New Year's Resolutions & Lifestyle Reflections - Consumers' lifestyle reflections on the brink of the New Year in the US, Brazil, Germany, Denmark ...
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New Year's Resolutions & Lifestyle Reflections Consumers' lifestyle reflections on the brink of the New Year in the US, Brazil, Germany, Be in the know Denmark and Indonesia, December 2021
49%
of consumers have a goal
related to diet and exercise 82% of them call it a New
for 2022 Year's resolution while 18%
just call it an intention
87%
of consumers eat home
cooked food daily
38%
plan to eat home cooked
food more often in 2022
67%
of consumers eating vegan
products like plant-based
dairy, plant-based meat, their primary motivation to
etc. identify as omnivores do so is healthSurvey Overview
Scandinavia APAC
Denmark Indonesia
500 respondents 500 respondents
Europe North America
Germany USA
500 respondents 500 respondents
South America
Brazil
500 respondents
Sample collection
November 30, 2021 - December 9, 2021
Representativity
Gender
Age groups (18-60 years old)Consumers' New Year's Resolutions &
Lifestyle Reflections for 2022
2021 has offered many challenges and Thus, it is more common than not to
trends, including what seems to be a want to adjust certain areas going into
manifestation of some of our pandemic a new year, and the ambitions most of-
behaviors. ten revolve around becoming healthier,
improving their relationship with friends
But one thing has not changed: a new and family and reaching a better work-
year in close sight offers the perfect life balance.
opportunity perfect opportunity to con-
sider what to focus on in the future. When it comes to lifestyle choices, con-
sumers appear well-reflected; they hold
So, we decided to research consumers' a strong interest in lifestyle topics and
lifestyle reflections on the brink of a plan to make adjustments in the new
new year. year to fit their overall goals, be it more
home cooked meals or regular exercise.
We generally know a lot of people have
diet and exercise as part of their New Last, but not least, our data shows that
Year's resolutions, so we were curious vegan products are not a vegan trend:
about their expectations and plans on regardless of consumers' diet preferen-
areas like eating habits, exercise and ces, vegan products are enjoyed and
diet with a specific focus on the global expectedly more so in 2022.
megatrend veganism.
Reader's guide
1. How many consumers have New In the following section, "Understanding
Year's resolutions and what are the New Year's resolutions & lifestyles in
most common themes? the researched countries", we offer
2. What are consumers' lifestyle choi- context for the research results with a
ces when it comes to their eating short introduction to previous research
and exercise habits and are they and perspectives on the themes survey-
considering a change? ed.
3. Connecting this to the global food
megatrend - vegan products, what Next, the survey results are split into
are consumers' expectations: do three main chapters:
they want it and why?
New Year's resolutions & other good
This insights report answers all three intentions
questions, and our results indicate that Lifestyle choices & reflections
consumers do indeed evaluate their Veganism
lifestyle choices towards the end of the
year.Understanding New Year's resolutions &
Lifestyles in the Researched Countries
If you are not familiar with the lifestyles research that German's have it easier
and New Year's resolution traditions in than Brazilians: while Germans exercise
the countries included in this report, this 11.1 hours every week, Brazilians only
section is for you. get 3 hours of physical exercise per
week [World Economic Forum].
The five surveyed countries each re-
present a region and, thus, regional and What's a work week?
even national lifestyle cultures. Nothing beats that Friday feeling of
leaving work, knowing that the week-
Brazil represents South America, the US end is here and you now have two full
for North America, Denmark for Scandi- days to spend with family & friends,
navia, Germany for Europe, and Indo- right? While we might generally agree
nesia represents APAC. on that, there are vast differences in
how many hours we have dedicated to
New year, new you our work before we hit that "full work
While the general tradition of making week" mark.
New Year's resolutions date back more
than 4,000 years, it may come as no While the illustration below shows the
surprise that before modern times the average work week per surveyed coun-
resolutions were rooted in religion. No try, there are also vast differences in
more so, resolutions are now more how many people have sweat it out for
often than not centered around self- more than 50 hours before calling it a
improvement [History.com]. week. In the US, 11.1% work 50+ hours a
week. In Denmark, only 2.3% of workers
Getting that sweat in do the same.
WHO recommends an average of 160 to
300 minutes of moderate aerobic acti-
vity levels per week. However, health Average work week length
recommendations are one thing, fitting Brazil 42.5
it into one's daily schedule is another.
