Table of Contents
Overview
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- What you need to know
Executive Summary
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- Most people think they are healthier than they actually are
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- Figure 1: State of people’s health, August 2015 and April 2014
- Many people struggle to achieve their healthy goals
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- Figure 2: What people think is important for staying healthy, August 2015
- Staying healthy to look good
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- Figure 3: Drivers of healthy lifestyles, August 2015
- Everything in moderation
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- Figure 4: Attitudes towards exercise and dieting, August 2015
- What we think
Issues and Insights
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- Closing the gap between perception and reality
- The facts
- The implications
- Beauty as a strong motivator for making healthy lifestyle changes
- The facts
- The implications
- Adapting foodservice to the needs of the health-conscious
- The facts
- The implications
The Market – What You Need to Know
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- 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
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- Ageing population
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- Figure 5: Trends in the age structure of the UK population, 2010-20
- The rate of obesity remains stubbornly high
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- Figure 6: Trends in Body Mass Index (BMI), England, 2003-13
- Obesity rises in midlife
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- Figure 7: Body Mass Index (BMI), by age, England, 2013
- Trends in alcohol consumption
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- Figure 8: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2003-13
- Cigarette smoking habits
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- Figure 9: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2003-13
- Action on sugar
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- Figure 10: Daily added (free) sugar intake, by age, UK, rolling programme 2008-12
- Mental health and wellbeing
- Happiness rises amongst older demographics
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- Figure 11: National wellbeing measures, by age, UK, April 2014-March 2015
The Consumer – What You Need to Know
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- 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
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- Most people think they are healthier than they actually are
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- Figure 12: State of people’s health, August 2015 and April 2014
- Men are less interested in their health
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- Figure 13: State of people’s health, by age and gender, August 2015
Amount of Effort People Put into Staying Healthy
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- Men fall behind women in looking after their health
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- Figure 14: Amount of effort people put into staying healthy, August 2015
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- Figure 15: Screenshot from ‘Great Football Experiment’ campaign by NIVEA for Men, October 2015
- Good health = a luxury good
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- Figure 16: Amount of effort people put into staying healthy, by current financial situation, August 2015
- Looking after health as an investment
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- Figure 17: State of people’s health, by amount of effort they put into staying healthy, August 2015
Habits Important for Staying Healthy
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- Balance is key
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- Figure 18: What people think is important for staying healthy, August 2015
- The path of least resistance
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- 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
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- Figure 20: Actions people took to stay healthy in the last 12 months, August 2015
- Binge drinking more prevalent amongst professionals
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- Figure 21: Actions people took to stay healthy in the last 12 months – Limited/not drunk alcohol, August 2015
Drivers of Healthy Lifestyles
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- Staying healthy to look good
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- Figure 22: Drivers of healthy lifestyles, August 2015
- Prevention is key
- Selfie surgery on the rise
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- Figure 23: Drivers of healthy lifestyle, by age, August 2015
- YouTube stars driving interest in healthy lifestyles
- Fast food companies adapting to Millennial tastes
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- Figure 24: Screenshot from ‘Channel Us’ YouTube page, October 2015
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- Figure 25: Screenshot from ‘Our Food. Your Questions’ campaign by McDonald’s, October 2015
Role of Online and Mobile Tools in Healthy Lifestyles
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- Internet democratises access to health experts
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- 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
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- 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
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- In search of healthier food ingredients
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- Figure 28: Example of a label showing sugar content in teaspoonfuls, October 2015
- Everything in moderation
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- Figure 29: Attitudes towards exercise, dieting and workplace health, August 2015
- Getting active in the workplace
- The need for widespread calorie labelling in foodservice
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- Figure 30: Attitudes towards nutrition, August 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Definitions
- Generations
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