Diabetics: Attitudes and Behaviors - US

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2008 - 81 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Diabetes: a complex, costly condition

Diabetes monitoring market grows with prevalence

Competitive context

Monitors outsell lancets/devices based on price points

Market driven by prevalence, obesity/overweight, aging population, and increasing ethnic population

Innovations focus on insulin delivery, monitoring

Marketing comprises traditional TV/print, promotions, awareness

Consumer attitudes and beliefs

Understanding Diabetes

Key points

Overview

Incidence and prevalence of diabetes

Figure 1: CDC estimates of the diagnosed diabetic population, 1980-2005

Pre-diabetes

Age, race, and gender factors

Figure 2: The U.S. diabetic population, by age, gender and race/ethnicity, 2005 and 2007

Pediatric cases increasing

Diagnosis

Risk factors

Treatment and care

Type 1 diabetes treatment

Type 2 diabetes treatment

Daily and long term care for Type 1 and Type 2 sufferers alike

Cost of diabetes

Diabetes Testing

Key points

Reasons for testing blood glucose

Sales of glucose testing kits and lancets/devices

Diabetes product suppliers alter retail landscape

Figure 3: Sales and forecast of diabetes testing products at FDMx outlets, at current prices, 2003-13

Figure 4: Sales and forecast of diabetes testing products at FDMx outlets, at inflation adjusted prices, 2003-13

Wal-Mart sales

Competitive Context

Glucose monitoring

Traditional home blood glucose monitoring

Alternative site meters

Minimally invasive/non-invasive monitors

Retailers make room for direct suppliers

Figure 5: Access Diabetic Supply television ad, 2007

Figure 6: AmMed Direct television ad, 2008

Segment Performance

Key points

Sales of glucose testing kits and lancets/devices

Figure 7: Sales of diabetes testing products at FDMx outlets, 2006/07 and 2007/08

Segment Performance—Glucose Testing Devices

Key points

Glucose monitors drop through FDMx but are estimated to grow overall

Figure 8: U.S. sales and forecast of glucose testing devices at FDMx outlets, at current prices, 2003-13

Segment Performance—Lancet/Devices

Key points

Despite decline at FDM, lancets/devices sales forecast to increase with diabetes prevalence

Figure 9: U.S. sales and forecast of lancet/devices at FDMx outlets, at current prices, 2003-13

Market Drivers

Key points

Prevalence and incidence of diabetes continues to grow

Growing number of overweight and obese

Overweight, obese children at increased risk

Figure 10: Child population, by age, 2003-13

Sedentary lifestyle

Aging population spurs diabetes incidence, complicates management

Figure 11: Adult population, by age, 2003-13

Figure 12: Percent of adults with diabetes using diabetes medication, by age, U. S. 1997-2006

Ethnic minorities more predisposed to diabetes and causes

Figure 13: Population, by race and Hispanic origin, 2003-13

Figure 14: Age-standardized percent of U.S. adults with diabetes using diabetic medications, by race/Hispanic origin, 1997-2006

Innovation and Innovators

Treatment innovations

Insulin delivery

Monitoring innovations

Relief from blood requirements

Marketing to Diabetics

Overview

The role of media among diabetics

Figure 15: Product selection among diabetics and those who consider themselves at risk for diabetes, January-November 2007

Figure 16: Media sources for information and entertainment among diabetics and those who consider themselves at risk for diabetes, January-November 2007

Figure 17: Attitudes towards diabetes advertisements/information, by gender and age, June 2008

TV ads

Bayer

Figure 18: Bayer television ad, 2008

Figure 19: Bayer Breeze2 television ad, 2008

Figure 20: Bayer Contour television ad, 2008

Amylin Pharmaceuticals, Inc./Eli Lilly

Figure 21: Byetta television ad, 2007

Abbot Labs, Inc.

