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© Ipsos | Doc Name | Month Year | Version # | Public | Internal/Client Use Only | Strictly Confidential
Actions & Interventions for weight loss
January 2021
Pippa Bailey, Susan Purcell, Javier Calvar &
Alex Baverstock
1
2
Q5. Actions taken to lose weight(of those trying to lose weight)
Of those trying to lose weight, the main actions taken are dieting
(reducing food intake), exercising more and eating more
healthily.
• Men who are trying to lose weight are more likely than women to
say they are drinking fewer sugary drinks and less alcohol as
actions to achieve this.
• Under 35’s who are trying to lose weight are more likely than those
over 50 to say they are exercising more.
• People in medium-income households are more likely to say they
are dieting more to try to lose weight.
Ipsos | Future of Fats | November 2020
55%
53%
46%
35%
33%
3%
51%
52%
52%
22%
19%
5%
Dieting/reducing my food intake
Exercising more
Eating more healthily, but not dieting
Drinking fewer sugary drinks
Drinking less alcohol
None of the above
You’ve told us you’re trying to lose weight, what actions are you taking?
UK – by gender
Women
Men
3
Of those trying to lose weight, the
main actions taken are dieting
(reducing food intake), exercising
more and eating more healthily.
Men who are trying to lose weight
are more likely than women to say
they are drinking fewer sugary drinks
and less alcohol as actions to
achieve this.
Q5.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
55%
43%
47%
22%
27%
4%
54%
56%
54%
32%
24%
4%
50%
64%
51%
31%
23%
5%
Dieting/reducing my food intake
Exercising more
Eating more healthily, but not dieting
Drinking fewer sugary drinks
Drinking less alcohol
None of the above
You’ve told us you’re trying to lose weight, what actions are you taking?
UK – by age
Under 35
35 to 49
4
50 to 74
Exercising more, dieting and eating
healthy are the three most
mentioned actions to lose weight
among all age groups.
Under 35’s who are trying to lose
weight are more likely than those
over 50 to say they are exercising
more.
Q5.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
48%
62%
45%
25%
23%
2%
62%
51%
53%
28%
25%
4%
36%
45%
52%
36%
26%
4%
Dieting/reducing my food intake
Exercising more
Eating more healthily, but not dieting
Drinking fewer sugary drinks
Drinking less alcohol
None of the above
You’ve told us you’re trying to lose weight, what actions are you taking?
UK – by income level
Low
Medium
5
High
Exercising more, eating more
healthily and dieting are the top
three cited methods of trying to lose
weight in all three income brackets.
People in medium-income
households are more likely to say
they are dieting more to try to lose
weight.
Q5.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
6
Q6. Foods reduced to lose weight
In the UK, reducing / eliminating sugar and calories are identified
as the top food-related strategies for weight loss. This is the
case among both those who are not currently trying to lose
weight, and those who are.
Among those not currently trying to lose weight…
• Men would also be more likely than women to say they would reduce /
eliminate processed foods.
• Those aged 35-49 would be more likely than other ages to say they would
reduce / eliminate calories and alcohol.
• Those on medium and higher incomes would be more likely than those on
lower incomes to reduce / eliminate sugar and calories. Those on lower
incomes are more likely than others to say they would reduce / eliminate
carbohydrates.
Among those currently trying to lose weight…
• Men are more likely than women to say they would reduce / eliminate calories,
saturated fats and alcohol, while women are more likely to say they would
reduce / eliminate processed foods.
• Those aged 35-49 are more likely to say they would reduce / eliminate alcohol,
while those aged 50-74 are more likely to say they would reduce / eliminate
processed foods, saturated fats and carbohydrates.
• For those trying to lose weight in the low and medium income brackets, sugar
is most likely to be reduced / eliminated. Those on lower incomes are also
more likely to say they would reduce saturated fats and meat, and less likely
than other groups to reduce carbohydrates and alcohol.
Ipsos | Future of Fats | November 2020
5%
10%
0%
6%
20%
25%
30%
29%
40%
53%
12%
14%
3%
3%
17%
22%
23%
29%
38%
43%
None of the above
Don't know
Unsaturated fats (found in nuts, fish and oliveoils)
Meat
Carbohydrates
Alcohol
Processed food
Saturated fats (found mostly in meat andhydrogenated oils)
Calories
Sugar
If you were trying to lose
weight, which two or three of
the following, if any, would
you be looking to reduce or
eliminate to help with your
weight loss?
