Table of Contents
Executive Summary
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- Overview
- The issues
- The elastic view of health
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- Figure 1: Perception of lifestyle in terms of health, July 2015-August 2018
- Holistic wellness
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- Figure 2: Top activities to stay healthy – Ranked, August 2018
- Progress is important
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- Figure 3: Obstacles to maintaining a healthy lifestyle, August 2018
- Free advice may not be worth the cost
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- Figure 4: Sources of health/wellness information - Net any online, August 2018
- The opportunities
- The Worried Well look to optimize
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- Figure 5: Worried well demographic indices, August 2018
- Send good vibes
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- Figure 6: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
- Nobody owns the feeling of healthy diet
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- Figure 7: Attitudes toward exercise and eating healthy food, August 2018
- What it means
The Market – What You Need to Know
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- Obesity rates continue to rise
- There’s opportunity to improve health
- Wearables attract the youth, but have value for others
- Wellness is the name of the game
- Info has gone digital
Market Factors
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- Health more top-of-mind for an aging population
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- Figure 8: Share of US population, by age, 2000-40
- The obesity epidemic underscores the need for a healthy lifestyle
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- Figure 9: Trends in obesity prevalence among adults aged 20 and over (age adjusted), 1999-2000 through 2015-16
- Most Americans don’t feel in control of their weight
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- Figure 10: Perceptions of weight control, by age, April 2017- June 2018
- Healthy DPI encourages healthy lifestyles
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- Figure 11: Disposable personal income change from previous period, January 2007-August 2018
- Widespread health insurance improves access to healthy lifestyles
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- Figure 12: Percentage of Americans with health insurance, 2013, 2016-17
- Wellness checkups remain above pre-ACA levels
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- Figure 13: Share who get regular medical checkups, 2008-18
- Most Americans struggle with sleep
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- Figure 14: Sleep self-assessment, December 2016
Market Perspective
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- Americans are making an effort to exercise regularly
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- Figure 15: Share who exercise regularly, 2008-18
- Younger Americans more interested in clean eating claims
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- Figure 16: Important healthy snack attributes, by age, May 2018
- “Wellness” waxing
- Health monitoring tech most prevalent among under-45s
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- Figure 17: Use of tech to track health, by age, April 2017-June 2018
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- Figure 18: Wearables ownership and interest, October 2017
- Oz has his flaws
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- Figure 19: Perceptions of news source/media as source of health information, by age, October 2017
Key Trends – What You Need to Know
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- Health is a global concern
- Plants and pills for better living
- Tech spreading within wellness
- Temptation, frustration leads to de-motivation
- Health is truly a lifestyle
- Healthcare everywhere
- The new cell data
What’s Happening?
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- Health is a global trend
- Let’s talk about wellness
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- Figure 20: Universe count for online mentions of “wellness,” September 2008-18
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- Figure 21: Sentiment topics for “wellness” mentions, September 2017-18
- Health is about the whole, and “natural” means health
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- Figure 22: Incidence of “natural” claims on select new healthcare product categories, 2015-18
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- Figure 23: Incidence of “natural” claims on select new household product categories, 2015-18
- Figure 24: Better Homes & Gardens Aromatherapy 100% Pure Essential Oils, September 2018
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- Figure 25: Incidence of “natural” and “free-from” claims on new dessert and ice cream products, 2015-18
- Figure 26: Halo Top ice cream/dairy desserts, 2018
- Fast food meat alternatives expanding fast
- Apple getting serious about wearable health tech
- Supplements are strong, despite doubt
- Self-care app-eal skyrocketing
What’s Struggling?
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- Temptation challenges motivation
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- Figure 27: Five-year sales growth estimates/forecast, select categories, 2012-17 and 2017-22
- Curated images conflict with unfiltered reality
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- Figure 28: Post volume from Instagram fitness accounts, September 2015-18
- Not getting the right guidance
What’s Next?
