Almost a third (32%) of adults plan to give something up this Lent, with 1 in 8 (12%) planning on taking something up over this period. Recent research on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,008 adults aged 18+, sought to understand who amongst us is most likely to change their behaviour during Lent and how this change in behaviour will manifest itself.
Females (37%) are significantly more likely than males (26%) to claim they will give up something over Lent, with two thirds (67%) of males claiming they don’t plan on making any changes to their current behaviour during this period.
Sweet and sugary foods are high on the agenda amongst those planning on giving up something during Lent, with 45% planning on giving up sweets and the same proportion, 45%, planning on giving up chocolate for Lent. Almost 4 in 10 (37%) will give up biscuits, with the same proportion (37%) planning on giving up ‘junk food’ in general. Just over 1 in 5 (21%) plan to give up alcohol, with 1 in 11 (9%) planning to give up cigarettes. For a small proportion, Lent will start something of a digital detox with 4% of those who plan to give up something, planning to give up social media.
Amongst those who plan to take up something over Lent, the main theme is health focussed, with just over half (53%) planning on eating healthier, while just under half (46%) are planning on taking up some form of exercise.
While the positive sentiment is clear in terms of a reduction in sugary food being consumed, and exercise being taken up, the resolve to see these through fully is not so strong. Almost half (49%) of those who plan to give up something for Lent envisage themselves breaking their Lenten vow at some stage, while just over half (52%) of those planning on taking something up during Lent don’t see themselves lasting with it.
For further information and more in-depth analysis in relation to consumer behaviour over the course of Lent, please contact Robbie Clarke at Empathy Research.
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