Managing a Healthy Lifestyle - UK - January 2020

OVERVIEW
What you need to know
EXECUTIVE SUMMARY
Market factors
No improvement in overweight and obesity levels
A third of adults moderate drinks, a fifth don’t drink
Air pollution in the UK begins to harm lung health
Burgeoning mental health epidemic
Huge costs relating to the ageing population, but growing opportunities for ‘preventative’ health solutions
The consumer
More people deem themselves to be very healthy
Figure 1: People’s perceptions of their general health, 2014-19
A balanced approach presides
Figure 2: Behaviours relating to healthy habits, by gender, September 2019
A stressed-out society, many people struggle to get enough sleep
Figure 3: Frequency of health-related behaviours, September 2019
Family/friends’ health advice on a par with the NHS
Figure 4: Sources consumers would seek support from to lead a healthy lifestyle, September 2019
Mental wellbeing widely seen as just as important as diet/exercise
Figure 5: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
Spending time with friends/family is seen to be most important
Figure 6: Factors and activities seen to support long-term mental/emotional wellbeing, September 2019
Significant interest in DNA-based approaches to health
Figure 7: Behaviours relating to healthy lifestyles, September 2019
Technology is embedded in healthy lifestyles, enjoyment in the present overrides concerns over the future
Figure 8: Attitudes towards healthy lifestyles, September 2019
What we think
ISSUES AND INSIGHTS
Huge potential of genetically customised diet/fitness plans
The facts
The implications
Myriad opportunities linked to widespread concerns over air pollution
The facts
The implications
Putting fun at the centre of healthy activities will resonate widely
The facts
The implications
Places of work are underutilised sources of guidance on health
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
No improvement in overweight and obesity levels
Higher levels of physical activity
A third of adults moderate drinks, while a fifth don’t drink at all
Air pollution in the UK begins to harm lung health
Burgeoning mental health epidemic
Huge costs relating to the ageing population, but growing opportunities for ‘preventative’ health solutions
MARKET DRIVERS – DIET
No improvement in overweight and obesity levels
Figure 9: Trends in body mass index (BMI), England, 1995-2018
UK’s weight problem at odds with people’s positive perceptions of their healthiness
Overweight and obesity also prevalent in children
Figure 10: Prevalence of overweight and obesity among children, by gender, 2018/19
Government initiatives to combat obesity are yet to bear fruit
Sugar reduction remains a focus
Food industry tasked with 20% calorie reduction by 2024
Government looks into a crackdown on ‘junk food’ promotions
Proposal for a 9pm watershed for junk food advertising
A public transport snacking ban is mooted
The VMS market is struggling
Figure 11: Share of food and non-alcoholic drink launches carrying functional and/or ‘plus’ claims, 2016-19
Real incomes have been thriving
Figure 12: Annual change in CPI and average weekly earnings, January 2012-October 2019
MARKET DRIVERS – PHYSICAL FITNESS
Higher levels of physical activity
Figure 13: Levels of activity, 2015/16-2018/19
Figure 14: Levels of activity, by age, 2015/16-2018/19
Lucrative opportunities to capitalise on young people’s keen interest in fitness…
…but still a need for improvement in this area
Overcoming time and motivation barriers will be key
Researchers advocate replacing calories with "exercise required" on food labelling
MARKET DRIVERS – SMOKING AND ALCOHOL INTAKE  
Media spotlight on new research adds to health concerns about alcohol
A third of adults moderate drinks, a fifth don’t drink
Figure 15: Alcohol usage and reduction, by age, April 2019
‘Drink Free Days’ campaigns
E-cigarette users are on the rise
Figure 16: Number of E-cigarette users (vapers) in Great Britain, 2012-19
Air pollution in the UK begins to harm lung health
MARKET DRIVERS – MENTAL HEALTH
Burgeoning mental health epidemic
MARKET DRIVERS – AGEING POPULATION 
Huge costs relating to the ageing population, but growing opportunities for ‘preventative’ health solutions
Figure 17: Trends in the age structure of the UK population, 2014-19 and 2019-24
Age stereotypes are shifting
THE CONSUMER – WHAT YOU NEED TO KNOW
More people deem themselves to be very healthy
