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Marketing Health to Men - US - September 2015

Marketing Health to Men - US - September 2015

"More than half of men consider themselves healthier today than they were a year ago, yet men remain most at risk for many health problems. When it comes to managing their health men rely on exercise, a positive mental attitude, and VMS (vitamin, mineral, or supplement). Motivation is the greatest barrier for men when it comes to health, but they will seek products and services that help them to achieve their ideal health."

- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

Men express lower levels of concern over health issues
Overweight men less engaged in healthy behaviors
Self-motivation and costs associated with health are men’s top barriers


OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Figure 1: Top health concerns, by gender, May 2015
Figure 2: Select methods of managing men’s health, by BMI, May 2015
Figure 3: Men’s barriers to achieving ideal health, ranked first, May 2015
The opportunities
Figure 4: Online content men are willing to pay for, by parental status, May 2015
Figure 5: men seeking health information from doctor, by age, May 2015
Figure 6: Men’s healthiness today compared to a year ago, by generation, May 2015
What it means
THE MARKET
What you need to know
Aging population puts demand on products tailored to older men
Growing diversity and declining marriage rates influence health
Growing waistlines and stress cause health risks
Market factors
Male population growth anticipated to outpace females
Figure 7: US population, by gender and age, 2015
Figure 8: Change in population of adults aged 18 or older, by age and gender, 2015-20
Hispanic male population is growing rapidly; attentive health consumer
Figure 9: Males by race and Hispanic origin, 2010-20
A decline in marriage rates could have adverse effects on men’s health
Figure 10: Married share of adult population, by gender, 2003-13
Health factors
Men have a greater susceptibility toward weight gain
Figure 11: US adults aged 20 or older who are overweight, by gender, 2009-12
Stress can have a negative effect on men’s health
Leading cause of death among men is heart disease, followed by cancer
Figure 12: Leading causes of death in males (all ages) United States, 2013
Figure 13: Most common cancers among men, 2014
KEY PLAYERS
What you need to know
Men relate to humor and stereotypes in marketing
Dad Bod alerts men to health concerns associated with becoming a dad
Empowering men, dating while running, and new birth control for men
What’s working?
Humor works to spread health awareness
Figure 14: Icelandic Cancer Society’s colon cancer PSA, March 2015
Figure 15: Ant and Dec are #feelingnuts, October 2015
Poking fun at male stereotypes encourages healthy behaviors
Figure 16: Save the bros, February 2015
Figure 17: Interest and willingness to pay for food and beverage ingredient claims, by generation, May 2015
Targeting men with high-protein food options
What’s struggling?
“Dad Bod” negatively impacts the health of fathers
What’s next?
Empowering men to take charge of their own health
Ditch online dating for exercise and connections
The future of male birth control
THE CONSUMER
What you need to know
Half of men improved their health, yet health concerns are revealed
Men place importance on diet and exercise for ideal health
Men seek health information from doctors and online sources
To manage their health most men are exercising
Men lack motivation when it comes to improving their health
Health-focused products purchased for proactive care and to feel good
Change in health
Men feel healthier compared to a year ago
Figure 18: Men’s healthiness today compared to a year ago, by generation, May 2015
Figure 19: Men’s healthiness today compared to a year ago, by Hispanic origin, May 2015
Figure 20: Online content men are willing to pay for, by generations and ethnicity, May 2015
Healthy weight men are healthier compared to a year ago
Figure 21: Men’s healthiness today compared to a year ago, by BMI, May 2015
Health concerns
Men express less concern than women over top health issues
Figure 22: Top health concerns, by gender, May 2015
Figure 23: Select men’s health concerns, by change in health in the past year, May 2015
Young men concerned with mental health; older men with body ailments
Figure 24: Men’s mental health concerns, by age, May 2015
Figure 25: Men’s mental health concerns, by income, May 2015
Figure 26: Select men’s health issues, by age, May 2015
Obese and Black men express nutritional health concerns
Figure 27: Men’s nutritional health concerns, by BMI, May 2015
Figure 28: Men’s nutritional health concerns, by race and Hispanic origin, May 2015
Factors to achieve good health
Men place most importance on diet and exercise to achieve ideal health
In their words…
Figure 29: Factors that are important to men achieving good health, by rank, May 2015
Getting the right amount of sleep also important to men
Figure 30: Factors important to men to achieve good health, any rank, May 2015
Regular medical checkups more important to older men
Figure 31: Importance of regular medical checkups as it relates to men achieving good health, by age, May 2015
Sources of health information
Men seek out information from professionals and online
Figure 32: Men’s sources for health information, online and offline, May 2015
Dads are seeking out more health information sources
Figure 33: Men’s sources for health information, online and offline, by parental status, May 2015
Figure 34: Online content men are willing to pay for, by parental status, May 2015
Age impacts sources for health information
Figure 35: healthcare and online sources for men’s health information, by age, May 2015
Figure 36: Select men’s sources for health information, online and offline, by age, May 2015
Healthy weight men seek health information from informal sources
Figure 37: Select men’s sources for health information, online and offline, by BMI, May 2015
Methods of managing health
Men are exercising to managing their health; interested in diet
Figure 38: Select methods of managing men’s health, May 2015
Older men engaged in managing health, men aged 25-34 express interest
Figure 39: Select methods of managing men’s health, currently or interested in doing, by age, May 2015
Figure 40: Select methods of managing men’s health, currently or interested in doing, by age, May 2015 (continued)
A spouse may be the key to more active health management
Figure 41: Select methods men currently doing to manage their health, by marital status, May 2015
Obese men express solid interest in engaging in diet and exercise
Figure 42: Select methods of managing men’s health, by BMI, May 2015
Barriers to achieving ideal health
Men are standing in their own way when it comes to health
Figure 43: Men’s barriers to achieving ideal health, by rank, May 2015
Obese men challenged most by ambition and current weight
Figure 44: Select barriers men ranked first in achieving ideal health, by BMI, May 2015
Costs are a barrier for low-income households in improving health
Figure 45: Cost barrier for men to achieve ideal health, by household income, May 2015
Reasons for purchasing products to promote health
Half of men purchase products to proactively care for their health
Figure 46: Men’s reasons for purchasing products geared toward improving health, May 2015
Men’s motivations for purchasing health products vary by age
Figure 47: Select reasons men purchase products geared toward improving health, by age, May 2015
APPENDIX
Data sources and abbreviations
Data sources
Abbreviations and terms
RESEARCH METHODOLOGY
US Research Methodology
Consumer research
Social Media Research
Trade research
Statistical Forecasting

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