Healthy Lifestyles: Buying into, or Barriers to Overcome? - UK - January 2008

Table of Contents

Issues in the Market

• What are the barriers to a healthy lifestyle, and how can they be overcome?
• Report synopsis
• Mintel research
• Pre-/no family men
• Pre-/no family women
• Family men
• Family women
• Older men
• Older women
• Related reports
• Abbreviations

Lifestyle Sector in Brief

• Figure 1: Health typology groups, 2007
• Barriers to a healthy lifestyle
• Healthy eating
• Exercise
• Weight
• Smoking
• Alcohol

Who' s Innovating?

• Losing the weight
• But it' s not just about weight loss
• Creeping into other sectors
• Supplements galore!
• Prevention can be better than cure

Sector Environment

• Living for longer
  • Figure 2: Life-expectancy at birth, by gender - UK, 1977-2007
• But life-expectancy does not tell the whole story
• Rise in obesity will also take a toll
  • Figure 3: Body Mass Index, by gender, 1993-2005

Health - The Big Picture

• Key points
• Marketing messages
• Recent developments in health
• Blueprint for a healthy lifestyle
• A synopsis of other recent developments
• Alcohol
• Smoking
• Exercise
• Weight
• Changes in consumer attitudes and behaviour
• From general health…
  • Figure 4: Those who agree ‘I really look after my health’, 2002-07
• …to what they eat…
• …to taking exercise…
• …and cutting down on smoking…
• …although not drinking
• Health typologies
  • Figure 5: Health typology groups, 2007
• Strugglers (27% of sample)
• Fatalists (21% of sample)
• Happy Healthies (18% of sample)
• Natural Alternatives (15% of sample)
• Persistent Strivers (19% of sample)

Healthy Eating

• Key points
• Marketing messages
• Shopping for healthy food
• Is healthy food worth it?
  • Figure 6: Attitudes towards shopping for food, 2007
• Shopping by health typologies
• Persistent Strivers spend the most on food
• Natural Alternatives are not easy to please
• Fatalists are not happy food shoppers
• Time to cook?
• But it' s not for everyone
  • Figure 7: Attitudes towards cooking, by health typology group, 2007
• Take it away!
• Are you what you eat?
• Going back to real meals?
• Snacking declining
• Happy comes from being virtuous?
• ‘A little of what you fancy’
• Fatalists have a very utilitarian approach to food
• Happy all round
• A healthy eating overview
  • Figure 8: Healthy and Unhealthy Eaters, by gender, age and socio-economic group, 2007
• Foods eaten and foods avoided
• No choice about being healthy - especially for Persistent Strivers
• Going one stage further - especially for the Natural Alternatives
• Barriers to healthy eating
  • Figure 9: Barriers to healthy eating, October 2007
• Time
• Shopping and preparing
• Food on the go
• Mothers and children
• Cost
• Unhealthy food is cheaper…
• …isn' t it?
• Confusion
• Conflicting advice and information
• Demoralising effects
• Confusing labels
• Scepticism
• Unhealthy motives
• Organic scepticism
• Lack of enjoyment
• More of a man' s view?
• Lack of confidence
• More of a younger person' s view?
• The significant effect of ‘upbringing’
• Leaving the nest is pivotal to later eating habits
• ‘Don' t care’
• The times when you just can' t be bothered
• Social pressure
• Unhealthy pressure…
• …and pressure for those with children - both ways

The Role of Exercise

• Key points
• Marketing messages
• How much do they do?
  • Figure 10: Those who do some form of sport or exercise at least once a week, by age, 2002 and 2007
• Who are the fittest?
  • Figure 11: Attitudes towards sport and exercise, by health typology group, 2007
• Men ahead
• What do they do?
• Regular exercisers
  • Figure 12: Regular participation in sport and exercise, by health typology group, 2007
• Who does what?
• Barriers to taking exercise
  • Figure 13: Barriers to doing exercise, October 2007
• Time
• Work pressures…
• …and fatigue
• Lack of enjoyment
• Exercise-specific?
• All forms of exercise?
• Some form of exercise for everyone
• Lack of confidence
• Gym avoiders…
• …and intimidating marketing
• Some form of gym for everyone?
• Not being ‘sporty’…
• …and being ‘formerly’ sporty
• Cost
• Pricey gyms
• Seniors take advantage of local authority health centres
• Confusion
• How much exercise?
• Scepticism
• What kind of exercise?
• Social pressure
• Beer or burn?
• Friendly pressure
• ‘No need’
• Enough already…
• …but for how long?

