Dually Engaged and Deeply Invested: Exploring the Intersection of Fitness & Nutrition Engagement

State of Our Health Q2 2022


Healthy eating and exercise are two key pillars of wellness, but the way they interact with each other is not always intuitive. Many healthy eaters struggle to exercise, and many of us know regular exercisers who say their fitness level means they can eat whatever they like. We set out to explore how fitness and nutrition impact each other in consumers’ daily lives and approaches to health, including if one drives the other, if one is more of a challenge, and how consumers invested in both areas take action on their goals.

Understanding what drives “dual engagement” is key to reaching this active and valuable group of health consumers. They are willing to invest much more time, energy, and financial resources into wellness, but the needs and motivations they bring to fitness and nutrition are quite different from consumers who don’t share the same commitment to both eating and exercise. They are smart and savvy about health, but also constantly learning and experimenting, making them trendsetters and resources within their own social circles and in the culture at large. Join us as we explore what dual engagement looks like and what it can mean for your brand.


1. Background, Methodology, Executive Summary, Key Takeaways

2. Bringing Fitness and Food Together – Learn how this group compares in size to other groups (such as those engaged with fitness or nutrition only), how dual engagement breaks down across demographics, and what defines their overall approach to health.

3. The Fitness-Food Feedback Loop – Understand how consumers view the connection between their eating and their exercise habits, which drives the other, which they prioritize on a day-to-day basis, and what holds them back.

4. Nutrition & Fitness for Dual-Engaged Consumers – Explore how dual-engaged consumers approach nutrition and healthy eating specifically, including strategies and a mini deep-dive on food tracking. We also explore their fitness approaches, from what’s important in a workout, to where they workout, to fitness spending.

5. What’s New in Q2 – Explore highlights from this past quarter to stay up-to-date on the latest trends. In this section, we highlight key trends around health engagement, activities, performance on personal goals, and what’s shifting in nutrition and fitness as Americans move into the early summer months.

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