ASK THE EXPERT
NADEJDA POPOVA
NADEJDA POPOVA, Euromonitor International’s senior analyst – travel,
brings to light findings from the Global Consumer Trends survey to
highlight global attitudes toward health and fitness as well as pinpoint
emerging consumer trends changing today’s retail landscape.
PULSE: Euromonitor International’s Global Consumer
Trends survey identified young men and women’s global
attitudes toward health and fitness. Can you provide some
key insights from this research?
Nadejda Popova: Exercise and physical activity, in general, is
an important part of life for many global consumers, helping
them stay both happy and healthy. In line with this sentiment,
Euromonitor International’s Global Consumer Trends survey
revealed that over 60 percent of global respondents get regular
exercise. Among those who exercise, most participate in some
sort of sport or gym workout and a majority at least
occasionally walk for exercise. Complementing their higher
self-health assessment, consumers in emerging markets
typically report getting more exercise than those in developed
countries.
P: In general, how frequent do respondents exercise or
perform physical activities?
P: A majority of global online consumers self-reported that
they exercise at least weekly. Sixty percent say they participate
in a physical activity at least once a week. Just six percent say
they never exercise. Emerging market consumers are slightly
more likely to exercise at least weekly while 62 percent say they
exercise at least once a week compared to 56 percent of those
in developed markets.
In the U.S., 69 percent of online consumers say they
workout at least once a week. Frequent exercisers, those
exercising almost every day, make up just under one third of
global online consumers. Men are slightly more likely to report
exercising almost every day; 31 percent do so compared to 26
percent of women. Indian consumers are the most likely to
incorporate exercise into a daily routine. Over four in 10 make
time almost every day for physical activity. On the other hand,
Japanese, German and French consumers are the least likely to
be frequent exercisers.
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P: Based on data from the survey, how does the female
segment view their own personal health?
P: On the whole, female respondents under the age of 30
perceive themselves to be in good health. On a scale of one to
11, 71 percent rated their health from eight to 11 while just six
percent rated their health from one to four.
French and Brazilian women were most likely to consider
themselves to be very healthy, with 41 percent of French and
40 percent of Brazilian women under 30 years old giving their
health a 10 or 11 on the scale. Despite having the lowest
female obesity rate, the longest life expectancies and among
the healthiest diets in the world, Japan scored lowest in terms
of the number of under 30-year-old females perceiving
themselves to be very healthy (15 percent). Young women in
the U.K. and Germany were also among the least likely to say
they were very healthy (18 percent and 19 percent, respectively). This may be related to the high l