US 41.5
Furthermore, culture plays a big role in
national physical activity levels, e.g. 49% Denmark 37.2
of Danes commute to work, university Germany 39.5
or school by bike, 24% of Germans, 10%
Indonesia 37.3
of Brazilians and less than 10% of
Americans do the same. In general, it is Sources: World Population Review & Statista
easier to fit physical exercise into one's
daily schedule if it is a part of daily
transportation. Thus, we see in previousHome cooked, home brought or eating Changing eating habits
out? Despite the Covid-19 pandemic (or be-
When it comes to our eating habits, it cause of?) consumers are becoming in-
may come as no surprise that this is the creasingly aware of their dietary choi-
top 1 theme for our New Year's resolu- ces, regardless if a meal is home cook-
tions. But what is the status quo of our ed or enjoyed dining out.
food & drink habits that we want to
change? Thus, consumers in the US, Germany
and Indonesia all report that their eat-
On global average, we cooked 6.7 ing habits have changed within the past
meals a week per household in 2020 two years. Below we see that for a
and for the OECD countries, people remarkable portion of consumers, the
spent an average of 91 minutes eating change has been radical in favor of
and drinking per day. ethics, environment or ingredients.
Share of consumers who changed their
In the illustration below, we see this eating habits
translated into an average of 7.8 home Have changed their Have made radical changes in
cooked meals per week in 2020. food consumption favor of ethics, environment or
in the past 2 years ingredients (boycott of
products, brands, etc.)
100
Meals cooked per week 2020
75
10
50
7.5
25
5
0
2.5 US Germany Indonesia*
Source: SIAL Insights 2020
*Data for Indonesia reported together with Malaysia
0
Top 4 food consumption changes
il
S
k
y
sia
az
ar
an
U
Healthier food More local food
ne
Br
m
rm
do
en
Ge
Higher attention to Higher attention to
D
In
Source: World Cooking Index environmental impact food ingredients
80
60
Taking into account that we should, on
average, eat 21 meals a week, this lea-
40
ves plenty of room to enjoy takeaway
and eat out in a restaurant. According 20
to catering industry specialists Gira,
Americans eat out 3.6 times per week, 0
while Germans only do so 1.1 times a US Germany Indonesia*
Source: SIAL Insights 2020
week on average. *Data for Indonesia reported together with MalaysiaFood alternatives gaining the most momentum in
online conversations
Almond Tofu Honey
is the most popular is the most popular is the most popular
milk alternative meat alternative sugar alternative
Source: Food Trends Report 2021, Brandwatch
Meat is politics, ethics and identity Vegan products are trendy - and a
Consumers are becoming increasingly multi-billion industry
aware of the impact that their dietary Veganism is a global megatrend and
choices have. Below are consumer re- the most discussed diet in 2021.
flections on meat consumption.
While vegans make up less than 1% of
Consumer reflections on meat consumption
the world population, vegan products
are surging. Plant-based food retail
27%
46% sales reached $7 billion in the US in
I have reduced or 2020 with omnivore's being the largest
stopped my meat I wonder about my
consumption consumption of meat consumer segment. In South America,
because of the ethical the meat substitutes market revenue
and environmental
39% consequences was estimated at nearly $183 million in
2020.
I feel guilty about eating meat
because of animal suffering
While consumers are adventurous
40% about new, alternative products, there
52% is a limit to what they will try, and that
I have reduced or
stopped my meat I wonder about my line is drawn at bugs: German brand
consumption consumption of meat Veganz say 73.1% of Europeans say no
because of the ethical
and environmental to insects in their food.
38% consequences
I feel guilty about eating meat Total global plant-based retail market size
because of animal suffering
200
38% 150
65%
I have reduced or
stopped my meat I wonder about my
100
consumption consumption of meat
because of the ethical 50
and environmental
41% consequences
0
I feel guilty about eating meat
21
22
23
24
25
26
27
28
29
30
because of animal suffering
20
20
20
20
20
20
20
20
20
20
Source: SIAL Insights 2020 Source: Plant-Based Foods Poised for Explosive
*Data for Indonesia reported together with Malaysia Growth, BloombergNew Year's Resolutions & other good intentions
6 out of 10 consumers
say they have at least
one New Year's resolution
Top 3 New Year's resolutions
Health
Family & friends
Work-life balance
49%
of consumers with no New Year's
resolution change their behavior within
one or more areas in the beginning of
a new yearNew Year's Resolutions Are a Strong
Tradition
While the tradition of making New Year's Pct. consumers with New Year's
resolutions date back more than 4,000 resolutions
years, it may come as no surprise that 71% 67%
before modern times the resolutions we- 56%
re rooted in religion [History.com]. Now- 43%
adays they are centered around self-
improvement, but just how common are
New Year's resolutions?
We asked 2,500 consumers in five coun- 18-30 y.o. 31-40 y.o. 41-50 y.o. 50+ y.o.
tries if they have New Year's resolutions Q: Do you have New Year's resolutions for
for 2022 - and 61% of them said yes. 2022? Pct. yes. N=2,500
Still, the commonality depends on where The average New Year's resolution hol-
you ask: Indonesia holds the most New der marks 2.95 themes on their list with
Year's resolutions out of the surveyed the Indonesian and Brazilian consumers
countries with 90% saying they do, while being the most ambitious with averages
Denmark is the least with just 31%. of 3.33 and 3.41 themes, respectively.
