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Healthy Lifestyles - UK - October 2016

Published By :

Mintel

Published Date : Oct 2016

Category :

Lifestyle

No. of Pages : N/A

A third of adults believe that they are healthier now than they were a year ago, reflecting the UK’s booming interest in healthy living. However, healthy habits are hard to adopt, and even harder to sustain. The perceived higher cost of healthy food is also a significant barrier. Brands and retailers must now do more to make it easier for people to make healthy decisions, such as using loyalty schemes to reward people for buying healthier foods and being more active.

Table of Contents

OVERVIEW
What you need to know

EXECUTIVE SUMMARY
Over a third of Brits say they’re healthier than they were a year ago
Figure 1: Changes in perceptions of consumer health, August 2016
People are putting more effort into staying healthy
Figure 2: Amount of effort people put into staying healthy, August 2016
Barriers to healthy eating
Figure 3: Barriers to healthy eating, August 2016
Barriers to being more active
Figure 4: Barriers to being active, August 2016
A third of Brits have tried cutting meat from their diet
Figure 5: Trial and interest in healthy living trends, August 2016
Consumers emphasise importance of mental as well as physical health
Figure 6: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
Consumers keep an eye on sugar levels
Figure 7: Attitudes towards health, August 2016
What we think

ISSUES AND INSIGHTS
Driving health messages amongst men
The facts
The implications
Tapping into rising interest in mental health
The facts
The implications
Incentivising healthier habits
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
An ageing population
Baby boom slows as age of motherhood rises
Rising proportion of adults shun alcohol and cigarettes
2016: The year of the vegan?
Booming free-from market
Addressing mental health

MARKET DRIVERS – DEMOGRAPHIC FACTORS
Ageing population
Figure 8: Trends in the age structure of the UK population, 2011-21
Baby boom slows as age of motherhood rises
Figure 9: Trends in the number of live births, England and Wales, 2009-14
Healthy eating messages fail to get across to consumers
Figure 10: Trends in body mass index (BMI), England, 2004-14
Rising proportion of adults shun alcohol …
Figure 11: Trends in estimated alcohol consumption on heaviest drinking day in the last week, England, 2004-14
… and cigarettes
Figure 12: Trends in self-reported cigarette smoking status – Current cigarette smoker, by age, England, 2004-14

MARKET DRIVERS – KEY HEALTH TRENDS
2016; the year of the vegan
Booming free-from market
Figure 13: Value retail sales of free-from foods in the UK, 2010-20
Growing acceptance of complementary and alternative medicine
Figure 14: Attitudes towards complementary and alternative medicine, September 2015
Addressing mental health

THE CONSUMER – WHAT YOU NEED TO KNOW
Over a third of Brits say they are healthier than a year ago
It’s hip to be square
Financial incentives for healthy living
Moving beyond weight-related health messages
33% of Brits have tried cutting meat from their diet
Mindfulness for parents
Expanding online resources
Consumers keep an eye on sugar levels
Consumers emphasise the importance of mental and physical health
Helping employees be more healthy

STATE OF THE NATION’S HEALTH
34% of Brits deem themselves healthier than a year ago
Figure 15: Changes in perceptions of consumer health, August 2016
Young adults drive improving health trend
Figure 16: Changes in perceptions of consumer health, by age, August 2016
Mainstream brands tap into the healthy living trend
Figure 17: The Selfridges Body Studio, London, June 2016
Health-focussed NPD doesn’t need to be limited to food and drink
Affluence drives healthy life changes
Figure 18: Changes in perceptions of consumer health, by gross annual household income, August 2016

EFFORT PUT INTO STAYING HEALTHY
One in 10 adults take a strict approach to health
Figure 19: Amount of effort people put into staying healthy, August 2016
Engaging with men over health
Figure 20: Amount of effort people put into staying healthy, by gender, August 2016
Figure 21: Vitabiotics Wellman campaign featuring David Gandy, June 2016

BARRIERS TO HEALTHY LIVING
Barriers to eating healthily
Price remains leading barrier to healthy eating
Figure 22: Barriers to healthy eating, August 2016
Moving beyond weight-related health messages
Barriers to maintaining activity and exercise
Incentivising people to be more active
Figure 23: Barriers to being active, August 2016
Tackling the embarrassment factor
Figure 24: Agreement with the statement “I feel too self-conscious to do exercise”, by age and gender, August 2016

HEALTHY LIVING TRENDS
A third of Brits have tried cutting meat from their diet
Figure 25: Trial and interest in healthy living trends, August 2016
Figure 26: Veggie Pret, September 2016
Promoting a protein-rich diet
Mindfulness for parents
Figure 27: Trial and interest in mindfulness techniques, August 2016
23% interested in outdoor exercise classes
Figure 28: Go Ape in London’s Battersea Park, December 2015

HEALTH INFORMATION – WHO DO PEOPLE TRUST?
Expanding online resources
Figure 29: Levels of trust in selected sources of health information, August 2016
Younger adults trust fitness professionals
Figure 30: Trust in selected sources of health information, August 2016

ATTITUDES TOWARDS HEALTH
Consumers keep their eye on sugar levels
Figure 31: Attitudes towards health, August 2016
Figure 32: Share of product launches in the UK food and non-alcoholic drinks market carrying a low/no/reduced sugar claim, by super category, January 2013-September 2016
Consumers emphasise importance of both mental and physical health
Figure 33: Agreement with the statement “It is as important to look after your mental wellbeing as your physical health (eg taking up a hobby, spending time with family/friends, meditating)”, August 2016
Extending fitness apps to mental health
Figure 34: Pebble Smartwatch and mood monitoring ‘Happiness’ app, August 2016
Helping employees be more healthy
Tapping into the selfie-market
Figure 35: Attitudes towards selfie culture and social media fitness stars, August 2016

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

List of Table

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