A recent report from Hitwise has discovered that healthy living in the UK is no longer based on fads or New Year resolutions. Analysis of searches shows that consumers are looking for long-term health gains in diet and exercise. The rise of popularity of fitwear and the rapid evolution of new ways to exercise underline the trend.
But is this just a youth thing or is it reflected in the older population?
Many of the growth activities highlighted by Hitwise are most popular with younger people. Crossfit, marathons and “tough mudder” need the speed, agility and knees of youth. But there is a marked growth amongst the older population for interest in gentler activities such as yoga.
Alongside greater interest in exercise is a change throughout the population in approaches to diet. People are looking for healthy eating that’s also easy – hence the rise of the ingredients box.
Where retailers may be missing a trick is in the exercise wear business. Lines from specialists and the big retailers are doing really well but continue to be focused on the young and slimline. Yet wearing comfortable, fun gear is a positive mood enhancer at any age or size.
Is there a need? Well, coupled with the noted rise in interest across the population for a healthier lifestyle is the continuing progression of advice that older people should keep active. Many of these stories emerge on websites such as the BBC as well as media providers such as the Guardian and the Mail – all popular places to find information. Just last week the BBC carried a story about the importance of moving to maintain the longevity of body cells.
Couple that with the rising average age of the population and wise retailers could open up new markets by focusing more on the older consumer.