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Healthy Living - US - July 2009

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
INSIGHTS AND OPPORTUNITIES
Perceptions and facts: The American health conundrum
Figure 1: Self health rating, by gender, April 2009
An ounce of prevention is worth more than 500 pounds of cure
Figure 2: Ailments diagnosed, by age, April 2009
A growing appetite for healthy fast food
Figure 3: Attitudes towards purchasing of food, by HH income, October 2007-December 2008
Drive-thru health
Online tools: the ‘next big thing’
Figure 4: Past and anticipated usage of online tools for health management, April 2009
INSPIRE INSIGHTS
 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
Key points
The importance of healthy living
Figure 5: Importance of healthy living, by age, April 2009
Top factors contributing to healthy living
Figure 6: Top three factors contributing to healthy living, by age, April 2009
Health and education go hand in hand
Figure 7: Most fit and educated cities, 2009
The graying of America
Figure 8: Population aged 18 or older, 2004-14
The obesity epidemic takes its toll
Figure 9: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
Going online for what ails them
Figure 10: 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 11: Top advertisers for healthy living, 2008
Web marketing efforts
WebMD
Health.com
Care2.com
Analysis of commercials
Figure 12: CVS Pharmacy, 2009
Figure 13: Kashi, 2009
Figure 14: Safeway, 2009
Figure 15: Mott’s, 2009
PERCEPTIONS OF HEALTH
Key points
Seven in 10 say they are in good/excellent health
Figure 16: Self health rating, by gender, April 2009
Perceptions change at age 45
Figure 17: Self health rating, by age, April 2009
Most passive about their health
Figure 18: 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 19: Ailments concerned about, April 2009
The most diagnosed: Vision, obesity, and arthritis
Figure 20: Ailments diagnosed, by age, April 2009
HEALTH STRESSORS
Key points
Stressors change with age
Figure 21: Biggest stressor on health, by gender and age, April 2009
FREQUENCY OF EXERCISE
Key points
Most think they should exercise more often
Figure 22: Attitudes towards exercise, October 2007-December 2008
The young more likely to exercise
Figure 23: Frequency of exercise, by age, April 2009
Affluent respondents exercise a little more often
Figure 24: Frequency of exercise, by HH income, April 2009
Younger respondents exercise longer
Figure 25: Duration of exercise, by age, April 2009
ATTITUDES TOWARDS FOOD
Key points
Conflicting attitudes towards food
Figure 26: Attitudes towards healthy eating, October 2007-December 2008
Wanting healthier fast foods…
Figure 27: Attitudes towards purchasing of food, October 2007-December 2008
…but most not looking at labels
Figure 28: Attitudes towards health information, October 2007-December 2008
More education translates into more awareness about foods
Figure 29: 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 30: Incidence of diet management, by age, October 2007-December 2008
…but almost half over-eat
Figure 31: Attitudes towards diet, by age, October 2007-December 2008
Reasons for dieting
Figure 32: 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 33: Sources most likely to turn to for health management, by age, April 2009
Online searches key for specific conditions and remedies
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
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
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
Figure 37: 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 38: 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 39: Sources utilized for information about mental health, by age, April 2009
18-24 year olds turn to many sources to manage stress
Figure 40: 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 41: Sources utilized for information about prescription remedies, by age, April 2009
18-24s use numerous resources for OTC remedies
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
Figure 43: 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 44: Past and anticipated usage of online tools for health management, April 2009
The young use online tools
Figure 45: Past usage of online tools for health management, by age, April 2009
RACE AND ETHNICITY
Key points
Hispanics think their health is good
Figure 46: Self health rating, by race and Hispanic origin, April 2009
Increasing activity levels among the black community
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
Relaxers
Who they are
Opportunity
Moderates
Who they are
Opportunity
Chargers
Who they are
Opportunity
Cluster characteristics
Figure 49: Healthy living clusters, April 2009
Figure 50: Importance of healthy living, and self health rating, by healthy living clusters, April 2009
Figure 51: Frequency of exercise, by healthy living clusters, April 2009
Figure 52: Eating habits, by healthy living clusters, April 2009
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
Figure 55: Anticipated usage of online tools for health management, by healthy living clusters, April 2009
Cluster demographics
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
Figure 59: Healthy living clusters, by race/Hispanic origin, April 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Presence of children make some difference in health priorities
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
Figure 61: Biggest stressor on health, by marital status and presence of children in HH, April 2009
Other stressors and the presence of children
Figure 62: Attitudes towards healthy living, by marital status and presence of children in HH, April 2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
Health concerns by gender and income
Figure 63: Conditions of concern, by race and Hispanic origin and income, April 2009
Affluent and educated more likely to exercise
Figure 64: Attitudes towards exercise, by HH income, October 2007-December 2008
Figure 65: Attitudes towards exercise, by level of education attained, October 2007-December 2008
Younger respondents drink alcohol less often
Figure 66: Frequency of alcohol consumption, by age, April 2009
General health maintenance
Figure 67: Top 10 types of practitioners consulted in past 12 months, October 2007-December 2008
Figure 68: Incidence of use of vitamins, October 2007-December 2008
Blogs are for 18-34s
Figure 69: Information on health management sought from online blogs, by age, April 2009
Finding healthy recipes
Figure 70: Sources utilized for information about healthy recipes, by age, April 2009
APPENDIX: TRADE ASSOCIATIONS

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