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

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Are consumers buying into Healthy Lifestyles or are there still barriers to overcome?

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:

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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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