93% of people think it’s fashionable to be fit, and other stories…

93% of people think it’s fashionable to be fit, and other stories…

The Allegra Health and Wellness Summit is quickly becoming the highlight of our industry events calendar.  On Friday 12th May at the Truman Brewery in Shoreditch, founder and CEO Jeffrey Young revealed Allegra Strategies’ latest insight to 300 delegates.  Young was unveiling the findings from Project Vivre 2017, health and wellness consumer insight, as a prelude to an incredible line up of speakers including the brand director of Pret, researchers from The Future Laboratory and ‘Deliciously’ Ella Mills.

You don’t have to be an analyst to identify the massive growth in the health and wellness sector but it was interesting to hear that 90% of consumers think the UK is experiencing and societal shift to health and wellness.

It’s interesting that fitness is now ‘on trend’ with the research revealing that 93% of people think it’s fashionable to be fit. Whilst anything that gets more people active is good – let’s hope that fashion is the hook which converts people to a longer term healthy lifestyle.  Tech gets a mixed reaction in the fitness industry so it was interesting to learn that 63% think technology is enabling people to live more active lifestyles – we’re not wholly converted, but we’re getting there.

Topping the list of key market trends was sugar reduction – music to my ears – we’re still miles behind where we should be in my opinion but it’s great to know things are moving in the right direction. Major leisure operators should take note and get their act together when it comes to catering, but I’ll save that particular soap box for another time. Other topics in the list were no surprise, and the mainstay of a day in the life of a health and fitness PR; sportswear as fashion, celebrity influencers and social media sharing to name just a few.

It was interesting to see ‘consumer confusion’ ranking third on the list of key industry challenges.  The research found that conflicting information/advice on what is healthy is creating confusion. Brands should take heed and ensure their message is clear and truthful, especially with irresponsible retailing listed at no.10.

The research identified four types of fitness consumer; the converted, the balance seekers, the uncommitted and the sceptics.  The balance seekers were the biggest group by far with 47%.  Interestingly though 84% of consumers think health and wellness is important but only 33% are satisfied with their health – a powerful stat that clearly demonstrates the continued opportunity within the sector.  Perhaps unsurprisingly, 46% say work commitments impact the amount of exercise they are able to do. For further insight into this particular topic, check out our recent musings here.

Finally, a reminder that London isn’t a window on the rest of the UK. 38% of Londoners exercise at least every other day Vs 24% regional. Walking topped the list of most regularly completed activity with 61% saying they do it at least once a month, gym 28%, running 25%, weight training 25%, cycling 22%, exercising at home 22%, swimming 19%, Yoga 12%, bodyweight training 11%, group X 11% and boxing 4%.