Health & Beauty
Our readers are very concerned about staying fit and healthy, but being career focused they try to avoid letting illness interfere with work. This results in a high level of self-diagnosis and heavy purchase of over-the-counter remedies. They are also heavy consumers of preventative measures, spending a fortune and a great deal of time on activities and products which promote good health.Looking good is as important as feeling good, and our readers, both male and female, are also heavy consumers of appearance enhancing products and treatments.
- Health is top of mind for Evening Standard readers with 87% trying to eat healthily at all times and 89% stating that staying fit and healthy is something they are concerned about
- 72% use vitamins and supplements and of these three quarters are heavy vitamin users.76% exercise at least once a week ES readers are more likely to be members of health clubs or gyms than any other UK quality of mid-market newspaper reader.**
- ES readers are more likely to have spent more than £500 on sports clothing and equipment than readers of any UK quality or mid-market title and 4 times more likely to have done so than the UK AB average*.With the exception of The Independent - ES readers are more likely to be Word of Mouth Champions on the topic of healthy living than readers of any other UK quality or mid-market newspaper**
- Media plays a part in self diagnosis with 68% using the internet to self-diagnose and 68% reading health sections in newspapers
- Our readers spend more on cosmetics and hairdressers each month than any other UK quality or mid-market newspaper reader
- On average ES readers spend 64% more on visits to the hair dressers and 52% more on cosmetics than the UK AB average*
- Our female readers are more likely to have regular salon treatments than any other quality or mid-market newspaper reader*
Source:London Voice Health, Premier TGI 2008*, TGI 2008 Q2
