Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
Insights and Opportunities
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- Perceptions and facts: The American health conundrum
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- Figure 1: Self health rating, by gender, April 2009
- An ounce of prevention is worth more than 500 pounds of cure
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- Figure 2: Ailments diagnosed, by age, April 2009
- A growing appetite for healthy fast food
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- Figure 3: Attitudes towards purchasing of food, by HH income, October 2007-December 2008
- Drive-thru health
- Online tools: the ‘next big thing’
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- Figure 4: Past and anticipated usage of online tools for health management, April 2009
Inspire Insights
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- Trend: No Health Secrets
- What we’ve seen
- You tell me your secrets, but I won’t tell you mine
- Implications
- Trend: Spirituality, Religion and Health
- What it’s about
- Say a little prayer for you
- Implications
Competitive Context
Market Factors
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- Key points
- The importance of healthy living
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- Figure 5: Importance of healthy living, by age, April 2009
- Top factors contributing to healthy living
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- Figure 6: Top three factors contributing to healthy living, by age, April 2009
- Health and education go hand in hand
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- Figure 7: Most fit and educated cities, 2009
- The graying of America
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- Figure 8: Population aged 18 or older, 2004-14
- The obesity epidemic takes its toll
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- Figure 9: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
- Going online for what ails them
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- Figure 10: Most popular health websites, May 2009
Innovation and Innovators
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- 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
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- Overview
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- Figure 11: Top advertisers for healthy living, 2008
- Web marketing efforts
- WebMD
- Health.com
- Care2.com
- Analysis of commercials
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- Figure 12: CVS Pharmacy, 2009
- Figure 13: Kashi, 2009
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- Figure 14: Safeway, 2009
- Figure 15: Mott’s, 2009
Perceptions of Health
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- Key points
- Seven in 10 say they are in good/excellent health
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- Figure 16: Self health rating, by gender, April 2009
- Perceptions change at age 45
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- Figure 17: Self health rating, by age, April 2009
- Most passive about their health
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- Figure 18: Attitudes towards healthcare and medicine, October 2007-December 2008
Health Concerns and Conditions
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- Key points
- The biggest worries: Cancer, heart disease, strokes, and vision
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- Figure 19: Ailments concerned about, April 2009
- The most diagnosed: Vision, obesity, and arthritis
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- Figure 20: Ailments diagnosed, by age, April 2009
Health Stressors
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- Key points
- Stressors change with age
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- Figure 21: Biggest stressor on health, by gender and age, April 2009
Frequency of Exercise
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- Key points
- Most think they should exercise more often
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- Figure 22: Attitudes towards exercise, October 2007-December 2008
- The young more likely to exercise
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- Figure 23: Frequency of exercise, by age, April 2009
- Affluent respondents exercise a little more often
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- Figure 24: Frequency of exercise, by HH income, April 2009
- Younger respondents exercise longer
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- Figure 25: Duration of exercise, by age, April 2009
Attitudes towards Food
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- Key points
- Conflicting attitudes towards food
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- Figure 26: Attitudes towards healthy eating, October 2007-December 2008
- Wanting healthier fast foods…
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- Figure 27: Attitudes towards purchasing of food, October 2007-December 2008
- …but most not looking at labels
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- Figure 28: Attitudes towards health information, October 2007-December 2008
- More education translates into more awareness about foods
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- Figure 29: Attitudes towards healthy eating, by level of education attained, October 2007-December 2008
Attitudes towards Dieting
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- Key points
- A little more than half on a diet…
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- Figure 30: Incidence of diet management, by age, October 2007-December 2008
- …but almost half over-eat
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- Figure 31: Attitudes towards diet, by age, October 2007-December 2008
- Reasons for dieting
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- Figure 32: Reasons for watching diet, by age, October 2007-December 2008
Where Consumers Turn for Health Information
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- Key points
- Most likely sources for health information
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- Figure 33: Sources most likely to turn to for health management, by age, April 2009
- Online searches key for specific conditions and remedies