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- Remote health control
- Amazon’s up to something
- Wider wider-body acceptance
- Bespoke genetic treatment
- Movable mindfulness
- Artisanry can be a competitor
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- Figure 29: Interest in home artisanry, July 2018
The Consumer – What You Need to Know
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- Young women have the most negative lifestyle self-assessment
- The Worried Well are open to improvements
- Quick solutions stand in for ideal activities
- Encouragement is key to improving one’s lifestyle
- Information free-for-all
- Women avoid interpersonal health discussions
- Exercise is an emotional journey, while healthy eating is a chore
Perceptions of Lifestyle and Health Goals
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- Most Americans see their lifestyle as at least somewhat healthy
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- Figure 30: Perception of lifestyle in terms of health, July 2015-August 2018
- Young women have the dimmest view of their lifestyle
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- Figure 31: Perception of lifestyle in terms of health, by gender and age, August
- Americans’ lifestyles are as healthy as their bank accounts
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- Figure 32: Perception of lifestyle in terms of health, by household income, August 2018
- Always striving for success
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- Figure 33: Current health goals, August 2018
- Youth tries to attain, age strives to maintain
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- Figure 34: Current health goals, by age, August 2018
- Health goals correlate to income
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- Figure 35: Current health goals, by household income, August 2018
- Success sparks motivation
- Get to know the Worried Well
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- Figure 36: Health goals, by perception of lifestyle in terms of health, August 2018
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- Figure 37: Worried Well demographic indices, August 2018
- Figure 38: Top activities to stay healthy – Net any rank, by Worried Well and very healthy lifestyle, August 2018
- Non-Whites are more ambitious about their health goals
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- Figure 39: Current health goals, by race/Hispanic origin, August 2018
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- Figure 40: Top perceived activities of a healthy person – Net any rank, by race and Hispanic origin, August 2018
Healthy Lifestyle Habits
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- Despite a focus on health basics, Americans need help
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- Figure 41: Top activities to stay healthy – Ranked, August 2018
- Does emphasis on exercise lead to overstating activity levels?
- Women and lower incomes exercise less frequently
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- Figure 42: Exercise frequency, by gender and age and household income, September 2018
- Very healthy people keep vigil
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- Figure 43: Top activities to stay healthy – Net any rank, by very healthy lifestyle, August 2018
- Young women exercise to be whole, young men to get “swole”
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- Figure 44: Desired benefits of exercise, by age and gender, September 2018
- Trackers have most interest among younger generations, parents
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- Figure 45: Top activities to stay healthy – Net any rank (tracking), by key demographics, August 2018
- Calling Doc Tracy
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- Figure 46: Actions done to stay healthy, any selected, by generation, August 2018
- Worried Well, M.D.
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- Figure 47: Health monitoring habits, by Worried Well and very healthy lifestyle, August 2018
- The fantasy of the “healthy person”
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- Figure 48: Top activities to stay healthy vs top habits of a healthy person – Net any rank, August 2018
Obstacles to Healthy Living
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- Roadblocks to a healthy lifestyle mainly come from within
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- Figure 49: Obstacles to maintaining a healthy lifestyle, August 2018
- With age (or success), comes clarity
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- Figure 50: Incidence of “None of the above” for obstacles, by age, August 2018
- All obstacles are magnified for the unhealthy
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- Figure 51: Obstacles to maintaining a healthy lifestyle, by not very healthy vs all, August 2018
- Obstacles seem less daunting with improved health
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- Figure 52: Obstacles to maintaining a healthy lifestyle, by perceptions of lifestyle health, August 2018
- Parents are overwhelmed
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- Figure 53: Obstacles to maintaining a healthy lifestyle, by parent status, August 2018
- The loneliness of the Worried Well
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- Figure 54: Obstacles to maintaining a healthy lifestyle, Worried Well vs all, August 2018
Health/Wellness Information Sources
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- Consumers are better reached pre-doctor’s visit
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- Figure 55: Sources of medical/medication information, by topic, August 2018
- Dieters and exercisers suffer information overload
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- Figure 56: Sources of diet/exercise information, by topic, August 2018
- Better health through disconnecting
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- Figure 57: Sources of social/emotional health information, by topic, August 2018
- Women shy away from in-person conversations about diet and exercise
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- Figure 58: Sources of health/wellness information – Diet and exercise, by gender, August 2018
- People look for authority, not authoritarians
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- Figure 59: Correspondence analysis – Symmetrical map – Health topics and information sources, August 2018
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- Figure 60: Sources of health/wellness information – Net any online, August 2018
- The Worried Well’s information sphere
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- Figure 61: Sources of health/wellness information – Any topic, by Worried Well vs all, August 2018
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- Figure 62: Sources of health/wellness information, Net any online – Any topic, by Worried Well vs all, August 2018
- Figure 63: Medical professionals as health/wellness information sources, by Worried Well vs all, August 2018
Impressions of Healthy Behavior
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- A good diet is expensive, but worth the cost
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- Figure 64: Perceptions of eating healthy food, by household income, August 2018
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- Figure 65: Perceptions of eating healthy food, by age and gender, August 2018
- Replacement can start the path to healthy eating
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- Figure 66: Barriers to health and wellbeing improvement, by rank, March 2018
- Do people like “exercise” or exercising?
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- Figure 67: Attitudes toward exercise, August 2018
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- Figure 68: Perceptions of exercising, by females and age, August 2018
- Calories in, or calories out?
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- Figure 69: Attitudes toward exercise and eating healthy food, August 2018
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- Figure 70: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
- Stressing stress relief
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- Figure 71: Perceptions of stress reduction – Ease and frustration, by age, August 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 72: Share of adults who exercise regularly and get medical checkups, 2008-18
- Figure 73: Perceptions of weight control, by age group, April 2017-June 2018
- Figure 74: Use of tech to track health, by age group, April 2017-June 2018
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