Young Men’s Attitudes Towards Health, Fitness and Wellbeing: Global Survey Strategic Analysis

July 2012

While today’s under 30s are bombarded with health messages and pressured to conform to the ideal body images portrayed in the media, it is harder than ever for them to adhere to a healthy regime faced as they are with time constraints, sedentary lifestyles and an array of unhealthy foods. This new global report analyses young men’s attitudes towards health and wellbeing and the implications for marketers, as part of Euromonitor International’s 2011 Annual Study of consumers across eight countrie

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Length: 111 Pages
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Format: PDF

THE SURVEY

  • This report focuses largely on the Health and Wellness section of Euromonitor International’s 2011 Annual Study of global consumers, and analyses the attitudes of young men in the 15-29 age bracket.
  • The report is enriched by strategic analysis, extensive desk research and illustrated with Euromonitor International market data.

OUTLOOK AND IMPLICATIONS

  • The generally high level of health awareness among this segment of the population augurs well for the future growth of the health and wellness industry, including categories such as better-for-you (BFY) and organic foods, mineral waters, fresh foods, functional foods and low-alcohol drinks.
  • However, faced with peer pressure and the temptations of modern life, many are perhaps not doing as much as they should be to achieve these goals. Future efforts to educate young men about healthy eating will come from governments, the media, food companies and retailers.

EXECUTIVE SUMMARY

Survey findings
Report focus Attitudes towards health attributes and health foods Chart 1 Global: The Importance of Health Attributes, by Age Group Healthy and unhealthy activities Chart 2 Global: Frequency of Health-Related Activities Special dietary requirements Chart 3 Global: Special Dietary Requirements, by Age Group Wellbeing and role models Chart 4 Global: Factors Considered Most Important for a Happy Life, by Age Group
Outlook and implications

INTRODUCTION

The survey Economic context Youth unemployment restricts spending power Table 1 Real GDP Growth by Country 2006-2011 Table 2 Youth Unemployment by Country 2006-2011

GLOBAL OVERVIEW

The importance of health attributes
Key findings Greater health awareness Chart 5 Global: The Importance of Health Attributes, by Age Group Chart 6 The Importance of Health Attributes, by Country
Food products’ contribution to health and wellness
Key findings Education is key Organic foods gain interest Chart 7 Global: Factors Contributing to Health and Wellness in a Food Product, by Age Group Chart 8 Factors Contributing to Health and Wellness in a Food Product, by Country
Frequency of carrying out health-related activities
Key findings Young men are the most sporty Essential vitamins for men Youth smoking remains prevalent Chart 9 Male Smoking Prevalence by Country 2006/2011 ...But drinking is more common Chart 10 Global: Frequency of Activities, by Age Group Chart 11 Frequency of Activities, By Country
Market trends in sport-related foods and drinks
Sport nutrition moves into the mass market Table 3 Sales of Sports Nutrition by Country 2011 Energy shots boost market for sports and energy drinks Bottled nutritive drinks play important role in Japan Red Bull sponsors male-orientated events Table 4 Off-trade Sales of Sports and Energy Drinks by Country 2006/2011
Special dietary requirements
Key findings Young men concerned about physique Obesity rates at an all-time high Chart 12 Male Obesity Rates by Country 2006/2011 Allergies and food intolerance on the rise Vegetarianism trends Chart 13 Global: Special Dietary Requirements, by Age Group Chart 14 Special Dietary Requirements, by Country
Factors contributing to wellbeing
Key findings Extended adolescence Chart 15 Global: Factors Considered Most Important for a Happy Life, by Age Group Chart 16 Factors Considered Most Important for a Happy Life, by Country
Role models
Key findings Young people still look up to their parents Celebrity endorsement becomes big business Chart 17 Global: Those Most Looked Up To, by Age Group Chart 18 Global: Those Most Looked Up To, by Country

BRAZIL

The importance of health attributes
Key findings Rising incomes lead to more concern for health and appearance Smoking levels decline Chart 19 Brazil: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Putting trust in professional opinion Chart 20 Brazil: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Team sports popular among teenagers Chart 21 Brazil: Frequency of Activities, by Age Group Chart 22 Brazil: Frequency of Activities, by Marital Status
Special dietary requirements
Key findings Fighting obesity Middle class consumers leading vegetarian movement Chart 23 Brazil: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 24 Brazil: Factors Considered Most Important for a Happy Life, by Age Group
Role models
Key findings Chart 25 Brazil: Who People Most Look Up To, by Age Group

CHINA

The importance of health attributes
Key findings Consumption of health supplements increases Smoking levels still worryingly high Chart 26 China: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Organic food seen as safer Chart 27 China: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Individual sports are popular Chart 28 China: Frequency of Activities, by Age Group Chart 29 China: Frequency of Activities, by Employment Status
Special dietary requirements
Key findings Obesity levels lower than in the West Fledgling vegetarian movement Food allergies on the rise Chart 30 China: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 31 China: Factors Considered Most Important for a Happy Life, by Age Group Chart 32 China: Factors Considered Most Important for a Happy Life, by Marital Status
Role models
Key findings Chart 33 China: Who People Most Look Up To, by Age Group

