CONSUMER RESEARCH
PUBLIC OPINION
MIKE HILL
MD, LEISURE-NET SOLUTIONS
HAFOS provides an insight into consumer attitudes towards health and exercise
T
he eighth annual HAFOS survey was conducted would like; 52 per cent say they do not. More concerning
among a nationally representative sample of more still, 20 per cent of the population said they had not done
than 1,600 people, interviewed at eight locations any 30-minute sessions of moderate exercise recently –
across England and Scotland. Key fi ndings include: although this is down from 30 per cent last year.
However, 60 per cent say they do three or more physical
FURTHER EDUCATION activity sessions a week, signifi cantly up from last year, while
A growing number of people (94 per cent) now believe 32 per cent claim to do fi ve or more. In addition, 30 per
that physical activity/exercise is important to their health, cent of the HAFOS sample said they had increased their
up 5 per cent from last year, but less than half (45 per activity levels over the last three months, with most of this
cent) say they exercise/undertake activity as much as they conducted in single sessions of 30 minutes or more (two-
thirds of their reported activity).
fi gure 1 would you like to do more activity/exercise? Are we fi nally seeing a real shift in activity levels –
80%
fewer people doing nothing and more people hitting the
70%
recommended targets – as a result of the high level of
60%
publicity and information available? While 20 per cent of
50%
the population still appear to be doing no physical activity,
40%
HAFOS has seen a steady increase in the number of people
30%
achieving both the ‘3 x 30-minute’ and ‘5 x 30-minute’
20%
targets, up around 15 per cent over the last fi ve years.
10%
Nevertheless, people remain less sure of national guidelines
0%
for activity levels compared to those relating to daily intake
0
of fruit and vegetables or alcohol consumption – only 18 per
o
s1
a
le
H
a
f
1
6
-24
2
5
-
3
4 4
-
4
4
-
5
4
-
6
35 45 55 6
5
-
74
+
a
le
75 M F
e
m
cent of respondents understand that fi ve 30-minute sessions
Yes No a week is the recommended level, with 39 per cent thinking
32
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