Healthy Lifestyles: Buying into, or Barriers to Overcome? - UK

Published by: Mintel International Group Ltd.

Published: Jan. 1, 2008 - 225 Pages

Table of Contents

ISSUES IN THE MARKET

What are the barriers to a healthy lifestyle, and how can they be overcome?

REPORT SYNOPSIS

MINTEL RESEARCH

Pre-/no family men

Pre-/no family women

Family men

Family women

Older men

Older women

Related reports

Abbreviations

INSIGHTS AND OPPORTUNITIES

Which one to take?

Getting through the door

Counting the units

Screening out the problems

LIFESTYLE SECTOR IN BRIEF

Figure 1: Health typology groups, 2007

BARRIERS TO A HEALTHY LIFESTYLE

Healthy eating

Exercise

Weight

Smoking

Alcohol

WHO’S INNOVATING?

Losing the weight

But it’s not just about weight loss

Creeping into other sectors

Supplements galore!

Prevention can be better than cure

SECTOR ENVIRONMENT

Living for longer

Figure 2: Life-expectancy at birth, by gender - UK, 1977-2007

But life-expectancy does not tell the whole story

Rise in obesity will also take a toll

Figure 3: Body Mass Index, by gender, 1993-2005

HEALTH - THE BIG PICTURE

Key points

MARKETING MESSAGES

Recent developments in health

Blueprint for a healthy lifestyle

A synopsis of other recent developments

Alcohol

Smoking

Exercise

Weight

CHANGES IN CONSUMER ATTITUDES AND BEHAVIOUR

From general health…

Figure 4: Those who agree ‘I really look after my health’, 2002-07

…to what they eat…

…to taking exercise…

…and cutting down on smoking…

…although not drinking

HEALTH TYPOLOGIES

Figure 5: Health typology groups, 2007

Strugglers (27% of sample)

Fatalists (21% of sample)

Happy Healthies (18% of sample)

Natural Alternatives (15% of sample)

Persistent Strivers (19% of sample)

HEALTHY EATING

Key points

MARKETING MESSAGES

SHOPPING FOR HEALTHY FOOD

Is healthy food worth it?

Figure 6: Attitudes towards shopping for food, 2007

Shopping by health typologies

Persistent Strivers spend the most on food

Natural Alternatives are not easy to please

Fatalists are not happy food shoppers

TIME TO COOK?

But it’s not for everyone

Figure 7: Attitudes towards cooking, by health typology group, 2007

Take it away!

ARE YOU WHAT YOU EAT?

Going back to real meals?

Snacking declining

Happy comes from being virtuous?

‘A little of what you fancy’

Fatalists have a very utilitarian approach to food

Happy all round

A healthy eating overview

Figure 8: Healthy and Unhealthy Eaters, by gender, age and socio-economic group, 2007

Foods eaten and foods avoided

No choice about being healthy - especially for Persistent Strivers

Going one stage further - especially for the Natural Alternatives

BARRIERS TO HEALTHY EATING

Figure 9: Barriers to healthy eating, October 2007

Time

Shopping and preparing

Food on the go

Mothers and children

Cost

Unhealthy food is cheaper…

…isn’t it?

Confusion

Conflicting advice and information

Demoralising effects

Confusing labels

Scepticism

Unhealthy motives

Organic scepticism

Lack of enjoyment

More of a man’s view?

Lack of confidence

More of a younger person’s view?

The significant effect of ‘upbringing’

Leaving the nest is pivotal to later eating habits

‘Don’t care’

The times when you just can’t be bothered

Social pressure

Unhealthy pressure…

…and pressure for those with children - both ways

THE ROLE OF EXERCISE

Key points

MARKETING MESSAGES

HOW MUCH DO THEY DO?

Figure 10: Those who do some form of sport or exercise at least once a week, by age, 2002 and 2007

Who are the fittest?

Figure 11: Attitudes towards sport and exercise, by health typology group, 2007

Men ahead

WHAT DO THEY DO?

Regular exercisers

Figure 12: Regular participation in sport and exercise, by health typology group, 2007

Who does what?

BARRIERS TO TAKING EXERCISE

Figure 13: Barriers to doing exercise, October 2007

Time

Work pressures…

…and fatigue

Lack of enjoyment

Exercise-specific?

All forms of exercise?

Some form of exercise for everyone

Lack of confidence

Gym avoiders…

…and intimidating marketing

Some form of gym for everyone?

Not being ‘sporty’…

…and being ‘formerly’ sporty

Cost

Pricey gyms

Seniors take advantage of local authority health centres

Confusion

How much exercise?

