The New Year often brings with it new fad diets and ways to get fit quick.
But 49% of under-25s claim they lack motivation to follow healthy habits more often.
‘Many health issues linked to unhealthy habits are a distant and ambiguous prospect for young adults,’ Emma Clifford, associate director of food and drink at Mintel, said.
‘That’s despite the potential threat to their future wellbeing.
‘And so reducing the incentive to minimise these risks in their day-to-day lives.
‘Keeping as healthy as possible is more of a pressing concern for older consumers than their younger counterparts.’
Lack of motivation
Over-65s are least likely (21%) to say a lack of motivation is the reason for not following a healthier lifestyle.
This compares with young women, who are the most likely, at 57%, to say motivation was their driving factor.
The main reasons given for not following a healthier lifestyle were:
- ‘As fit as I need to be’ – 47%
- Cost – 26%
- ‘Already doing as much as I can’ – 24%
- Lack of time – 21%
- ‘It’s boring’ – 17%.
‘The generational difference reflects the health implications of lifestyle choices are holding far more relevancy and immediacy for older consumers,’ Ms Clifford adds.
Six in 10 Brits would support taxes on unhealthy food and drink to encourage healthier choices.
Tips and advice on how to incorporate small healthier changes into lifestyles would also be welcomed by most adults.
And 63% of adults would like to be rewarded for leading a healthy lifestyle.
‘The UK is facing an obesity timebomb,’ Ms Clifford continues.
‘Consumers recognise that decisive action is needed to combat this problem, even if it hits their pockets.
‘It is clear consumers really want help in cutting through all the noise around healthy lifestyles
‘With more guidance in making healthier choices as well as rewards for doing so.’
Looking good is one of the strongest incentives for leading a healthier lifestyle, the research shows.
Around half (48%) of women and 35% of men say improving their appearance would encourage them to live a healthier lifestyle.
‘Relatively short-term and tangible benefits to healthier habits are particularly compelling motivations,’ Ms Clifford concludes.
‘These include being able to see positive physical results and the feel-good factor linked to making healthy choices.’