UK – by gender
Women
Men
Q6a.
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020 7
If they were trying to lose weight,
men would be even more likely than
women to reduce sugar intake,
although both men and women
would be most likely to do this
overall.
Men would also be more likely than
women to say they would reduce /
eliminate processed foods.
Ipsos | Future of Fats | November 2020
10%
12%
0%
2%
22%
21%
26%
33%
39%
50%
2%
14%
2%
3%
17%
31%
27%
29%
48%
49%
11%
12%
3%
9%
15%
23%
25%
24%
35%
42%
None of the above
Don't know
Unsaturated fats (found in nuts, fish and oliveoils)
Meat
Carbohydrates
Alcohol
Processed food
Saturated fats (found mostly in meat andhydrogenated oils)
Calories
Sugar
If you were trying to lose
weight, which two or three of
the following, if any, would
you be looking to reduce or
eliminate to help with your
weight loss?
UK – by age
Under 35
35 to 49
Q6a.
8
50 to 74
If they were trying to lose weight, all
age groups would be most likely to
reduce / eliminate sugar.
Those aged 35-49 would be more
likely than other ages to say they
would reduce / eliminate calories
and alcohol.
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
9%
7%
4%
4%
22%
30%
26%
29%
44%
51%
13%
5%
1%
5%
16%
23%
28%
31%
44%
48%
9%
22%
0%
7%
28%
15%
22%
24%
27%
39%
Don't know
None of the above
Unsaturated fats (found in nuts, fish and oliveoils)
Meat
Carbohydrates
Alcohol
Processed food
Saturated fats (found mostly in meat andhydrogenated oils)
Calories
Sugar
If you were trying to lose
weight, which two or three of
the following, if any, would
you be looking to reduce or
eliminate to help with your
weight loss?
UK – by income level
Low
Medium
Q6a.
9
High
If they were trying to lose weight,
those in all income levels groups
would be most likely to reduce /
eliminate sugar.
Those on medium and higher
incomes would be more likely than
those on lower incomes to reduce /
eliminate sugar and calories. Those
on lower incomes are more likely
than others to say they would reduce
/ eliminate carbohydrates.
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
55%
44%
42%
25%
25%
18%
7%
3%
4%
1%
53%
49%
31%
30%
25%
22%
7%
1%
1%
3%
Sugar
Calories
Processed food
Saturated fats
Carbohydrates
Alcohol
Meat
Unsaturated fats
None of the above
Don't know
Which two or three of the following, if any, are you trying to reduce or eliminate to help with your weight loss?
UK – by gender
Women
Men
Q6b.
10
Both men and women trying to lose
weight agree that reducing or
eliminating sugar is the top priority to
help with weight loss.
Men are more likely than women to
say they would reduce / eliminate
calories, saturated fats and alcohol,
while women are more likely to say
they would reduce / eliminate
processed foods.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
51%
56%
33%
22%
19%
18%
13%
1%
4%
4%
59%
55%
37%
16%
19%
28%
3%
2%
1%
0%
53%
36%
40%
37%
33%
16%
5%
3%
3%
2%
Sugar
Calories
Processed food
Saturated fats
Carbohydrates
Alcohol
Meat
Unsaturated fats
None of the above
Don't know
UK – by age
Under 35
35 to 49
Q6b.
11
50 to 74
For the middle and oldest age
brackets, sugar is the most
commonly selected to aid with
weight loss. For those under 25,
calories are the most popular choice.
Those aged 35-49 are more likely to
say they would reduce / eliminate
alcohol, while those aged 50-74 are
more likely to say they would reduce
/ eliminate processed foods,
saturated fats and carbohydrates.
Which two or three of the following, if any, are you trying to reduce or eliminate to help with your weight loss?
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
55%
45%
37%
34%
18%
16%
14%
7%
0%
2%
61%
46%
38%
27%
28%
21%
7%
2%
3%
2%
42%
51%
34%
26%
20%
20%
6%
1%
4%
1%
Sugar
Calories
Processed food
Saturated fats
Carbohydrates
Alcohol
Meat
Unsaturated fats
None of the above
Don't know
UK – by income level
Low
Medium
Q6b.
