Abstract
Health is one of the highest-profile topics on the political and media agenda,
with large volumes of health-related news stories, research and consumer
advice being produced on a daily basis. It has a major impact on many market
sectors, including food, drink, leisure, alternative remedies and
pharmaceuticals.
Despite this, there is still some consumer resistance to the messages about
healthy living. Among the questions addressed by this report are:
- 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?
Possible barriers discussed in the report include:
- 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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