AHLUnderstanding the Active HeAltHy lifestyleMentality and its iMplications for Marketing
Active
HeAltHy
lifestyle
Who are AHls and what fuels them?
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■ activity levels decrease with age, while healthy eating habits increase. ahls peak around ages 45-54 where there is a balance between the two behaviors.
Who are AHls?AHL, Activity, and Healthy Index by Age (Chart 1.1.1)
18-2
425
-34
35-4
445
-54
55-6
465
+
Age
Ind
ex
AHL Active Healthy
858075
90
95
100105110
115
AHl, Activity, And HeAltH by Age
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Who are AHls?
Activity vs Health Index by Age and Gender (Chart 1.1.2)
75
80
85
90
95
100
105
110
115
120
Age 18-
24
Age 25-
34
Age 35-
44
Age 45-
54
Age 55-
64
Age 65+
Age
Ind
ex
Active Men Healthy Men Active Women Healthy Women
Activity vs HeAltH index by Age And gender
The firsT and largesT predicTor of boTh acTiviTy
level and healThy eaTing is age
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Who are AHls?
■ as people age, their motivations for active and healthy living change from fitness and weight loss to health conditions. Women are also more likely than men to be driven by weight loss goals, where men seek fitness goals.
AHl Women And men reAsons for HeAltHy diet
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Men Age 18-24
Men Age 25-34
Men Age 35-44
Men Age 45-54
Men Age 55-64
Men Age 65+
Women Age 18-24
Women Age 25-34
Women Age 35-44
Women Age 45-54
Women Age 55-64
Women Age 65+
Fitness
AH
Ls
Health Condition Weight Loss
Percent of AHLs
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sunrise soya
Percent of AHl's & soy consumers vs. gender
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sunrise soya
gender vs. AHl's & soy consumers
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sunrise soya
AHl's & soy consumers vs. rAce
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sunrise soya
AHl's & soy consumers vs. rAce
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sunrise soya
index of AHl's WHo drink soyAgAinst HouseHold incomne
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sunrise soya
vegetAriAns And soy milk drinkers
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■ Being active and healthy are not just things that ahls do, they’re things that ahls are. a deeper look into the activities of ahls shows that these behaviors transcend health and fitness and expand across all areas of ahls’ lives.
AHL vs Non-AHL Index for Social Event Participation (Chart 1.2.1)
Ind
ex
AHL 137 124 123 139 131 133 121 129 127 122 124 122 133 138 112 119 122
Non-AHL 43 63 64 40 52 49 67 55 59 67 64 67 49 42 82 71 67
CountryMusic
Perform.
RockMusic
Perform.
ClassicalMusic
Perform.
OtherMusic
Perform.
DancePerform.
Bar/Night Club
Beach DancingDining
OutKaraoke Live
TheaterMuseum Movie Club/
OrganizationSporting
Event
EntertainFriends or Relatives at Home
ArtGallery
30
50
70
90
110
130
150
AHl vs non-AHl index for sociAl event PArticiPAtion
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■ Brands marketing to ahls should seek to provide them with information that allows them to make their own informed decisions about products. ahls are willing to pay more to buy the best, but they won’t take your word that your product is the best, they want you to prove it.
AHL Buying Style Index (Chart 1.4.1)
80
90
100
110
120
130
Penny
Pin
cher
s
Consc
ient
ious
Consu
mer
s
Buyer
s of
the
Best
Habitu
alize
d Hav
ers
Swayab
le
Shopa
holic
s
Buying Style
Ind
exAHl buying style index
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sunrise soya
index of buying styles
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sunrise soya
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media consumption
■ AHLs index significantly higher for consuming active media like the internet and magazines, as well as outdoor, compared to non-ahls that index higher for passive media like TV.
ahls are 104% more likely to be
heavy internet users than non-ahls
AHL vs. Non-AHL Media Usage Index (Chart 2.1)
80
85
90
95
100
105
110
115
AHL Non-AHL
Ind
ex
Magazine
Newspaper
Radio
TV
Outdoor
Primetime TV
Internet
AHl vs non-AHl mediA usAge index
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sunrise soya
AHl And soy mediA consumPtion index
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AHl attitudes towards advertising & brands
■ ahls’ attitudes towards advertising and brands are consistent with the notion that they like to do their own product research as opposed to being influenced by third parties.
