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We quizzed our community of viewers, ITV Village, about topics that matter to them. This is what they said about health and beauty.

Health and Beauty

Price is a barrier:

Current uptake of private healthcare is low, however, 1 in 3 are open to entering the market.

The biggest barriers to choosing private healthcare are the cost and contentment with the NHS.

Amongst those that perceive private healthcare to be expensive, a subscription of £5 - £10 could encourage uptake.

79% Apps lack trust in the healthcare space – 79% of our Villagers trust them a little or not at all.

63% ITV’s Factual programmes are perceived as a trustworthy environment for healthcare advice – 63% agree.

This Morning The Daytime and Breakfast genre is also trusted, with This Morning cutting through especially well.

A connected audience

Mass brands lead on awareness:

* Unsurprisingly, Women show high levels of engagement with the health and beauty category. 

* ​​​​​​​Men aren’t as engaged, but everyday essentials do cut-through​​​​​​​.

Awareness is higher for mass beauty and skincare brands compared to those perceived as premium.​​​​​​​

Retailer At a retailer level, those with expertise in the category lead for beauty led products.

Supermarkets Supermarkets are more prevalent for everyday essentials.

Trust When looking to buy a product, value for money and trust are most important to our audience – products with natural properties are also important.

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