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Healthy Lifestyles - UK - January 2013

INTRODUCTION
Methodology
Abbreviations
EXECUTIVE SUMMARY
Adult obesity rate on the rise
Figure 1: Trends in Body Mass Index (BMI), England, 2000-10
Regular exercise is the top method of staying healthy
Figure 2: Factors important for a healthy lifestyle, November 2012
Modern lifestyles don’t lend themselves to healthy habits
Figure 3: Habits related to health, by factors important to healthy lifestyle, November 2012
Nearly eight in ten adults put some effort into their health
Figure 4: How much effort people put into being healthy, November 2012
Internet sources are gaining ground in the health field
Figure 5: Online activities related to staying healthy done in the past 12 months, November 2012
What we think
ISSUES IN THE MARKET
How are motivations for staying healthy influenced by lifestage?
Do people put into practice what know they should do in order to maintain their health?
How does work/life balance rank against having a fulfilling career?
What role will the internet play in the future health field?
TREND APPLICATION
Trend: Help Me Help Myself
Trend: Life Hacking
2015 Trend: Brand Intervention
DEMOGRAPHIC OVERVIEW
Key points
Trends in the UK population age structure
Figure 6: Trends in the age structure of the UK population, 2007-17
Trends in life expectancy
Figure 7: Trends in disability-free life expectancy, by gender, 2000-10
Adult obesity rate
Figure 8: Trends in Body Mass Index (BMI), England, 2000-10
Trends in cigarette smoking
Figure 9: Trends in cigarette smoking, by gender, 1970-2010
Trends in alcohol consumption
Figure 10: Trends in estimated alcohol consumption on heaviest drinking day in the last week in England, 2000-10
Trends in fruit and vegetable consumption
Figure 11: Trends in fruit and vegetable consumption, England, 2001-10
Decreased focus on health
Figure 12: Agreement with diet/healthy lifestyle statements, 2007-12
FACTORS IMPORTANT FOR A HEALTHY LIFESTYLE
Key points
Exercise is the main stronghold for the health-conscious
Figure 13: Factors important for a healthy lifestyle, November 2012
Peer pressure is strong amongst young adults
Figure 14: Factors important for a healthy lifestyle, by age, November 2012
Rising food prices contribute to income squeeze
Figure 15: Factors important for a healthy lifestyle, by household income, November 2012
Lower-income households make more compromises
Figure 16: Grocery shopping habits, by household income, October 2012
HEALTHY HABITS
Key points
Awareness about healthy nutrition is becoming entrenched
Figure 17: Habits related to health, November 2012
Parents have less time to pay attention to their diets
Figure 18: Weekly habits related to health, by presence of children, November 2012
Knowing what’s healthy doesn’t always translate into action
Figure 19: Habits related to health, by factors important to healthy lifestyle, November 2012
Older adults more mindful of what they eat
Figure 20: Habits related to health, by age, November 2012
Frequency of alcohol consumption increases with household income
Figure 21: Weekly consumption of alcohol, by household income and socio-economic group, November 2012
WELLBEING INDICATORS
Key points
Connections with family and friends are prioritised
Figure 22: Factors important for personal wellbeing, November 2012
Family cushions young adults from shocks
Money doesn’t always make people happy
Figure 23: Factors important for personal wellbeing, by gender, November 2012
HOW MUCH EFFORT GOES INTO STAYING HEALTHY?
Key points
Estimated 12.4 million UK adults don’t put much effort into their health
Figure 24: How much effort people put into being healthy, November 2012
Figure 25: Examples of product scans in the Fooducate app interface, December 2012
Financial health has a bearing on health improvement
Figure 26: How much effort people put into being healthy, by financial situation, November 2012
Women equate health with what they eat
Figure 27: Things people have done over the past year to be healthier, November 2012
Figure 28: Kellogg’s Special K Peach & Apricot Cornflakes ‘Love Your Jeans Again’ campaign, launched in February 2010
Figure 29: Bread For Women by The Food Doctor, launched in April 2008
Youngsters go to the gym to feel healthier
Halo effect disguises bad habits
Figure 30: Weekly habits related to health, by the level of effort put into being healthy, November 2012
Path of less resistance towards better health
Figure 31: Top six things people have done to stay healthy, by the level of effort put into being healthy, November 2012
MOTIVATIONS FOR LEADING A HEALTHY LIFESTYLE
Key points
Healthy motivations vary with lifestage
Figure 32: Motivations for leading a healthy lifestyle, November 2012
Maintaining attractiveness boosts the ego
Figure 33: Motivations for leading a healthy lifestyle, by gender, November 2012
Lifestage dictates how motivated people are to be healthy
Figure 34: Number of motivations for leading a healthy lifestyle, November 2012
Parents of 5-9-year-olds set strict healthy standards
Figure 35: Things that people have done to stay healthy, by motivations to stay healthy, November 2012
ONLINE ACTIVITIES RELATED TO STAYING HEALTHY
Key points
Over six in ten adults engage in health-related online activities
Figure 36: Online activities related to staying healthy done in the past 12 months, November 2012
Women are better informed about their nutrition
Figure 37: Online activities related to staying healthy done in the past 12 months, by gender, November 2012
Over seven in ten youngsters go online for health-related purposes
Being smart about health
Figure 38: Online activities related to staying healthy done in the past 12 months, by smartphone ownership, November 2012
HEALTHY TYPOLOGIES
Key points
Figure 39: Healthy typologies, November 2012
Living in the Moment (41%)
Who are they?
