HEALTH 2021Core Research’s annual report on fitness, food and well-being.

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As the COVID-19 pandemic has been prominent in our day to day lives

for almost a year, it can (and has) posed barriers to maintaining a

healthy lifestyle. On the back of five years of research, which began in

2016, Core has researched the adult population and how regular habits

can contribute to a healthy lifestyle.

3 in 4 adults consider themselves to be “healthy”, and this research

unearths findings across three key areas of health which are

wellbeing, diet and physical exercise. Many aspects of health and

fitness have been comparable year on year, however taking into the

account that 2020 was a year like no other and 2021 has potential

to follow suit, certain aspects of a healthy lifestyle have changed

from previous waves. This year saw the introduction of online

workouts and virtual fitness instructors to the research, as well as

doctor consultations carried out via video platforms such as zoom.

Irish adults have told us that health and fitness is very much back to

basics, with key activities such as walking, cycling, and staying in

touch with friends and family all increasing in importance when it

comes to a healthy lifestyle.

Wellbeing is a key element of Health 2021

As we navigate this crisis, everyone will be having a different

experience, yet the importance of wellbeing as a contributor to

overall health is becoming more evident. Although people who

exercise every day and monitor their diet (a cohort Core Research

refer to as Active+ Foodies) has risen by 5% (approximately

180,000 adults), there are specific wellbeing habits that have also

gathered momentum since the research began in 2016.

The research tells us that 79% of people are conscious of their

mental health, and 6 in 10 people place as much emphasis on it as

they do with their physical health. While being conscious of mental

health can be viewed as either a positive or negative, it tells us that

awareness of mental wellbeing has increased. People shared with

us that their intentions to manage mental wellbeing through

meditation, journaling, therapy and staying in touch with friends

and family have never been higher.

Knowing that wellbeing is firmly on people’s radar for the year

ahead, and given that stress is the most felt emotion by 36% of the

adult population, it has never been so important for brands to be

sincere, in order to truly connect with their customers on a deeper,

empathetic level than previous years.

2021 looks set to follow on from 2020 in the sense that physical

activity will continue to rise. Those who do not exercise but monitor

what they eat (Inactive Foodies) is down 5% year on year, while

those who neither exercise nor monitor their diet (Resters) has

remained steady.

However, there is no one ingredient that results in a healthy

lifestyle and the research tells us that nutrition, wellbeing and

physical fitness are all important for different cohorts who

understand that now has never been a more important time to

maintain good health.

Andrew McCormackResearch Executive

What you need to know

• Three quarters of the Irish population consider themselves

to be healthy (65% “Healthy” and 10% “Very Healthy”)

• 64% are actively monitoring what they eat, while 8 in 10 are

exercising at least once per week.

• 1 in 4 have intentions to make sure they exercise in 2021,

while the same amount have plans to eat well

• Stress is the emotion most felt by over a third (36%) of the

adult population in the past 6 months

• 79% of people are conscious of their mental health, and 6 in

10 claim to focus on it just as much as their physical health

• 4 in 10 are tracking their fitness via an app or tech device

• Almost a third of people are aiming to get plenty of sleep

every night

• 1 in 5 have intentions to start using the gym for exercise

once COVID-19 restrictions are adjusted, or once the virus

is under control

• While just 14% intend to take part in online/virtual

workouts, over a third of the population would be interested

in a subscription to a fitness instructor via a video link

• A quarter of Irish adults intend to practice stress

management techniques (e.g. breathing exercises) or

relaxation techniques (e.g. meditation) in 2021

• This year, 15% of people intend to keep a journal or diary

• 4 in 10 are intent on keeping in contact with their friends or

family this year, either face to face or virtually

• A quarter of people have plans to reduce their social media

consumption

• Over a half of the population would be interested in a

private health care insurer offering their own hospital, or a

doctor consultancy via mobile video ( 56% and 54%

respectively)

Methodology

This research report is informed by interviews with 1,000 adults,

representative of the demographics within the Irish population,

conducted in January 2021.

3

75%OF THE PUBLIC CONSIDER THEMSELVES TO BE

“Healthy or Very Healthy”

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Health has a number of components such as diet, physical exercise, mental health and well-being. A large proportion of Irish adults feel as though they are performing well.

4

34%

ACTIVEFOODIESExercise at least once a week and monitors food diet

ACTIVE+FOODIESExercise daily andmonitors food diet

7%INACTIVEFOODIESDo not exercisebut monitors food diet

16%

22%

ACTIVENON-FOODIES

RESTERS

Exercise at least once a weekbut don’t monitor diet

Do not exercise anddo not monitor diet

21%

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Active+ Foodies on the rise

In a year that has been dominated by the COVID-19 pandemic, it is clear that the majority have embraced physical exercise.

Active+ Foodies has seen the largest increase (+5%), Active Non-Foodies is at its highest ever point (+3% YOY) and Inactive Foodies sees its lowest ever recording (since this research began in 2016)

Active+ Foodie - 22%.

This group represents those who exercise every day, and

monitor what they eat. This group has grown from 17% of

adults in January 2020 (before Covid-19) to 22% of adults

accounting for approximately 180,000 more people.

This group is more likely to be Older Families (with teens) or

Elders without children who either work part time or are

retired and have slightly more personal time.

Active Foodie – 34%.

Active Foodies are made up of people who also monitor what

they eat, and they exercise at least once a week. This group has

dropped from 38% to 34% of all adults.

This cohort consists of Young Adults (no children in the

household) or Young Families (pre-teens), who are working

full time and have slightly less time for physical exercise.

Active Foodies are more likely to be young adults or young families.

22% of Irish adults are Active+ Foodies, who exercise everyday and monitor what they eat.

Source: 1,000 adults interviewed online in December 2020, representative of the adult population of Ireland.

Health Groups

180,000 Irish adults are Active+ Foodies, who exercise every day and monitor what they eat.

6

Inactive Foodie - 7%.

This group consists of those who monitor what they eat, but do

not exercise. This segment has also decreased by 5% since

January 2020, down to 7% from 12% of all adults.

This group are more likely to be young urban females,

particularly mothers who perhaps are under time pressure

trying to look after children while also working remotely.

Active Non-Foodie – 21%.

This group are characterised by those who exercise at least

once a week but do not monitor their diet. This group has risen

from 18% to 21% and accounts for over 700,000 adults.

This segment is skewed towards young single males,

particularly aged between 18-24 where physical exercise takes

importance over nutrition.

Resters – 16%.

Resters are a cohort who neither exercise nor monitor their

diet. This group is up 1% (15% to 16%) from 2020.

This segment is dominated by urban mothers between the age

of 35-54 who look after the home / family full time. Young males are more likely to prioritise exercise over monitoring their diet

Young urban mothers have less time to exercise, but still monitor what they eat.

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Health Groups

In the past twelve months, the number of people exercising on a regular basis has seen an increase for the majority.

Inactive Foodies have their lowest representation since the research began in 2016 while Active Non-Foodies reaches its highest point to date.

7

88%OF THE PUBLIC INTEND TO

“Make sure they exercise” in 2021

In a year where maintaining good physical health has never been so important, people have identified physical exercise as a key component of achieving a healthy lifestyle.

8Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

At Home, Close to home is focal point for 2021.

Physical exercise and fitness has been very much “back to

basics” over the past 12 months and while 28% of people are

now exercising daily, which is up 6%pts from this time last year

the majority of exercise has been consigned to walking,

running and cycling, while staying close to home.

Team Sports on pause, but excitement for post-Covid.

In the short term, much of the emphasis continues to be on

individual exercise, and intentions to run and cycle are both up

4% from this time last year, while walking is up 5%. That being

said, the excitement for the resumption of team sports is

obvious with 10% hoping to pursue such sports in the future,

which is an increase from 5% in January 2020.

The Importance of Tech

The use of technology and fitness wearables continue to grow

in popularity, and 4 in 10 Irish adults are now tracking their

fitness via an app or device (up from 3 in 10 in January 2020).

Technology provides basic accessibility to fitness, and 27% are

either currently taking part in online workouts, or intend to do

so in 2021 or once Covid-19 is under control.

Daily exercise has increased, and the main outlets are walking, running or cycling.

39% of Irish adults are tracking their fitness with apps or tech devices

Fitness summary.

Although many forms of physical exercise such as team sports were periodically halted due to COVID-19, the number of people who exercise daily has grown considerably since January 2020.

9Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Fitness Plans.

The trend of individual fitness is clear, and it is unsurprising that walking tops the list of physical activities that people have always done.

Interestingly, it too has seen the biggest increase in intention to pursue this year, and outdoor activity leads the way in terms on intent for 2021.

The eagerness to resume “social group” sports is also evident with intentions to do so increasing year or year.

4%

7%

7%

7%

9%

14%

9%

13%

13%

14%

22%

22%

19%

24%

22%

72%

5%

3%

4%

6%

6%

4%

7%

9%

10%

11%

10%

10%

11%

12%

12%

11%

2%

2%

2%

5%

4%

3%

6%

5%

4%

7%

6%

7%

10%

6%

9%

6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rugby

Hurling

Gaelic football

Personal trainer

Other organised sports

Soccer

Pilates

Exercise classes

Online workouts

Yoga

Running

Hiking

Gym

Cycling

Swimming

Walking

Have always done Intend to do in 2021 Plan to do when Covid-19 is under control

+5% YOY

+1% YOY

+4% YOY

+4% YOY

+5% YOY

+4% YOY

+2% YOY

+2% YOY

+1% YOY

+4% YOY

+5% YOY

+3% YOY

+4% YOY

+4% YOY

+5% YOY

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

OUTDOOR ACTIVITY

INDOOR & SOLO

SOCIAL GROUP

+/% YOY = Intentions for the year ahead 10

24%

COVID-19 brought about many seismic changes to peoples’ lives, and nutrition was no exception. Whether 2020 effected peoples diet positively or negatively, the Irish population are intent on prioritising a healthy diet in 2021.

11

OF THE PUBLIC HAVE NEW INTENTIONS TO

“Make sure they eat well” in 2021

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Home Cooking the New Normal

Staying at home has provided many the opportunity to cook

meals from scratch, and 87% are either currently doing so or

intend to start in 2021. Getting the chance to cook from home

more often provides less reasons to order takeaways a few

times a week and this is the diet behaviour of least priority to

the Irish population for 2021.

Increased interest in tracking calorie consumption

Tracking calorie intake is a facet of diet that people are

continually buying into. 4 in 10 people are either currently

tracking their calories or intend to do so in 2021, and over half

of the adult population are interested in a mobile app designed

to track calorie consumption.

Active Foodies are more likely to already be tracking calories,

while Resters are the cohort driving the intent to do so this

year.

Food is Medicine

6 in 10 Irish adults are consuming food that boosts their

immune system, while over half of the population are taking

vitamins or supplements and 1 in 10 are prioritising using

adaptogens in 2021.

More time at home has afforded many the opportunity to cook from scratch more often

4 in 10 are either currently tracking their calorie consumption or have intentions to do so this year

Diet.

Ordering takeaways is the dietary trend for 2021 with the lowest level of intent among the Irish population. People are instead opting to cook from scratch at home more often.

12Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Diet and Nutrition

In terms of cumulative interest, cooking from scratch is of utmost importance to the Irish population when it comes to looking after their diet.

Although it is down 5% from this stage last year, shopping for food with less packaging is still the top priority going into this year.

From a nutritional standpoint, minimising salt and sugar use and pursuing a weight management diet are the top trends for 2021.