Split between age groups we see that Split on income groups (not shown), we
New Year's resolutions are a pheno- see that there are more high income
menon for the young gradually fading earners with New Year's resolutions. We
as we age. dive deeper into this on the next page.
Number of New Year's resolution themes
None At least one More than one
Brazil
US
Denmark
Germany
Indonesia
0 25 50 75 100
Q: In what areas are your New Year’s resolutions related to? Calculated. N=2,500Universal Desire to Eat Better and Work
Out More
Low income Medium income High income
Health (diet & exercise)
Environmental behavior
Work-life balance
Relationship with family & friends
Alcohol consumption/Smoking/Gambling/etc.
Spending habits
Career
Education (new skill, topic, etc.)
0 50 100 150 200
Q: In what areas are your New Year’s resolutions related to? Multiple answers possible. N=2,500
Health is on everybody's to do list, find career-related resolutions than
regardless if they are high earners, work-life balance-themed.
men or women, young or not-so-young:
if they have a New Year's resolution, it Another notable difference is that
is more likely than not to have this topic among high income-consumers 36%
on their list. have resolutions related to their envi-
ronmental behavior.
The second most common topic is the
relationship with family and friends fol- However, across the board it is the
lowed by work-life-balance. health-themed resolutions that are the
most important, with the relationships
But if we zoom in on income groups, we of family and friends coming in second,
see a difference in priorities: for low in- and resolutions related to career co-
come consumer, it is more common to ming in third.
The most important New Year's resolution
Health (diet & exercise) 49%
Relationship with family & friends 36%
Career 25%
Alcohol consumption/Smoking/Gambling/etc. 24%
Work-life balance 21%
Education (new skill, topic, etc.) 17%
Spending habits 13%
Environmental behavior 12%
Q: What New Year`s resolutions do you consider the most important to you? N=2,500It Is Not a New Year's Resolution, It Is
Just a Goal
49%
of consumers with no New Year's resolution confirm they
(try to) change their behavior within one or more areas
at the beginning of a new year
39% of consumers have no New Year's scribe to - significantly more women
resolutions. However, that does not (29%) than men (10%).
mean that they do not have goals for
the new year: Second is work-life balance that 6% will
pay more attention to in the new year.
49% of the New Year's resolution-less This goes for more men (8%) than wo-
have the intention of (trying to) change men (6%).
their behavior in one or more areas in
the beginning of 2022. Thirdly - and maybe related - 6% of
both men and women have the rela-
Once again diet & exercise is the most tionship with family and friends on the
common goal that 24% of them sub- agenda.
Areas where consumers with no New Year's resolutions
plan to change their behavior in 2022
Women Men
Health (diet & exercise)
Environmental behavior
Work-life balance
Relationship with family & friends
Alcohol consumption/Smoking/Gambling/etc.
Spending habits
Career
Education (new skill, topic, etc.)
0 10 20 30
Q: Do you usually (try to) change your behavior at the beginning of a new year within these areas?"
Multiple choices possible. N=951Lifestyle choices
of German consumers
plan to eat ready-
24% made meals from the
supermarket more
often in 2022
of US consumers plan
to exercise more
often in 2022
57%
of Danish consumers
plan to eat home
22% cooked meals more
often in 2022Eating in or out?
Overall, home cooked meals are the Meal choice at least a couple of times
most frequent meal choice, as 87% of a week 87%
consumers say they enjoy this a couple
of times a week or more. Only 1% of
consumers say the never have home
cooked food. 29% 30%
23%
Zooming in on the countries, we see
Brazilians are the most out-going: 11%
say they eat out every day or almost
e
ed
ay
t
ou
ad
ok
aw
m
g
every day in a typical month. Indonesia
co
tin
ke
y-
Ea
ad
Ta
e
om
represents the opposite where only 4%
Re
H
do the same and 11% never eat in Qs: How often do you eat [option] in a typical
restaurants or cafés. On the contrary, month? Percentage of those who selected at
least "a couple of times a week". N=2,500
71% say they eat home cooked meals
daily, the same as for the Danish con-
sumers. Only 64% of Brazilians do that.
Current vs planned eating behavior Consumers will go out more in 2022
Will do it more often
It's tempting to conclude that the cur-
Will do it less often No change rent home cookers will stay that way in
2022 and the consumers who regularly
Eating out Takeaway
75% 75%
eat out, enjoy takeaway or ready-
made meals from the supermarket will
50% 50%
do so more often in the new year.
