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Healthy Lifestyles - US - October 2015

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Consumers think they are healthy, national and international data suggest otherwise
Figure 1: Self-perception of health, July 2015
Consumers say they exercise, eat healthy but struggle to maintain healthy weight
Figure 2: Actions taken to be healthy – Select responses, by gender, July 2015
For women, health may be key to overall satisfaction with life
Figure 3: Motivations for being healthy – Select responses, by gender, July 2015
Proliferation of online health information has its perks and pitfalls
Figure 4: Attitudes toward doctors and knowledge about health – Select responses, by gender, July 2015
The opportunities
Body acceptance gaining steam, still room for progress
Figure 5: Attitudes toward health and body image – Select responses, by gender, July 2015
Engaging men may improve quality of life, lengthen lifespan
Wearables: Paving the way to a fit future or headed the same way as pagers and PDAs?
What it means
THE MARKET – WHAT YOU NEED TO KNOW
At least half the US population makes an effort to be healthy
Aging population means more, different health concerns
Increasingly diverse population has implications for health, health care
Obesity continues to plague America
Increasing urbanization has both positive and negative health implications
Work/life balance remains elusive
MARKET SIZE
At least half the US population makes an effort to live a healthy lifestyle
Figure 6: Healthy habits – Any agree, April 2014-June 2015
Percentage of adults who eat healthy remains steady, even during recession
Figure 7: Healthy habits trended – Any agree, April 2007-June 2015
MARKET FACTORS
Aging population means more, different health concerns
Figure 8: Population estimates, by age, 2015-35
Rise in health care costs year-over-year settling down
Increasingly diverse population has implications for health, health care
Figure 9: Population by race and Hispanic origin, 2010-20
Obesity continues to plague America
Figure 10: Obesity rate among US adults aged 20+, by gender and by race/Hispanic origin, 2012
Number of households with children continues to decline
Figure 11: Households, by presence of own children, 2003-14
Increasing urbanization has positive and negative health implications
MARKET PERSPECTIVE
The war on sitting gaining steam
Health scares, experiences of others can impact approach to health
Work/life balance remains elusive
KEY PLAYERS – WHAT YOU NEED TO KNOW
What’s working: Emotional ads, embracing different body types
What’s struggling: Extreme diet/exercise programs, mental health
What’s next: Healthy lifestyle via delivery, variety, sitting is for suckers
Thoughts on wearable devices: Is “what’s struggling” “what’s next”?
WHAT’S WORKING?
Humor makes ads memorable, may be especially effective in marketing health products
Figure 12: “Save the bros,” online video, February 2015
Intense inspiration makes consumers feel like pro athletes, even if they aren’t
Figure 13: “Rule Yourself | Tom Brady,” online video, September 2015
Figure 14: “Last,” online video, September 2015
Strong is the new skinny: Body acceptance movement continues to gain steam
Figure 15: “This Girl Can,” online video, January 2015
WHAT’S STRUGGLING?
All or nothing: Extreme diets, exercise programs incompatible with busy lifestyles
Wearable technology: Interest is there but penetration remains low
With eyes on waistlines and sedentary lifestyles – mental health takes a backseat
WHAT’S NEXT?
Delivery services appeal to consumers who love life-hacking
Figure 16: “Hungry You,” online video, September 2015
Variety is the spice of (an active) life
Figure 17: “DailyBurn True Beginner,” online video, May 2014
Wearable technology: Future remains uncertain
With consumers focused on how they feel, health needs to encompass more than appearance, vitals
Figure 18: “The UP System: The Path to Better Starts Here,” online video, November 2014
The opposite of musical chairs: Loser is the one left sitting
THE CONSUMER – WHAT YOU NEED TO KNOW
Majority of consumers believe themselves healthy, but may be mistaken
Consumers equate health with happiness, feeling good
Consumers say they exercise and eat healthy but struggle to maintain healthy weight
The pursuit of health is never ending
Consumers most interested in affordable, relatively flexible solutions
The cost of being healthy – Being healthy requires sacrifices, money
Body acceptance movement seems to be working, still room for progress
Is a “modern lifestyle” inherently and “unhealthy lifestyle”?
PERCEPTIONS OF PERSONAL HEALTH
Majority of Americans think they’re healthy, but may be mistaken
Figure 19: Self-perception of health, July 2015
Perception of health deteriorates only slightly with age
Figure 20: Self-perception of health, by generation, July 2015
Region stereotypes may influence how residents view their health
Figure 21: Self-perception of health, by region, July 2015
Four in 10 Hispanics consider themselves “very healthy”
Figure 22: Self-perception of health, by race/Hispanic origin, July 2015
MOTIVATIONS FOR HEALTHY HABITS
Consumers equate health with happiness, feeling good
Figure 23: Motivations for being healthy, July 2015
For women, health may be key to overall satisfaction with life
Figure 24: Motivations for being healthy – Select responses, by gender, July 2015
With age, health means living longer, feeling better
Figure 25: Motivations for being healthy – Select responses, by generation, July 2015
Blacks want to live longer, Asians motivated by appearance
Figure 26: Motivations for being healthy – Select responses, by race, July 2015
ACTIONS TAKEN TO BE HEALTHY
Consumers say they exercise, eat healthy but struggle to maintain healthy weight
Sitting, sugar, trans fat seen as detrimental to health
Figure 27: Actions taken to be healthy, July 2015
Women may be more proactive about health
Figure 28: Actions taken to be healthy, by gender, July 2015
Older consumers do more for their health
Figure 29: Actions taken to be healthy – Select responses, by generation, July 2015
Low-income consumers often lack resources to live a healthy lifestyle
Figure 30: Actions taken to be healthy – Select responses, by household income, July 2015
THE PURSUIT OF HEALTH
The pursuit of health is never ending, consumers spend a considerable about of time researching/thinking about health
Figure 31: The pursuit of health, July 2015
Despite being more proactive, women are more discouraged
Figure 32: The pursuit of health – Select responses, by gender, July 2015
Millennials key to future of wearable devices
Figure 33: The pursuit of health – Select responses, by generation, July 2015
Black consumers like to try new things
Figure 34: The pursuit of health – Select responses, by race, July 2015
INTEREST IN HEALTH SOLUTIONS
Consumers most interested in affordable, relatively flexible solutions
Figure 35: Interest in health solutions, July 2015
Usage, interest highest among Millennials, tapers down with age
Figure 36: Interest in health solutions – Select responses, by generation, July 2015
Higher-income respondents more engaged, likely expect results
Figure 37: Interest in health solutions – Select responses, by household income, July 2015
ATTITUDES AND OPINIONS TOWARD HEALTH
The cost of being healthy – Requires sacrifices, money
Figure 38: “Rule Yourself,” online video, August 2015
Millennials willing to splurge; Black consumers see costs, rewards associated with health; “unhealthy” respondents may believe they cannot afford to be healthy
Figure 39: Attitudes toward cost of being healthy, July 2015
Doctors still respected but consumers want to be well-informed
Figure 40: Attitudes toward doctors and knowledge about health, July 2015
Men agree regular checkups are important but do they follow through?
Figure 41: “Save your ass – Colon cancer awareness in Iceland,” online video, March 2015
Millennials lulled into false sense of security by youth
Black consumers humbled by health
Body acceptance movement seems to be working, still room for progress
Figure 42: Attitudes toward health and body image, July 2015
Millennials need to instill healthy habits now
Black consumers believe society is becoming more accepting
Parents struggle to live a healthy lifestyle
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 43: Healthy habits – Any agree, by gender, by age, by race/Hispanic origin, children <18 in the household, and household income, April 2014-June 2015
APPENDIX – CONSUMER
Figure 44: Use of health monitoring devices (for personal use), by gender and by age, April 2014-June 2015
Figure 45: Attitudes toward health – Any agree, by gender and by age, April 2014-June 2015

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