The new year is a fresh start with many consumers making resolutions to eat healthier and start an exercise routine. The $30 billion health and fitness industry in the U.S. has been growing over the last decade and shows no sign of slowing down. And in January, consumers shift their spending from gifts and treats purchased during the holidays to gym memberships and diet foods. 

At Branded, we were curious if our users plan to lead a healthier lifestyle in 2019. We conducted a poll and asked our users if they intend to eat a healthier diet in 2019 compared to 2018 and if they intend to exercise more in 2019 compared to 2018. The poll was conducted on December 23, 2018, and 12,770 users replied.

Our research found that consumers intend to make improvements to their health in the new year. Approximately 46 percent of users told us they definitely plan to eat a healthier diet in 2019 and 39 percent say they might eat a healthier diet. Only 15 percent of users say they will not eat healthier in 2019 than they did in 2018.

Multicultural users are the most likely to say they will eat a healthier diet in 2019 compared to 2018. About 57 percent of African American users, 51 percent of Hispanic users and 46 percent of Asian users say they plan to eat a healthier diet, compared to 42 percent of Caucasian users.

Our users are also eager to exercise more in 2019 compared to 2018. About 47 percent of users told us that they will definitely exercise more in 2019 compared to 2018. About 34 percent say they might exercise more and 19 percent have no intention of exercising more in 2019 than they did in 2018.

Just as we saw with eating healthier, multicultural users are also most likely to say they intend to exercise more in 2019 compared to 2018. Roughly 58 percent of African American users, 54 percent of Hispanic users and 45 percent of Asian users say they plan to exercise more in 2019 compared to 42 percent of Caucasian users.