One of the important social trends in recent years has been the move towards healthier lifestyles, a development which has been spurred on by concerns over the increased incidence of obesity, diabetes, heart disease and cancer – problems often associated with rising levels of affluence. Along with this trend has come numerous business opportunities including the growth in the number of fitness clubs, health farms and activity holidays and a general rise in the sale of products such as vitamin supplements, fruit juices, blood pressure monitors and books promoting healthier diets. Grocery retailers too have not been slow to exploit the new situation, offering a range of chilled, ready-made ‘healthier option’ meals, often endorsed by a well-known personality. As with any change of this kind there tend to be losers as well as winners. Explain with the help of relevant examples that changes in consumer lifestyles can represent both an opportunity and a threat to trading organizations and can have important implications for businesses and countries alike.
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