12
High
For those trying to lose weight in the
low and medium income brackets,
sugar is most likely to be reduced /
eliminated.
Those on lower incomes are also
more likely to say they would reduce
saturated fats and meat, and less
likely than other groups to reduce
carbohydrates and alcohol.
Which two or three of the following, if any, are you trying to reduce or eliminate to help with your weight loss?
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
13
Q7. What can companies and governments do to aid weight loss?
In the UK, people are most likely to identify cheaper healthy
foods as the way that companies and governments could do that
would most likely help with people’s weight loss. This is the
case among both those who are not currently trying to lose
weight, and those who are, and across all demographic groups.
Ipsos | Future of Fats | November 2020
UK – by gender
Women
Men
14
41%
16%
15%
13%
17%
11%
9%
10%
5%
7%
2%
5%
10%
9%
33%
14%
13%
12%
8%
9%
10%
6%
7%
4%
6%
3%
17%
15%
Cheaper healthy foods
More public exercise facilities
More green public spaces for exercising
Clearer food nutritional labelling
Healthier ingredients in processed foods
Easier access to healthy foods
New legislation from government to taxunhealthy products
Smaller portion sizes for packaged foods
New products which are designed to behealthier
Food nutritional labelling in cafes / restaurantsand take away
New restrictions on advertising
Weight management services
Don't know
None of the above
Still thinking about if you were
trying to lose weight, here are
some things companies and
governments could do to help.
Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
Q7a.
Significantly more/less than other
subgroups (95% confidence)
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Ipsos | Future of Fats | November 2020
UK – by age
Under 35
35 to 49
15
50 to 74
41%
20%
16%
10%
10%
16%
6%
5%
7%
4%
4%
4%
15%
8%
41%
13%
18%
5%
8%
7%
9%
9%
9%
4%
3%
4%
17%
10%
32%
11%
11%
17%
14%
7%
12%
9%
4%
7%
5%
4%
12%
16%
Cheaper healthy foods
More public exercise facilities
More green public spaces for exercising
Clearer food nutritional labelling
Healthier ingredients in processed foods
Easier access to healthy foods
New legislation from government to taxunhealthy products
Smaller portion sizes for packaged foods
New products which are designed to behealthier
Food nutritional labelling in cafes / restaurantsand take away
New restrictions on advertising
Weight management services
Don't know
None of the above
Still thinking about if you were
trying to lose weight, here are
some things companies and
governments could do to help.
Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
Significantly greater than other
subgroups (95% confidence)
Q7a.
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
Ipsos | Future of Fats | November 2020
UK – by income level
Low
Medium
16
High
34%
21%
11%
15%
11%
12%
6%
5%
3%
7%
1%
8%
6%
20%
39%
14%
12%
13%
10%
8%
12%
8%
6%
7%
4%
3%
13%
11%
39%
16%
17%
13%
14%
11%
9%
7%
9%
5%
7%
4%
11%
9%
Cheaper healthy foods
More public exercise facilities
More green public spaces for exercising
Clearer food nutritional labelling
Healthier ingredients in processed foods
Easier access to healthy foods
New legislation from government to taxunhealthy products
Smaller portion sizes for packaged foods
New products which are designed to behealthier
Food nutritional labelling in cafes / restaurantsand take away
New restrictions on advertising
Weight management services
Don't know
None of the above
Still thinking about if you were
trying to lose weight, here are
some things companies and
governments could do to help.
Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
Significantly more/less than other
subgroups (95% confidence)
Q7a.
