Deciding to make a wellness plan is an important first step, but women who are on a path to a healthier life still face specific roadblocks to achieving their goals. As part of the POPSUGAR Insights 2019 Wellness Report, we asked US women between the ages of 18 and 49 to give us a peek into their wellness journey and share more about their goals & challenges as well as the steps they plan to take along the way.
We asked women to tell us about the fitness goals that they feel are hardest to achieve. Finding the time to workout was the hardest challenge overall, followed by the difficulty of making healthy food choices. Finding the time and energy to prep their own meals each week ranked third overall, followed by following a prescribed fitness plan, and finding creative ways to stay out of a health rut. All of these roadblocks point to the fact that beyond the basic information about each of these topics, women crave motivational content that inspires them to kick start their plan, stay on course, and renew their enthusiasm for their goal. Content that speaks to their unique and highly personal goals while providing specific inspiration meant to help them kick roadblocks to the side drives engagement for this audience, and brands who provide this depth of content get viewed as their champion and reap the benefits.
Millennial women are similar to women overall in many respects when it comes to their specific roadblocks. Making time to workout and eating healthier are the top two roadblocks for millennial women. Interestingly, millennial women are more concerned with finding ways to maximize their gym memberships and training for a specific event, such as a marathon, than women overall.