Weight and Health

• Key points
• Marketing messages
• Who feels overweight?
• Generally…
• …and among Mintel' s health typologies
  • Figure 14: Those who have felt overweight in the last year, by health typology group, 2007
• Demographic analysis
• What do they try to do about it?
• Three in ten are trying to lose weight ‘most of the time’
• An issue for Persistent Strivers and Strugglers
• On a diet?
• Persistent Strivers will clearly go to great lengths to try to lose weight
• Strugglers want quick results
• The habits and attitudes of those who battle with their weight
• The lengths they will go to…
• …and what they eat
  • Figure 15: Foods avoided and eaten, by all consumers and by those who are trying to lose weight, 2007
• Fighting fat with exercise
• The effect of BMI
• Most (but not all) are aware they have a problem…
  • Figure 16: Those who have felt overweight in the last year, by BMI, 2007
• …and are trying to do something about it…
• …but temptation is a problem…
• …and so is lack of exercise
• The barriers to attaining and maintaining a healthy weight
  • Figure 17: Barriers to attaining and maintaining a healthy weight, October 2007
• Time
• Reading labels, cooking, children to look after, fitness regimes
• Gradual weight loss can mean lack of motivation
• Cost
• Slimming clubs, gyms, health foods
• Confusion
• How accurate is BMI anyway?
• Each to their own (weight)
• Scepticism
• Supplements, fads and more fads?
• Confidence
• A ‘weight’ on their mind…
• …and a preventative measure
• Genetic factors
• Some are lucky - others not
• The ageing process
• ‘Older-age spread’
• Social pressure
• Dieting isn' t ‘normal’

Naughty but Nice? Smoking, Alcohol and Health

• Key points
• Marketing messages
• Smoking habits
  • Figure 18: Smoking behaviour, by health typology group, 2007
• Giving it up?
• The message about smoking is reaching the young but not the less affluent
• Thinking of others
  • Figure 19: Those who have smoked in the last 12 months - lifestage, by socio-economic group, 2007
• Alcohol and health
• Is it the drink that does it?
  • Figure 20: Those who drink alcohol more than once a week, by health typology group, 2007
• ‘Middle-class’ drinkers?
• But the younger groups drink away from home
• A wine culture
• Excuse number one - ‘Wine is good for you’
  • Figure 21: Heavy* users of alcohol, by health typology group, 2007
• Excuse number two - ‘But it' s also a man thing’
• Do smokers and drinkers live less healthily?
• Smokers have less healthy eating habits
  • Figure 22: Eating habits of smokers and non-smokers, 2007
• But they do know this could be a problem
• A more sedentary lifestyle
• Smoking and drinking partners
• Virtuous drinkers!
• Barriers to stopping/cutting down smoking
  • Figure 23: Barriers to stopping/cutting down smoking, October 2007
• Social pressure
• The smoking ban can exacerbate this pressure
• Confidence
• A smoker' s ‘crutch’
• Stress
• Revisiting the ‘old friend’
• ‘No need’?
• Cost
• Smoking cessation expenses?
• How to give up smoking?
• Shock
• A shocking trigger
• Other triggers
• Can' t keep up
• Ways and means
• Barriers to a ‘healthy’ consumption of alcohol
  • Figure 25: The main barriers to maintaining a sensible level of alcohol consumption, October 2007
• Confusion
• Taking the good with the bad
• But what does ‘moderation’ mean?
• And is wine really good for you?
• Social pressure
• ‘Drink up! - Your round! - Just a quick one!’
• No need
• Why spoil the fun?

