Down but not out
UK SEGMENT SIZE: 5.15%
INDIVIDUAL WELLBEING SCORE: 65
Overview
This segment has the lowest levels of energy and an alarming proportion of overweight individuals. More than 80% are above the average weight. Down But Not Out are the most likely to suffer from Type 2 diabetes. Additionally, this segment is overrepresented by people with restricted mobility and hearing impairments. A crucial factor preventing this group from engaging in more exercise is disability.
More than a third do very little physical activity. Those who are active are comparatively likely to be motivated by physical appearance.
There is massive scope for improvement in terms of diet, but some individuals are making inroads to improve their diet. Takeaways are a feature of this segment’s eating habits; however, they are the most likely segment to be trying to reduce sugar intake. They are also likely to follow a low-fat diet. They are most likely to be restricted by knowledge in relation to eating more healthily.
This segment are the worst at looking after their appearance. The majority are unlikely to use skincare products and they are the least likely to try new ones.
On the whole, it is money and not attitude that hamstrings this segment. If they could improve one aspect of their lives, most would choose physical fitness. Being one of the poorest segments, many will find it challenging to devote money to health and wellbeing. There are many who want to make wholesale lifestyle changes but are circumscribed by a lack of resources.
They are often looking to beat the bookies; this segment is prone to gambling.