Base: those not trying to lose weight – 571 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
Ipsos | Future of Fats | November 2020
Here are some things companies
and governments could do to
help. Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
17
UK – by gender
Women
Men
55%
16%
11%
16%
13%
10%
7%
10%
9%
9%
6%
2%
6%
7%
48%
18%
19%
11%
15%
8%
10%
7%
9%
8%
6%
7%
9%
5%
Cheaper healthy foods
Healthier ingredients in processed foods
Clearer food nutritional labelling
More public exercise facilities
More green public spaces for exercising
Easier access to healthy foods
New legislation from government to tax unhealthyproducts
Smaller portion sizes for packaged foods
Weight management services
New products which are designed to be healthier
Food nutritional labelling in cafes/restaurants andtake away
New restrictions on advertising
Don't Know
None of the aboveSignificantly more/less than other
subgroups (95% confidence)
Q7b.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
Ipsos | Future of Fats | November 2020 18
UK – by age
Under 35
35 to 49
50 to 74
60%
17%
11%
13%
11%
11%
16%
7%
5%
6%
6%
5%
7%
3%
60%
21%
20%
19%
8%
12%
6%
10%
10%
7%
4%
1%
4%
2%
43%
8%
18%
13%
20%
7%
5%
10%
11%
10%
8%
5%
8%
10%
Cheaper healthy foods
More green public spaces for exercising
Healthier ingredients in processed foods
More public exercise facilities
Clearer food nutritional labelling
Easier access to healthy foods
New products which are designed to be healthier
Weight management services
Smaller portion sizes for packaged foods
New legislation from government to tax unhealthyproducts
Food nutritional labelling in cafes/restaurants andtake away
New restrictions on advertising
Don't know
None of the aboveSignificantly more/less than other
subgroups (95% confidence)
Q7b.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Here are some things companies
and governments could do to
help. Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
Ipsos | Future of Fats | November 2020 19
UK – by income
Low
Medium
High
64%
16%
19%
6%
9%
12%
14%
12%
9%
2%
4%
1%
49%
15%
8%
16%
16%
16%
5%
8%
9%
10%
6%
5%
54%
22%
12%
15%
14%
8%
11%
10%
9%
7%
8%
3%
Cheaper healthy foods
Healthier ingredients in processed foods
Easier access to healthy foods
Clearer food nutritional labelling
More green public spaces for exercising
More public exercise facilities
New legislation from government to tax unhealthyproducts
Weight management services
Smaller portion sizes for packaged foods
New products which are designed to be healthier
Food nutritional labelling in cafes/restaurants andtake away
New restrictions on advertisingSignificantly more/less than other
subgroups (95% confidence)
Q7b.
Base: those trying to lose weight – 469 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Here are some things companies
and governments could do to
help. Which one or two of the
following, if any, do you believe
would be most likely to help with
your weight loss?
Cheaper healthy food is thought to
be the best way for companies and
governments to help people lose
weight.
20
Q8. Earlier, you said that you gained weight during the COVID-19 pandemic. Roughly, how much did you gain?
Those in the UK who said they gained weight during the COVID-
19 pandemic reported an average weight gain of 5.4kg.
Ipsos | Future of Fats | November 2020
Average weight gained
17%
26%
36%
13%
8%
0-2 kg
2.1-4 kg
4.1-7 kg
7.1-10 kg
10+ kg
Weight gained
5.4 kg
Q1. Base: 1000 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Q8. Base: 313 online adults aged 16-74 across the UK, October 23rd- November 6th 2020
Q8.
Earlier, you said that you
gained weight during the
COVID-19 pandemic.
Roughly how much did you
gain?
Those in the UK who said they
gained weight during the COVID-19
pandemic reported an average
weight gain of 5.4kg.
21
UK – overall
32%Gained weight
© Ipsos | Doc Name | Month Year | Version # | Public | Internal/Client Use Only | Strictly Confidential
• The data for this research was collected via Ipsos Global Advisor from October 23rd to November 6th, 2020. In total 22,008 interviews were conducted between October 23rd and November 6th 2020 among adult consumers.
• The survey was conducted in 30 markets around the world via the Ipsos Online Panel system: Argentina, Australia, Belgium, Brazil, Canada, Chile, China, France, Germany, Great Britain, Hong Kong, Hungary, India, Israel, Italy, Japan, Malaysia, Mexico, Netherlands, Peru, Poland, Russia, Saudi Arabia, Singapore, South Africa, Sweden, Turkey and the United States.
• The samples in some markets (e.g., Brazil, mainland China or India) are more urban, more educated, and/or more affluent than the general population. The survey results for such markets should be viewed as reflecting the views of the more “connected” segment of their population.
• The data is weighted so each country’s sample composition best reflects the demographic profile of its adult population according to the most recent census data, and to give each country an equal weight in the total “global” sample.
• Where results do not sum to 100, this may be due to computer rounding, multiple responses or the exclusion of don't knows or not stated responses.
• UK data for Q8 were subject to individual editing decisions
Technical note
22