25% 25%
At least there is reason to expect a net
0% 0%
growth of consumers enjoying meals
rly
es
ly
rly
es
ly
re
re
im
im
la
la
prepared by others, though it will main-
Ra
Ra
gu
gu
et
et
m
m
Re
Re
So
So
Home cooked Ready-made ly come from consumers already enjoy-
60% 100% ing these options.
75%
40%
50%
20%
25%
0% 0%
rly
es
ly
rly
es
ly
re
re
im
im
la
la
Ra
Ra
gu
gu
et
et
m
m
Re
Re
So
So
Q: Do you plan to change how often you
[option] in a typical month in 2022? N=2,500A Better Health Comes From Exercise
Home cooked food is the healthier op-
tion in the eyes of consumers.
84%
However, we just saw that wanting to
eat out more often is beating the desire
to cook one's own meals more fre-
quently. of consumers regard home
cooked meals the healthier
Where does that leave the 49% of option
consumers who have a goal related to
diet and exercise for 2022?
In the gym.
Better health in 2022 comes from more Current exercise frequency
exercise
Low income Medium income
Overall, 60% of consumers say they
High income
intend to exercise more often in 2022.
60
Especially in Brazil where 76% say they
will get a sweat in more often, while 40
only half of the Danish consumers plan
to be more active in the year ahead. 20
Just like with current exercise frequen- 0
cy, we see a tendency for high income
ly
rly
es
ly
er
ai
re
ev
im
la
consumers to be more physically ac-
D
Ra
N
gu
et
m
Re
tive: 57% of them exercise regularly and
So
Q: How often do you exercise? N=2,500
for 17% "regularly" means every day.
Consumers planning to exercise more in 2022
Brazil 76%
US 57%
Denmark 50%
Germany 54%
Indonesia 62%
Q: Do you plan to change how often you exercise in a typical month in 2022? Pct. saying they plan to
exercise more often. N=2,500Consumers' Lifestyle Choices Are Well-
Reflected
Consumers' interest in lifestyle topics
Health 7.8
Nutrition 7.2
Animal welfare 7.1
Environmental issues 7.0
Household economics 6.9
Q: How interested you are in [topic]? Avg. of 10-point Likert scale. N=2,500
Data suggests that consumers are well- while 20% of German consumers have
reflected when making their lifestyle the same level of engagement. 47% of
choices: the average score on a 10- Brazilian consumers are "10 very inte-
point Likert scale for interest in various rested" in animal welfare, while 37% of
lifestyle themes come back at 6.9 or Indonesian consumers feel as strongly
above, indicating a high percentage of about environmental issues.
very engaged consumers.
Dietary preferences
However, there are national differen- The strong engagement into lifestyle
ces: 61% of Brazilian consumers say themes are reflected in dietary prefer-
they are "10 very interested" in health, ences: 18% of consumers identify as
while just 14% of Danish consumers say either vegan, vegetarian, pescatarian
the same. 41% of Indonesian consumers or flexitarian, while 77% are omnivores,
are "10 very interested" in nutrition, i.e. do not restrict their diets.
Consumers' dietary preference
77%
9%
4% 3% 4% 2%
Vegan Vegetarian Pescatarian Flexitarian Omnivore Other
Q: Are you a [option]. N=2,500Veganism
4.3% of consumers identify as vegan
Vegan products are not only for vegan
consumers
53% of consumers say they currently Pct. consuming vegan products
consume vegan products like plant- 61% 60%
based dairy products, plant-based 46%
meat, etc. 34%
That means the majority of vegan pro-
duct consumers are not vegans: 67% of
18-30 y.o. 31-40 y.o. 41-50 y.o. 50+ y.o.
consumers who already enjoy vegan
Q: Do you consume vegan products like plant-
products identify as omnivores.
based dairy products, plant-based meat, etc.?
Pct. yes. N=2,500
And it is a consumer choice that is on
the rise: 50% say they plan to consume tal considerations, this varies consider-
more vegan products in 2022. Of those ably across the surveyed countries: 36%
21% will be new to vegan products, of Danish consumers say this is their
while the remaining 79% already do and primary motivation while only 10% of
plan to do it more in 2022. Indonesian consumers assign this asso-
ciation to their choice.
Vegan products regarded healthier
46% of consumers perceive health as And vegan products and exercise do
their main motivation to eat or drink seem the way to achieve health themed
vegan products, while only 14% say New Year's resolutions. At least 59% of
their dietary preferences are the key consumers intending to exercise more
decision factor. in 2022 also plan to consume more ve-
gan products.
While an overall fifth of consumers go
for vegan products out of environmen-
Primary motivation for consuming vegan products
Dietary preferences 14%
Environmental considerations 21%
Health 46%
Less chemistry/additives 8%
Price 3%
Availability 3%
Other 5%
Q: What is your primary motivation for consuming vegan products?. N=1,574Want to know more?
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