As we approach the 2024 halfway point, it’s time to take stock of those New Year’s resolutions that were so enthusiastically made amidst the celebrations. For many Aussies, the promise of shedding kgs, getting fitter, establishing healthier eating habits, and reducing stress levels were front and centre. But as the months have rapidly passed, has that initial enthusiasm translated into lasting change, or have the realities of life derailed those well-intentioned plans?
Our latest Focus On poll places a lens over Australians who made a health and wellness new year’s resolution and how they are progressing. New Year wellness aspirations were indeed lofty, with a significant number of respondents expressing their desire to lose weight, improve fitness levels, and adopt better dietary habits, all hovering comfortably in the 60 percentiles. Additionally, the pursuit of mental well-being emerged as a priority, with 50% of respondents yearning to alleviate the burden of stress from their lives. Now the reality check has arrived, revealing a landscape of both triumphs and tribulations.
The Reality Check
As May unfolds, it becomes apparent that staying the course isn’t as straightforward as first seemed. While a commendable 32% report steadfast adherence to their resolutions, a significant 57% admit to wavering commitment, punctuated by periods of intermittent dedication. Fortunately, the dropout rate is relatively low, with just 4% throwing in the towel entirely.
Identifying Hurdles
Delving deeper into the reasons behind fluctuating commitment reveals the many challenges that threaten even the most resolute intentions. No surprises here but the key obstacle is the relentless whirlwind of daily obligations, with work, social and family responsibilities vying for attention. A lack of time, compounded by diminishing motivation and willpower, further compounds the struggle. Whilst the absence of a consistent routine emerges as a recurring theme, cited by 48% of respondents as a significant barrier to progress.
For Many It’s Hard to be Consistent
Despite the challenges encountered, a significant proportion of individuals (36%) report that the changes they’ve made to their lifestyle have now become everyday behaviour. However, for nearly half of respondents, consistency remains elusive, fluctuating depending on the day or situation.
Respondents state many reasons for their lack of continuity.
Tapping into Support Systems
When it comes to seeking support to achieve health & wellness goals, the landscape is diverse. While only a minority (22%) actively pursue professional guidance, there’s a notable openness to exploring such avenues, with an additional 8% considering it. Notably, the most popular resources cited for achieving wellness goals include training with a friend (41%), seeking guidance from a GP (40%), and utilising wellness apps (38%). Surprisingly, employing personal trainers or coaches lag behind with just 20% of respondents indicating their involvement.
What Does It All Mean?
For FMCG businesses and retailers in the health and wellness sector there’s the opportunity to further engage with consumers and support their goals. Here are a few suggested strategies to create more meaningful connections and aid individuals in their health pursuit.
Technology to engage: Leverage digital platforms to connect with consumers and provide wellness recommendations, nutritional tracking, special offers and interactive experiences that drive loyalty and repeat purchases.
Incorporate social aspects: Integrate social elements into marketing campaigns, emphasising the communal aspect of health and wellness journeys and encouraging consumers to share their experiences with friends and family.
Product innovation: Develop easily accessible, on-the-go health foods and supplements that seamlessly fit into consumers’ busy lifestyles, offering convenience without sacrificing nutrition.
Promote wellness ingredients: Highlight the nutritional benefits of key ingredients in food and beverage products, catering to health-conscious consumers seeking functional foods that support their well-being.
Keep in touch: Stay in-tune with evolving consumer preferences and trends in the health and wellness space. By understanding the nuances of human behaviour and addressing the underlying barriers to change, businesses can position themselves as valuable allies in the ongoing quest for greater well-being.
If you would like to know more about our Focus On Health & Wellness poll please contact us.