The Role of Stress

• Key points
• Marketing messages
• Work, rest and play - time use and health
• Overview
• Does it all depend on your outlook? Lifestyle and stress
• Happy but too busy
  • Figure 26: Attitudes towards life, 2007
• The worriers
• Oh…to be a Happy Healthy!
• Strugglers and Fatalists find life harder
• Children should come with a health warning
  • Figure 27: ‘Because of my busy lifestyle, I don' t take care of myself as well as I should’, by lifestage, 2007
• Workload and stress
• The difference between ‘workaholics’ and those who just work full-time
• Smoking, drinking, weight and stress
• Weight and stress
  • Figure 28: Personality and attitudes towards life, by those who are trying to lose weight ‘most of the time’, 2007
• Smoking and stress
• Drinking and stress
• How does stress affect health?
  • Figure 29: The effects of stress, 2007
• Eating habits
• Exercise (generally felt to be beneficial for stress levels)
• Weight (like eating habits, stress can have differing effects on weight)
• Smoking
• Alcohol consumption

Prevention or Cure? Alternative and Conventional Medicine

• Key points
• Marketing messages
• Common ailments
  • Figure 30: Ailments suffered from frequently, 2007*
• Suffering Strugglers
• Fatalists also have a high incidence of minor health problems
• Persistent problems
• Happy Healthies - Chicken and egg?
• Weight and ill health
  • Figure 31: Ailments suffered in the past four weeks, by those who are trying to lose weight ‘most of the time’, 2007
• Smoking and ill health
• Alcohol and ill health
• Overwork and ill health
• Dealing with feeling ill
• Brave soldiers
  • Figure 32: Attitudes towards dealing with ill health, 2007
• Strugglers need the doctor
• Dosing themselves
• Consultations
• Vitamins/supplements
• It' s all or nothing
  • Figure 33: Use of vitamins and supplements in the last 12 months, by health typology group, 2007
• Fish oils are by far the most popular
• Attitudes towards alternative remedies
• Just around one in ten would prefer alternative medicine…
• …but this is of course far higher among the Natural Alternatives…
• …and quite the opposite among the Happy Healthies
• The role of health screening - and the barriers
  • Figure 34: Barriers to health screening, October 2007
• Lack of provision
• Lack of promotion
• Cost
• Fear
• The role of complementary healthcare - and the barriers
• Is it the answer?
• Alternative barriers
• Scepticism
• It seems to work, but is that a placebo?
• ‘No need’
• Isn' t a healthy lifestyle enough?
• Cost
• You have to keep taking them!

A Healthy Outlook?

• Key points
• Overcoming the barriers
• More health screening
• ‘Big’ health campaigns, involving a wide cross-section of society
• Using shock tactics
• Giving clear, non-patronising health guidelines
• Finding ways to overcome the cost of a healthy lifestyle, including cheap gym membership, and/or cheaper healthy food
• Children are the future

Predictions for the Future - Is it Healthier? - And Who For?

• Forecasting a more stable or a more split future?
• Health typologies
  • Figure 35: Health typologies, by gender, age and socio-economic group, 2007
• The demographic ‘static’ scenario
  • Figure 36: Forecast of health typologies - assuming standard forecast demographic changes, 2007 and 2012
• The negative (less healthy) scenario
  • Figure 37: Forecast of health typologies - assuming a negative scenario, 2007 and 2012
• The positive (more healthy) scenario
  • Figure 38: Forecast of health typologies - assuming a positive scenario, 2007 and 2012
• Mintel' s view…