Scepticism

What kind of exercise?

Social pressure

Beer or burn?

Friendly pressure

‘No need’

Enough already…

…but for how long?

WEIGHT AND HEALTH

Key points

MARKETING MESSAGES

WHO FEELS OVERWEIGHT?

Generally…

…and among Mintel’s health typologies

Figure 14: Those who have felt overweight in the last year, by health typology group, 2007

Demographic analysis

WHAT DO THEY TRY TO DO ABOUT IT?

Three in ten are trying to lose weight ‘most of the time’

An issue for Persistent Strivers and Strugglers

On a diet?

Persistent Strivers will clearly go to great lengths to try to lose weight

Strugglers want quick results

THE HABITS AND ATTITUDES OF THOSE WHO BATTLE WITH THEIR WEIGHT

The lengths they will go to…

…and what they eat

Figure 15: Foods avoided and eaten, by all consumers and by those who are trying to lose weight, 2007

Fighting fat with exercise

THE EFFECT OF BMI

Most (but not all) are aware they have a problem…

Figure 16: Those who have felt overweight in the last year, by BMI, 2007

…and are trying to do something about it…

…but temptation is a problem…

…and so is lack of exercise

THE BARRIERS TO ATTAINING AND MAINTAINING A HEALTHY WEIGHT

Figure 17: Barriers to attaining and maintaining a healthy weight, October 2007

Time

Reading labels, cooking, children to look after, fitness regimes

Gradual weight loss can mean lack of motivation

Cost

Slimming clubs, gyms, health foods

Confusion

How accurate is BMI anyway?

Each to their own (weight)

Scepticism

Supplements, fads and more fads?

Confidence

A ‘weight’ on their mind…

…and a preventative measure

Genetic factors

Some are lucky - others not

The ageing process

‘Older-age spread’

Social pressure

Dieting isn’t ‘normal’

NAUGHTY BUT NICE? SMOKING, ALCOHOL AND HEALTH

Key points

MARKETING MESSAGES

SMOKING HABITS

Figure 18: Smoking behaviour, by health typology group, 2007

Giving it up?

The message about smoking is reaching the young but not the less affluent

Thinking of others

Figure 19: Those who have smoked in the last 12 months - lifestage, by socio-economic group, 2007

ALCOHOL AND HEALTH

Is it the drink that does it?

Figure 20: Those who drink alcohol more than once a week, by health typology group, 2007

‘Middle-class’ drinkers?

But the younger groups drink away from home

A wine culture

Excuse number one - ‘Wine is good for you’

Figure 21: Heavy users of alcohol, by health typology group, 2007

Excuse number two - ‘But it’s also a man thing’

DO SMOKERS AND DRINKERS LIVE LESS HEALTHILY?

Smokers have less healthy eating habits

Figure 22: Eating habits of smokers and non-smokers, 2007

But they do know this could be a problem

A more sedentary lifestyle

Smoking and drinking partners

Virtuous drinkers!

BARRIERS TO STOPPING/CUTTING DOWN SMOKING

Figure 23: Barriers to stopping/cutting down smoking, October 2007

Social pressure

The smoking ban can exacerbate this pressure

Confidence

A smoker’s ‘crutch’

Stress

Revisiting the ‘old friend’

‘No need’?

Cost

Smoking cessation expenses?

HOW TO GIVE UP SMOKING?

Figure 24: Reasons for giving up smoking, October 2007

Shock

A shocking trigger

Other triggers

Can’t keep up

Ways and means

BARRIERS TO A ‘HEALTHY’ CONSUMPTION OF ALCOHOL

Figure 25: The main barriers to maintaining a sensible level of alcohol consumption, October 2007

Confusion

Taking the good with the bad

But what does ‘moderation’ mean?

And is wine really good for you?

Social pressure

‘Drink up! - Your round! - Just a quick one!’

No need

Why spoil the fun?

THE ROLE OF STRESS

Key points

MARKETING MESSAGES

WORK, REST AND PLAY - TIME USE AND HEALTH

Overview

DOES IT ALL DEPEND ON YOUR OUTLOOK? LIFESTYLE AND STRESS

Happy but too busy

Figure 26: Attitudes towards life, 2007

The worriers

Oh…to be a Happy Healthy!

Strugglers and Fatalists find life harder

Children should come with a health warning

Figure 27: ‘Because of my busy lifestyle, I don’t take care of myself as well as I should’, by lifestage, 2007

WORKLOAD AND STRESS

The difference between ‘workaholics’ and those who just work full-time

SMOKING, DRINKING, WEIGHT AND STRESS

Weight and stress

Figure 28: Personality and attitudes towards life, by those who are trying to lose weight ‘most of the time’,

2007

Smoking and stress

Drinking and stress

HOW DOES STRESS AFFECT HEALTH?

Figure 29: The effects of stress, 2007

Eating habits

Exercise (generally felt to be beneficial for stress levels)

Weight (like eating habits, stress can have differing effects on weight)

Smoking

Alcohol consumption

PREVENTION OR CURE? ALTERNATIVE AND CONVENTIONAL MEDICINE

Key points

MARKETING MESSAGES

COMMON AILMENTS

Figure 30: Ailments suffered from frequently, 2007

Suffering Strugglers

Fatalists also have a high incidence of minor health problems

Persistent problems

Happy Healthies - Chicken and egg?

WEIGHT AND ILL HEALTH

Figure 31: Ailments suffered in the past four weeks, by those who are trying to lose weight ‘most of the

time’, 2007

Smoking and ill health

Alcohol and ill health

Overwork and ill health

DEALING WITH FEELING ILL

Brave soldiers

Figure 32: Attitudes towards dealing with ill health, 2007

Strugglers need the doctor

Dosing themselves

Consultations

VITAMINS/SUPPLEMENTS

It’s all or nothing

Figure 33: Use of vitamins and supplements in the last 12 months, by health typology group, 2007

Fish oils are by far the most popular

ATTITUDES TOWARDS ALTERNATIVE REMEDIES

Just around one in ten would prefer alternative medicine…

…but this is of course far higher among the Natural Alternatives…

…and quite the opposite among the Happy Healthies

THE ROLE OF HEALTH SCREENING - AND THE BARRIERS

Figure 34: Barriers to health screening, October 2007

Lack of provision

Lack of promotion

Cost

Fear

THE ROLE OF COMPLEMENTARY HEALTHCARE - AND THE BARRIERS

Is it the answer?

Alternative barriers

Scepticism

It seems to work, but is that a placebo?

‘No need’

Isn’t a healthy lifestyle enough?

Cost

You have to keep taking them!

A HEALTHY OUTLOOK?

Key points

OVERCOMING THE BARRIERS

More health screening

‘Big’ health campaigns, involving a wide cross-section of society

Using shock tactics

Giving clear, non-patronising health guidelines

Finding ways to overcome the cost of a healthy lifestyle, including cheap gym membership, and/or cheaper

healthy food

CHILDREN ARE THE FUTURE

PREDICTIONS FOR THE FUTURE - IS IT HEALTHIER? - AND WHO FOR?

Forecasting a more stable or a more split future?

Health typologies

Figure 35: Health typologies, by gender, age and socio-economic group, 2007

The demographic ‘static’ scenario

Figure 36: Forecast of health typologies - assuming standard forecast demographic changes, 2007 and

2012

The negative (less healthy) scenario

Figure 37: Forecast of health typologies - assuming a negative scenario, 2007 and 2012

The positive (more healthy) scenario

Figure 38: Forecast of health typologies - assuming a positive scenario, 2007 and 2012

Mintel’s view…

APPENDIX

SECTOR ENVIRONMENT

Figure 39: Expectation of life at birth, by gender - UK, 1977-2007

Figure 40: Life-expectancy, healthy life-expectancy and disability-free life-expectancy at birth, by gender,

Great Britain, 1981 and 2002

Figure 41: Body Mass Index, by gender and age, 1993-2005

THE BIG PICTURE

Figure 42: Health-related attitudes and behaviour, 2002-07

Figure 43: Health typologies, by gender, age, socio-economic group, marital status, working status,

lifestage, detailed lifestage groups, health status and BMI, 2007

Figure 44: Attitudes towards health (components making up the groups), by health typology group, 2007

HEALTHY EATING

Figure 45: Attitudes towards shopping for food, by health typology group, 2007

Figure 46: Attitudes towards cooking, by health typology group, 2007

Figure 47: Use of takeaways and fast foods, by health typology group, 2007

Figure 48: Those who eat takeaway and fast foods more than once a month, by gender, age, socioeconomic

group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007. 125

Figure 49: Mealtime habits, by health typology group, 2007

Figure 50: General attitudes towards food and eating, by health typology group, 2007

Figure 51: Healthy and Unhealthy Eaters, by health typology group, gender, age, socio-economic group,

marital status, working status, lifestage, detailed lifestage groups and health status, 2007

