Table of Contents
Executive Summary
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- Impact of COVID-19 on healthy lifestyles
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- Figure 1: Short, medium and long-term impact of COVID-19 on healthy lifestyles, 13 November 2020
- The market
- COVID-19 brings the true health of the nation into focus…
- …and drives new government strategy
- Considerable support for government measures, but a disconnect remains
- COVID-19 prompts some to make exercise higher priority
- COVID-19 sees alcohol intake increase for some
- The consumer
- COVID-19 hasn’t changed people’s perceptions of their health
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- Figure 2: People’s perception of their general health, 2017-20
- ‘Everything in moderation’ continues to be majority attitude
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- Figure 3: Behaviours relating to healthy habits, by gender, September 2019 and August 2020
- Home-based hobbies see considerable boost
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- Figure 4: Health-related behaviours since the COVID-19 outbreak, August 2020
- COVID-19 exacerbates the anxiety crisis
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- Figure 5: State of mental health since the COVID-19 outbreak, August 2020
- Tracking fitness sparks interest from nearly a third
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- Figure 6: Interest in health-related behaviours in the future, August 2020
- Nearly half are more worried about impact of their weight on their health since COVID-19
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- Figure 7: Behaviours related to managing a healthy lifestyle, August 2020
- Energy levels hold most interest, while mood is close behind
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- Figure 8: Health factors that consumers would like information on, August 2020
- Majority believe physical health is crucial to good mental health
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- Figure 9: Attitudes towards healthy lifestyles, August 2020
Issues and Insights
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- COVID-19 may provide impetus for change, but new government strategy will face considerable challenges
- Creating healthy communities and encouraging family fitness are crucial
- Opportunities for brands and services to align with mood boosts within anxiety epidemic
- Physical and mental wellbeing need to be more strongly linked
The Market – Key Takeaways
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- COVID-19 puts nation’s health in spotlight
- New government strategy targets diet and physical fitness
- Considerable support for government measures, but a disconnect remains
- COVID-19 prompts some to make exercise higher priority
- COVID-19 sees alcohol intake increase for some
Market Drivers – Diet
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- COVID-19 brings the true health of the nation into focus…
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- Figure 10: Trends in body mass index (BMI), England, 1995-2018
- …and drives new government strategy
- Considerable support for government measures, but a disconnect remains
- Sugar reduction targets see mixed success…
- …but SDIL sees more impressive results
- Food industry tasked with 20% calorie reduction by 2024
- Categories struggle to meet ‘aspirational’ salt reduction targets
- Perception that eating healthily is expensive will be barrier during recession
- Warnings that the poorest struggle to meet nutrition guidelines
- Marcus Rashford’s campaign draws attention to food poverty
Market Drivers – Physical Fitness
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- Pre-COVID activity levels had shown signs of improvement
- COVID-19 prompts some to make exercise higher priority
- COVID-19 forces people to get creative to keep fit…
- People turn to home workouts
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- Figure 11: Taking part in more home workouts as a result of the COVID-19 outbreak, 26 March-16 April 2020
- Interest in home exercise equipment increases
- …whilst gyms and fitness trainers move online
- Getting fit is key element of new government strategy
- Public transport out; walking and cycling in
Market Drivers – Smoking and Alcohol Intake
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- Stoptober wants to help people ‘start breathing easier’
- A minority were limiting alcohol intake pre-COVID-19
- Younger demographics demonstrate more moderate approach to alcohol
- COVID-19 sees alcohol intake increase for some
Market Drivers – Mental Health
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- Research confirms there has been an “explosion” in anxiety
- Women and younger demographics more likely to be anxious
- Age UK research reveals effect of isolation on the elderly
The Consumer – Key Takeaways
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- COVID-19 hasn’t changed people’s perceptions of their health
- ‘Everything in moderation’ continues to be majority attitude
- COVID-19 exacerbates the anxiety crisis
- Nearly half are more worried about impact of their weight on their health since COVID-19
- People would like information on improving energy levels and mood
- Majority believe physical health is crucial to good mental health
State of the Nation’s Health
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- COVID-19 hasn’t changed people’s perceptions of their health
- 16-34s most likely to describe themselves as very healthy
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- Figure 12: People’s perception of their general health, 2017-20
- Minority think they are unhealthy, at odds with obesity crisis
- Few firm measures for gauging being fit or healthy
- Government campaign faces difficult starting point
- Household income remains a determining factor in health perceptions
Amount of Effort People Put into Staying Healthy