FRANCE

The importance of health attributes
Key findings Awareness of health attributes remains low Smoking still prevalent among the young Chart 34 France: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Health with convenience Inspiration from chefs Chart 35 France: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Tennis is the most popular sport Chart 36 France: Frequency of Activities, by Age Group Chart 37 France: Frequency of Healthy/Non-healthy Activities, by Marital Status
Special dietary requirements
Key findings Obesity on the rise A restaurant for allergy sufferers Chart 38 France: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 39 France: Factors Considered Most Important for a Happy Life, by Age Group Chart 40 France: Factors considered most important for a happy life, by location
Role models
Key findings Chart 41 France: Who People Most Look Up To, by Age Group

GERMANY

The importance of health attributes
Key findings Young men less concerned about healthy eating Smoking prevalence highest among young men Chart 42 Germany: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Environmental awareness influences interest in health foods Chart 43 Germany: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings A sporting nation Germans like their beer Chart 44 Germany: Frequency of Activities, by Age Group Chart 45 Germany: Frequency of Healthy/Non-healthy Activities, by location
Special dietary requirements
Key findings Obesity and allergies on the rise Young people reduce meat consumption Chart 46 Germany: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 47 Germany: Factors Considered Most Important for a Happy Life, by Age Group Chart 48 Germany: Factors considered most important for a happy life, by location
Role models
Key findings Chart 49 Germany: Who People Most Look Up To, by Age Group

INDIA

The importance of health attributes
Key findings Fresh foods still prevail Real smoking levels higher than survey suggests Beedis prevail among low-income consumers Chart 50 India: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Health and wellness foods generate new interest Chart 51 India: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Indian men prefer pumping iron A passion for cricket Alcohol consumption low, but young consumers targeted for growth Chart 52 India: Frequency of Activities, by Age Group Chart 53 India: Frequency of Healthy/Non-healthy Activities, by Employment Status
Special dietary requirements
Key findings Body shape is important Food allergies on the rise Vegetarianism is the norm Chart 54 India: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 55 India: Factors Considered Most Important for a Happy Life, by Age Group
Role models
Key findings Chart 56 India: Who People Most Look Up To, by Age Group

JAPAN

The importance of health attributes
Key findings A naturally healthy nation Declining smoking rates Chart 57 Japan: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Accustomed to healthy food FOSHU products considered beneficial Chart 58 Japan: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Preference for watching over playing Young men seek healthier drinks Chart 59 Japan: Frequency of Activities, by Age Group Chart 60 Japan: Frequency of Healthy/Non-healthy Activities, by Employment Status
Special dietary requirements
Key findings Obesity low, but waistlines expanding Pure vegetarianism still rare Chart 61 Japan: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 62 Japan: Factors Considered Most Important for a Happy Life, by Age Group
Role models
Key findings Chart 63 Japan: Who People Most Look Up To, by Age Group

UK

The importance of health attributes
Key findings Health messages abound Teenage smoking rates still high Chart 64 UK: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Young men aware of what makes for a healthy food Naturally healthy drinks become more popular Chart 65 UK: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Sporting interest fuelled by London 2012 Gyms remain popular A nation of beer-drinkers Cocktail parties replace the pub Chart 66 UK: Frequency of Activities, by Age Group Chart 67 UK: Frequency of Healthy/Non-healthy Activities, by employment status
Special dietary requirements
Key findings High obesity leads to high diet rates Food allergy rates particularly high Number of meat reducers on the rise Chart 68 UK: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 69 UK: Factors Considered Most Important for a Happy Life, by Age Group
Role models
Key findings Chart 70 UK: Who People Most Look Up To, by Age Group

US

The importance of health attributes
Key findings New reforms will increase access to healthcare Smoking prevalence comes down gradually ....But youth smoking still at epidemic levels Chart 71 US: The Importance of Health Attributes, by Age Group
Food products’ contribution to health and wellness
Key findings Young men lack discipline to eat healthily Fast food introduces healthier options Chart 72 US: Factors Contributing to Health and Wellness in a Food Product, by Age Group
Frequency of carrying out health-related activities
Key findings Fewer than a third regularly play team sports Endurance sports become more popular Health supplements a must for US consumers Young men switch from beer to spirits Chart 73 US: Frequency of Activities, by Age Group Chart 74 US: Frequency of Healthy/Non-healthy Activities, by marital status
Special dietary requirements
Key findings Tackling obesity The Biggest Loser popularises meal replacement products Peanuts cause the most allergies The backlash against meat Chart 75 US: Special Dietary Requirements, by Age Group
Factors contributing to wellbeing
Key findings Chart 76 US: Factors Considered Most Important for a Happy Life, by Age Group Chart 77 US: Factors Considered Most Important for a Happy Life, by Location
Role models
Key findings Chart 78 US: Who People Most Look Up To, by Age Group

OUTLOOK AND IMPLICATIONS

Attitudes are positive, but more education needed Governments and food companies will be held responsible Obesity will continue to rise Chart 79 Forecast Male Obesity Rates by Country 2011-2016 Food allergies and intolerances expected to increase Red meat consumption set to decline further Young men will be key sports consumers Training shoes evade the recession Table 5 Forecast Sales of Men’s Sports Footwear by Country 2011/2016 Endurance sports will boost demand for sports nutrition Sports and energy drinks will face increased competition from functional drinks Table 6 Forecast Global Sales of Sports Nutrition and Sports and Energy Drinks 2011/2016 Youth smoking levels will remain high Chart 80 Forecast Male Smoking Rates by Country 2011/2016 Alcoholic drinks will focus on healthier products

APPENDIX

Methodology
Focus and design Fielding and data cleaning Chart 81 Sample vs Population 2011 Online sampling considerations
Survey questions
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