Lackluster Devotion to Fitness-Related New Year's Resolutions
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.
-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.
-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.
-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.
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.
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