Figure 52: Foods eaten and avoided, by health typology group, 2007

THE ROLE OF EXERCISE

Figure 53: Attitudes towards sport and exercise, by health typology group, 2007

Figure 54: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by

health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed

lifestage groups and health status, 2007

Figure 55: Whether do anything to improve their health and fitness, by health typology group, 2007

Figure 56: Weekly participation in running, jogging, gym exercises, by health typology group, 2007

Figure 57: Regular participation in sport and exercise, by health typology group, 2007

Figure 58: Those who participate regularly in sport or exercise, by health typology group, gender, age,

socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and

who consulted, 2007

WEIGHT AND HEALTH

Figure 59: Those who have felt overweight in the last year, by health typology group, 2007

Figure 60: Those who have felt overweight in the last year, by health typology group, gender, age, socioeconomic

group, marital status, working status, lifestage, detailed lifestage groups, health status and who

consulted, 2007

Figure 61: Agreement/disagreement that ‘Most of the time I am trying to lose weight’, by health typology

group, 2007

Figure 62: Those who agree that ‘most of the time I am trying to lose weight’, by health typology group,

gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and

health status, 2007

Figure 63: Those who are currently slimming, by health typology, 2007

Figure 64: Frequency of dieting, by health typology group, 2007

Figure 65: Weight loss and eating - consumer habits, by health typology group, 2007

How overweight?

Figure 66: Extent of overweight - those who are trying to lose weight ‘most of the time’, 2007

What are they doing about it?

Figure 67: The eating habits of those who are trying to lose weight ‘most of the time’ (1), 2007

Figure 68: The eating habits of those who are trying to lose weight ‘most of the time’ (2), 2007

Figure 69: The exercise habits of those who are trying to lose weight ‘most of the time’ (1), 2007

Figure 70: The exercise habits of those who are trying to lose weight ‘most of the time’ (2), 2007

Figure 71: Perceived extent of overweight, by BMI, 2007

Figure 72: Attitude towards health and weight, by BMI, 2007

Figure 73: Eating habits, by BMI (1), 2007

Figure 74: Eating habits, by BMI (2), 2007

Figure 75: Exercise habits, by BMI, 2007

THE ROLE OF EXERCISE

Figure 76: Attitudes towards sport and exercise, by health typology group, 2007

Figure 77: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by

health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed

lifestage groups and health status, 2007

Figure 78: Whether do anything to improve their health and fitness, by health typology group, 2007

Figure 79: Weekly participation in running, jogging, gym exercises, by health typology group, 2007

Figure 80: Regular participation in sport and exercise, by health typology group, 2007

Figure 81: Those who participate regularly in sport or exercise, by health typology group, gender, age,

socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and

who consulted, 2007

WEIGHT AND HEALTH

Figure 82: Those who have felt overweight in the last year, by health typology group, 2007

Figure 83: Those who have felt overweight in the last year, by health typology group, gender, age, socioeconomic

group, marital status, working status, lifestage, detailed lifestage groups, health status and who

consulted, 2007

Figure 84: Agreement/disagreement that ‘Most of the time I am trying to lose weight’, by health typology

group, 2007

Figure 85: Those who agree that ‘Most of the time I am trying to lose weight’, by health typology group,

gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and

health status, 2007

Figure 86: Those who are currently slimming, by health typology group, 2007

Figure 87: Frequency of dieting, by health typology group, 2007

Figure 88: Weight loss and eating - consumer habits, by health typology group, 2007

How overweight?

Figure 89: Extent of overweight - those who are trying to lose weight ‘most of the time’, 2007

What are they doing about it?

Figure 90: The eating habits of those who are trying to lose weight ‘most of the time’ (1), 2007

Figure 91: The eating habits of those who are trying to lose weight ‘most of the time’ (2), 2007

Figure 92: The exercise habits of those who are trying to lose weight ‘most of the time’ (1), 2007

Figure 93: The exercise habits of those who are trying to lose weight ‘most of the time’ (2), 2007

Figure 94: Perceived extent of being overweight, by BMI, 2007

Figure 95: Attitude towards health and weight, by BMI, 2007

Figure 96: Eating habits, by BMI (1), 2007

Figure 97: Eating habits, by BMI (2), 2007

Figure 98: Exercise habits, by BMI, 2007

SMOKING, ALCOHOL AND HEALTH

Figure 99: Smoking behaviour, by health typology group, 2007

Figure 100: Those who are trying to give up smoking, by health typology group, 2007

Figure 101: Attitudes towards the smoking ban in public places, by health typology group, 2007

