Table of Contents
Issues in the Market
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- Main issues and themes
- Methodology
- Online quantitative survey
- Live, consumer-led mobile phone quantitative survey
- Asynchronous online discussion group
- Taking Care of Yourself – Spring Edition
- Abbreviations
Market in Brief
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- Some improvements needed
- Do people understand the issues?
- Do they want to change?
- What they are planning
- The main survey
Setting the Scene – Environment for Health and Fitness
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- Obesity – maybe not an unstoppable trend
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- Figure 1: Body mass index segments, 2006-08
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- Figure 2: Self-descriptions of weight, December 2008
- Fitness – moving in the right direction
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- Figure 3: Agreement with lifestyle statements, 2003-08
- Sports and exercise – plenty of choice
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- Figure 4: Sports/activities played or taken part in regularly, 2003-08
- Decline (but not the demise) of cigarette smoking
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- Figure 5: Cigarette smoking, 2003-08
- Alcohol consumption
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- Figure 6: Alcoholic drink consumption, 2003-08
Attitudes towards Health and Healthy Lifestyles
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- Attitudes towards health as part of lifestyle
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- Figure 7: Attitudes towards health, December 2008
- How attitudes square with eating habits
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- Figure 8: Eating habits, December 2008
- What’s most important in life
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- Figure 9: Priorities in life, December 2008
- Identifying targets
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- Figure 10: Attitudinal groups and how they differentiate on key lifestyle statements, December 2008
- An aspirational society in evidence
- Complacent (36%)
- Health Obsessed (24%)
- Always Striving (23%)
- Life Is Too Short (18%)
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- Figure 11: Attitudinal groups and their agreement with statements about healthy lifestyles, December 2008
- The insecurity of youth
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- Figure 12: Attitudinal groups, by demographics, December 2008
- Few people do not worry about what they eat
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- Figure 13: Attitudinal groups and their eating habits, December 2008
- Insecure about health, or plain insecure?
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- Figure 14: Attitudinal groups and their intended New Year’s resolutions, December 2008
- Always striving, never achieving
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- Figure 15: Attitudinal groups who are intending to exercise, by what form of exercise they plan to do, December 2008
- Health Obsessed far and away the key target for healthy/diet foods
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- Figure 16: Attitudinal groups who are intending to change their diet, by what they intend to cut back on, December 2008
New Year’s Resolutions – Who’s Doing What
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- A New Year and a New Me
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- Figure 17: New Year’s resolutions planned, December 2008
- Fitness is first
- Who are the keenest?
- Powerful motivators
- A third of people making multiple resolutions
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- Figure 18: How many New Year’s resolutions planned, 2008
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- Figure 19: How many New Year’s resolutions planned, by type of resolution, December 2008
New Year’s Resolutions – Getting There
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- Exercise routines planned
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- Figure 20: Forms of exercise planned, 2008
- Changes to diet
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- Figure 21: Diet changes planned, December 2008
- How resolutions fit together
- Is the game up for dieting?
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- Figure 22: Diet and exercise changes planned, December 2008
- Going for the soft option?
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- Figure 23: New Year’s resolutions of those who intend to exercise more, by what type of exercise they intend to do, December 2008
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- Figure 24: Further New Year’s resolutions of those who intend to exercise more, by what type of exercise they intend to do, December 2008
- Dieters and healthy-eating wannabes need to be targeted differently
- A greener future
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- Figure 25: New Year’s resolutions of those who intend to change their diet, by diet changes planned, December 2008
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- Figure 26: Further New Year’s resolutions of those who intend to change their diet, by diet changes planned, December 2008
- Fitness and light eating go hand in hand
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- Figure 27: New Year’s exercise resolutions of those who intend to exercise, by diet changes planned, December 2008
- Figure 28: Further New Year’s exercise resolutions of those who intend to exercise, by diet changes planned, December 2008
The Next Step – Brief Overview of Tracking Study
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- Live, consumer-led mobile phone quantitative survey
- Text script for those who texted ‘bad’
- Text script for those who texted ‘good’
- Taking Care of Yourself – Spring Edition
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