Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Men the “weaker sex” when it comes to health
- Population growth ahead for older men
- A need for male-specific focused efforts, while women remain key
- Hispanic males present unique challenges
- Leading health issues drive market
- Promoting health
- Men’s health—perception and reality
- Eating right
- Keys to healthy living
- From thoughts to actions
- Getting help—from traditional and alternate sources alike
- Looking forward
- Race and Hispanic origin
Insights and Opportunities
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- What’s good for the gander
- Targeting men through their significant others
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- Figure 1: The healthy (and not so healthy) attitudes of men, by marital status, October 2007-December 2008
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- Figure 2: Marital status of men, by age, 2008
- Reaching out
Inspire Insights
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- Trend: No Health Secrets
- What it’s about
- Opening up
- Two steps forward, one step back
- Trends: From New Man in Town to the Return of the Manly Man
- The shifting tides and what we’ve seen
- Focus on manliness
- Meet me in the middle
Competitive Context
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- The “John Wayne Syndrome”
- The high cost of staying healthy
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- Figure 3: Attitudes towards cost/effectiveness of health maintenance enhancements among men, April 2009
- Restaurants “feeding the male appetite”
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- Figure 4: Incidence of various portion sizes and options in U.S. restaurants, April 2009
- Bad press
Market Factors
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- Men’s healthcare lags behind
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- Figure 5: The healthy (and not so healthy) attitudes of men and women, October 2007-December 2008
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- Figure 6: Leading causes of death, by gender, 2005
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- Figure 7: Alcohol consumption, by gender, April 2009
- Figure 8: Tobacco use, by gender, October 2007-December 2008
- Financial stresses impact healthcare
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- Figure 9: Top three health stressors among men, by age, April 2009
- More men getting older
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- Figure 10: Male population, by age, 2004-14
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- Figure 11: Diagnosed conditions among men, by age, April 2009
- The race factor
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- Figure 12: Hispanic men, by age, 2004-14
Leading Health Issues as Market Factors
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- Weight issues
- Heart disease
- Cancer
- Stress and mental health
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- Figure 13: Most important factors contributing to healthy living among men, by age, April 2009
- Sexual health
Innovation and Innovators
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- Diet plans appeal to men
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- Figure 14: Top 2 factors contributing to healthy living among men, by age, April 2009
- Virtual fitness
- Retailers ramp up generic drug discount initiatives
- Ease of access to healthcare
- Consumer products and supplements
- Boosts in a bottle
- Overall health
- Condition-specific
- For older men
- Hormonal boosts
- Sexual health and performance enhancers
Advertising and Promotion
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- Overview
- Magazines
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- Figure 15: Adweek’s magazine hot list, 2009
- Magazine spotlight: Men’s Health
- Television ads
- Spotlight: Pills for prostate
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- Figure 16: Avodart television ad, 2009
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- Figure 17: Centrum ultra men’s television ad, 2009
- Spotlight: Sexual health
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- Figure 18: Viagra television ad, 2009
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- Figure 19: Cialis television ad, 2009
- Spotlight: Healthy food
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- Figure 20: Yoplait television ad, 2009
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- Figure 21: Healthy Choice Fresh Mixers television ad, 2009
Men’s Health
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- Key points
- Men’s health lags behind women; youth is the time to address issues
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- Figure 22: Importance of healthy living and self-health rating among men, by age, April 2009
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- Figure 23: Time spent managing health among men, by age, April 2009
- Conditions and ailments demonstrate need for greater attention to health
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- Figure 24: Diagnosed conditions, by gender, April 2009
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- Figure 25: Diagnosed conditions among men, by age, April 2009
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- Figure 26: Concern for developing conditions among men, by age, April 2009
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- Figure 27: Ailments in the past 12 months among men, by age, October 2007-December 2008
Taking Care
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- Key points
- Better insurance coverage and awareness of hereditary issues needed
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- Figure 28: Health insurance coverage among men, by age, April 2009
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- Figure 29: Importance, rating, and attitudes towards health among men, by age, April 2009
Eating Right
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- Key points
- Men less concerned about watching diet
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- Figure 30: Incidence of watching diet and reasons for doing so, by gender, October 2007-December 2008
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- Figure 31: Approach towards eating, by gender, April 2009
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- Figure 32: Approach towards eating among men, by age, April 2009
Keys to Healthy Living
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- Key points
- Diet, exercise and sleep keys to healthy living
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- Figure 33: Most important factors contributing to healthy living among men, by age, April 2009
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- Figure 34: Health stressors among men, by age, April 2009
- Men’s lackadaisical attitude challenges health
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- Figure 35: Attitudes towards healthy lifestyle choices, by gender, April 2009
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- Figure 36: Attitudes towards healthy lifestyle choices among men, by age, April 2009
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- Figure 37: Attitudes towards healthy lifestyle choices among men, by HH income, April 2009
From Thoughts to Actions
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- Key points
- Men exercise often, yet fill up on calories from food and drink