Health Driven (37%)
Who are they?
Healthy Allure (22%)
Who are they?
APPENDIX – FACTORS IMPORTANT FOR A HEALTHY LIFESTYLE
Figure 40: Most popular factors important for a healthy lifestyle, by demographics, November 2012
Figure 41: Next most popular factors important for a healthy lifestyle, by demographics, November 2012
Figure 42: Healthy habits, by most popular factors important for a healthy lifestyle, November 2012
Figure 43: Healthy habits, by next most popular factors important for a healthy lifestyle, November 2012
Figure 44: How much effort people put into staying healthy, by most popular factors important for a healthy lifestyle, November 2012
Figure 45: How much effort people put into staying healthy, by next most popular factors important for a healthy lifestyle, November 2012
Figure 46: How much effort people put into staying healthy, by factors important for a healthy lifestyle, November 2012
APPENDIX – HEALTHY HABITS
Figure 47: How often people eat plenty of fruit and veg, by demographics, November 2012
Figure 48: How often people take time to relax and unwind, by demographics, November 2012
Figure 49: How often people watch what they eat closely, by demographics, November 2012
Figure 50: How often people spend time on hobbies, by demographics, November 2012
Figure 51: How often people smoke cigarettes, by demographics, November 2012
Figure 52: How often people exercise, by demographics, November 2012
Figure 53: How often people eat junk food, by demographics, November 2012
Figure 54: How often people skip meals, by demographics, November 2012
Figure 55: How often people work long hours, by demographics, November 2012
Figure 56: How often people drink alcohol, by demographics, November 2012
Figure 57: How often people play sports, by demographics, November 2012
APPENDIX – WELLBEING INDICATORS
Figure 58: Most popular factors important for wellbeing, by demographics, November 2012
Figure 59: Next most popular factors important for wellbeing, by demographics, November 2012
APPENDIX – HOW MUCH EFFORT GOES INTO STAYING HEALTHY?
Figure 60: How much effort people put into staying healthy, by demographics, November 2012
Figure 61: How much effort people put into staying healthy, by demographics, November 2012
Figure 62: How much effort people put into staying healthy, by demographics, November 2012 (continued)
Figure 63: Factors important for a healthy lifestyle, by how much effort people put into staying healthy, November 2012
Figure 64: Healthy habits, by how much effort people put into staying healthy, November 2012
Figure 65: Healthy habits, by how much effort people put into staying healthy, November 2012
Figure 66: Factors important for wellbeing, by how much effort people put into staying healthy, November 2012
Figure 67: How much effort people put into staying healthy, by how much effort people put into staying healthy, November 2012
Figure 68: Motivation for healthy lifestyle, by how much effort people put into staying healthy, November 2012
Figure 69: Online activities related to staying healthy, by how much effort people put into staying healthy, November 2012
APPENDIX – MOTIVATIONS FOR LEADING A HEALTHY LIFESTYLE
Figure 70: Most popular motivations for healthy lifestyle, by demographics, November 2012
Figure 71: Next most popular motivations for healthy lifestyle, by demographics, November 2012
Figure 72: Repertoire of motivations for healthy lifestyle, by demographics, November 2012
Figure 73: Motivations for healthy lifestyle, by repertoire of motivations for healthy lifestyle, November 2012
Figure 74: Healthy habits, by most popular motivations for healthy lifestyle, November 2012
Figure 75: Healthy habits, by next most popular motivations for healthy lifestyle, November 2012
Figure 76: How much effort people put into staying healthy, by most popular motivations for healthy lifestyle, November 2012
Figure 77: How much effort people put into staying healthy, by next most popular motivations for healthy lifestyle, November 2012
APPENDIX – ONLINE ACTIVITIES RELATED TO STAYING HEALTHY
Figure 78: Most popular online activities related to staying healthy, by demographics, November 2012
Figure 79: Next most popular online activities related to staying healthy, by demographics, November 2012
Figure 80: Repertoire of online activities related to staying healthy, by demographics, November 2012
APPENDIX – HEALTHY TYPOLOGIES
Figure 81: Target groups, by demographics, November 2012
Figure 82: Motivation for healthy lifestyle, by target groups, November 2012

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