Healthy Lifestyles - US - November 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Overview
The issues
The elastic view of health
Figure 1: Perception of lifestyle in terms of health, July 2015-August 2018
Holistic wellness
Figure 2: Top activities to stay healthy – Ranked, August 2018
Progress is important
Figure 3: Obstacles to maintaining a healthy lifestyle, August 2018
Free advice may not be worth the cost
Figure 4: Sources of health/wellness information - Net any online, August 2018
The opportunities
The Worried Well look to optimize
Figure 5: Worried well demographic indices, August 2018
Send good vibes
Figure 6: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
Nobody owns the feeling of healthy diet
Figure 7: Attitudes toward exercise and eating healthy food, August 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
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 
Health more top-of-mind for an aging population
Figure 8: Share of US population, by age, 2000-40
The obesity epidemic underscores the need for a healthy lifestyle
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
Figure 10: Perceptions of weight control, by age, April 2017- June 2018
Healthy DPI encourages healthy lifestyles
Figure 11: Disposable personal income change from previous period, January 2007-August 2018
Widespread health insurance improves access to healthy lifestyles
Figure 12: Percentage of Americans with health insurance, 2013, 2016-17
Wellness checkups remain above pre-ACA levels
Figure 13: Share who get regular medical checkups, 2008-18
Most Americans struggle with sleep
Figure 14: Sleep self-assessment, December 2016
MARKET PERSPECTIVE
Americans are making an effort to exercise regularly
Figure 15: Share who exercise regularly, 2008-18
Younger Americans more interested in clean eating claims
Figure 16: Important healthy snack attributes, by age, May 2018
“Wellness” waxing
Health monitoring tech most prevalent among under-45s
Figure 17: Use of tech to track health, by age, April 2017-June 2018
Figure 18: Wearables ownership and interest, October 2017
Oz has his flaws
Figure 19: Perceptions of news source/media as source of health information, by age, October 2017
KEY TRENDS – WHAT YOU NEED TO KNOW 
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?
Health is a global trend
Let’s talk about wellness
Figure 20: Universe count for online mentions of “wellness,” September 2008-18
Figure 21: Sentiment topics for “wellness” mentions, September 2017-18
Health is about the whole, and “natural” means health
Figure 22: Incidence of “natural” claims on select new healthcare product categories, 2015-18
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
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?
Temptation challenges motivation
Figure 27: Five-year sales growth estimates/forecast, select categories, 2012-17 and 2017-22
Curated images conflict with unfiltered reality
Figure 28: Post volume from Instagram fitness accounts, September 2015-18
Not getting the right guidance
WHAT’S NEXT?
Remote health control
Amazon’s up to something
Wider wider-body acceptance
Bespoke genetic treatment
Movable mindfulness
Artisanry can be a competitor
Figure 29: Interest in home artisanry, July 2018
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Most Americans see their lifestyle as at least somewhat healthy
Figure 30: Perception of lifestyle in terms of health, July 2015-August 2018
Young women have the dimmest view of their lifestyle
Figure 31: Perception of lifestyle in terms of health, by gender and age, August
Americans’ lifestyles are as healthy as their bank accounts
Figure 32: Perception of lifestyle in terms of health, by household income, August 2018
Always striving for success
Figure 33: Current health goals, August 2018
Youth tries to attain, age strives to maintain
Figure 34: Current health goals, by age, August 2018
Health goals correlate to income
Figure 35: Current health goals, by household income, August 2018
Success sparks motivation
Get to know the Worried Well
Figure 36: Health goals, by perception of lifestyle in terms of health, August 2018
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
Figure 39: Current health goals, by race/Hispanic origin, August 2018
Figure 40: Top perceived activities of a healthy person – Net any rank, by race and Hispanic origin, August 2018
HEALTHY LIFESTYLE HABITS
Despite a focus on health basics, Americans need help
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
Figure 42: Exercise frequency, by gender and age and household income, September 2018
Very healthy people keep vigil
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”
Figure 44: Desired benefits of exercise, by age and gender, September 2018
Trackers have most interest among younger generations, parents
Figure 45: Top activities to stay healthy – Net any rank (tracking), by key demographics, August 2018
Calling Doc Tracy
Figure 46: Actions done to stay healthy, any selected, by generation, August 2018
Worried Well, M.D.
Figure 47: Health monitoring habits, by Worried Well and very healthy lifestyle, August 2018
The fantasy of the “healthy person”
Figure 48: Top activities to stay healthy vs top habits of a healthy person – Net any rank, August 2018
OBSTACLES TO HEALTHY LIVING
Roadblocks to a healthy lifestyle mainly come from within
Figure 49: Obstacles to maintaining a healthy lifestyle, August 2018
With age (or success), comes clarity
Figure 50: Incidence of “None of the above” for obstacles, by age, August 2018
All obstacles are magnified for the unhealthy
Figure 51: Obstacles to maintaining a healthy lifestyle, by not very healthy vs all, August 2018
Obstacles seem less daunting with improved health
Figure 52: Obstacles to maintaining a healthy lifestyle, by perceptions of lifestyle health, August 2018
Parents are overwhelmed
Figure 53: Obstacles to maintaining a healthy lifestyle, by parent status, August 2018
The loneliness of the Worried Well
Figure 54: Obstacles to maintaining a healthy lifestyle, Worried Well vs all, August 2018
HEALTH/WELLNESS INFORMATION SOURCES
Consumers are better reached pre-doctor’s visit
Figure 55: Sources of medical/medication information, by topic, August 2018
Dieters and exercisers suffer information overload
Figure 56: Sources of diet/exercise information, by topic, August 2018
Better health through disconnecting
Figure 57: Sources of social/emotional health information, by topic, August 2018
Women shy away from in-person conversations about diet and exercise
Figure 58: Sources of health/wellness information – Diet and exercise, by gender, August 2018
People look for authority, not authoritarians
Figure 59: Correspondence analysis – Symmetrical map – Health topics and information sources, August 2018
Figure 60: Sources of health/wellness information – Net any online, August 2018
The Worried Well’s information sphere
Figure 61: Sources of health/wellness information – Any topic, by Worried Well vs all, August 2018
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
A good diet is expensive, but worth the cost
Figure 64: Perceptions of eating healthy food, by household income, August 2018
Figure 65: Perceptions of eating healthy food, by age and gender, August 2018
Replacement can start the path to healthy eating
Figure 66: Barriers to health and wellbeing improvement, by rank, March 2018
Do people like “exercise” or exercising?
Figure 67: Attitudes toward exercise, August 2018
Figure 68: Perceptions of exercising, by females and age, August 2018
Calories in, or calories out?
Figure 69: Attitudes toward exercise and eating healthy food, August 2018
Figure 70: Correspondence Analysis – Symmetrical map – Perceptions of healthy lifestyle behaviors, August 2018
Stressing stress relief
Figure 71: Perceptions of stress reduction – Ease and frustration, by age, August 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET 
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