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Food and Nutrition Consumers are engaging with food and nutrition like never before. Our in-depth analysis examines the most important implications across the industry, providing market intelligence, original thinking and key insights.

Healthy Lifestyle Trends for Global Mid-Lifers

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Mid-life consumers will continue to represent a huge and lucrative market, with population numbers expected to expand by 10% globally over the forecast period. Euromonitor International’s Global Consumer Trends Survey of 2015 found that for global mid-lifers, good health is the top contributor to personal happiness, with 86% of respondents placing it in the top three, followed by supportive family relationships (78%).

Mid-life is a time when health stops being taken for granted. Although more people are living into old age, they are not necessarily doing so in good health. Metabolism slows, and without reduced consumption or increased exercise, weight increases. Being overweight is a key risk factor for Type 2 diabetes, while affluence has brought a rise in chronic diseases. Mid-life consumers are better informed than ever, and are becoming increasingly concerned with managing blood pressure, blood sugar and cholesterol by taking more exercise and eating more healthily. As in all cohorts, mid-lifers are keen to avoid being overweight, with 76% of them placing high importance on this factor.

Gone are the days when mid-life was associated with golfing and sports cars. The last few years have seen the rise of the MAMIL (middle aged men in Lycra), as mid-lifers are focusing on improving their health and appearance through diet, exercise and lifestyle. Energetic pursuits such as cycling, triathlon, running and obstacle events have become popular among this age group the world over. The trend has boosted demand for premium bicycles, sports clothing, fitness tracker devices, protein supplements and other sports-related products.

Strength training with weights is reported to be a hot trend among women, encouraged by mid-life celebrities such as Cameron Diaz and Halle Barry. Indeed, it ranked fourth in the American College of Sports Medicine’s fitness trend predictions for 2016. Lifting is said to help prevent middle-aged spread and lower anxiety levels, as well as help to control blood sugar levels in patients with Type 2 diabetes.

To learn more about lifestyle trends surrounding the global mid-lifers, download our free report extract here: http://go.euromonitor.com/white-paper-global-mid-lifers.html

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