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Healthy Lifestyles - UK - November 2015

Healthy Lifestyles - UK - November 2015

“Whilst prevention of future illness is a major driver of healthier habits, this argument runs the risk of being viewed as ‘nanny state’. Instead, companies and brands would increasingly benefit from emphasising how their products and services help consumers improve their appearance/look younger for their age and help improve mood and emotional wellbeing.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

This report discusses the following key topics:

Closing the gap between perception and reality
Beauty as a strong motivator for making healthy lifestyle changes
Adapting foodservice to the needs of the health-conscious


OVERVIEW
What you need to know
EXECUTIVE SUMMARY
Most people think they are healthier than they actually are
Figure 1: State of people’s health, August 2015 and April 2014
Many people struggle to achieve their healthy goals
Figure 2: What people think is important for staying healthy, August 2015
Staying healthy to look good
Figure 3: Drivers of healthy lifestyles, August 2015
Everything in moderation
Figure 4: Attitudes towards exercise and dieting, August 2015
What we think
ISSUES & INSIGHTS
Closing the gap between perception and reality
Beauty as a strong motivator for making healthy lifestyle changes
Adapting foodservice to the needs of the health-conscious
THE MARKET
What you need to know
No improvement in the rate of obesity
Binge drinking going out of fashion
Sugar is the new frontier in healthy lifestyles campaign
Importance of emotional wellbeing gaining greater recognition
Rising stress levels amongst Millennials
Market drivers
Ageing population
Figure 5: Trends in the age structure of the UK population, 2010-20
The rate of obesity remains stubbornly high
Figure 6: Trends in Body Mass Index (BMI), England, 2003-13
Obesity rises in midlife
Figure 7: Body Mass Index (BMI), by age, England, 2013
Trends in alcohol consumption
Figure 8: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2003-13
Cigarette smoking habits
Figure 9: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2003-13
Action on sugar
Figure 10: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
Mental health and wellbeing
Happiness rises amongst older demographics
Figure 11: National wellbeing measures, by age, UK, April 2014-March 2015
THE CONSUMER
What you need to know
Most Britons think they are healthy
Positioning healthy lifestyle as an investment in healthier future
Gap between perception and reality
Mirror, mirror, on the wall…
Encouraging more active lifestyles at work
State of nation’s health
Most people think they are healthier than they actually are
Figure 12: State of people’s health, August 2015 and April 2014
Men are less interested in their health
Figure 13: State of people’s health, by age and gender, August 2015
Amount of effort people put into staying healthy
Men fall behind women in looking after their health
Figure 14: Amount of effort people put into staying healthy, August 2015
Figure 15: Screenshot from ‘Great Football Experiment’ campaign by NIVEA for Men, October 2015
Good health = a luxury good
Figure 16: Amount of effort people put into staying healthy, by current financial situation, August 2015
Looking after health as an investment
Figure 17: State of people’s health, by amount of effort they put into staying healthy, August 2015
Habits important for staying healthy
Balance is key
Figure 18: What people think is important for staying healthy, August 2015
The path of least resistance
Figure 19: Percentage point difference between actions people took to stay healthy in the last 12 months and what people think is
important for staying healthy, August 2015
Aligning perceptions with reality
Technology to the rescue
Figure 20: Actions people took to stay healthy in the last 12 months, August 2015
Binge drinking more prevalent amongst professionals
Figure 21: Actions people took to stay healthy in the last 12 months – Limited/not drunk alcohol, August 2015
Drivers of healthy lifestyles
Staying healthy to look good
Figure 22: Drivers of healthy lifestyles, August 2015
Prevention is key
Selfie surgery on the rise
Figure 23: Drivers of healthy lifestyle, by age, August 2015
YouTube stars driving interest in healthy lifestyles
Fast food companies adapting to Millennial tastes
Figure 24: Screenshot from ‘Channel Us’ YouTube page, October 2015
Figure 25: Screenshot from ‘Our Food. Your Questions’ campaign by McDonald’s, October 2015
Role of online and mobile tools in healthy lifestyles
Internet democratises access to health experts
Figure 26: Activities done online and via mobile apps to help lead a healthier lifestyle in the last 12 months, August 2015
Reaching out to Baby Boomers and seniors
Figure 27: Activities done online and via mobile apps to help lead a healthier lifestyle in the last 12 months, by age, August 2015
NHS dabbles in mobile apps
Attitudes towards healthy nutrition and exercise
In search of healthier food ingredients
Figure 28: Example of a label showing sugar content in teaspoonfuls, October 2015
Everything in moderation
Figure 29: Attitudes towards exercise, dieting and workplace health, August 2015
Getting active in the workplace
The need for widespread calorie labelling in foodservice
Figure 30: Attitudes towards nutrition, August 2015
APPENDIX
Data sources, abbreviations and supporting information
Data sources
Abbreviations
Definitions
HEALTHY LIFESTYLES, UK - NOVEMBER 2015
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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