澳大利亚人渴望掌握注重健康的生活方式

Aussie mindsets are focused on keeping healthy as the country faces another round of lockdowns. This behaviour goes beyond avoiding COVID. In fact, for 80% of Australians, keeping themselves and their families healthy is a top priority, an 11 percentage point lift from five years prior. In addition, Australians are spending 16% more time on food and cooking websites than the equivalent period in 2019, spending over 298 hours: that’s over 12 days spent on these sites.

为了最大限度地引起营销活动的共鸣，营销人员需要了解人们更加关注和愿意掌握注重健康的生活方式的主要驱动因素，其中包括：选择更健康的食品、减少饮酒和增加体育锻炼。 

是时候选择更健康的食品了 

为了优化健康，澳大利亚人，尤其是老一代人，正在选择更天然的成分和更有营养的食物。

吸引注重健康的澳大利亚人

随着全球继续与 COVID-19 大流行病作斗争，人类的健康和福祉可以说从未像现在这样受到营销人员和消费者的关注。如何适应消费者对健康的新观念和新常态，是广告商和品牌需要持续考虑的问题。

Advertising for healthy, diet food and vegetables has seen a 3x increase in the first half of 2021 compared to the previous year to engage consumers who opt for a healthier lifestyle. This increase in spend is critical for brands seeking to keep a growing number of potential consumers engaged at the right time. In fact, according to Nielsen Consumer and Media View data, almost one-in-three Australians agree that a low-fat diet is a way of life. 

The food delivery category is also making its mark with consumers. 尼尔森Ad Intel data shows ad spending in these areas is rising: restaurant delivery services and healthy food preparation delivery. For restaurant delivery services specifically, we are seeing an increase in spend by Ubereats, Menulog, DoorDash and Deliveroo delivery services. This coincides with consumers’ restrictions to eating out and not being able to dine in their favourite restaurants. 

第二个领域显示，健康食品配送服务的广告支出在增加，如 Lite N Easy、Hello Fresh、Youfoodz 和 Marley Spoon。导致这一增长的因素有很多：越来越多的人在家工作，限制了外出消费食品和饮料；渴望新的膳食食谱，同时能够在更短的时间内快速烹制健康膳食，减少膳食计划和准备的时间。

While restrictions will be lifted in the near future, consumers are being presented with an array of options, with more choice in having restaurant food delivered or choosing to expand their culinary skills and rediscovering homemade recipes in the comforts of their home.   

注意饮酒在澳大利亚的兴起 

澳大利亚人在饮酒选择上也反映了食品向天然成分的转变。虽然 52% 的 18 岁以上澳大利亚人认为他们最近喝酒的次数减少了，但许多喝酒的人都在喝烈酒，并在寻找更多天然成分的选择。

啤酒消费量略有下降，葡萄酒消费量保持稳定；但烈性酒的消费量有所上升，34% 的澳大利亚人表示在过去三个月中饮用过烈性酒。 

Brands across Australia are now crafting up new booze-free options for this rising segment of consumers. With a focus on health, spirit consumers are opting for more natural choices – following good value, key consideration includes:

智能手表和健身追踪器的使用率呈上升趋势 

尽管封锁限制了人们从事日常活动的能力，但澳大利亚人还是能够专注于健身。66%的澳大利亚人认为，只要有可能，他们都喜欢外出活动，保持活跃。 

随着人们越来越注重健康，健身设备的拥有率也越来越高。目前，近三分之一的澳大利亚人（32%）拥有智能手表或健身追踪器。这一市场只会越来越大，17% 的澳大利亚人打算在未来 12 个月内购买健身追踪器或智能手表。

数字健身带来一些噪音

数字健身在线健康和健身计划的兴起也推动了人们在封锁期间保持健康的需求。随着健身课程和训练营被搁置，在家健身很快成为常态。人们已经从面对面的训练过渡到提供锻炼和营养支持的在线应用程序。 

根据尼尔森Ad Intel NielsenAd Intel ）的支出估算，Noom、VShred 和 28 by Sam Wood 等公司都在积极推广其在线健康和健身计划方面投入了大量资金。这些项目被宣传为个性化项目，并辅以可穿戴技术，使人们能够在整个项目过程中轻松跟踪自己的消耗和习惯。

对营销人员来说，尤其是在 "潮一代 "和 "前潮一代 "中，通过吸引对他们来说最重要的东西，并将自己定位为有信誉的信息来源，在日益增长的注重健康的消费者群体中吸引他们并最大限度地引起他们的共鸣，是大有可为的。