Table of Contents
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
Back to top