American consumers are seemingly becoming more health conscious, but there’s still more work to be done according to the President’s Council on Fitness, Sports & Nutrition. Regular physical activity and healthy eating habits are essential to keeping both kids and adults healthy. And there are many brands and products out there that can potentially help. Many of those products are especially popular this time of year when people are just starting to work on their new year’s resolutions. But how many consumers are likely to make health or fitness related purchases in the coming months? We asked 1,000 respondents about their habits and their thoughts on healthy living.
In Ask Your Target Market’s latest online survey, 53% of respondents said that they practice at least a somewhat healthy lifestyle. 49% said that they have a healthy diet. 44% said they live an active lifestyle. And 41% said that they actually exercise regularly.
Of the 25% of respondents who have kids under 18 years of age, 68% said that their kids have healthy lifestyles. 77% said that their kids are physically active. And 66% said that their kids have healthy eating habits. In addition, 62% of those parents also said that they personally have a healthy lifestyle.
Overall, 45% of respondents said that they are likely to pay a bit more for food items that they consider to be healthy. And 55% of parents said that they are likely to pay more for healthy food items. Kashi, Dole, Amy’s and Nature’s Choice were some of the most popular healthy food brands named by respondents.
And 32% of respondents said that they are at least somewhat likely to make non-food purchases related to health or fitness in the coming year. And 43% of parents are likely to make such purchases this year. Those respondents are likely to go to retailers like Walmart, Amazon, Target, Kroger, Trader Joe’s and GNC for those healthy living purchases.
It would seem that parents can serve as a good group for businesses to target when promoting healthy living products, whether from food brands or other health and fitness related offerings. But those parents aren’t just likely to make health related purchases specifically for their kids. Parents were also more likely to say that they personally practice healthy living habits along with their kids. So it could be beneficial for health and fitness brands that target adults to create messaging specifically for parents or even to partner with brands that offer healthy living products for kids. That way, more parents are likely to be aware of those products and potentially even make purchases that could help the whole family lead healthy lives together.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on January 6-12 via AYTM’s online survey panel.