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Published by: Mintel International Group Ltd.
Published: Mar. 1, 2009
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- The big picture for marketing health
- Marketing health in the digital age
- Fitness and mental health warrant greater attention
- Tapping into the green trend
- School an important cog in the health wheel
- Hispanics and single parent households present health challenges
- The ups and downs of OTC meds
- The character merchandising dilemma
- Promoting health
- Children’s health messages
- Health and health concerns
- Health treatment and health information
- Healthy activities
- Stated product interest
- Children’s control
- Race and Hispanic origin
- COMPETITIVE CONTEXT
- Two challenging demographics
- Hispanics
- Single parent households
- Figure 1: Single-mother family groups with children under age 18, by marital status, 2006
- Over the counter medications in the spotlight
- Cold and the flu: becoming proactive not reactive
- Figure 2: Seasonal influenza severity in the U.S., 2003-07
- The character merchandising backlash
- Figure 3: Parents’ attitudes towards character merchandising, October 2005
- MARKET DRIVERS
- Population growth expected for children
- Figure 4: Population by children’s age, 2003-13
- Financial burdens contribute to health issues
- Figure 5: Consumer sentiment index, 2001-08
- Kids’ health a growing concern
- Obesity and related health risks…
- Figure 6: Prevalence of overweight among children and adolescents ages 6-19 years, for selected years 1976-80 through 2003-06
- … causes scrutiny of food choices
- Figure 7: Incidence of cooking more at home and healthier eating, by age, October 2008
- Figure 8: Attributes important to choosing snack for kids and for yourself, December 2007
- INNOVATION AND INNOVATORS
- Turning function into form
- Figure 9: Incidence of purchasing functional foods or beverages in the past three months, by presence of children, June 2008
- Functional milk dominates
- Liquid nutrition boost
- Fighting the OTC recall: a natural makeover
- Making healthy fun for kids
- Healthy food done fun
- Fighting germs the fun way
- “Exergaming”
- Fast food industry aims to shed unhealthy image
- ADVERTISING AND PROMOTION
- OVERVIEW
- Online advertising
- Magazine advertising
- Television advertising
- Gardasil takes over the airwaves
- Figure 10: Gardasil—moms and kids, 2008
- Figure 11: Gardasil—older girls, 2008
- McDonald’s Happy Meal angles
- Figure 12: McDonald’s Happy Meal—health, 2007
- Figure 13: McDonald’s Happy Meal—fun, 2008
- Figure 14: McDonald’s Happy Meal—life enrichment, 2008
- Figure 15: McDonald’s Happy Meal—fitness, 2007
- Burger King promotes new Kids’ Meal entries
- Figure 16: Burger King Kids Meal—cartoon, 2008
- Figure 17: Burger King Kids Meal—prizes, 2008
- CHILDREN’S HEALTH MESSAGES
- Key points
- Parents step up to the plate for teaching healthy habits
- Figure 18: Attitudes about health information, by age of parent, December 2008
- Figure 19: Attitudes about health information, by child/ren’s age, December 2008
- HEALTH AND HEALTH CONCERNS
- Key points
- Diagnoses increase as kids’ age
- Figure 20: Children’s health status, December 2008
- Figure 21: Children’s health status, by age of parent, December 2008
- Figure 22: Children’s health status, by HH income, December 2008
- Health concerns
- Figure 23: Concern for child/ren developing health issues, by gender of parent, December 2008
- Figure 24: Concern for child/ren developing health issues, by age of parent, December 2008
- Figure 25: Concern for child/ren developing health issues, by HH income, December 2008
- Figure 26: Concern for child/ren developing health issues, by child’s age, December 2008
- HEALTH TREATMENT AND INFORMATION
- Key points
- Wide range of sources used for health information
- Figure 27: Reliance on health sources rated, by good/very good and I don’t rely on this source, December 2008. 42
- Figure 28: Reliance on health sources rated, by age of parent, December 2008
- Figure 29: Reliance on health sources rated, by HH income, December 2008
- Treatment of conditions
- Figure 30: Treatment of conditions, by age of parent, December 2008
- HEALTHY ACTIVITIES
- Key points
- Reality check: importance versus success in promoting healthy activities
- Figure 31: Importance and success of promoting healthy activities, December 2009
- Success of promoting healthy activities
- Figure 32: Perceived success in affecting healthy activities, by age of parent, December 2009
- Figure 33: Perceived success in affecting healthy activities, by region, December 2009
- Figure 34: Perceived success in affecting healthy activities, by child/ren’s age, December 2009
- STATED PRODUCT INTEREST
- Key points
- Active video games hold greatest potential
- Figure 35: Interest in health specific products, by age of parent, December 2008
- Figure 36: Interest in health specific products, by child/ren’s age, December 2009
- CHILDREN’S CONTROL
- Key points
- Children seen as making healthy choices
- Figure 37: Children’s control of healthy choices, by age of parent, December 2008
- Figure 38: Children’s control of healthy choices, by HH income, December 2009
- Figure 39: Children’s control of healthy choices, by region, December 2009
- Figure 40: Children’s control of healthy choices, by child/ren’s age, December 2009
- RACE AND HISPANIC ORIGIN
- Key points
- Children’s health messages
- Figure 41: Concerns about health information, by race/Hispanic origin, December 2008
- Health status
- Figure 42: Children’s health status, December 2008
- Health concerns high
- Figure 43: Concern for child/ren developing health issues, by race/hispanic origin, December 2008
- Health treatment and information
- Figure 44: Reliance on health sources rated, by race/Hispanic origin, December 2008
- Stated product interest
- Figure 45: Interest in health specific products, by race/Hispanic origin, December 2008
- Children’s control
- Figure 46: Children’s control of healthy choices, by race/Hispanic origin, December 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Figure 47: Attitudes about health information, by HH income, December 2008
- Figure 48: Reliance on health sources rated, by region, December 2009
- Figure 49: Perceived success in affecting healthy activities, by HH income, December 2009
APPENDIX: TRADE ASSOCIATIONSAbstractAll in the family
In the digital age, with both parents and kids spending an ever-increasing amount of time in front of a screen, the importance of using these media as a marketing tool cannot be understated.
According to a recent study by comScore, Inc., the health information website category grew 21% during the past year, more than four times the growth rate of the total U.S. internet population.
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