Young men’s attitudes toward health and wellness

Young Men ReportWhile male consumers are clearly an attractive segment for marketers, health and wellness related products and services are competing with lifestyle pressures including time constraints, an array of unhealthy foods, smoking levels among global youth, and sedentary work cultures. Some insights from a new Euromonitor International strategic global market research report.

The report, Young Men’s Attitudes Towards Health, Fitness and Wellbeing: Global Survey Strategic Analysis, examines the attitudes of young men in the 15-29 age brackets toward health and health-related activities.This new global report analyses findings from Euromonitor International’s 2011 Annual Study of consumers across eight countries, with special attention to this under 30 segments.

A majority of young men have a positive attitude toward health, placing importance on regular exercise, eating fruit & vegetables, reducing fat, salt and alcohol, drinking plenty of water, keeping stress levels down and not smoking. But the survey analysis also indicates that there is still a gap between how young men perceive health and what they do to achieve their health-related goals.

“The pressures and temptations of modern life contribute greatly to the challenges young men face with making fundamental lifestyle changes. We see it in rising obesity rates and high levels of smoking prevalence. But this also presents opportunities for marketers to educate young male consumers on proper nutrition, weight-loss plans, and available health and wellness products,” says Daphne Kasriel, Consumers Editor at Euromonitor International.

“Efforts to further educate young men about healthy eating may also be supported by young men’s’ love of sports. The rapid expansion of sports nutrition products into mainstream retailing continues to appeal to this demographic and speaks to the larger market for sports-related products and services,” adds Kasriel.

The report identifies the following sectors benefitting the most from increased health awareness among young male consumers: better-for-you, naturally healthy & organic foods, mineral waters and functional foods aimed at the young, male segment, as well as sports nutrition, food intolerance products and men’s sports apparel.

Key findings from the survey include:

  • Countries in which young men were most aware of the dangers of hidden sugars and fats – the UK and US – are those that are most associated with “junk foods”.
  • Taking health supplements/vitamins was most common among young men in the US (51%) and least common in Japan and France (18% and 19%, respectively).
  • Smoking among this generation is highest in France, where 36% of young men smoke regularly, while 40% of British and 39% of German young men drink alcohol regularly.
  • Chinese men were most concerned about eating fruit & vegetables: 90% thought this was important, versus just 67% in France.
  • As many as 34% of young men were found to be on a weight loss diet (versus 36% of all respondents). This was highest in the UK (41%) and lowest in China (26%).
  • Red meat avoidance and vegetarianism/veganism were also significantly higher among young men (30%) than among the general population (23%).
  • The sports nutrition segment was very dynamic in both the UK and Brazil, where sales in US dollar terms soared by 128% and 131%, respectively, between 2006 and 2011, to reach US$373 million and US$191 million. In Japan, however, growth was sluggish.

The Annual Study 2011 survey that serves as the basis for this report was conducted on-line in the following eight markets: US, Brazil, the UK, France, Germany, India, China, and Japan. The survey comprises five sections, and other findings are available through Euromonitor’s Passport Survey market research database.

For more information, click here