THE CHANGING MINDSET TOWARDS HEALTH & FITNESS
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This document summarizes the growth of the health and fitness industry in Sri Lanka over the past decade. It outlines several categories that have benefited from this increased focus on health, including juice bars, detoxification programs, healthy food options, cycling communities, jogging paths, gyms, dance studios, and outdoor fitness groups. It also provides statistics showing rising interest in fitness-related topics online and through search engines. Overall, it indicates that Sri Lankans across all age groups are increasingly prioritizing health and fitness proactively rather than just reactively to health issues.
THE CHANGING MINDSET TOWARDS HEALTH & FITNESS
- 1. CULTURAL FUEL THE CHANGING MINDSET TOWARDS HEALTH & FITNESS 4th Quarter, 2014
- 2. Wider Sri Lanka has seen an accelerated growth of the health conscious. As a result, many opportunities have sprouted around which support this search for a healthy body. This cultural fuel attempts to reflect such resultant categories which have benefitted from this fuelling.
- 3. Juice bars have sprung up across the island, not only with big brands like CIC Juiceez & Roots but also with many entrepreneurs starting up their juice shops in suburban & rural towns. Most people now opt to chug down a fresh fruit juice over a sift drink to quench their thirst. The question asked most often at juice shops are Is this fresh? JUICE BARS http://www.yamu.lk/place/juiceez/ http://www.rootslk.com/
- 4. Detoxification is at its infant stages, but more & more people are attempting to cleanse & reboot their systems. Ventures like Shia Pink Angel Products encourage Metanoeo 10 day reboot; a new kind of detox thats a giant kickstart for your health & metabolism. It comes with blends & salads that are specially designed to rid your body of toxins, reduce cravings & reset ones body to its original state. DETOXIFICATION
- 5. HEALTHY MENU OPTIONS Photos courtesy YAMU, daily mirror & Brand Facebook pages To fill the need of those who want to eat from out while maintaining a low calorie intake, healthy food options have born out of new entrepreneurs. Most have been established by those who felt the requirement for a healthy diet in their own personal lives. Calorie Counter, Healthy Living & Jar Jar are a handful of such options which cater to the working population by offering delivery as well.
- 6. Ventures like the Good Market held on Thursdays and Saturdays promote healthy living and eating. Offering food & drinks produced using the most natural, healthy and organic ingredients, whether its frozen yoghurt or fruit juices. ORGANIC ING. http://www.goodmarket.lk/
- 7. Sri Lankas cycling community is growing with groups such as VROOM, Pedal pushers & Boralu Boys being created. They operate to build communities based on their love for the outdoors, staying fit & cycling. Cycling is now turning into a fitness trend which will continue to grow stronger, & this is evident through people who are vocal about their fitness hobby online CYCLING COMMUNITIES http://cycle.lk/clubs-groups/wroom/ https://www.facebook.com/PedalPushersCyclists http://cycle.lk/clubs-groups/boralu-boyz/
- 8. The beautifying of Sri Lanka has resulted in jogging tracks. Desk job workers now have the space to walk or jog as they please. At most of the jogging paths, the atmosphere is family oriented allowing parents to get a good work out at the end of the day while their kids cycle around the area. JOGGING PATH A few of the locations: Torrington Kiribathkumbura - Galle face green Gampaha Diyawanna Moratuwa - Mahara
- 9. Gyms have been in existence for a long time period, but the last decade has seen a steep increase in the number of new establishments & their patronisers. More & more gym enthusiasts are venturing out on their own & establishing their own gym cum fitness parlours. GYMS
- 10. Call it Zumba or cardio dance, these studios which encourage work outs stemming from moving to the beat have risen in numbers since of recent years. Aimed mainly at females, they cater to those who want to stay fit &/or lose weight while having fun with music. Cardio, toning & aerobic activities are conducted with a flavour of dance. DANCE STUDIOS
- 11. https://www.facebook.com/groups/26528029027 9711/?ref=ts&fref=ts For those who prefer the natural outdoors & find increased motivation in working out as a group, groups such as the The Uburn Project have cropped up. Using social media as a platform to reach out to like minded individuals, they deploy a mixture of crossfit workout sessions. OUTDOOR GROUPS Images courtesy Daily mirror & Brand Facebook pages
- 12. 30,000 100,000 150,000 96,000 24,000 240,000 200,000 The increased interest in health & fitness is reflected online as well. Number of Sri Lankans on Facebook : 2.8mn The following number of Sri Lankans have expressed interest in topics related to health & fitness: Source : Social Bakers Zumba Weight loss Gyms Yoga Dieting Physical fitness Physical exercise
- 13. The volume of searches for fitness related words on Google has risen, with the search for Gyms & healthy food recording a steep growth. FITNESS RELATED GOOGLE SEARCHES Source: Gyms Healthy Food Zumba Lose weight Diet Plan
- 14. In the past, a majority of Sri Lankans used to watch their health only once they hit a certain age or due to a health related issue. But in recent years, its clear that all age groups are keeping fit. This could be for many reasons: wanting to look trim, peer pressure or the want to have a healthy body devoid of ailments etc. This demonstrates that Sri Lanka may slowly be moving away from reactive to proactive health & fitness.
- 15. THANK YOU A PRESENTATION BY LEO BURNETT SOLUTIONS INC. BRAND PLANNING DPT.