The data: Nearly all (98%) parents and caregivers in the US feel it’s important that their children establish a healthy lifelong routine before they turn 18 years of age, according to Amway’s 2024 Habits and Healthspan report. Three out of four parents in this group even say it’s “very” important.

Amway and Ipsos surveyed 1,000 adults ages 18 to 70 across the US in August.

Yes, but: Only 36% of consumers who engaged in healthy lifestyle behaviors within the past 12 months said they did so because they learned them at a young age from a parent or loved one.

In fact, 57% of consumers who practiced these behaviors in the past year did so because of a health condition.

Why it matters: The data highlights a disconnect between consumers’ intent and behavior as they work to incorporate healthier habits into their daily routines.

The importance of establishing a healthy routine at a young age can’t be overstated. For example, obesity in adolescence makes adult obesity nearly 18 times more likely, according to Tufts Medicine.

Our take: The gap in consumer intent and behavior presents an opportunity for health and wellness brands and marketers to educate parents and their children on the health benefits their products (e.g., vitamins, minerals, and supplements) can provide.

Further, Amway’s survey offers insights into how marketers can craft their campaign materials to best connect with consumers. Some 28% who practiced healthy lifestyle behaviors within the past year cited friends as a key reason for starting them, meaning an emphasis on family and community-focused messaging should resonate.

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