Only 14% of people rate their health as below average
A balanced approach presides
A stressed-out society
Almost half of adults only get enough sleep twice a week or less
Family/friends’ health advice on a par with the NHS
Mental wellbeing widely seen as just as important as diet/exercise
Spending time with friends/family key to long-term emotional wellbeing
Significant interest in DNA-based approaches to health
Widespread concern over air pollution
Technology is increasingly embedded in healthy lifestyles
Enjoyment in the present overrides concerns over the future
STATE OF THE NATION’S HEALTH
More people deem themselves to be very healthy
Figure 18: People’s perceptions of their general health, 2014-19
Only 14% of people rate their health as below average
Misperceptions of personal healthiness make it challenging to spur change
A financial and socio-economic divide in health
Figure 19: Perceptions of general health, by household income and socio-economic group, September 2019
AMOUNT OF EFFORT PEOPLE PUT INTO STAYING HEALTHY
One in 10 adults are strict with themselves
Figure 20: Behaviours relating to healthy habits, by gender, September 2019
A balanced approach presides
The prevalence of moderate efforts has implications for marketing messages
Concern as consumers rely on healthy habits to negate unhealthy behaviours
FREQUENCY OF HEALTH-RELATED BEHAVIOURS
A stressed-out society
Figure 21: Frequency of health-related behaviours, September 2019
Stress is ambiguous for many
Only a quarter of under-45s spend time relaxing every day
Almost half of adults only get enough sleep twice a week or less
Sleep is increasingly being commercialised
CBD benefits from associations with aiding relaxation and improving sleep
Figure 22: Frequency of selected health-related behaviours, by age, September 2019
Loneliness tends to be associated with the elderly…
…but it is rife among the younger generation
Opportunities for companies to encourage people to open up about their emotional wellbeing
The fitness sector is well placed to offer support
SOURCES OF SUPPORT ON HEALTHY LIFESTYLES
Family/friends’ health advice on a par with the NHS
Figure 23: Sources consumers would seek support from to lead a healthy lifestyle, September 2019
Opportunities to encourage word-of-mouth endorsement
Supermarkets can play an important role
Loyalty card information can be used to greater effect
Places of work are underutilised sources
More steps being taken to deal with mental illness at work
IMPORTANCE OF EMOTIONAL WELLBEING VS DIET/FITNESS
Mental wellbeing widely seen as just as important as diet/exercise
Figure 24: Relative importance of mental/emotional wellbeing and diet/fitness, September 2019
16% of adults place most importance on mental/emotional health
Mental health: tipping the balance in healthy behaviours?
SUPPORTING LONG-TERM MENTAL/EMOTIONAL WELLBEING
Spending time with friends/family is seen to be most important
Figure 25: Factors and activities seen to support long-term mental/emotional wellbeing, September 2019
This supports the popularity of the ‘big night in’ social occasion
Facilitating new community connections
Figure 26: Sainsbury’s ‘Talking Tables’ Initiative, October 2018
Spending time outdoors seen to be just as important as being physically active
Figure 27: Factors and activities seen to support long-term mental/emotional wellbeing, by gender, September 2019
Bringing the outdoors indoors
BEHAVIOURS RELATING TO HEALTHY LIFESTYLES
Significant interest in DNA-based approaches to health
Scope to tap into the enormous potential of genetically customised diet/fitness plans
Figure 28: Behaviours relating to healthy lifestyles, September 2019
Widespread concern over air pollution
Consumers likely to want to know more about their exposure
Demand for products which minimise/negate air pollution, in and out of the home
Opportunities within anti-pollution products
Most young people think a ‘digital detox’ would benefit them
Mounting pressure for tech companies to encourage self-imposed restrictions
However, social media can also help improve emotional wellbeing
ATTITUDES TOWARDS HEALTHY LIFESTYLES
Technology is increasingly embedded in healthy lifestyles
Figure 29: Attitudes towards healthy lifestyles, September 2019
Scope to build on emotional wellbeing within digital tracking
Technology can also promote fun fitness
Enjoyment in the present overrides concerns over the future
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology