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Lackluster Devotion to Fitness-Related New Year's Resolutions

Lackluster Devotion to Fitness-Related New Year's Resolutions Lackluster Devotion to Fitness-Related New Year's Resolutions Lackluster Devotion to Fitness-Related New Year's Resolutions Lackluster Devotion to Fitness-Related New Year's Resolutions Lackluster Devotion to Fitness-Related New Year's Resolutions Lackluster Devotion to Fitness-Related New Year's Resolutions
01/24/14
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by Elena Weinstein
New Year's marks the time of year when people universally reflect on the past 365 days and simultaneously look forward to the year ahead (while imbibing a lot of Champagne). In looking ahead, people traditionally make resolutions, most of which center on self-improvement and many of which have to do with getting fit and eating more healthily. However, despite the hype surrounding New Year's resolutions, less than a third of people actually make them and far fewer succeed in abiding by them. In fact, BAV data about fitness, health and diet brands elucidates that steadfast resolve wanes over time and manifests itself in different ways both across genders and across generational demographics.

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Here are a couple of our key findings regarding peoples' commitment to their New Year's Resolutions:

-Gyms' brand value increases right after the new year, but then tapers off, such as Equinox's brand value spiking 16% points among women from Q4 to Q1 and then dropping 6% points among women from Q1 to Q.

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-Interest in healthy snacks is strongest around the New Year with Clif Bars' brand strength rising 5% points among women and 11% points among men from Q4 to Q1 and subsequently falling 18% points among women and 17% among men heading into Q2.

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-Diet products' brand strength doesn't improve markedly until beach season approaches, suggesting people are looking for a quick weight-loss fix after their shortcomings achieving their New Year's resolutions, as exhibited by Slimfast's brand value increasing by 3% among women and 8% among men from Q1 to Q2.

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-Millennials wait until beach season to get motivated while boomers' interest in fitness brands peaks just after New Year's and then drops off. For example, Clif Bars' brand value among millennials increased by only 4% points among millennials and a noticeable 38% points among boomers from Q4 to Q1 and then increased 13% points among millennials while it dropped 41% points among boomers from Q1 to Q2.

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Cheers to actually sticking to those resolutions this year! In the meantime, we'll be watching fitness and dietary brands' value to keep you honest.

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This article first appeared in AdWeek: http://www.adweek.com/news/advertising-branding/look-how-many-people-keep-their-new-year-s-resolutions-get-fit-155074

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