14%

22%

29%

34%

41%

33%

47%

55%

46%

56%

57%

76%

7%

15%

13%

15%

9%

21%

10%

14%

26%

16%

21%

11%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Vegan / Vegetarian diet

Track calorie consumption

High protein diet

Reduce consumption of meat

Order take away at least once a week

Weight management diet

Use adaptogens

Moderate alcohol consumption

Shop for food with less packaging

Take vitamins / supplements

Minimise sugar and salt use

Cook from scratch a few times a week

Have always done Intend to do in 2021

-1% YOY

-5% YOY

-3% YOY

+1% YOY

= YOY

-5% YOY

+1% YOY

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.+/% YOY = Intentions for the year ahead 13

1 IN 2PEOPLE LIVING IN IRELAND ARE EITHER

Currently practising or intend to practise “Relaxation techniques such as meditation” in 2021

The Coronavirus pandemic instilled a new sense of anxiety for Irish adults. Although many have struggled in times of uncertainty, there is a large proportion who are actively taking steps to reduce anxiousness and enhance their mental health and well-being.

14Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Staying apart, but staying connected

Face to face interaction is the preferred method of staying

connected to loved ones, and for a quarter Irish adults this will

be a priority in 2021. In the case where physical interaction is

not possible, people must turn to virtual channels to keep in

touch. 6 in 10 people are currently using online platforms to

connect with friends and family (the same amount as face to

face) and a further 16% aim to pursue it in 2021.

Reduce social media to enhance mental wellbeing

Socialising with others will be of importance for a third of the

population this year, however 1 in 4 aim to reduce their usage

of social media. The conscious effort of reducing time spent on

social media is being driven by younger cohorts, particularly

females.

Another priority led by younger demographics will also be to

reduce the amount of time spent reading the news, but 1 in 5

of all Irish adults intend to do so.

A year of self care

1 in 4 have intentions to practise stress management or

relaxation techniques, the latter increasing by 3% from 2020.

These initiatives are being led by younger females, particularly

young mothers.

62% of Irish adults are currently virtually keeping in touch with friends and family

Younger cohorts are intent on reducing the amount of time spent on social media in 2021

Well-Being

The COVID-19 pandemic has meant people have had to adjust how they connect with friends and family. 4 in 10 have plans to stay in touch with loved ones in 2021, be that face to face or virtually.

15Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Well-Being.

Staying in touch with loved ones and maintaining a social life has never been as important, and this is reflected as both have increased considerably since 2020 (+11% and +10% respectively).

Those living in rural areas though, are 4% less likely to be virtually keeping in touch with friends and family than urban dwellers.

While the intent to reduce social media and practice stress management has decreased slightly, it is still a priority for 1 in 5, as is meditation.

Over a third have already begun to reduce the amount of time spent reading the news, while a further 19% intend to do so this year. This is a key priority for younger females, particularly those aged 18-24. 14%

18%

26%

27%

36%

32%

36%

62%

51%

64%

70%

14%

15%

18%

27%

19%

25%

25%

16%

31%

25%

23%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Therapy/counsellor

Diary/journal writing

Read articles / listen to podcasts about mental well-being

Relaxation (meditation)

Reduce time spent reading the news

Stress management (breathing exercises)

Reduce social media use

Talk to friends/family (virtually)

Socialising

Talk to friends/family (face to face)

Get outdoors

Have always done Intend to do in 2021

+1% YOY

+11% YOY

+10% YOY

-3% YOY

-2% YOY

+3% YOY

=% YOY

+1% YOY

+2% YOY

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.+/% YOY = Intentions for the year ahead 16

Meditation

Therapy

Get outdoors

Friends/Family

Journal/Diary

Sleep

Socialising

0%

5%

10%

15%

20%

25%

30%

35%

2016 2017 2018 2020 2021

Meditation Therapy Get outdoors Friends/Family Journal/Diary Sleep Socialising

Source: 1,000 adults interviewed online in January 2016, 2017, 2018, 2020 and 2021, representative of the adult population of Ireland.

Well-Being Trends.

All facets of wellbeing have grown in importance since research began in 2016.

