 2022
                                            • Brand spotlight: RareEssence Aromatherapy Sleep
                                              • Figure 22: RareEssence Chamomile & Lavender Sleep 100% Pure Essential Oil Inhaler, 2022
                                          • Perceptions of Healthy Lifestyle Behaviors

                                            • Engaging in a variety of behaviors is important for a healthy lifestyle
                                              • Figure 23: Perceptions of health lifestyle behaviors, 2022
                                            • Exercising is worth the effort
                                              • Initiative spotlight: Zombies, Run! makes exercise fun through gamification
                                                • Figure 24: Zombies, Run! Instagram post, 2020
                                              • Rising cost of food challenges nutritional health
                                                • Reducing stress is difficult; give consumers guidance
                                                  • Bring back mindfulness
                                                  • Barriers to a Healthy Lifestyle

                                                    • Slow progress and lack of motivation are the top hurdles
                                                      • Figure 25: Barriers to maintaining a healthy lifestyle, 2022
                                                    • Young adults are most confused and least motivated
                                                      • Figure 26: Barriers to maintaining a healthy lifestyle, by age, 2022
                                                    • Parents feel more overwhelmed with all the steps
                                                      • Figure 27: Barriers to maintaining a healthy lifestyle, by parental status, 2022
                                                    • Brand spotlight: Campbell’s Well Yes offers health on-the-go
                                                      • Figure 28: Campbell’s Well Yes, 2021
                                                  • Attitudes and Behaviors around Healthy Lifestyles

                                                    • Over a third of consumers feel frustrated when it comes to health
                                                      • Figure 29: Attitudes and behaviors around healthy lifestyles, 2022
                                                    • Help women set realistic expectations
                                                      • Figure 30: Attitudes and behaviors around healthy lifestyles, by gender, 2022
                                                    • Evolving health to meet consumers in their homes
                                                      • Figure 31: Attitudes and behaviors around healthy lifestyles – Working from home, 2022
                                                    • Millennials are most likely to exercise for their mental health
                                                      • Figure 32: Attitudes and behaviors around healthy lifestyles, by generation, 2022
                                                  • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 33: Correspondence Analysis – Principal map – Perceptions of healthy lifestyle behaviors, 2022
                                                                • Figure 34: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, 2022
                                                                • Figure 35: Perceptions of healthy lifestyle behaviors, 2022
                                                              • Methodology

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