Appendix

• Sector environment
  • Figure 39: Expectation of life at birth, by gender - UK, 1977-2007
  • Figure 40: Life-expectancy, healthy life-expectancy and disability-free life-expectancy at birth, by gender, Great Britain, 1981 and 2002
  • Figure 41: Body Mass Index, by gender and age, 1993-2005
• The big picture
  • Figure 42: Health-related attitudes and behaviour, 2002-07
  • Figure 43: Health typologies, by gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and BMI, 2007
  • Figure 44: Attitudes towards health (components making up the groups), by health typology group, 2007
• Healthy eating
  • Figure 45: Attitudes towards shopping for food, by health typology group, 2007
  • Figure 46: Attitudes towards cooking, by health typology group, 2007
  • Figure 47: Use of takeaways and fast foods, by health typology group, 2007
  • Figure 48: Those who eat takeaway and fast foods more than once a month, by gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 49: Mealtime habits, by health typology group, 2007
  • Figure 50: General attitudes towards food and eating, by health typology group, 2007
  • Figure 51: Healthy and Unhealthy Eaters, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 52: Foods eaten and avoided, by health typology group, 2007
• The role of exercise
  • Figure 53: Attitudes towards sport and exercise, by health typology group, 2007
  • Figure 54: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 55: Whether do anything to improve their health and fitness, by health typology group, 2007
  • Figure 56: Weekly participation in running, jogging, gym exercises, by health typology group, 2007
  • Figure 57: Regular participation in sport and exercise, by health typology group, 2007
  • Figure 58: Those who participate regularly in sport or exercise*, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
• Weight and health
  • Figure 59: Those who have felt overweight in the last year, by health typology group, 2007
  • Figure 60: Those who have felt overweight in the last year, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
  • Figure 61: Agreement/disagreement that ‘Most of the time I am trying to lose weight’, by health typology group, 2007
  • Figure 62: Those who agree that ‘most of the time I am trying to lose weight’, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 63: Those who are currently slimming, by health typology, 2007
  • Figure 64: Frequency of dieting, by health typology group, 2007
  • Figure 65: Weight loss and eating - consumer habits, by health typology group, 2007
• How overweight?
  • Figure 66: Extent of overweight - those who are trying to lose weight ‘most of the time’, 2007
• What are they doing about it?
  • Figure 67: The eating habits of those who are trying to lose weight ‘most of the time’ (1), 2007
  • Figure 68: The eating habits of those who are trying to lose weight ‘most of the time’ (2), 2007
  • Figure 69: The exercise habits of those who are trying to lose weight ‘most of the time’' (1), 2007
  • Figure 70: The exercise habits of those who are trying to lose weight ‘most of the time’ (2), 2007
  • Figure 71: Perceived extent of overweight, by BMI, 2007
  • Figure 72: Attitude towards health and weight, by BMI, 2007
  • Figure 73: Eating habits, by BMI (1), 2007
  • Figure 74: Eating habits, by BMI (2), 2007
  • Figure 75: Exercise habits, by BMI, 2007
• The Role of Exercise
  • Figure 76: Attitudes towards sport and exercise, by health typology group, 2007
  • Figure 77: Agreement/disagreement that ‘I do some form of sport or exercise at least once a week’, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 78: Whether do anything to improve their health and fitness, by health typology group, 2007
  • Figure 79: Weekly participation in running, jogging, gym exercises, by health typology group, 2007
  • Figure 80: Regular participation in sport and exercise, by health typology group, 2007
  • Figure 81: Those who participate regularly in sport or exercise*, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
• Weight and health
  • Figure 82: Those who have felt overweight in the last year, by health typology group, 2007
  • Figure 83: Those who have felt overweight in the last year, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
  • Figure 84: Agreement/disagreement that ‘Most of the time I am trying to lose weight’, by health typology group, 2007
  • Figure 85: Those who agree that ‘Most of the time I am trying to lose weight’, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 86: Those who are currently slimming, by health typology group, 2007
  • Figure 87: Frequency of dieting, by health typology group, 2007
  • Figure 88: Weight loss and eating - consumer habits, by health typology group, 2007
• How overweight?
  • Figure 89: Extent of overweight - those who are trying to lose weight ‘most of the time’, 2007
• What are they doing about it?
