topic research - 'health & fitness' - analysis

Topic Research: ‘Health and Fitness’ - AnalysisGregory McLaney

Industry Analysis & Industry Trends ‘After almost a decade of expansion, the Gyms and Fitness Centres industry

has hit a rut. Driven by rising disposable income levels, increasing health-consciousness and concerns about appearance; gyms and health clubs have signed up over 8.7 million gym members across the United Kingdom, which is about 17% of the adult population. Like the economy at large, poor performance has characterised the last few years, with lack of consumer confidence encouraging subdued performance. As such, industry expansion this year is only expected to advance a further 1.3%.’ – Source: http://www.ibisworld.co.uk/market-research/gyms-fitness-centres.html

Through this source it helped identify the United Kingdom’s percentage of gym membership owners. With this information it helped lead us to develop ideas around questioning people’s perception of fitness and looking good. Could mainstream companies be brainwashing audience’s with fitness cons just to lead their company to gain money? We wanted to investigate the true ways to keep health and fit with or without spending money on gyms like the ’17% of the adult population’ in the United Kingdom.

Gregory McLaney - Topic Research: 'Health & Fitness' - Analysis

World Health Statistics 2012: One in six adults obese, one in three hypertensive, one in 10 diabetic.

Upon identifying this map of statistics which illustrates the ‘world health statistics’ it is clear that the United Kingdom’s health compared to the rest of the world is considerably good in terms of Non-communicable diseases. However, there are still issues in the United Kingdom around health and fitness, so we used this source as a guiding point to develop our documentary around prices of food and the accessibility of exercising in a busy lifestyle.

- Source: http://health.india.com/news/world-health-statistics-2012-one-in-six-adults-obese-one-in-three-hypertensiveone-in-10-diabetic/


Obesity In England ‘Just over a quarter of adults (26% of both men and women aged 16 or over) were

classified as obese in 2010 (Body Mass Index (BMI) 30kg/m2 or over). ‘ ‘A greater proportion of men than women (42% compared with 32%) were

classified as overweight in 2010 (BMI 25 to less than 30kg/m2).’ ‘Women were more likely then men (46% and 34% respectively) to have a raised

waist circumference in 2010 (over 88cm for women and over 102 cm for men).’ ‘Using both BMI and waist circumference to assess risk of health problems, 22% of

men were estimated to be at increased risk; 12% at high risk and 23% at very high risk in 2010. Equivalent figures for women were: 14%, 19% and 25%.’ – Source: http://www.ic.nhs.uk/webfiles/publications/003_Health_Lifestyles/OPAD12/Statistics_on_Obesity_Physical_Activity_and_Diet_England_2012.pdf

Upon identifying these statistics it has enabled us to develop a wider picture and understanding in to the true health of the United Kingdom. Firstly, it is clear that there is a huge percentage of men and women that are at risk of the lives just because of poor general health and fitness. So, this lead us to identify these specific statistics which could be illustrated through voiceover to shock audiences and hopefully lead them to identify with tips developed in our documentary to help their health and fitness.


Meeting physical activity guidelines

‘Meeting physical activity guidelines. The percentage of men meeting physical activity recommendations increased from 32% to 39% over ten years. The percentage of women meeting them increased from 21% to 29% over the same period of time.’ - Source www.bhfactive.org.uk/files/539/physical_activity%20stats.pdf

In this set of data it is clear that the health and fitness of people is increasing and this is positive. With this information in mind people will want to identify the true ways to keep fit and health, so with this data we can aim at a target audience of people who are already health but we can also aim a the other 60% odd percent by revealing shocking statistics and truths.


'Health halo' effect: how healthy foods can make us fatter ‘The labelling of some foods as low-fat may be encouraging us to

eat more and so contributing to the continuing rise in obesity according to Pierre Chandon, a Professor of Marketing at Harvard Business School.’

‘His research suggests we eat more if we believe foods are good for us in what he describes as a "health halo" effect.’ – Source http://www.bbc.co.uk/news/health-18601093

This data was very significant in the research task. Identifying that people are trying to eat health but do not know the truth behind food labeling and buying food. So we can use this element to transfer in to our documentary to further again help audience understand the very complicated science of health and fitness.


Take-Away & Fast-Food Restaurants in the UK: Market Research Report ‘Industry Analysis & Industry Trends: Take-away and fast-food restaurants have suffered during the past five

years as deteriorating economic conditions led consumers to cut back on discretionary spending. Operators in the industry are facing increasing consumer demand for low-fat, low-sugar and low-salt (FSS) meal options. The industry will record weak growth during 2012-13, with some consumers trading down from more expensive restaurant meals, while uncertain times led others to find sustenance in their favourite comfort foods. Mobile and online technology are changing the industry, with many operators offering online ordering and delivery services.’ – Source http://www.ibisworld.co.uk/market-research/take-away-fast-food-restaurants.html

This source develops figures around fast-foods and take-away, this is insightful, due to the identification that consumers are actually looking for foods that are ‘low-fat, low-sugar, and low-salt’, so we could expand on this research and offer audiences ideas, tips and ways to eat healthier for cheaper.


Changing the behavior of the population

If the practical problems of changing the behaviour of the population could be addressed, the benefits to the NHS could be very significant:

30% to 50% reductions of risk in the development of common chronic conditions, including cancer, ischaemic heart disease, obesity and diabetes, dementia and depression.

Significant improvements in the efficacy of treatment of those same chronic conditions.

Improved outcomes, patient satisfaction and reduced costs – Source http://www.eastmidlands.nhs.uk/about-us/publications/sem/

The health of the general public does not just have an effect on personal issues of health it has a massive impact on the NHS and through these statistics it is clear that if the health and fitness issues were tackled it could definitely have an effect the NHS. Additionally, through this research it holds vital statistics which could be used to provoke audience away from eating unhealthy due to the shocking diseases it can cause such as : ‘common chronic conditions, including cancer, ischaemic heart disease, obesity and diabetes, dementia and depression.’


topic research - 'health & fitness' - analysis

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