AHLs Are Looking for informAtion, not for someone
to teLL tHem wHAt to tHink.
AHl Attitudes toWArds Advertising
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AHL Attitudes Towards Advertising (Chart 2.3)
45.00
50.00
55.00
60.00
65.00
70.00
Completelydisagree
Completelyagree
Attitude
Per
cen
t of A
HL
s
Advertising helps keep me up-to-date about products and services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
Much of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are better in quality than brands that are not advertised
Advertising helps keep me up-to-date about products and services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
A lot of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are betterin quality than brands that are not advertised
Advertising helps keep me up-to-date about products and services that I need or would like to have
Too many products do not perform as well as the ads claim
Advertising is more manipulative than it is informative
A lot of advertising is way too annoying
I like to look at advertising
On average, brands that are advertised are betterin quality than brands that are not advertised
P. 18 • 7/8/2011
AHL audience profiles
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young movers
■ young Movers are highly active, but less healthy. Men are more active than women and women are more healthy than men. they are tech savvy and adopters of new media.
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Age range 18–35income Low–Moderatemarital status single, engaged, or recently Marriedchildren nokey Activities Competitive Sports (football, basketball, soccer), Extreme Sports
(backpacking, rock climbing, snowboarding), yoga
Ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Influenced by Advertising
Super Influencer
med
iA
co
nsu
mPt
ion
TV
Radio
Online
Outdoor
buy
ing
sty
les
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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Active Parents
■ active parents’ lives and activities are highly affected by their children. With less leisure time, Active Parents physical activities become paired with their social activities. typically the primary caretaker of the children, women’s activity levels tend to be more affected by the age of their children than men’s.
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Age range 25–55income Moderatemarital status Married or divorcedchildren yeskey Activities social & recreational (basketball, soccer, softball,
bicycling, jogging)
Ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Influenced by Advertising
Super Influencer
med
iA
co
nsu
mPt
ion
TV
Radio
Online
Outdoor
buy
ing
sty
les
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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booming boomers
■ After many years with kids in the household, Booming Boomers finally have some “me time.” they put some of their newfound leisure time into their own well-being, focusing on aerobic and recreational physical activities. health becomes an increasing concern and motivation for both exercise and healthy eating. They have a moderate to high level of disposable income, yet are very conscientious shoppers.
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Age range 45–65income Moderate–Highmarital status Married or divorcedchildren yes; out of the homekey Activities aerobic & recreational (bicycling, basketball, canoeing, skiing,
golfing, hiking, target shooting)
Ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Influenced by Advertising
Super Influencer
med
iA
co
nsu
mPt
ion
TV
Radio
Online
Outdoor
buy
ing
sty
les
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
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senior Jocks
■ senior Jocks have reached an age where health conditions play a role in their everyday lives. Many of their activities and diet decisions revolve around their healthy lifestyles.
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Age range 65+income Moderatemarital status Married, Divorced, or Widowedchildren yes; out of the home; grandchildrenkey Activities Leisure (walking, bicycling, golfing, cross-country skiing)
Ac
tiv
itie
s Overall Activity
Health Conscious Diet
Socially Active
infl
uen
ce
Influenced by Advertising
Super Influencer
med
iA
co
nsu
mPt
ion
TV
Radio
Online
Outdoor
buy
ing
sty
les
Penny Pinchers
Conscientious Consumers
Buyers of the Best
Habitual Havers
Swayable Shopaholics
P. 23 • 7/8/2011
Questions?
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P. 24 • 7/8/2011