Half of parents haven’t been to the beach with their kids in the last 12 months, according to a study.

Even though many hard-working Brits live no more than two hours’ drive from a beach, research revealed a large percentage are unable to find the time to get to the coast.

According to the Haven study of 2,023 parents one in four have not visited a beach with their children in the last five years, and half have not been to the coast in the last year despite its proven associations with positive memories and improved wellbeing.

Among the top excuses for stressed-out Brits not getting their much-needed dose of coastal air were lack of time due to busy schedules as well as distance, and a limited knowledge of UK beaches.

Sarah Chapman, Head of Marketing and Communications at Haven, said: “With 36 holiday sites located on some of the UK’s best beaches, we are huge advocates of families spending time by the seaside, so it was worrying to see so many weren’t enjoying it as often they wanted to.

‘’By creating these four fragrances, we want to help remind Brits of the great feeling of being beside the seaside and encourage them to take a day or even weekend to enjoy all that our coastline has to offer”.

Unsurprisingly the research revealed Brits love to be beside the seaside with almost one in five wanting to visit the beach every day because it made them feel relaxed, happy, and calm.

Two thirds said they were keen to visit a beach at least once a month with one in ten romantic Brits saying that just the scent of the coast was enough to remind them of falling in love.

Overwhelmingly, the research showed that it is the smell of the coast that Brits love the most, with almost half saying it was the most powerful sense for evoking the positive feeling of being by the seaside.

Yet, four in ten parents say being by the seaside reminded them of positive childhood memories and relaxing times with one in five wanting to visit the beach every day.

Nearly half of Brits agree the smell of the seaside reminded them of positive childhood memories.

Helping Brits remember the great feeling of escaping to the coast, Haven has collaborated with experimental psychologist, Professor Charles Spence of Oxford University, to create a range of four mood-boosting, luxury fragrances that capture the nation’s favourite coastal scents and its associated benefits.

Seawater, fresh air, sea salt and of course, fish and chips were the favourite coastal scents with sun lotion, damp rocks, candy floss and grassy dunes also making the top ten.

Research also revealed one in three agree being by the coast made them feel healthier.

London and Northern Ireland were the worst offending regions with one in ten admitting they have never been to the beach in their lifetime.

The same amount of stressed out Londoners said they wanted to escape to the beach every day
while 41 per cent of land locked ‘West Midlanders’ wanted to get away to the shore at least once a week.

Nearly half of Brits agree the smell of the seaside reminded them of positive childhood memories.

And one in ten Millennials have never been to a UK beach in their lifetime, compared to 98 per cent of over 55-year olds who visit the beach on a regular basis.

Smelling the sea breeze, listening to the waves and spending time with the family were the top favourite things Brits associated with being by the coast.

Charles Spence said: “People often ask why it is that scents are so evocative. The answer is that there is a greater connection between the nose and the parts of the brain coding for emotion and memory than for the other senses.

‘’By combining an understanding of people’s favourite scents and the sensory benefits of the being near coastal environments, we have been able to create four fragrances that can potentially evoke positive memories and by so doing promote the production of the happy hormone serotonin”.

*Haven will be releasing a limited number of the fragrances to consumers via Haven’s blog, By the Beach, and will be reviewing retail distribution in early 2019.

Bringing a dose of ‘Vitamin sea’ into UK homes from four different corners of the UK coastline, the range includes:

· Rocks + Rollers – salty sea breezes, green moss and cool mineral notes evoke memories of the coastline where mountains meet the sea in Wales

· Warm Breeze + Cream Teas – sweet airs from the dunes in June, warmed by a welcome note of creamy vanilla, send you straight to balmy summers on the Cornish coast

· Shores + Moors – rugged coastal cliffs meet sweet pine notes, and pretty purple heather flirts with ancient oak moss, this scent will transport you to the timeless Scottish shoreline

· Rides + Tides – ozonic sea breezes blend with dry grassy notes to evoke the unique coastline of Norfolk, with a whisper of candyfloss drifting over from the pier


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