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Healthy Lifestyles - US - October 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

The majority of adults (90%) consider their overall lifestyle to be somewhat or very healthy. However, perceptions differ from reality as few hold themselves to strict health standards while weight-related health issues, such as obesity and diabetes, continue to rise. Though many adults say they have made drastic changes and have taken a more proactive approach to their health in the last year, consumers confront a slew of obstacles, such as lack of motivation and time, to live a healthier lifestyle. While technology can help to monitor progress toward better health, it may also be leading to more confused and skeptical consumers.
Table of contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Most Americans think they live a healthy lifestylebut most probably dont
Figure 1: Perceptions of overall lifestyle health, August 2017
Motivation is a challenge, cost and time follow
Figure 2: Obstacles to healthy eating and staying active Motivation, cost, and time items, August 2017
Consumers are inundated with health information
Figure 3: Attitudes toward health information, by perceptions of overall lifestyle health, August 2017
Physical health prioritized over mental health; data culture may be contributing
Figure 4: Meaning of a healthy lifestyle select items, August 2017
The opportunities
Consumers are interested in high-protein, low-sugar diets
Figure 5: Interest in diet options Protein and meat items, August 2017
Changing the perception that healthy foods are expensive can improve eating habits
Figure 6: Obstacles to healthy eating Healthy foods are too expensive, by gender and by age, August 2017
Seasonality of exercise opens opportunity for brands to increase engagement
Figure 7: Exercise frequency and average daily time spent on sports, exercise, and recreation, July 2016
What it means
THE MARKET WHAT YOU NEED TO KNOW
90% of adults consider their overall lifestyle to be healthy
Growing older adult population points to more health issues
Sugar and soda and everything (not) nice
Most say they exercise, day of week and time of year impact likelihood
Food choices are getting healthier, but consumers lack time to cook
Travel has a place in health and wellness
PERCEPTIONS OF OVERALL LIFESTYLE HEALTH
90% of US adults consider their lifestyle to be healthy
Figure 8: Perceptions of overall lifestyle health, August 2017
Those who think they live very healthy lifestyles tend to be men, married
Figure 9: Perceptions of overall lifestyle health, by gender, age, and marital status, August 2017
who are parents (primarily dads), higher income earners
Figure 10: Perceptions of overall lifestyle health, by parental status and gender, and household income, August 2017
Hispanic, employed, and to have a higher level of education
Figure 11: Perceptions of overall lifestyle health, by race and Hispanic origin, education, and employment, August 2017
MARKET FACTORS
An aging population points to a greater focus on health issues
Figure 12: Share of US population, by age, 2000-40
Healthy lifestyles benefit from growing DPI
Figure 13: Disposable Personal Income change from previous period, January 2007-July 2017
Americans continue to battle the bulge
Figure 14: Prevalence of obesity among US Adults aged 20 and over, 1997-2016
Want a soda? Itll cost you (extra)
Sugar, ah honey honeyconsumers (and brands) say no thanks
Figure 15: Share of new product launches in the US with a low/no/reduced sugar claim, 2012-16
Figure 16: New product launches with a low/no/reduced sugar claim, 2017
MARKET PERSPECTIVE
Most adults say they are regular exercisers, but habits fluctuate
Figure 17: Exercise Frequency, July 2016
Number of gyms grows more quickly than memberships
Figure 18: Number of US health and fitness clubs and memberships, 2011-16
Less concerned about skills and tools, adults need more time to cook
Figure 19: Cooking attitudes Select items, by all cooks, August 2016
Half of consumers are shopping for healthier foods
Figure 20: Food purchasing habits Healthy foods, July 2017
Vitamins and supplements: a part of a healthy lifestyle
Figure 21: New product launches Vitamins and dietary supplements, US, 2015-16
Travel brands help consumers by providing wellness services
KEY TRENDS WHAT YOU NEED TO KNOW
Access to healthy products is becoming easier and cheaper
For some, exercise is life
Brands nudge consumers to take better care of their mental health
Brands give consumers more ways to remain health-conscious
WHATS TRENDING?
Diet and nutrition
Ingredients, claims, and transparency
Amazon-Whole Foods deal makes access to healthy foods easier and cheaper
Fitness
Boutique classes with a massive following
Exercise at fitness club/gyms grows while at-home declines
Figure 22: Location adults exercise, 2012-17
Overall well-being
Being healthy also means catching your zzzs
Figure 23: Under Armour Athlete Recovery Sleepwear: REST. WIN. REPEAT., January 5, 2017
Figure 24: Apple Health App Sleep, September 7, 2016
Bridging the physical and mental health gap
Body acceptance may damage idea of what healthy looks like
WHATS NEXT?
