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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- Market factors
- Ailments and conditions
- Health information sources
- Online tools
- Healthy living and self-health assessment
- Exercise trends and habits
- Food choices
- Interest in food/drink to maintain health
- Interest in supplements to maintain health
- Race and Hispanic origin
Insights and Opportunities
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- Key points
- Reaching women through technology
- Mature mothers
- Are traditional doctors becoming less important?
- Healthcare providers/insurers prioritizing women’s health
- Challenges to women’s healthcare access
Inspire Insights
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- Trend: Eye on Government
- Trend: Access all Areas
Market Factors
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- Key points
- Some two thirds of U.S. adult women are overweight
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- Figure 1: Overweight and obesity rates, 1988-2008
- Figure 2: Prevalence of obesity among U.S. adults aged 20 and older, by sex, for selected years 1988-94 through 2007-08
- Population of women aged 55+ predicted to increase substantially
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- Figure 3: U.S. female population by age, 2006-16
- Boomers most likely to indicate making healthy lifestyle choices
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- Figure 4: Women’s healthy lifestyle choices, by age, February 2010-March 2011
- Health and wealth are linked
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- Figure 5: Women’s healthy lifestyle choices, by household income, February 2010-March 2011
- Women in lower-income brackets, middle age most likely to smoke
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- Figure 6: Women’s use of cigarettes and other tobacco products, by household income, February 2010-March 2011
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- Figure 7: Women’s use of cigarettes and other tobacco products, by age, February 2010-March 2011
- Birthrate falls significantly between 2007 and 2010
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- Figure 8: Fertility rate and number of births, 1998-2008
- Women aged 35-44 just as likely to be trying to get pregnant as younger women
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- Figure 9: Pregnant and/or planning to become pregnant, by age, July 2011
- Younger women most concerned with sexually transmitted diseases
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- Figure 10: Women’s concern with sexually transmitted diseases, by age, July 2011
- Figure 11: Women’s concern with sexually transmitted diseases, by household income, July 2011
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- Figure 12: Women’s concern with sexually transmitted diseases, by marital status, July 2011
Ailments and Conditions
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- Key points
- Older women more likely to be diagnosed with illnesses
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- Figure 13: Top 10 ailments/conditions experienced by women, by age, February 2010-March 2011
- Women more likely to indicate suffering from illnesses when compared to men
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- Figure 14: health issues experienced, by gender, July 2011
Treating Ailments and Conditions
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- Key points
- Women suffer from fatigue but about half don’t treat it
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- Figure 15: Women’s treatment of various conditions—Part 1, August 2011
- Figure 16: Remedies used to treat conditions—Part 1, July 2011
- New products that target allergies may be important for women
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- Figure 17: Women’s treatment of various conditions—Part 2, August 2011
- Figure 18: Remedies used to treat conditions—Part 2, July 2011
- Women not treating stress incontinence, some not treating menopause symptoms
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- Figure 19: Women’s treatment of various conditions—Part 3, August 2011
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- Figure 20: Remedies used to treat conditions—Part 3, July 2011
Innovations and Innovators
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- Your Man Reminder app
- QR codes for health
- SAM’S CLUB Pharmacy promotes women’s health
- Health product launches decline in 2010, 2011
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- Figure 21: Healthcare, food, and nonalcoholic drink new product launches targeted to women, 2005-11
- Healthcare
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- Figure 22: Top 10 healthcare launches targeted to women, by subcategory, 2005-11
- Supplements
- Wipes
- Food
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- Figure 23: Top 10 food launches targeted to women, by subcategory, 2005-11
- Drinks
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- Figure 24: Top 10 drink launches targeted to women, by subcategory, 2005-11
Marketing Strategies
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- Key points
- Overview of the brand landscape
- Brand analysis: U by Kotex
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- Figure 25: Brand analysis of U by Kotex, 2011
- Online initiatives
- TV presence
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- Figure 26: Kotex, television ad, 2011
- Brand analysis: Kellogg’s Nutri-Grain
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- Figure 27: Brand analysis of brand, 2011
- Online initiatives
- TV presence
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- Figure 28: Kellogg, television ad, 2011
- Brand analysis: Curves International
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- Figure 29: Brand analysis of Curves, 2011
- Online initiatives
- TV presence
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- Figure 30: Curves International, television ad, 2010
Health Information Sources
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- Key points
- Women turn to magazines for information on diet and exercise
- Friends and family important sources of information on mental health
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- Figure 31: Information sources women turn to for diet, exercise, and mental health, July 2011
- More women say they turn to websites than doctors for information about prescription remedies
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- Figure 32: Information sources women turn to for remedies and health conditions, July 2011
- Nurse practitioners provide information as “good” as traditional doctor
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- Figure 33: Information source rating among women, July 2011
Online Tools
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- Key points
- More than one third of women have used online tools in past year
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- Figure 34: Use of online tools to manage health, by gender, July 2011
