Resolutionists pleased with their health, they’re just not there yet
Americans who committed to living healthier lives in 2017 found success, according to the latest research from Mintel. More than half (55%) of Americans who resolved to live a healthier lifestyle in 2017 compared to the year prior did so, and 45% reported they had made dramatic changes to improve their health.
But then again, while nearly all (90%) Americans consider their overall lifestyle to be ‘somewhat’ or ‘very’ healthy, it seems consumers’ definition of healthy living and their day-to-day reality does not always align. Despite the fact that three in four adults consider eating a healthy diet and getting enough sleep (76%, respectively) to be a part of a healthy lifestyle, only half say they regularly do either (52% respectively). A similar pattern is seen with regard to exercise; while 74% say regular exercise is part of a healthy lifestyle, just 53% say they do so regularly. Still, a determined 13% of consumers say they are strict with themselves to ensure they stay as healthy as possible.
“While brands can take steps to mitigate price and time constraints, motivating consumers involves tapping into and resonating with their emotions.”
“Today, consumers associate a variety of actions with ‘healthy living,’ indicating that companies in the health and wellness space need to take into account that living a healthy lifestyle doesn’t necessarily mean the same thing to all people,” Gina Cavato, lifestyles and leisure analyst at Mintel, said. “Adults are more likely to associate healthy living with physical or quantifiable health habits, which may in part be due to advances in technology as it continues to play an important role in the way consumers are able to monitor and track their health. However, our research shows that consumers aren’t always taking action and perceptions of health may not be the reality, likely driven by adults comparing their own health to similarly unhealthy peers. This means that companies need to work harder to understand who their target audience is and provide solutions for living a healthier lifestyle.”
Although physical health is a top priority, mental and emotional health habits are also high on the list. Three in five (60%) consumers consider feeling emotionally stable as part of a healthy lifestyle, with women, particularly older women, more likely to agree. In fact, 67% of women prioritize feeling emotionally stable, rising to 73% of women aged 55 and over. What’s more, half (51%) of consumers overall believe dedicating time to relaxation is important to a healthy lifestyle, rising to 54% of women and 60% of women over 55.
While consumers recognize that diet and exercise are important factors for living healthy lives, many struggle with motivation to maintain healthy habits. Half of consumers who don’t maintain a healthy lifestyle all of the time cite motivation as their biggest obstacle to keeping up with exercise (50%) and healthy eating (48%) habits.
Furthermore, consumers are more likely to cite time as an obstacle to staying active/exercising (32%) than keeping up healthy eating habits (25%). Cost rounds out the list of top barriers to healthy living with two in five (40%) consumers who don’t maintain healthy eating habits all of the time agreeing that healthy foods are too expensive, while 16% agree it’s too expensive to stay active.
For those able to maintain a healthy lifestyle, it seems balance is key with more than three quarters (78%) of consumers agreeing that healthy choices can be balanced by small indulgences. However, consumers may be taking their ‘small indulgences’ a bit too far as more than half (54%) of consumers agree that they feel bad about themselves when they make unhealthy choices.
“Consumers know what a healthy lifestyle entails, but they struggle to regularly make healthy choices due to issues with motivation, cost, and time. While brands can take steps to mitigate price and time constraints, motivating consumers involves tapping into and resonating with their emotions. Messaging about the whole-body benefits of healthy living, including emotional well-being, may help encourage consumers to keep up with healthy habits. Brands can also work to change the perception that eating healthy is cost prohibitive and offer healthy products that help consumers save time,” Cavato said.
Proposed OTC monograph reform may spur innovation
The House Energy and Commerce Health Subcommittee on Wednesday approved bipartisan draft legislation to reform and modernize the OTC Monograph system.
More than 60% of pharmaceuticals on the U.S. market today are OTC medicines which provide Americans with safe, effective, and affordable therapies to treat and prevent many common ailments and conditions. Yet, the current OTC regulatory framework is based on a 45-year-old model that requires notice and comment rulemaking, an increasingly slow administrative process that has led to delays in completing OTC monographs and difficulties in updating product labels with new safety information.
