Table of Contents
Executive Summary
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- Over a third of Brits say they’re healthier than they were a year ago
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- Figure 1: Changes in perceptions of consumer health, August 2016
- People are putting more effort into staying healthy
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- Figure 2: Amount of effort people put into staying healthy, August 2016
- Barriers to healthy eating
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- Figure 3: Barriers to healthy eating, August 2016
- Barriers to being more active
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- Figure 4: Barriers to being active, August 2016
- A third of Brits have tried cutting meat from their diet
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- Figure 5: Trial and interest in healthy living trends, August 2016
- Consumers emphasise importance of mental as well as physical health
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- Figure 6: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
- Consumers keep an eye on sugar levels
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- Figure 7: Attitudes towards health, August 2016
- What we think
Issues and Insights
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- Driving health messages amongst men
- The facts
- The implications
- Tapping into rising interest in mental health
- The facts
- The implications
- Incentivising healthier habits
- The facts
- The implications
The Market – What You Need to Know
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- An ageing population
- Baby boom slows as age of motherhood rises
- Rising proportion of adults shun alcohol and cigarettes
- 2016: The year of the vegan?
- Booming free-from market
- Addressing mental health
Market Drivers – Demographic Factors
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- Ageing population
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- Figure 8: Trends in the age structure of the UK population, 2011-21
- Baby boom slows as age of motherhood rises
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- Figure 9: Trends in the number of live births, England and Wales, 2009-14
- Healthy eating messages fail to get across to consumers
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- Figure 10: Trends in body mass index (BMI), England, 2004-14
- Rising proportion of adults shun alcohol …
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- Figure 11: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2004-14
- … and cigarettes
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- Figure 12: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2004-14
Market Drivers – Key Health Trends
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- 2016; the year of the vegan
- Booming free-from market
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- Figure 13: Value retail sales of free-from foods in the UK, 2010-20
- Growing acceptance of complementary and alternative medicine
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- Figure 14: Attitudes towards complementary and alternative medicine, September 2015
- Addressing mental health
The Consumer – What You Need to Know
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- Over a third of Brits say they are healthier than a year ago
- It’s hip to be square
- Financial incentives for healthy living
- Moving beyond weight-related health messages
- 33% of Brits have tried cutting meat from their diet
- Mindfulness for parents
- Expanding online resources
- Consumers keep an eye on sugar levels
- Consumers emphasise the importance of mental and physical health
- Helping employees be more healthy
State of the Nation’s Health
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- 34% of Brits deem themselves healthier than a year ago
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- Figure 15: Changes in perceptions of consumer health, August 2016
- Young adults drive improving health trend
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- Figure 16: Changes in perceptions of consumer health, by age, August 2016
- Mainstream brands tap into the healthy living trend
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- Figure 17: The Selfridges Body Studio, London, June 2016
- Health-focussed NPD doesn’t need to be limited to food and drink
- Affluence drives healthy life changes
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- Figure 18: Changes in perceptions of consumer health, by gross annual household income, August 2016
Effort Put into Staying Healthy
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- One in 10 adults take a strict approach to health
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- Figure 19: Amount of effort people put into staying healthy, August 2016
- Engaging with men over health
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- Figure 20: Amount of effort people put into staying healthy, by gender, August 2016
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- Figure 21: Vitabiotics Wellman campaign featuring David Gandy, June 2016
Barriers to Healthy Living
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- Barriers to eating healthily
- Price remains leading barrier to healthy eating
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- Figure 22: Barriers to healthy eating, August 2016
- Moving beyond weight-related health messages
- Barriers to maintaining activity and exercise
- Incentivising people to be more active
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- Figure 23: Barriers to being active, August 2016
- Tackling the embarrassment factor
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- Figure 24: Agreement with the statement “I feel too self-conscious to do exercise”, by age and gender, August 2016
Healthy Living Trends
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- A third of Brits have tried cutting meat from their diet
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- Figure 25: Trial and interest in healthy living trends, August 2016
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- Figure 26: Veggie Pret, September 2016
- Promoting a protein-rich diet
- Mindfulness for parents
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- Figure 27: Trial and interest in mindfulness techniques, August 2016
- 23% interested in outdoor exercise classes
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- Figure 28: Go Ape in London’s Battersea Park, December 2015
Health Information – Who do People Trust?
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- Expanding online resources
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- Figure 29: Levels of trust in selected sources of health information, August 2016
- Younger adults trust fitness professionals
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- Figure 30: Trust in selected sources of health information, August 2016
Attitudes towards Health
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- Consumers keep their eye on sugar levels
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- Figure 31: Attitudes towards health, August 2016
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- Figure 32: Share of product launches in the UK food and non-alcoholic drinks market carrying a low/no/reduced sugar claim, by super category, January 2013-September 2016
- Consumers emphasise importance of both mental and physical health
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- Figure 33: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
- Extending fitness apps to mental health
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- Figure 34: Pebble Smartwatch and mood monitoring ‘Happiness’ app, August 2016
- Helping employees be more healthy
- Tapping into the selfie-market
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- Figure 35: Attitudes towards selfie culture and social media fitness stars, August 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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