- Online tools most popular with younger women (18-34)
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- Figure 35: Women’s use of online tools to manage health, by age, July 2011
- Those earning more show greater likelihood of using online tools
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- Figure 36: Women’s use of online tools to manage health, by household income, July 2011
- Midwestern women most likely to have used online tools
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- Figure 37: Women’s use of online tools to manage health, by region, July 2011
- Women who use one online tool are likely to use others
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- Figure 38: Women’s use of online tools to manage health, by use of top six tools, July 2011
- Use of online tools may double in the next year
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- Figure 39: Women’s projected likelihood of using online tools in the coming year, July 2011
- Almost half of women aged 18-44 say they plan to use online tools in next year
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- Figure 40: Women’s projected likelihood of using online tools in the coming year, by age, July 2011
Healthy Living and Self-Health Assessment
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- Key points
- Women in all age groups see health as very/somewhat important
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- Figure 41: Importance of healthy living and self-health assessment among women, by age, August 2011
- Highest earners most likely to see healthy living as very important
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- Figure 42: Importance of healthy living and self-health assessment among women, by household income, August 2011
- Women in Southern U.S. most likely to say healthy living is very important
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- Figure 43: Importance of healthy living and self-health assessment among women, by region, August 2011
Exercise Trends and Habits
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- Key points
- Women exercise less frequently and for shorter duration than men
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- Figure 44: Exercise habits—men v. women, July 2011
- Women of all age groups report that they exercise
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- Figure 45: Women’s exercise habits, by age, July 2011
- Younger women exercise slightly less frequently but for a longer duration
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- Figure 46: Women’s frequency and duration of exercise, by age, July 2011
- Higher earners more likely to say they exercise
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- Figure 47: Women’s exercise habits, by household income, July 2011
- Respondents earning $100K+ exercise most frequently
- Those earning $75K-99.9K engage in longer workouts
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- Figure 48: Women’s frequency and duration of exercise, by household income, July 2011
- Midwestern women least likely to exercise
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- Figure 49: Women’s exercise habits, by region, July 2011
- Women in the Northeast exercise regularly but for short durations
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- Figure 50: Women’s frequency of exercise, by region, July 2011
Food Choices
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- Key points
- Women much more likely to agree with healthy eating statements when compared to men
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- Figure 51: Food selection and attitudes, by gender, July 2011
- Women aged 55+ interested in fresh and unprocessed foods
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- Figure 52: Women’s food selection and attitudes, by age, July 2011
- High earners most likely to agree with all healthy eating statements
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- Figure 53: Women’s food selection and attitudes, by household income, July 2011
- Women in different regions interested in different aspects of health foods
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- Figure 54: Women’s food selection and attitudes, by region, July 2011
Interest in Food/Drinks to Maintain Health
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- Key points
- Respondents show high interest in heart healthy foods
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- Figure 55: Women’s interest in food/drinks to manage health, July 2011
- Women younger than 44 and those from households earning $50K+ interested in health foods
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- Figure 56: Women’s interest in food/drinks to manage health, by age and household income, July 2011
Interest in Supplements to Maintain Health
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- Key points
- Three quarters of women interested in multivitamins
- Women show interest in heart health
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- Figure 57: Women’s interest in supplements to manage health, July 2011
- Older women interested in supplement for health, younger for beauty
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- Figure 58: Women’s interest in supplements to manage health, July 2011
Race and Hispanic Origin
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- Key points
- Hispanic women exercise less often and for shorter durations
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- Figure 59: Women’s exercise habits, by race/Hispanic origin, July 2011
- Hispanic women least likely to agree with healthy eating statements
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- Figure 60: Women’s food selection and attitudes, by race/Hispanic origin, July 2011
Custom Consumer Groups
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- Key points
- Moms most likely to exercise for 30 minutes to one hour
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- Figure 61: Women’s exercise habits, by children in the household, July 2011
- Moms less likely to agree with healthy eating statements
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- Figure 62: Food selection and attitudes, by children in the household, July 2011
- Moms highly interested in online health management tools
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- Figure 63: Use of online tools to manage health, by children in the household, July 2011
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- Figure 64: Women’s projected likelihood of using online tools in the coming year, by children in the household, July 2011
- Moms interested in energy products, natural foods
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- Figure 65: Women’s interest in food/drinks to manage health, by children in the household, July 2011
- Moms interested in weight loss products
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- Figure 66: Women’s interest in supplements to manage health, by children in the household, July 2011
Appendix—Trade Associations
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