Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market factors
- Ailments and conditions
- Health status
- Health concerns
- Health information sources
- Online tools
- Exercise trends
- Eating habits and attitudes
- Interest in food/drink to maintain health
- Attitudes toward pharmaceuticals
- Interest in supplements to maintain health
- Race and Hispanic origin
Insights and Opportunities
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- Key points
- Just for men: engage men in health
- Pharmacists reach out to older men
- Leverage weight loss products for men
- Target younger men with gluten-free and “free-from” products
Inspire Insights
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- Trend: Life Coaching
- Trend: Snack Society
Market Factors
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- Key points
- Overweight/obesity rates for men at high levels
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- Figure 1: Overweight and obesity rates, adults aged 20+, 1988-2008
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- Figure 2: Obesity rates, by gender and for men by age, 1999-2008
- Population of men aged 65-74 will double from 2006-16
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- Figure 3: Male population by age, 2006-16
- Healthy lifestyle not as important to younger men
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- Figure 4: Importance of living a healthy lifestyle, by gender and men by age, July 2011
Ailments and Conditions
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- Key points
- As population of older men booms, instances of many ailments increase
- Diabetes rates climb with age
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- Figure 5: Ailments experienced in the past 12 months among men, by age, February 2010–March 2011
- Middle-aged men experience aliments that could related to stress
- Young men more likely to suffer from allergies
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- Figure 6: Health issues experienced among men, by age, July 2011
- When compared to women, men less likely to report experiencing health issues
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- Figure 7: health issues experienced, by gender, July 2011
- One fifth of overweight/obese men have never treated the problem
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- Figure 8: Men’s treatment of health conditions—part 1, July 2011
- Men likely to treat heartburn and allergies, not fatigue
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- Figure 9: Men’s treatment of health conditions—part 2, July 2011
Innovations and Innovators
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- Key points
- Weight loss programs for men
- Exercising in the great outdoors
- Encouraging men to see the doctor
- Consumer products
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- Figure 10: Number of products launched for men, by product type and year, 2000-11
- Vitamin and mineral supplements
- Supplements for health
- Supplements for sexual vitality
- Supplements for hair growth
Marketing Strategies
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- Key points
- Overview of the brand landscape
- Brand analysis: Weight Watchers
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- Figure 11: Brand analysis of Weight Watchers, 2011
- Online initiatives
- TV presence
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- Figure 12: Weight Watchers, television ad, 2011
- Brand analysis: Centrum
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- Figure 13: Brand analysis of Centrum, 2011
- Online initiatives
- TV presence
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- Figure 14: Centrum Silver, television ad, 2007
- Brand analysis: Gatorade
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- Figure 15: Brand analysis of Gatorade, 2011
- Online initiatives
- TV presence
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- Figure 16: Gatorade, television ad, 2011
Health Status
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- Key points
- Men more likely than women to consider themselves healthier than others
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- Figure 17: Self-health rating in comparison to others, by gender, July 2011
- Young men and high earners especially likely to see themselves as healthier
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- Figure 18: Men’s self-health rating in comparison to others, by age, July 2011
- Figure 19: Men’s self-health rating in comparison to others, by household income, July 2011
- Likelihood of exercise inversely proportionate to age
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- Figure 20: Men’s health habits, by age, February 2010–March 2011
- Men earning more are more likely to exercise and take vitamins/minerals
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- Figure 21: Men’s health habits, by household income, February 2010–March 2011
Health Concerns
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- Key points
- When compared to women, men less concerned about developing health problems
- Men aged 25-44 concerned about developing many illnesses
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- Figure 22: Men’s concern about developing various health conditions, by age, July 2011
- Men from households earning less than $75K concerned about developing many illnesses
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- Figure 23: Men’s concern about developing various health conditions, by household income, July 2011
Health Information Sources
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- Key points
- Respondents unlikely to seek out information on mental health
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- Figure 24: Information sources men turn to for diet, exercise, and mental health, July 2011
- Conventional doctor most common source for information on medications and health conditions
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- Figure 25: Information sources men turn to for remedies and health conditions, July 2011
- Traditional doctors and pharmacists important sources of information
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- Figure 26: Health and wellness information source rating among men, July 2011
- Younger men aged 18-44 value a variety of information sources
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- Figure 27: Health and wellness information source rating among men, by age, July 2011
- Respondents earning less than $50K less trustworthy of information sources
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- Figure 28: Health and wellness information source rating among men, by household income, July 2011
- Respondents aged 65+ rely on all health professionals
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- Figure 29: Health professionals consulted in the past 12 months among men, by age, February 2010–March 2011
Online Tools
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- Key points
- Respondents aged 18-34 show interest in online trackers and planners
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- Figure 30: Men’s use of online tools to manage health, by age, July 2011
- Use of one online tool encourages use of other tools
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- Figure 31: Men’s use of online tools to manage health, by use of top six tools, July 2011
- Use of online tools likely to increase in the next 12 months
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- Figure 32: Men’s projected likelihood of using online tools in the coming year, July 2011
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- Figure 33: Men’s projected likelihood of using online tools in the coming year, by age, July 2011
- Middle-income respondents most likely to use online tools in next 12 months
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- Figure 34: Men’s projected likelihood of using online tools in the coming year, by household income, July 2011
- Respondents currently using online tools plan to use additional tools in next 12 months
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- Figure 35: Men’s projected likelihood of using online tools in the coming year, by use of top six tools, July 2011