Maintaining good levels of sleep is the only component that has not recorded its highest reading in 2021, but there has been considerable upwards trajectory for socialising and talking with friends and family.

Socialising and doing things with others is the only facet of wellbeing where rural dwellers are more likely to pursue vs the general population, which is indicative of the isolation from friends and family over the past year

While many wellbeing habits have been deterred by COVID-19, the Irish population are determined to prioritise this aspect of their health for the coming year.

17

62%PEOPLE LIVING IN IRELAND WOULD BE INTERESTED IN

“A service which can predict when you may be getting sick based on your personal health data”

With so much emphasis placed on staying healthy for 2021, the majority are interested in ways of pro-actively managing our health and understanding when we may be getting sick.

18Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Demand for wearables and fitness tech

For pro actively managing physical health, fitness trackers are

the leading tool, with 65% of the population claiming interest.

A further 6 in 10 are also interested in tech that can track your

mood, advise on what nutrients your body needs and predict

when you might be getting sick.

Virtual is the new face to face

Over half of the population would be interested in a doctor

consultancy via a mobile video such as FaceTime or Skype, and

interest has grown by 1% since January 2020.

Interest in a subscription to a fitness instructor via video link,

has grown by 3% since 2020. This form of physical exercise

piques the interest of Inactive Foodies, who may be looking for

a simple way to become more active.

Digital devices for dietary health

1 in 2 people display an interest in an app designed to track

food and drink calorie consumption, while 54% also claim they

would be interested in technology to advise you on a healthy

menu based on your current diet.

Both of these dietary management initiatives are of particular

interest to younger cohorts, specifically younger adults and

families

Interest in virtual doctor consultancies or fitness instructors are higher than ever

Demand is increasing for apps and tech devices that are geared towards achieving a healthy diet

Proactive Management

Technology being used to enhance health and fitness is something that continues to gather pace and is of interest to the majority of the population.

19Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

Proactive Management

The growing popularity of technology in terms of health and fitness results in exercise trackers overtaking events/places for mental health to become the top health trend going into 2021.

The largest increase in interest has been for virtual fitness instructors, as it provides basic and constant access to physical exercise while gyms and exercise outlets may be periodically closed due to ongoing restrictions.

0% 10% 20% 30% 40% 50% 60% 70% 80%

Wearable fitness tracker

Events / places to improve mental well-being

Technology to track mood based on blood pressure or heart rate

A service that can predict when you may be getting sick

A watch which knows what type of food nutrients you need to eat

Private health care insurer offering their own hospital

Virtual doctor consultancy

An app which asks about your diet and advises on a healthy menu

An app to track calorie consumption

Virtual fitness instructor

Any Interest

2021 2020

Source: 1,000 adults interviewed online in January 2021, representative of the adult population of Ireland.

-1% YOY

-6% YOY

+1% YOY

-3% YOY

=% YOY

-6% YOY

-1% YOY

-2% YOY

+3% YOY

20

Key actionable takeaways

Wellbeing

Knowing that wellbeing is firmly on people’s radar for the year

ahead, and given that stress is the most felt emotion by 36% of

the adult population, it has never been so important to be

sincere and for brands to truly connect with their customer

base on a deeper level than previous years

Fitness

While an uptake in fitness is obvious, providing safe and

accessible platforms to improve physical health will be key for

2021. The reopening of public gyms and resumption of team

sports may be delayed longer than expected, which provides

opportunities to further develop individual fitness in a safe and

accessible environment.

Diet

The time spent cooking more regularly has meant we are now

much more aware of the ingredients that are going into the food

we eat and this is something that could become a staple of

peoples nutritional habits and can be utilised going forward.

Wellbeing will be crucial to good health in 2021

Solo, individual exercise is now a core component of physical activity

21

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For more information

onecore.ie/blog+353 1 649 6316

Credits

Finian Murphy, Marketing Director

Andrew McCormack,

Research Executive

Naomi Staff, MD, Core Research