Additionally, the current system does not provide a mechanism for innovation for new and/or improved products under the regulatory structure, the Consumer Healthcare Products Association reported.
“Today’s subcommittee vote marks a major step forward for OTC Monograph reform,” Scott Melville, president and CEO CHPa, said. “CHPA applauds the subcommittee … for their leadership in advancing draft legislation that reflects more than two years of collaboration and compromise between regulators, lawmakers, public health stakeholders and industry.”The draft bill, authored by Reps. Bob Latta, R-Ore., Diana DeGette, D-Colo., subcommittee chairman Michael Burgess, R-Texas, vice chairman Brett Guthrie, R-Ky., ranking member Gene Green, D-Texas, and Rep. Debbie Dingell, D-Mich., was reported out of the subcommittee by voice vote.
“While CHPA strongly supports the OTC Monograph system as a balanced framework for regulating OTC medicines containing ingredients with a proven history of safe use, it has become gridlocked and needs to be modernized,” said Melville, who testified before the subcommittee in September in strong support of OTC Monograph reform. “This legislation would not only help increase the efficiency and responsiveness necessary to protect consumer health, it would also spur innovation to provide consumers with additional self-care choices.”
Celsius Heat fires up pre-workout category with new flavors
Celsius Holdings on Wednesday added two new flavors, Apple Jack’d and Orangesicle, to its trainer-grade Celsius Heat line of thermogenic pre-workout drinks. Celsius Heat is formulated with the proprietary thermogenic MetaPlus formula, proven to accelerate metabolism, boost energy and burn body fat when combined with exercise.
“[The year] 2017 was an unprecedented year of growth for our business thanks in part to an incredible launch of our Celsisus Heat line,” John Fieldly, interim CEO and CFO Celsius Holdings, said. “Celsius Heat generated more than $2 million in retail sales in just nine months, which is astounding considering that few new products come close to that in years one [through] three. With our unwavering commitment to quality and continuous innovation, there’s no end in sight for Celsius Heat’s stellar performance. These new flavors represent the continued product innovation that meets the needs of consumers, driving momentum at the trade level and taking our business to new heights.”
“Celsius Heat generated more than $2 million in retail sales in just nine months, which is astounding considering that few new products come close to that in years one [through] three.”
Since its initial launch in the fitness channel in March 2017, Celsius Heat has surpassed internal sales goals, the Boca Raton, Fla.-based company reported. In short order, the functional pre-workout drink has achieved multi-channel distribution through gyms, vitamin/specialty shops, convenience stores, e-commerce websites and military exchange retailers. These include 24 Hour Fitness, Gold’s Gym, The Vitamin Shoppe, GNC, and bodybuilding.com.
“This March, Apple Jack’d and Orangesicle Celsius Heat flavors will debut at the 2018 Arnold Sports Festival before Celsius Heat’s primary demographic of athletic trainers, body builders, endurance athletes and gym goers. The ‘Arnold’ is one of the world’s largest multi-sport fitness weekends, co-promoted by Arnold Schwarzenegger. About 200,000 sports fans are expected to attend the event to watch more than 20,000 elite athletes compete in more than 75 activities. Celsius Heat will have a strong presence there, sampling and highlighting its new flavors.
“The Arnold debut builds on our successful strategy of introducing Strawberry Dragonfruit and Tangerine Grapefruit Celsius Heat flavors last September at the Mr. Olympia Fitness & Performance Expo, an international bodybuilding competition that is held annually by the International Federation of BodyBuilding & Fitness,” Vanessa Walker, executive vice president sales and marketing Celisus Holdings, said. “Platinum recording artist and workout enthusiast, Flo Rida, was the initial face of Celsius Heat’s ‘Proven’ ad campaign at the event. Flo Rida is also chief ambassador of the Heat Elite, a select group of high performance individuals who excel at athletic performance and represent Celsius Heat through their commitment to healthy, energized workouts that take them to a new level of fitness. With its ‘Proven’ ad campaign and Heat Elite ambassadors, the company is giving a powerful push behind the line.”