Pulse Report: Heart Health From a Consumer Perspective

Published by: Hartman Group

Published: Mar. 1, 2007 - 85 Pages

Table of Contents

Introduction

Consumers and Heart Health

Key Findings

Chapter I. Consumer Perceptions of Heart Health

Consumer Definitions of Having a Healthy Heart

A Neurolinguistic Map of How Consumers Define “Heart Health”

Chapter II. Living Heart Healthy

A Neurolinguistic Map of What Consumers Define “Heart-Healthy Lifestyle”

The Demographics of Heart Health Concerned vs. the Unconcerned

Consumers Diagnosed with Heart Conditions

Medical Visits to Diagnose, Manage or Treat a Heart Condition

Activities for General Health

Activities for Heart Health

Activities Consumers Would Like to Initiate to Promote Heart Health

Caring for Others with Heart Conditions

Chapter III. Heart-Healthy Diet: Foods, Beverages, Supplements & Brands

Attitudes Toward and Interest in Using Heart-Healthy Brands

Chapter IV. Heart-Healthy Shopping and Eating Out

Attitudes Toward Retailers: Which Type Helps with Heart-Health Lifestyle?

Consumer Suggestions for Heart-Health Retailing

Reading the Package

Influence of Endorsements and Seals

Restaurant Chains that Consumers Say Help Them Live Heart Healthy

Attitudes Toward Restaurant Types: Which Helps with Heart-Health Lifestyle?

Consumer Suggestions for How Restaurants Can Help with Heart Health

Chapter V. Conclusion

Appendix I . Methodology

Language Analysis

List of Figures

Figure 1. Language Map: How Do You Define “Heart Health”?

Figure 2. Language Map: What is a “Heart-Healthy Lifestyle”?

Figure 3. “Among your day-to-day concerns, how concerned would you say you are with the health of your heart?” - Total Respondents

Figure 4. Heart Health Concerned vs. Unconcerned Segments

Figure 5. “Have you ever been diagnosed with a heart condition?” - All Respondents

Figure 6. “Have you ever been diagnosed with a heart condition?” - Heart Health Concerned vs. Unconcerned

Figure 7. “What Heart Conditions Have You been Diagnosed With?” - All Respondents

Figure 8. “Are you currently treating any of these conditions?” - Total, Concerned vs. Unconcerned

Figure 9. “Which of the following have you visited at least once in the past six months to diagnose/treat/manage a heart condition?”

Figure 10. “How often would you say you visit a health care provider to treat or check up on the health of your heart?”

Figure 11. “Have you changed your lifestyle in any way to promote a healthier heart?”

Figure 12. “Which of the following activities do you currently do on a regular basis?” - Total Respondents

Figure 13. “Which of the following activities do you currently do on a regular basis?” - Heart Health Concerned vs. Unconcerned

Figure 14. “Of your current activities, which do you purposely do at least in part for the health of your heart?” - Total Respondents

Figure 15.” Of your current activities, which do you purposely do at least in part for the health of your heart?” - Heart Health Concerned vs. Unconcerned

Figure 16. “Of the activities you don’t currently do, which one would you like to start doing because you think it might help promote your heart’s health?” (Top 14 Activities) - Total Respondents, Heart Health Concerned vs. Unconcerned

Figure 17.” Do you currently help or care for someone in your family with a heart related condition?”

Figure 18. “Which of the following information sources are you most likely to use for health information?” (Top 20 Choices) - Total Respondents, Heart Health Concerned vs. Unconcerned

Figure 19. “Of the information sources you’re likely to use for health information, which one are you most likely to trust?” (Top 10 Choices) - Total Respondents, Heart Health Concerned vs. Unconcerned

Figure 20. “What foods or beverages come to mind as being healthy for your heart?” (Write-In Responses)

Figure 21. “How would you rate the following foods and beverages in terms of their benefits to the heart?”: Fruits, Vegetables, Juices, Smoothies - Total Respondents

Figure 22. “How would you rate the following foods and beverages in terms of their benefits to the heart?”: Oils, Spreads, Proteins, Yogurt, Soy - Total Respondents

Figure 23. “How would you rate the following foods and beverages in terms of their benefits to the heart?”: Wine, Beer, Coffee, Cocoa, Chocolate - Total Respondents

Figure 24. “How would you rate the following foods and beverages in terms of their benefits to the heart?”: Grains, Nuts, Low-Fat, Low-Sugar, Fish Oil, Antioxidants - Total Respondents

Figure 25. Heart-healthy products: Criteria for purchase, confidence in preparation, and sources that recommend - Total Respondents

Figure 26. “Thinking of heart-healthy products, which name brand food or beverage comes to mind first?” (Write-in Responses)

Figure 27. “Thinking of heart-healthy products, which name brand food or beverage comes to mind first/second/third?” (Write-in Responses)

Figure 28. Beliefs about Heart Healthfulness and Interest in Use: Oils, Spreads, Canned Vegetable and Soup Brands - Total Respondents

Figure 29. Beliefs about Heart Healthfulness and Interest in Use: Chocolate, Tea, Beverage and Vitamin Brands - Total Respondents

Figure 30. Beliefs about Heart Healthfulness and Interest in Use: Cereal and Egg Brands - Total Respondents

Figure 31. Top-of-Mind Heart-Healthy Vitamin, Mineral, Herbal and Dietary Supplement Brands

Figure 32. “What one retailer comes to mind as one that assists you with living a hearthealthy lifestyle?” (Write-in Responses)

Figure 33. “How helpful are the following types of retail stores with regard to living a hearthealthy lifestyle?” - Total Respondents

Figure 34. Examining Packaging for “Heart Healthy” Features: What’s Used and in What Order? - Total Respondents

Figure 35. Heart-healthy Endorsements and Seals on Packaging: Effect on Likelihood to Purchase - Total Respondents

Figure 36. “What one restaurant chain comes to mind that helps or makes it easier for you to live a heart-healthy lifestyle?” (Write-in Responses)

Figure 37. “How helpful are the following types of restaurants with regard to living a hearthealthy lifestyle?” - Total Respondents

Abstract

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