  • Figure 90: The eating habits of those who are trying to lose weight ‘most of the time’ (1), 2007
  • Figure 91: The eating habits of those who are trying to lose weight ‘most of the time’ (2), 2007
  • Figure 92: The exercise habits of those who are trying to lose weight ‘most of the time’ (1), 2007
  • Figure 93: The exercise habits of those who are trying to lose weight ‘most of the time’ (2), 2007
  • Figure 94: Perceived extent of being overweight, by BMI, 2007
  • Figure 95: Attitude towards health and weight, by BMI, 2007
  • Figure 96: Eating habits, by BMI (1), 2007
  • Figure 97: Eating habits, by BMI (2), 2007
  • Figure 98: Exercise habits, by BMI, 2007
• Smoking, alcohol and health
  • Figure 99: Smoking behaviour, by health typology group, 2007
  • Figure 100: Those who are trying to give up smoking, by health typology group, 2007
  • Figure 101: Attitudes towards the smoking ban in public places, by health typology group, 2007
  • Figure 102: Smokers, and those who are trying to give up, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 103: Those who have smoked in the last year, by age and socio-economic group, 2002 and 2007
  • Figure 104: Frequency of drinking alcohol (in and out of home), by health typology group, 2007
  • Figure 105: Those who drink alcohol more than once a week, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
  • Figure 106: Heavy users of alcohol, by health typology group, 2007
  • Figure 107: Heavy users of alcohol, by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups, health status and who consulted, 2007
  • Figure 108: Eating habits of smokers and non-smokers, 2007
  • Figure 109: Consumption of takeaways and fast foods - smokers and non-smokers, 2007
  • Figure 110: Attitudes towards exercise and keeping fit - smokers and non-smokers, 2007
  • Figure 111: Exercise habits - smokers and non-smokers, 2007
  • Figure 112: Weight - smokers and non-smokers, 2007
  • Figure 113: Alcohol - smokers and non-smokers, 2007
  • Figure 114: The eating habits of frequent drinkers, 2007
  • Figure 115: Consumption of fast foods and takeaways - frequent drinkers, 2007
  • Figure 116: Attitudes towards exercise and keeping fit - frequent drinkers, 2007
  • Figure 117: Frequent drinkers and weight, 2007
• The role of stress
  • Figure 118: Time use on an average weekday, by health typology group, 2007
  • Figure 119: Personality and attitudes towards life, by health typology group, 2007
  • Figure 120: Those who agree that ' Because of my busy lifestyle, I don' t take care of myself as well as I should' , by health typology group, gender, age, socio-economic group, marital status, working status, lifestage, detailed lifestage groups and health status, 2007
  • Figure 121: Personality and attitudes towards life - those who work more than eight hours a day, 2007
  • Figure 122: Personality and attitudes towards life - those who are trying to lose weight ‘most of the time’, 2007
  • Figure 123: Personality and attitudes towards life - smokers and non-smokers, 2007
  • Figure 124: Personality and attitudes towards life - frequent drinkers, 2007
• Alternative and conventional medicine
  • Figure 125: Ailments suffered from frequently, by health typology group, 2007
  • Figure 126: Ailments suffered from in the past four weeks, by health typology group, 2007
  • Figure 127: Ailments suffered from frequently - those who are trying to lose weight ‘most of the time’, 2007
  • Figure 128: Ailments suffered in the past four weeks - those who are trying to lose weight ‘most of the time’, 2007
  • Figure 129: Ailments suffered from frequently, by BMI, 2007
  • Figure 130: Ailments suffered from frequently - smokers and non-smokers, 2007
  • Figure 131: Ailments suffered from in the past four weeks - smokers and non-smokers, 2007
  • Figure 132: Ailments suffered from frequently - frequent drinkers, 2007
  • Figure 133: Ailments suffered from in the past four weeks - frequent drinkers, 2007
  • Figure 134: Ailments suffered from frequently - those who work more than eight hours a day, 2007
  • Figure 135: Ailments suffered from in the past four weeks - those who work more than eight hours a day, 2007
  • Figure 136: Attitudes towards dealing with ill health, by health typology group, 2007
  • Figure 137: Usual action when suffering from flu with a slight temperature, by health typology group, 2007
  • Figure 138: Consultation of health professionals/alternative practitioners in last 12 months, by health typology group, 2007
  • Figure 139: Use of vitamins and supplements in the last 12 months, by health typology group, 2007
  • Figure 140: Vitamins and supplements taken in the last 12 months, by health typology group, 2007
  • Figure 141: Attitudes towards alternative remedies, by health typology group, 2007
• Healthy outlook
  • Figure 142: Really important things in life (top ten) - 11-14-year-olds, by gender, 2006
  • Figure 143: Really important things in life (top ten) - 15-19-year-olds, by gender, 2006