Figure 22: FreeStyle television ad, 2008

LifeScan

Figure 23: OneTouch Ultra television ad—hectic schedule, 2008

Figure 24: OneTouch Ultra television ad—family, 2008

Pfizer

Figure 25: Pfizer television ad, 2007

Merck

Figure 26: Januvia television ad, 2008

USA Medical, LLC

Figure 27: USA Medical television ad, 2008

Diabetes Diagnosis

Key Points

Diabetes diagnosis and testing

Figure 28: Diabetes diagnosis and testing, by gender, June 2008

Figure 29: Diabetes diagnosis and testing, by age, June 2008

Figure 30: Diabetes diagnosis and testing, by race/Hispanic origin, June 2008

Condition severity

Figure 31: Severity of diabetes, by gender and age, January-November 2007

Figure 32: Severity of diabetes, by race/Hispanic origin, January-November 2007

Body/health feelings pre-diagnosis and reasons for seeing a physician

Coping with Diabetes Diagnosis

Key Points

Post diagnosis feelings

Attitudes toward support receiving

Figure 33: Level of support for diabetes from doctors, family and friends, by age, June 2008

Interest in support groups

Figure 34: Interest or participation in various diabetes support groups, by age, June 2008

Managing Diabetes

Time spent thinking and managing varies

Meals and Eating

Key points

Controlling diet

Figure 35: Watching diet, by gender and age, January-November 2007

Figure 36: Watching diet, by race/Hispanic origin, January-November 2007

Figure 37: Reasons for watching diet, by gender and age, January-November 2007

Figure 38: Reasons for watching diet, by race/Hispanic origin, January-November 2007

Ideal foods for diabetic diet management

Types of foods bought when controlling diet for diabetic reasons

Figure 39: Types of foods bought when watching diet for diabetic reasons, by gender and age, January-November 2007

Figure 40: Types of foods bought when watching diet for diabetic reasons, by race/Hispanic origin, January-November 2007

Meal plans and non-prescription product usage

Figure 41: Types of non-prescription products bought when watching diet for diabetic reasons, by gender and age, January-November 2007

Figure 42: Types of non-prescription products bought when watching diet for diabetic reasons, by race/Hispanic origin, January-November 2007

Changing eating habits

Figure 43: Diabetes management and diet, by age, June 2008

Challenges to meal planning and eating

The carb connection

Exercising

Exercise routines

Benefits from working out

Blood Sugar

Testing

Need for blood, cost high on concern meter

Insurance and high cost of medicine pose challenge

Medication

Key points

Following medication regimens

Figure 44: Diabetes management and medications, by age, June 2008

Rx vs. OTC

Figure 45: Rx vs. OTC diabetes medication used, by gender and age, January-November 2007

Attitudes towards needles and injections, insulin

Treatment plans

Attitudes of People with Pre-diabetes

Attitudes towards avoiding diabetes

Figure 46: Attitudes towards preventing diabetes among pre-diabetics, June 2008

Attitudes, concerns towards diabetes and family history of diabetes

Figure 47: Attitudes towards and history of diabetes, by gender and age, June 2008

Avoiding Diabetes

Steps taken to prevent diabetes

Figure 48: Steps taken to prevent diabetes, by gender and age, June 2008

Figure 49: Steps taken to prevent diabetes, by race/Hispanic origin, June 2008

Appendix: Other Useful Consumer Tables

Diabetes diagnosis and testing

Figure 59: Diabetes diagnosis and testing, by household income, June 2008

Rx vs. OTC

Figure 60: Rx vs. OTC diabetes medication, by household income, January-November 2007

Steps taken to prevent diabetes

Figure 61: Steps taken to prevent diabetes, by household income, June 2008

Controlling diet

Figure 62: Watching diet, by household income, January-November 2007

Figure 63: Reasons for watching diet, by household income, January-November 2007

Types of foods bought when controlling diet for diabetic reasons

Figure 64: Types of non-prescription products bought when watching diet for diabetic reasons, by race/Hispanic origin, January-November 2007

Figure 65: Types of foods bought when watching diet for diabetic reasons, by household income, January-November 2007

Changing eating habits

Figure 66: Diabetes management and diet, by household income, June 2008

Appendix: Trade Associations

Abstract

• The risk factors for contraction, including overweight/obesity, age, ethnicity, family history of diabetes, high blood pressure and high cholesterol, as well as other factors
• The overall national costs of managing the condition
• The growth of the monitoring market through FDMx channels and direct suppliers
• Competition between glucose monitor manufacturers, which strive to make monitoring glucose levels more convenient and painless through a range of technical innovations
• Drivers for the diabetic market, including population growth among key demographics such as older Americans and ethnic groups
• Innovations in glucose delivery
• The nature of marketing to diabetics

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