Stuck in the mud
UK SEGMENT SIZE: 5.79%
INDIVIDUAL WELLBEING SCORE: 60
Overview
This segment tend to live on the outskirts of towns in the West Midlands, North East and East of England.
The least physically active of all groups, a significant proportion exercise very little. Those who do exercise tend to favour sports which do not put undue stress on the body, such as swimming. This group looks unlikely to change, being the least likely to be motivated to increase their levels of exercise.
Disability is a feature of this group; suffering from a disability is a key reason preventing them from engaging in more physical activity. This segment is comparatively likely to have restricted mobility or a hearing impairment.
This group has the worst diet of all segments. It is one of the least likely segments to eat fruit and veg, and by some distance they are the least inclined segment to consider trying new foods that are healthier. They are among the poorest segments, so their willingness to spend money on healthy foods is limited. It follows they are the least open group to making steps to improve their diet.
Money is the crucial reason why this segment feels unable to make health and wellbeing changes. Skincare is a very low priority, with over a third never using facial cream products.
In terms of happiness this segment scores very low. It is the second most unhappy group and most likely to think they are unattractive.
They are overrepresented by people who are into horse racing and other forms of sports betting.