Figure 102: Smokers, and those who are trying to give up, by health typology group, gender, age, socioeconomic

group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007. 171

Figure 103: Those who have smoked in the last year, by age and socio-economic group, 2002 and 2007

Figure 104: Frequency of drinking alcohol (in and out of home), by health typology group, 2007

Figure 105: Those who drink alcohol more than once a week, by health typology group, gender, age, socioeconomic

group, marital status, working status, lifestage, detailed lifestage groups, health status and who

consulted, 2007

Figure 106: Heavy users of alcohol, by health typology group, 2007

Figure 107: Heavy users of alcohol, by health typology group, gender, age, socio-economic group, marital

status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007

Figure 108: Eating habits of smokers and non-smokers, 2007

Figure 109: Consumption of takeaways and fast foods - smokers and non-smokers, 2007

Figure 110: Attitudes towards exercise and keeping fit - smokers and non-smokers, 2007

Figure 111: Exercise habits - smokers and non-smokers, 2007

Figure 112: Weight - smokers and non-smokers, 2007

Figure 113: Alcohol - smokers and non-smokers, 2007

Figure 114: The eating habits of frequent drinkers, 2007

Figure 115: Consumption of fast foods and takeaways - frequent drinkers, 2007

Figure 116: Attitudes towards exercise and keeping fit - frequent drinkers, 2007

Figure 117: Frequent drinkers and weight, 2007

THE ROLE OF STRESS

Figure 118: Time use on an average weekday, by health typology group, 2007

Figure 119: Personality and attitudes towards life, by health typology group, 2007

Figure 120: Those who agree that ’Because of my busy lifestyle, I don’t take care of myself as well as I

should’, by health typology group, gender, age, socio-economic group, marital status, working status,

lifestage, detailed lifestage groups and health status, 2007

Figure 121: Personality and attitudes towards life - those who work more than eight hours a day, 2007

Figure 122: Personality and attitudes towards life - those who are trying to lose weight ‘most of the time’,

2007

Figure 123: Personality and attitudes towards life - smokers and non-smokers, 2007

Figure 124: Personality and attitudes towards life - frequent drinkers, 2007

ALTERNATIVE AND CONVENTIONAL MEDICINE

Figure 125: Ailments suffered from frequently, by health typology group, 2007

Figure 126: Ailments suffered from in the past four weeks, by health typology group, 2007

Figure 127: Ailments suffered from frequently - those who are trying to lose weight ‘most of the time’, 2007 195

Figure 128: Ailments suffered in the past four weeks - those who are trying to lose weight ‘most of the time’,

2007

Figure 129: Ailments suffered from frequently, by BMI, 2007

Figure 130: Ailments suffered from frequently - smokers and non-smokers, 2007

Figure 131: Ailments suffered from in the past four weeks - smokers and non-smokers, 2007

Figure 132: Ailments suffered from frequently - frequent drinkers, 2007

Figure 133: Ailments suffered from in the past four weeks - frequent drinkers, 2007

Figure 134: Ailments suffered from frequently - those who work more than eight hours a day, 2007

Figure 135: Ailments suffered from in the past four weeks - those who work more than eight hours a day,

2007

Figure 136: Attitudes towards dealing with ill health, by health typology group, 2007

Figure 137: Usual action when suffering from flu with a slight temperature, by health typology group, 2007

Figure 138: Consultation of health professionals/alternative practitioners in last 12 months, by health

typology group, 2007

Figure 139: Use of vitamins and supplements in the last 12 months, by health typology group, 2007

Figure 140: Vitamins and supplements taken in the last 12 months, by health typology group, 2007

Figure 141: Attitudes towards alternative remedies, by health typology group, 2007

HEALTHY OUTLOOK

Figure 142: Really important things in life (top ten) - 11-14-year-olds, by gender, 2006

Figure 143: Really important things in life (top ten) - 15-19-year-olds, by gender, 2006

APPENDIX: RESEARCH METHODOLOGY

Abstract

• How widespread is the resistance to these messages?
• Which consumers are most, and least, willing to adopt a healthy lifestyle?
• What are the barriers preventing them from doing so - and how can these barriers be overcome?

• the cost of healthy living
• time constraints
• a matter of taste - is healthy living too boring/arduous/unpalatable?
• mixed messages - are consumers confused by conflicting advice?
• scepticism - the perceived role of vested interests and/or media hype
• complacency - do they think they are healthy enough already? Is good/bad health all in the genes?
• apathy - do they simply not care about health?

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