Recent statistics show that if current trends continue 60% of men and 50% of women will be clinically obese by 2050. The government have responded with £2bn spend allocated over the past decade tackling obesity levels, including £733m on school sport.
A healthy way of life takes up time, effort and money. Going beyond just eating; encompassing physical activity, work-life balance and behaviour change.
The government’s white paper ‘Healthy lives, healthy people’ was launched in December 2010. The initiative aims to improve the nation’s health by focusing on five areas: food, alcohol, physical activity, health at work and behaviour change. In research conducted by Group Risk Development (GRiD), more than one in three (38%) said their top priority in 2012 was taking steps to improve work-life balance.
Price is a main concern for being part of the well-being trend. In a poll conducted by World Cancer Research Fund, only 17% of people in low income households eat their 5 a day compared to 27% in higher income groups.
Exercise also needs to be more accessible and convenient. With faster results in demand, quicker solutions to get fit such as HIT (Higher Intensity Training) are proving popular. Mintel’s research indicates that many consumers no longer wish to be tied in to lengthy contracts. Instead, they are looking for flexibility - demonstrated in the success of 24-hour gym opening times. In 2010, Pure Gyms, a national 24-hour chain, ran just 12 outlets. By 2013, that will rise to 45.
For brands to engage with consumers in the health trend they need to introduce healthy lifestyle changes in small convenient bites. Providing a solution that is easy and affordable for the consumer to adopt into their daily routine.
Lauren Overton
Consumer Analyst
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