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Active Lifestyles in the United States 2010


Description: According to the Centers for Disease Control, roughly one third of the American population is considered obese. Obesity and related health issues are having a profound effect on the overall population, as well as with individuals struggling with weight issues. At the same time, it is almost impossible to separate this discussion from the healthcare debate that has been dominating the news for several months. While sweeping reforms of the insurance industry may or may not come to pass, it is clear that Americans will be expected to take greater ownership of managing their own health.

Against this backdrop, one question that needs to be answered is how are Americans responding to the call to lead healthier lives. As well as, what role does their lifestyle, whether active, sedentary or somewhere in between, play in overall quality of life?

This report aims to answer this question and more by exploring and providing insights on the following:

- The impact of the recession on people’s willingness or desire to lead active lifestyles
- Incidence of weekly exercise by key demographics and what role social and economic factors play in terms of fostering an environment that encourages physical activity
- A look at the latest fitness innovations and how video games are evolving to encourage more physical activity through greater interaction
- Measurement of the influence of emerging technologies on exercise and use of online tools for health management
- Attitudes towards diet, health and exercise and what role each plays on an individual’s activity levels
- The impact of energy bars/drinks on Americans’ diet as they look for ways to fuel their on-the-go lifestyles
- Satisfaction levels of Americans with their level of activity and state of health


Contents: Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Impact of obesity on society
Technology making video games and smartphones helpful workout partners
First Lady and healthcare debate keeping obesity in the spotlight
One third of survey respondents get no exercise on weekly basis
Technology taking exercise to a new level
Health clubs counting on membership renewals
Perception of energy bars/drinks
Internet’s role in health management
Attitudes regarding diet and exercise
Market Drivers
Key points
Obesity issues take physical and fiscal toll
Unemployment means more time but less money for exercise
Not all video games a sedentary activity
Smartphones helping users be intelligent about diet and exercise
First Lady leading fight against childhood obesity
Innovation and Innovators
BODiBEAT helps set the pace for workouts
Gap partnering with fitness chain
Reebok’s EasyTone walking shoes
Treadmill powered by humans
Virtual health clubs and trainers
Sanyo’s ‘eneloop’ bike
Product label changes
Advertising and Promotion
Overview
Bally Total Fitness
Figure 1: Bally Total Fitness “new year, new you tips,” January 2010
Nike
Figure 2: Nike “Jon Lester telling his story,” July 2009
Nintendo Wii Fit Plus
Figure 3: Nintendo “fit some fit in,” October 2009
Under Armour Performance Apparel
Figure 4: Under Armour “Athletes Run,” April 2009
The State of Active Living
Key points
Most respondents exercise on a weekly basis
Figure 5: Number of times exercising each week, by age, December 2009
Figure 6: Number of times exercising each week, by household income, December 2009
Figure 7: Number of times exercising each week, by region, December 2009
Figure 8: Number of times exercising each week, by race, December 2009
For majority, no place like home for exercise
Figure 9: Where people work out, by age, December 2009
Figure 10: Where people work out, by household income, December 2009
Figure 11: Where people work out, by region, December 2009
Figure 12: Where people work out, by race, December 2009
Wide variety of sporting options to stay active
Figure 13: Sports participated in, by age, December 2009
Figure 14: Sports participated in, by household income, December 2009
Figure 15: Sports participated in, by household size, December 2009
Figure 16: Sports participated in, by region, December 2009
Figure 17: Sports participated in, by race, December 2009
Health Clubs
Figure 18: Improvements to health clubs that encourage membership renewal, by age, December 2009
Nutrition/Energy Bars and Drinks
Key points
Energy bars/drinks consumption
Figure 19: Consumption of energy bars/drinks, by age, December 2009
Figure 20: Consumption of energy bars/drinks, by household income, December 2009
Figure 21: Consumption of energy bars/drinks, by region, December 2009
Figure 22: Consumption of energy bars/drinks, by race, December 2009
Perception of nutrition/energy bars
Figure 23: Attitudes towards energy bars, by age, December 2009
Figure 24: Attitudes towards energy bars, by household income, December 2009
Figure 25: Attitudes towards energy bars, by race, December 2009
The Online Component
Key points
Impact of online tools for health management
Figure 26: Usage of online tools for health management, by age, December 2009
Figure 27: Usage of online tools for health management, by household income, December 2009
Figure 28: Usage of online tools for health management, by race, December 2009
Attitudes Towards Diet and Exercise
Key points
Taking stock of health, diet, and exercise
Figure 29: Attitudes towards diet, health and exercise, by age, December 2009
Figure 30: Attitudes towards diet, health and exercise, by household income, December 2009
Figure 31: Attitudes towards diet, health and exercise, by race, December 2009
Attitudes towards health maintenance and healthier foods
Figure 32: Attitudes towards health maintenance and healthier foods, by gender, April 2008-June 2009
Figure 33: Attitudes towards health maintenance and healthier foods, by age, April 2008-June 2009
Impact of Mosaic Grouping
Interest in exercise cuts across social groups
Figure 45: Number of times exercising each week, by Mosaic group, April 2008-June 2009
Figure 46: Types of sports participated in during past 12 months, by Mosaic group, April 2008-June 2009
Figure 47: Attitudes towards health maintenance and healthier foods, by Mosaic group, April 2008-June 2009
Appendix: Other Useful Consumer Tables
Figure 53: Number of times exercising each week, by marital status, December 2009
Figure 54: Where people work out, by education, December 2009
Figure 55: Sports participated in, by region, December 2009
Figure 56: Consumption of energy bars/drinks, by household size, December 2009
Figure 57: Usage of online tools for health management, by education, December 2009
Appendix: Trade Associations


Companies Mentioned - American Dietetic Association (ADA) - American Heart Association, Inc. - American Herbal Products Association - American Medical Association (AMA) - Coca-Cola Company (The) (USA) - Dr Pepper Snapple Group, Inc. - Facebook, Inc. - Food and Drug Administration - Google, Inc. - Greenfield Online - Henry J. Kaiser Family Foundation - Institute of Medicine - National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK) - National Institutes of Health - Nestlé Waters North America Inc. - Nintendo of America Inc. - Pepsi-Cola North America - Red Bull North America, Inc. - Reebok International Ltd - Sanyo North America Corporation - Sony Corporation - Sunny Delight Beverages Company - Twitter, Inc. - U.S. Department of Agriculture - Walgreen Co - Walmart Stores (USA) - Weight Watchers International Inc. - World Health Organization - Young & Rubicam Brands


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