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- Figure 38: Men’s exercise trends, by age, April 2009
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- Figure 39: Men’s drinking trends, by age, 2009
- Women more aligned with health, exercise key component lacking in men’s health
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- Figure 40: Healthy (and not so healthy) attitudes, by gender, October 2007-December 2008
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- Figure 41: The healthy (and not so healthy) attitudes of men, by age, October 2007-December 2008
Getting Help—Traditional Sources
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- Key points
- Regular healthcare visits lacking
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- Figure 42: Last complete physical with a registered physician among men, by age, April 2009
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- Figure 43: Last complete physical with a registered physician among men, by HH income, April 2009
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- Figure 44: Practitioners regularly visited among men, by age, April 2009
- Doctors a trusted source
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- Figure 45: Professional information sources and rating among men, April 2009
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- Figure 46: Professional information sources among men, by age, April 2009
Getting Help—Alternate Media
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- Key points
- Room for improvement in online efforts
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- Figure 47: Alternate media information sources and rating among men, April 2009
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- Figure 48: Past usage of online tools for health management among men, by age, April 2009
Looking Forward
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- Key points
- Online tools hold potential for younger men
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- Figure 49: Anticipated usage of online tools for health management among men, by age, April 2009
- Potential for healthy foods and supplements
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- Figure 50: Food and beverage products of interest, by gender, April 2009
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- Figure 51: Food and beverage products of interest among men, by age, April 2009
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- Figure 52: Supplements of interest among men, by age, April 2009
Race and Ethnicity
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- Key points
- Health overview
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- Figure 53: Importance of healthy living and self-health rating among men, by race/Hispanic origin, April 2009
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- Figure 54: Diagnosed conditions among men, by race/Hispanic origin, April 2009
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- Figure 55: Concern for developing conditions among men, by race/Hispanic origin, April 2009
- Hispanic males lag behind in medical care
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- Figure 56: Last complete physical with a registered physician among men, by race/Hispanic origin, April 2009
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- Figure 57: Professional information sources and rating among men, by race/Hispanic origin, April 2009
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- Figure 58: Attitudes towards health conditions among men, by race/Hispanic origin, April 2009
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- Figure 59: Health insurance coverage among men, by race/Hispanic origin, April 2009
- Attitudes towards health and healthcare
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- Figure 60: Attitudes towards healthy lifestyle choices among men, by race/Hispanic origin, April 2009
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- Figure 61: Most important factors contributing to healthy living among men, by race/Hispanic origin, April 2009
- Supplemental healthcare interest strong
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- Figure 62: Food and beverage products of interest among men, by race/Hispanic origin, April 2009
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- Figure 63: Supplements of interest among men, by race/Hispanic origin, April 2009
Cluster Analysis
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- Sedentary Sams
- Who they are
- Opportunity
- Active Adams
- Who they are
- Opportunity
- Easy-does-it Eddies
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 64: Men’s health clusters, April 2009
- Figure 65: Time spent on managing health among men, by men’s health clusters, April 2009
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- Figure 66: Exercise trends among men, by men’s health clusters, April 2009
- Figure 67: Biggest health stressor among men, by men’s health clusters, April 2009
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- Figure 68: Sources for health information among men, by men’s health clusters, April 2009
- Figure 69: Supplement interest among men, by men’s health clusters, April 2009
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- Figure 70: Weekly alcohol consumption among men, by men’s health clusters, April 2009
- Cluster demographics
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- Figure 71: Men’s health clusters, by age, April 2009
- Figure 72: Men’s health clusters, by HH income, April 2009
- Figure 73: Men’s health clusters, by race/Hispanic origin, April 2009
- Cluster methodology
Custom Consumer Groups: Are Married Men Healthier?
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- Key points
- Married men have greater access to healthcare
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- Figure 74: Last complete physical with a registered physician among men, by marital status, April 2009
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- Figure 75: Practitioners regularly visited among men, by marital status, April 2009
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- Figure 76: Health insurance coverage among men, by marital status, April 2009
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- Figure 77: Professional sources turn to for health information among men, by marital status, April 2009
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- Figure 78: Alternate media health information sources among men, by marital status, April 2009
Appendix: Other Useful Consumer Tables
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- The importance of income
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- Figure 79: Importance of healthy living and self-health rating among men, by HH income, April 2009
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- Figure 80: Most important factors contributing to healthy living among men, by HH income, April 2009
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- Figure 81: Time spent managing health among men, by HH income, April 2009
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- Figure 82: Approach towards eating among men, by HH income, April 2009
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- Figure 83: Health insurance coverage among men, by HH income, April 2009
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- Figure 84: Diagnosed conditions among men, by HH income, April 2009
Appendix: Trade Associations
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