Wearable tech for more than tracking steps and workouts
Dynamic pricing for boutique fitness classes
Fast-casual can be healthy, delicious, and at your door
THE CONSUMER WHAT YOU NEED TO KNOW
One in 10 maintain strict healthy lifestyles habits
Physical health prioritized over emotional health
Most face barriers to healthy eating and regular exercise
Consumers are interested in eating less meat but still over-consume it
Roughly four in 10 consumers are interested in new exercise options
Good health is something to be proud of, but may feel out of reach
Knowledge is power, but too much information leads to confusion
Encouragement from personal connections beats social media
Small indulgences are part of a healthy lifestyle
There are five unique perspectives about healthy living
APPROACH TO HEALTHY LIVING
61% of adults say they follow healthy habits at least most of the time
Figure 25: Approach to healthy living, August 2017
Men are more strict with health habits, but are more relaxed with age
Figure 26: Approach to healthy living, by age and gender, August 2017
Commitment to healthy habits correlates with household income
Figure 27: Approach to healthy living, by household income, August 2017
MEANING OF A HEALTHY LIFESTYLE
Adults know how to live healthily, but that doesnt mean theyre doing it
Figure 28: Meaning of a healthy lifestyle and actions taken to be healthy, October 2015 and August 2017
Women associate more actions with healthy living, but struggle with motivation
Figure 29: Meaning of a healthy lifestyle, by gender, August 2017
Older adults see health benefits across many lifestyles choices
Figure 30: Meaning of a healthy lifestyle Select items, by age, August 2017
OBSTACLES TO HEALTHY HABITS
Motivation is biggest obstacle to healthy habits
Cost impacts healthy eating more than exercise habits
Time is more of a barrier to exercise than to healthy eating
Figure 31: Obstacles to healthy eating and staying active Motivation, cost, and time items, August 2017
One in five dislike healthy foods, one in three dislike exercise
Figure 32: Obstacles to healthy eating and staying active dislike and disinterest items, August 2017
Women struggle with motivation while men arent sold on healthy habits
Figure 33: Obstacles to healthy eating, by gender, August 2017
18-24 year olds struggle with motivation, fatigue, and time
Figure 34: Obstacles to staying active, by age, August 2017
INTEREST IN DIET OPTIONS
Americans interested in more protein, less meat but arent there yet
Figure 35: Interest in diet options Protein and meat items, August 2017
Protein-enhanced product launches increase
Figure 36: New product launches with a high/added protein claim, 2016-17
41% are interested in gluten-free diets, 47% in meal kits
Figure 37: Interest in diet options, by gluten-free and meal kit items, August 2017
Young adults are most open to changing their diet
Figure 38: Interest in diet options, by age, August 2017
INTEREST IN EXERCISE OPTIONS
Consumers are interested in using tech to quantify their health
Figure 39: Interest in exercise options Fitness trackers and apps, August 2017
but arent as sold on new forms of exercise classes and programs
Figure 40: Interest in exercise options Classes and programs, August 2017
Figure 41: Peloton | Hello. Let's Go., May 24, 2017
Women likely value the privacy of fitness trackers and at-home exercise
Figure 42: Interest in exercise options Select items, by gender, August 2017
Interest in new types of fitness options declines with age
Figure 43: Interest in exercise options Select items, by age, August 2017
ATTITUDES TOWARD SELF-PERCEPTIONS
Most adults consider being healthy as something to be proud of
Figure 44: Attitudes toward self-perceptions, August 2017
Guilt over unhealthy choices corresponds and declines with age
Figure 45: Attitudes toward self-perceptions Unhealthy choices, by age and gender, August 2017
Parents, namely dads, are taking a more serious approach to their health
Figure 46: Attitudes toward self-perceptions Healthier than a year ago, by parental status and gender, August 2017
ATTITUDES TOWARD HEALTH INFORMATION
Consumers are informed, but more skeptical of health information
Figure 47: Attitudes toward health information, August 2017
Young men are most skeptical of what to believe
Figure 48: Attitudes toward health information, by age and gender, August 2017
Differences in perceived lifestyle health likely fueled by knowledge gap
Figure 49: Attitudes toward health information, by perceptions of overall lifestyle health, August 2017
ATTITUDES TOWARD HEALTH INSPIRATION
For health change, friends/family are more influential than social media
Figure 50: Attitudes toward health inspiration, August 2017
Health-related posts on social media most inspirational for young men
Figure 51: Attitudes toward health inspiration, by age and gender, August 2017
Figure 52: Aerie email/digital marketing, May-August 2017
Multicultural adults are most affected by familial pressure to be healthier
Figure 53: Attitudes toward health inspiration, by race and Hispanic origin, August 2017
ATTITUDES TOWARD HEALTHY INTENTIONS
Majority of consumers agree that being healthy requires balance
Figure 54: Attitudes toward healthy intentions, August 2017
Higher earners consider small indulgences a part of healthy living
Figure 55: Attitudes toward healthy intentions, by household income, August 2017
HEALTHY LIFESTYLES SEGMENTATION
Not all consumers are interested in living a healthy lifestyle
Figure 56: Healthy lifestyle segments, August 2017
Figure 57: Attitudes toward health, by healthy lifestyle segments, August 2017
Health Nuts (23%)
Who are they?
Verdict
Figure 58: Profile of Health Nuts, August 2017
Educated Enthusiasts (21%)
Who are they?
Verdict
Figure 59: Profile of Educated Enthusiasts, August 2017
Balance Believers (20%)
Who are they?
Verdict
Figure 60: Profile of Balance Believers, August 2017
Discouraged Disinterests (18%)
Who are they?
Verdict
Figure 61: Profile of Discouraged Disinterests, August 2017
Unaffected Youth (18%)
Who are they?
Verdict
Figure 62: Profile of Unaffected Youth, August 2017
Cluster methodology
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Marketing creative
Abbreviations and terms
Abbreviations
Terms
APPENDIX KEY PLAYERS
Figure 63: Location adults engage in regular exercise, 2012-17
APPENDIX THE CONSUMER
Figure 64: Percent of food group consumer, based on daily recommended amounts, 2014
Figure 65: Percent of new product launches By high/added protein and gluten-free claims, 2006-16

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