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- Figure 34: 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
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- Figure 35: 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
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- Figure 36: 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
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- Figure 37: Information on health management sought from television or radio program, by age, April 2009
Reaching the Masses: Health and Fitness
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- Key point
- Where to turn for exercise information
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- Figure 38: Sources utilized for information about exercise, by age, April 2009
Reaching the Masses: Mental Health
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- Key points
- Concerned and proactive: 18-24 year olds and mental health
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- Figure 39: Sources utilized for information about mental health, by age, April 2009
- 18-24 year olds turn to many sources to manage stress
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- Figure 40: Sources utilized for information about stress management, by age, April 2009
Reaching the Masses: OTC, Pharmaceuticals and CAM
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- Key points
- Older respondents turn to their physician
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- Figure 41: Sources utilized for information about prescription remedies, by age, April 2009
- 18-24s use numerous resources for OTC remedies
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- Figure 42: 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
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- Figure 43: Sources utilized for information about herbal supplements/non-traditional medications, by age, April 2009
The Online Component
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- Key point
- Going online for health tools will increase
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- Figure 44: Past and anticipated usage of online tools for health management, April 2009
- The young use online tools
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- Figure 45: Past usage of online tools for health management, by age, April 2009
Race and Ethnicity
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- Key points
- Hispanics think their health is good
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- Figure 46: Self health rating, by race and Hispanic origin, April 2009
- Increasing activity levels among the black community
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- Figure 47: Frequency of exercise, by race and Hispanic origin, April 2009
- Figure 48: Attitudes towards exercise, by race/Hispanic origin, October 2007-December 2008
Cluster Analysis
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- Relaxers
- Who they are
- Opportunity
- Moderates
- Who they are
- Opportunity
- Chargers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 49: Healthy living clusters, April 2009
- Figure 50: Importance of healthy living, and self health rating, by healthy living clusters, April 2009
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- Figure 51: Frequency of exercise, by healthy living clusters, April 2009
- Figure 52: Eating habits, by healthy living clusters, April 2009
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- Figure 53: Top factors for healthy living, by healthy living clusters, April 2009
- Figure 54: Past usage of online tools for health management, by healthy living clusters, April 2009
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- Figure 55: Anticipated usage of online tools for health management, by healthy living clusters, April 2009
- Cluster demographics
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- Figure 56: Healthy living clusters, by gender, April 2009
- Figure 57: Healthy living clusters, by age, April 2009
- Figure 58: Healthy living clusters, by HH income, April 2009
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- Figure 59: Healthy living clusters, by race/Hispanic origin, April 2009
- Cluster methodology
Custom Consumer Groups
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- Presence of children make some difference in health priorities
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- Figure 60: Top three factors contributing to healthy living, by marital status and presence of children in HH, April 2009
- Stress and the presence of children
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- Figure 61: Biggest stressor on health, by marital status and presence of children in HH, April 2009
- Other stressors and the presence of children
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- Figure 62: Attitudes towards healthy living, by marital status and presence of children in HH, April 2009
Appendix: Other Useful Consumer Tables
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- Health concerns by gender and income
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- Figure 63: Conditions of concern, by race and Hispanic origin and income, April 2009
- Affluent and educated more likely to exercise
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- Figure 64: Attitudes towards exercise, by HH income, October 2007-December 2008
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- Figure 65: Attitudes towards exercise, by level of education attained, October 2007-December 2008
- Younger respondents drink alcohol less often
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- Figure 66: Frequency of alcohol consumption, by age, April 2009
- General health maintenance
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- Figure 67: Top 10 types of practitioners consulted in past 12 months, October 2007-December 2008
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- Figure 68: Incidence of use of vitamins, October 2007-December 2008
- Blogs are for 18-34s
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- Figure 69: Information on health management sought from online blogs, by age, April 2009
- Finding healthy recipes
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- Figure 70: Sources utilized for information about healthy recipes, by age, April 2009
Appendix: Trade Associations
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