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- Slight decline in number of people being strict with themselves
- Achieving a perfect healthy lifestyle is contentious and complicated
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- Figure 13: Behaviours relating to healthy habits, by gender, September 2019 and August 2020
- ‘Everything in moderation’ continues to be majority attitude
- Growth in ‘comfort’ categories speaks to this balance, but challenges lie ahead
- Healthy products and services should stress that they are for the average person
- Focusing on little steps towards healthier habits is crucial
- Avoiding public transport encouraged as way to get fitter
- Establishing communities around healthy initiatives will be important to success
Health-related Behaviours since COVID-19 Outbreak
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- Home-based hobbies see considerable boost
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- Figure 14: Health-related behaviours since the COVID-19 outbreak, August 2020
- Brands focused on home-based activities must mirror in-store services online
- Showcasing scope to bring people together during COVID-19 will also help hobby brands
- Challenge for these brands is to maintain their relevance long term
State of Mental Health since COVID-19 Outbreak
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- COVID-19 exacerbates the anxiety crisis
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- Figure 15: State of mental health since the COVID-19 outbreak, August 2020
- COVID-19 prompts health and financial concerns
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- Figure 16: Concern about being exposed to coronavirus, 28 February-1 October 2020
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- Figure 17: Trends in consumer sentiment for the coming year, January 2019-October 2020
- Limitations of nationwide lockdown will have fuelled anxiety levels further
- More women report being anxious since COVID-19 than men, financial health linked to less anxiety
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- Figure 18: Changes in feeling anxiety since the COVID-19 outbreak, by gender, age and financial situation, August 2020
- 16-34s are most likely to have felt less anxious
- Offering mood boost ideas could build power of ‘feelgood’ brands
- Food and drink and brand link-ups with relevant personalities hold potential
- Marketing should focus on messages of resilience and moving forward
- 28% have felt more lonely since the COVID-19 outbreak
- Feelings of loneliness higher in younger demographics and women
- Opportunities lie in offering connection
- Technology can help link people with similar interests
Interest in Health-related Behaviours in the Future
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- Tracking fitness sparks interest from nearly a third
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- Figure 19: Interest in health-related behaviours in the future, August 2020
- Technology is seen by many to facilitate healthier habits…
- …but barriers to usage remain
- COVID-19’s spotlight on health could provide catalyst to interest in health tech
- Interest in home-testing health kits suggests potential for link-ups
- Fitness trackers may hold potential for spotting signs of illness that need to be tested
- Wearable technology brands should emphasise community elements
- A quarter interested in mindfulness techniques
- A change in terminology could support interest
Behaviours Relating to Healthy Lifestyles
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- Nearly half are more worried about impact of their weight on their health since COVID-19
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- Figure 20: Behaviours related to managing a healthy lifestyle, August 2020
- COVID-19 has made 16-34s more worried; older demographics already aware
- Government initiatives can offer the tools to help people change
- Widespread confusion around healthiness of food
- Healthy brands should push credentials to benefit from heightened concern
- 45% of parents are more worried about their children’s physical health
- Online platforms are key to providing family fitness content
- Exercise can provide motivation to eat healthier
- Tie-ups with exercise brands are a good way to go for healthy food products
Health Factors that Consumers Would Like Information On
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- Energy levels hold most interest, while mood is close behind
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- Figure 21: Health factors that consumers would like information on, August 2020
- COVID-19 has mixed effects on nation’s sleep health
- Sleep brands should call out the benefits of feeling rested to expand their reach
- A wide variety of products can benefit
- Encouraging users to track energy levels can support exercise
- Scope to link with habits supporting mood and energy
- Outdoor brands can leverage the established link between the outdoors and mood
- COVID-19 stimulates interest in immunity
- Research suggests a link between gut health and the immune system
Attitudes towards Healthy Lifestyles
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- Majority believe physical health is crucial to good mental health
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- Figure 22: Attitudes towards healthy lifestyles, August 2020
- Gyms could look to providing mental health support and nutritional guidance
- Asics utilises popularity of podcasts to highlight the role of sport in supporting mental health
- Companies that support healthy habits seen to boost productivity by 56%
- Long-term working-from-home trend brought about by COVID-19 creates new needs
- Digital tracking of grocery shopping appeals to 41%
- Supermarkets could look to Finland for inspiration
- Strong interest in other support from the supermarkets for healthy eating
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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