The new year. A time when the collective conscious turns its attention to self-improvement and healthier living.
We surveyed 500 Australians over the first several weeks of the new year and found a great many are seeking a course for positive change in the months ahead.
Healthy living goals also have implications for a healthy retail industry. With the new year comes a flurry of self-improvement spending, as shoppers buy everything from footwear to FitBits to fish oil.
The following pages are jam packed with insights into healthy living shoppers. The report, which will be delivered in two parts, encompasses findings from an equal number of men and women.
Time to flex your business muscle in 2017 and come to grips with today’s healthy living shopper.
Body In Focus
So many self-improvement efforts focus on the body; how it looks, how it feels and how it functions. Australians plan to change their lives in 2017 with the human body front and centre. Sleep quality and mental health is also a significant priority amongst many Australian men and women. On many levels, physical health and mental health go hand in hand.
For the most part, women are more likely to have set resolutions around looking and living better and reducing stress. Men, it seems, are more likely to get physical, choosing exercise as their main health focus.
Looking Good in 2017
New clothes, footwear, skincare products and dietary supplements are the main items Australians are planning to purchase to help them look better in 2017. Not surprisingly, women are more likely to purchase skincare products (62% vs 49%), cosmetics (59% vs 15%) and spa/beauty treatments (48% vs 16%) while men are more likely to be purchasing dietary supplements (63% vs 45%), oralcare products (55 vs 44%), body scents (50% vs 38%), gym memberships (45% vs 31%) and exercise equipment (45% vs 25%).
A Shift In Thinking
Concern for healthy living in general has become more important; with 4 in 5 Australians stating that this has some level of importance on their overall purchase decisions.
Eating healthier, drinking more water, eating more fruit/vegetables and cooking at home more are the most popular ways people are determined to change their life this year.
Women are more likely to plan to drink more water (76% vs 68%) and snack less (44% vs 39%) to achieve their goals while men are more likely to aim to drink less alcohol (29% vs 23%) to achieve their goals.
Change Your Habits. Change Your Life.
Exercising/working out more along with losing weight/watching weight are the two main ways both women and men are planning to change their life this year. Other priorities are to try and spend less/save more which may in turn help them sleep more/better which is another top goal.
While women generally love to shop, interestingly they are more likely to want to spend less/save more in 2017 (62% vs 46%) compared to men. Women are also planning on making more effort to keep their homes cleaner (50% vs 30%) and also to make more of an effort with their appearance (43% vs 25%).
Men are more likely to plan to change their life by wearing better quality clothes and footwear (32% vs 23%) and playing more sport (28% vs 15%).
Sweat It Out
Over two thirds of Aussie’s state that they intend to exercise or play sport 3-5 times a week with just over a quarter planning 3 times a week. All this sweat will go a long way to achieving the overall health goals for most Australians this year.
Timing Is Everything
Just over half of Australians typically spend between 30-60 minutes on an exercise session. A further quarter would spend between 15-30 minutes per exercise session. A smaller number are hardcore committing to an hour or more for each work out!
Fail to Plan, Plan to Fail
The most common fitness, exercise and health goals for 2017 are:
To feel healthier (79%)
To feel better about myself (77%)
To lose weight (62%)
Women are more like than men to have these goals. Men it seems have a higher care factor than women ‘to be in better shape for others’ and wanting ‘to be perceived by others more positively.’
When asked how they felt about reaching their goals and plans for 2017 the sentiment was largely around them being achievable and realistic. Interestingly though, having challenging goals was also a common thread, so it seems people are happy to push themselves a little.