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UK Health & Wellbeing Syndicate Launched
In the UK, research consultancy Insight Engineers has launched a syndicated health and wellbeing study which seeks to uncover consumers' awareness of and attitudes towards a healthy lifestyle.
The new World of Health and Wellbeing survey examines consumers' needs and motivations toward food, drink, vitamin and fitness categories. Feedback from the August sample of more than 4,000 consumers is being used by manufacturers, retailers and food service providers to help them see where requirements are not properly addressed.
MD Jeff Deighton explained: 'There are some clear differences in the activities different consumer groups put emphasis on when thinking about their overall health. Exploring these differences in consumer perception is invaluable to brands looking to have their products or services stand out and gain share of voice within the increasingly crowded health and wellbeing marketplace.'
The first wave of research has already revealed that three in four adults claim to have eaten healthy foods in the last week, which they believe is more important than taking exercise, vitamins or following a weight loss diet. However, when it comes to following a diet, 16% of women claim to be dieting.
Deighton concluded: 'Brands from sectors as varied as food, hot and cold drinks and alcohol, celebrity chefs, and gyms and home exercise will benefit from a consumer insight syndicate that plots their sector as it relates to other influential areas of health and well being.'
Fieldwork on the second wave of the syndicate begins in October when questions will address key categories that drive overall health and wellbeing and how well needs are met by a range of retailers, products and services. The company's home page is at www.insight-engineers.com.
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