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Published by: Mintel International Group Ltd.
Published: Jul. 1, 2009 - 71 Pages
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- EXECUTIVE SUMMARY
- Perceptions versus facts: the conundrum of health in America
- Healthy living gets harder during the recession
- Obesity and the graying of America pose challenges
- Insights and opportunities
- Other perceptions about general health
- Attitudes towards exercise
- Stressors change with age
- Attitudes towards food and dieting
- Reaching the masses
- COMPETITIVE CONTEXT
- MARKET FACTORS
- Key points
- The importance of healthy living
- Figure 1: Importance of healthy living, by age, April 2009
- Top factors contributing to healthy living
- Figure 2: Top three factors contributing to healthy living, by age, April 2009
- Health and education go hand in hand
- Figure 3: Most fit and educated cities, 2009
- The graying of America
- Figure 4: Population aged 18 or older, 2004-14
- The obesity epidemic takes its toll
- Figure 5: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
- Going online for what ails them
- Figure 6: Most popular health websites, May 2009
- INNOVATION AND INNOVATORS
- UnitedHealth trying to help Americans get healthy
- Cooking up something healthy at Kashi
- Retailer focus on health
- Pharmacies
- Food stores
- Other innovators
- ADVERTISING AND PROMOTION
- Overview
- Figure 7: Top advertisers for healthy living, 2008
- Web marketing efforts
- WebMD
- Health.com
- Care2.com
- Analysis of commercials
- Figure 8: CVS Pharmacy, 2009
- Figure 9: Kashi, 2009
- Figure 10: Safeway, 2009
- Figure 11: Mott’s, 2009
- PERCEPTIONS OF HEALTH
- Key points
- Seven in 10 say they are in good/excellent health
- Figure 12: Self health rating, by gender, April 2009
- Perceptions change at age 45
- Figure 13: Self health rating, by age, April 2009
- Most passive about their health
- Figure 14: Attitudes towards healthcare and medicine, October 2007-December 2008
- HEALTH CONCERNS AND CONDITIONS
- Key points
- The biggest worries: Cancer, heart disease, strokes, and vision
- Figure 15: Ailments concerned about, April 2009
- The most diagnosed: Vision, obesity, and arthritis
- Figure 16: Ailments diagnosed, by age, April 2009
- HEALTH STRESSORS
- Key points
- Stressors change with age
- Figure 17: Biggest stressor on health, by gender and age, April 2009
- FREQUENCY OF EXERCISE
- Key points
- Most think they should exercise more often
- Figure 18: Attitudes towards exercise, October 2007-December 2008
- The young more likely to exercise
- Figure 19: Frequency of exercise, by age, April 2009
- Affluent respondents exercise a little more often
- Figure 20: Frequency of exercise, by HH income, April 2009
- Younger respondents exercise longer
- Figure 21: Duration of exercise, by age, April 2009
- ATTITUDES TOWARDS FOOD
- Key points
- Conflicting attitudes towards food
- Figure 22: Attitudes towards healthy eating, October 2007-December 2008
- Wanting healthier fast foods…
- Figure 23: Attitudes towards purchasing of food, October 2007-December 2008
- …but most not looking at labels
- Figure 24: Attitudes towards health information, October 2007-December 2008
- More education translates into more awareness about foods
- Figure 25: Attitudes towards healthy eating, by level of education attained, October 2007-December 2008
- ATTITUDES TOWARDS DIETING
- Key points
- A little more than half on a diet…
- Figure 26: Incidence of diet management, by age, October 2007-December 2008
- …but almost half over-eat
- Figure 27: Attitudes towards diet, by age, October 2007-December 2008
- Reasons for dieting
- Figure 28: Reasons for watching diet, by age, October 2007-December 2008
- WHERE CONSUMERS TURN FOR HEALTH INFORMATION
- Key points
- Most likely sources for health information
- Figure 29: Sources most likely to turn to for health management, by age, April 2009
- Online searches key for specific conditions and remedies
- Figure 30: Information on health management sought from an online site, such as WebMD or wrongdiagnosis.com, by age, April 2009
- Health-related magazines also a popular resource for the young
- Figure 31: Information on health management sought from health-related magazines, such as Self, Men’s Health, Prevention or Cooking Light, by age, April 2009
- Newspapers/newsmagazines still have value as health information source
- Figure 32: Information on health management sought from articles in newspapers or newsmagazines, such as Time or Newsweek, by age, April 2009
- The role of the radio and TV
- Figure 33: Information on health management sought from television or radio program, by age, April 2009
- REACHING THE MASSES: HEALTH AND FITNESS
- Key point
- Where to turn for exercise information
- Figure 34: Sources utilized for information about exercise, by age, April 2009
- REACHING THE MASSES: MENTAL HEALTH
- Key points
- Concerned and proactive: 18-24 year olds and mental health
- Figure 35: Sources utilized for information about mental health, by age, April 2009
- 18-24 year olds turn to many sources to manage stress
- Figure 36: Sources utilized for information about stress management, by age, April 2009
- REACHING THE MASSES: OTC, PHARMACEUTICALS AND CAM
- Key points
- Older respondents turn to their physician
- Figure 37: Sources utilized for information about prescription remedies, by age, April 2009
- 18-24s use numerous resources for OTC remedies
- Figure 38: Sources utilized for information about over the counter remedies, by age, April 2009
- 18-24s turn to the web and magazines for herbals and alternative remedies
- Figure 39: Sources utilized for information about herbal supplements/non-traditional medications, by age, April 2009
- THE ONLINE COMPONENT
- Key point
- Going online for health tools will increase
- Figure 40: Past and anticipated usage of online tools for health management, April 2009
- The young use online tools
- Figure 41: Past usage of online tools for health management, by age, April 2009
- RACE AND ETHNICITY
- Key points
- Hispanics think their health is good
- Figure 42: Self health rating, by race and Hispanic origin, April 2009
- Increasing activity levels among the black community
- Figure 43: Frequency of exercise, by race and Hispanic origin, April 2009
- Figure 44: Attitudes towards exercise, by race/Hispanic origin, October 2007-December 2008
- APPENDIX: OTHER USEFUL CONSUMER TABLES
- Health concerns by gender and income
- Figure 45: Conditions of concern, by race and Hispanic origin and income, April 2009
- Affluent and educated more likely to exercise
- Figure 46: Attitudes towards exercise, by HH income, October 2007-December 2008
- Figure 47: Attitudes towards exercise, by level of education attained, October 2007-December 2008
- Younger respondents drink alcohol less often
- Figure 48: Frequency of alcohol consumption, by age, April 2009
- General health maintenance
- Figure 49: Top 10 types of practitioners consulted in past 12 months, October 2007-December 2008
- Figure 50: Incidence of use of vitamins, October 2007-December 2008
- Blogs are for 18-34s
- Figure 51: Information on health management sought from online blogs, by age, April 2009
- Finding healthy recipes
- Figure 52: Sources utilized for information about healthy recipes, by age, April 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractA conundrum that repeatedly appears in this report is respondents’ perceptions of their health and the findings of a wide variety of national statistics. Put simply, respondents say one thing but seem to do another. The following are just a few examples of this divergence:
Some 71% of respondents say that they are in either excellent (I am very healthy and don’t worry about it) or good (apart from occasional minor concerns my health is not a big issue for me) health. Despite painting a rosy picture of their health, according to the Deloitte Center for Health Solutions’ Connected Care, some 100 million Americans have chronic illnesses, including heart disease, diabetes, hypertension, and back pain, challenging consumers’ ideal of a healthy lifestyle.
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