Table of Contents
Issues in the Market
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- Main issues and themes
- Methodology
- Online quantitative survey – Wave 1
- Live, consumer-led mobile phone quantitative survey
- Asynchronous online discussion group
- Online quantitative survey – Wave 2
- Abbreviations
Future Opportunities
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- People want to share
- Looking for a whole new me
Market in Brief
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- Some improvements needed
- Do people understand the issues?
- Key targets for New Year’s resolutions
- What did they do?
- Withstanding temptation
- Consumer involvement
- Going forward
Setting the Scene –Environment for Health and Fitness
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- Key points
- Obesity – a major cause for concern
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- Figure 1: Body mass index segments, 2006-08
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- Figure 2: Self-descriptions of weight, May 2009
- But ignorance is not bliss
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- Figure 3: Attitudes towards diet, by BMI, 2008
- Fitness – moving in the right direction
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- Figure 4: Agreement with lifestyle statements, 2003-08
- Sports and exercise – plenty of choice
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- Figure 5: Sports/activities played or taken part in regularly, 2003-08
- The decline but not the demise of cigarette smoking
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- Figure 6: Cigarette smoking, 2003-08
- Alcohol consumption
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- Figure 7: Alcoholic drink consumption, 2003-08
Attitudes towards Health and Healthy Lifestyles
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- Key points
- Attitudes towards health as part of lifestyle
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- Figure 8: Attitudes towards health, May 2009
- How attitudes square with eating habits
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- Figure 9: Eating habits, May 2009
- Taking responsibility
- What’s most important in life
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- Figure 10: Priorities in life, May 2009
- How priorities vary
- Women rate healthy lifestyle in their top five
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- Figure 11: Top five priorities in life, by gender, May 2009
- Over-55s key targets to market on health
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- Figure 12: Top five priorities in life, by age group, May 2009
- Figure 13: Priority given to a healthy lifestyle, by age group, May 2009
- Lifestyle: Attitudes and Behaviour
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- Figure 14: Priorities in life – lifestyle groups, May 2009
- Group 1: Social Life and Status
- Group 2: Long Term Security
- Group 3: Work/Life Balance
- Group 4: Basic Needs
- Fitting health around work and life
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- Figure 15: Attitudes towards health among lifestyle groups, May 2009
- Influences on diet
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- Figure 16: Eating habits among lifestyle groups, May 2009
New Year’s Resolutions – Who Did What?
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- Key points
- Do we really need New Year’s resolutions?
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- Figure 17: Attitudes towards New Year’s resolutions, May 2009
- Thinking back to December
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- Figure 18: New year’s resolutions made this year, May 2009
- Who are the keenest?
- Did I really say that?
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- Figure 19: New year’s resolutions planned – pre- and post-Christmas, December 2008 and May 2009
- Attitude is all
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- Figure 20: Resolutions undertaken, by attitudes towards New Year’s resolutions, May 2009
- A resolution can help but…
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- Figure 21: Resolutions stuck with, by attitudes towards New Year’s resolutions, May 2009
- The lifestyle groups and their resolutions
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- Figure 22: Lifestyle groups, by planned resolutions, May 2009
- What about the group who made no resolutions?
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- Figure 23: Activities undertaken in the New Year despite not having made a New Year’s resolution, May 2009
- Think positive
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- Figure 24: Activities undertaken in the New Year despite not having made a New Year’s resolution, by attitudes towards New Year’s resolutions, May 2009
- Motivators
New Year’s Resolutions – Getting and Staying There
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- Key points
- Exercise – the plan
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- Figure 25: Types of exercise planned, December 2008
- Exercise – the reality
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- Figure 26: Types of exercise undertaken, May 2009
- Options are widening
- Changing eating habits – the plan
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- Figure 27: Changes to diet planned, December 2008
- Changing eating habits – the reality
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- Figure 28: Changes to diet undertaken, May 2009
- Smoking – a final farewell?
- Tools and temptations
- Incentives
- Keep on going
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- Figure 29: Duration of exercise resolution, May 2009
- Figure 30: Duration of diet resolution, May 2009
Temptation: Giving In and Overcoming
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- Key points
- A brief introduction
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- Figure 31: Participants & responses in mobile phone tracking study, January 2009
- The resolute – how do they do it
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- Figure 32: Sources of encouragement, January 2009
- The tempted – moments of weakness
- The danger zones
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- Figure 33: Places of temptation, January 2009
- – in the home
- – nights out and about
- – at work
- – anywhere and everywhere
- – the lure of retail and promotion
- – stressed and pressured
- Yielding to temptation
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- Figure 34: Breaking resolution or not, January 2009
- Getting back on track
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- Figure 35: Effect on resolution, January 2009
- Cheating and treating
- Reinforcing resolve
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- Figure 36: Resistance to temptation, January 2009
Sources of Support and Encouragement
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- Key points
- Friends and family
- Implications
- Letting people know
- Implications
- And a wider network…doing it together
- Implications
- Useful tips
- Implications
- How to shop safely
- Implications
- A more systematic approach
- Implications
- A fun night in!
- Implications
- Short-term financial difficulties
- The potential impact of recession
- Implications
- Smoking – missed opportunities?
- Implications
- Change needed in catering?
- Implications
- The positive power of advertising
- Implications
- But promotion may strain credibility
- Exercise DVDs have their fans
- Implications
- Media content – the good and the bad
- Implications
The Future
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- A favourable background
- Onward and upward
- Another spur to success
- Potential long term impact…
Appendix
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- Attitudes towards health & healthy lifestyles
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- Figure 37: Attitudes towards health, by demographics, May 2009
- Figure 38: Further attitudes towards health, by demographics, May 2009
- Figure 39: Eating habits, by demographics, May 2009
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- Figure 40: Further eating habits, by demographics, May 2009
- Figure 41: Priorities in life, by age group, May 2009
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- Figure 42: Lifestyle groups, by demographics, May 2009
- Figure 43: Priorities in life – lifestyle group, by composition, May 2009
- New Year’s resolutions – who did what?
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- Figure 44: Lifestyle groups, by resolutions realised, May 2009
- Temptation: Giving in and overcoming
- Text script for those who type in ‘bad’
- Text script for those who type in ‘good’
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