Health continues to be one of the most talked about, researched and commercialised topics, and healthy living is high on the agenda for UK consumers. This is reflected in Britons’ positive perceptions of their own healthiness; only 14% rate this as below average for a person of their age, and there has been an increase in the proportion of people deeming themselves to be very healthy over the last two years. However, this rosy picture is also at odds with the reality, clashing with the unwaveringly high levels of overweight and obesity. With the NHS approaching breaking point, there is an urgent need for the government to improve the health of the nation to ease this pressure.

Signalling consumers’ holistic view of health, most people deem mental/emotional wellbeing and diet/exercise to be of equal importance to overall health. However, in terms of perceived importance, the scales tip more towards the emotional side than the physical for more people than vice versa. This reflects the current emphasis on this dimension of health, and the widespread concerns consumers have in this area. Among the younger generation, stress is a particularly widespread problem, as are insufficient sleep and feelings of loneliness – despite the latter tending to be associated with the elderly.

While sounding bleak, the flip side is that opportunities for companies and brands across a diverse range of categories to engage with consumers by providing health-boosting help and support have never been greater.