Exercise Trends
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- Key points
- Young men exercise longer and more often
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- Figure 36: Men’s exercise trends, by age, July 2011
- Respondents from the Midwest exercise less frequently and for less time
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- Figure 37: Men’s exercise trends, by region, July 2011
Eating Habits and Attitudes
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- Key points
- Genders approach food and eating differently
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- Figure 38: Eating habits, by gender, July 2011
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- Figure 39: Food selection and attitudes, by gender, July 2011
- Men aged 45+ more likely to make healthy food choices
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- Figure 40: Men’s eating habits, by age, July 2011
- Figure 41: Men’s food selection and attitudes, by age, July 2011
- Men aged 25-34 most likely to be watching diet to lose weight
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- Figure 42: Men’s reasons for watching diet, by age, February 2010–March 2011
- Lowest earners most likely to say they eat whatever they want
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- Figure 43: Men’s eating habits, by household income, July 2011
- Highest earners most likely to agree with healthy living statements
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- Figure 44: Men’s food selection and attitudes, by age, July 2011
- Men in lowest income bracket watching diet due to health concerns
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- Figure 45: Men’s reasons for watching diet, by household income, February 2010–March 2011
Attitudes toward Diet and Health
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- Key points
- Over-55s more likely to demonstrate an interest in healthy eating
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- Figure 46: Men’s attitudes toward diet and health, by age, February 2010–March 2011
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- Figure 47: Men’s attitudes toward diet and health, by household income, February 2010–March 2011
Interest in Food/Drinks to Maintain Health
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- Key points
- Under-45s interested in natural foods, gluten-free foods
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- Figure 48: Men’s interest in food/drinks to manage health, by age, July 2011
- Lowest earners least interested in health foods/beverages
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- Figure 49: Men’s interest in food/drinks to manage health, by household income, July 2011
- Men from the Midwest least interested in health foods and beverages
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- Figure 50: Men’s interest in food/drinks to manage health, by region, July 2011
Attitudes toward Pharmaceuticals
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- Key points
- Agreement with statements about pharmaceuticals correlate to age
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- Figure 51: Men’s attitudes toward pharmaceuticals, by age, February 2010–March 2011
- Respondents earning $75K or less more likely to take meds at first sign of pain
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- Figure 52: Men’s attitudes toward pharmaceuticals, by household income, February 2010–March 2011
Interest in Supplements to Maintain Health
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- Key points
- Men most interested in performance-enhancing supplements
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- Figure 53: Interest in supplements to manage health, by gender, July 2011
- Men aged 25-34 interested in weight loss programs
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- Figure 54: Men’s interest in supplements to manage health, by age, July 2011
- Men from households earning $50K-74.9K interested in supplements
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- Figure 55: Men’s interest in supplements to manage health, by household income, July 2011
- Men from the South most interested in supplements
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- Figure 56: Men’s interest in supplements to manage health, by region, July 2011
Race and Hispanic Origin
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- Key points
- Black and Hispanic men more likely to experience weight problems
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- Figure 57: health issues experienced, by race and Hispanic origin, July 2011
- Black male respondents indicate healthy eating habits
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- Figure 58: Men’s food selection and attitudes, by race and Hispanic origin, July 2011
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- Figure 59: Men’s interest in food/drinks to manage health, by race and Hispanic origin, July 2011
- Black and Asian men highly interested in online tools
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- Figure 60: Men’s projected likelihood of using online tools in the coming year, by race and Hispanic origin, July 2011
Cluster Analysis
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- The Young and the Healthy
- Demographics
- Characteristics
- Opportunity
- Healthy Foundations
- Demographics
- Characteristics
- Opportunity
- The Unconcerned
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 61: Men’s health clusters, July 2011
- Figure 62: Importance of healthy living, by men’s health clusters, July 2011
- Figure 63: Health ranking compared to others, by men’s health clusters, July 2011
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- Figure 64: Eating habits, by men’s health clusters, July 2011
- Figure 65: Food selection and attitudes, by men’s health clusters, July 2011
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- Figure 66: Using online tools to manage health, by men’s health clusters, July 2011
- Figure 67: Supplements interested in to help maintain your health, by men’s health clusters, July 2011
- Cluster demographic tables
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- Figure 68: Men’s health clusters, by age, July 2011
- Figure 69: Men’s health clusters, by household income, July 2011
- Figure 70: Men’s health clusters, by race and Hispanic origin, July 2011
- Figure 71: Men’s health clusters, by level of education, July 2011
- Cluster methodology
Custom Consumer Groups
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- Key points
- Married respondents more likely to say living a healthy lifestyle is important
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- Figure 72: Importance of living a healthy lifestyle among men, by marital status, July 2011
- Married respondents more likely to take vitamins, less likely to smoke
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- Figure 73: Men’s health habits, by marital status, February 2010–March 2011
- Uncoupled men exercise for longer periods of time
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- Figure 74: Men’s exercise trends, by marital status, July 2011
- Unmarried/uncoupled men less likely to agree with healthy eating statements
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- Figure 75: Men’s food selection and attitudes, by marital status, July 2011
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- Figure 76: Men’s eating habits, by marital status, July 2011
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- Figure 78: Men’s reasons for watching diet, by marital status, February 2010–March 2011
- Single men more likely to be depressed
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- Figure 79: Men’s concern about developing various health conditions, by marital status, July 2011
- Unmarried men less likely to see their doctors regularly
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- Figure 80: Men’s attitudes toward pharmaceuticals, by marital status, February 2010–March 2011
Appendix—Trade Associations
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