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Marketing Health to Women - US - November 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
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
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
Trend: Eye on Government
Trend: Access all Areas
MARKET FACTORS
Key points
Some two thirds of U.S. adult women are overweight
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
Figure 3: U.S. female population by age, 2006-16
Boomers most likely to indicate making healthy lifestyle choices
Figure 4: Women’s healthy lifestyle choices, by age, February 2010-March 2011
Health and wealth are linked
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
Figure 6: Women’s use of cigarettes and other tobacco products, by household income, February 2010-March 2011
Figure 7: Women’s use of cigarettes and other tobacco products, by age, February 2010-March 2011
Birthrate falls significantly between 2007 and 2010
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
Figure 9: Pregnant and/or planning to become pregnant, by age, July 2011
Younger women most concerned with sexually transmitted diseases
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
Figure 12: Women’s concern with sexually transmitted diseases, by marital status, July 2011
AILMENTS AND CONDITIONS
Key points
Older women more likely to be diagnosed with illnesses
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
Figure 14: health issues experienced, by gender, July 2011
TREATING AILMENTS AND CONDITIONS
Key points
Women suffer from fatigue but about half don’t treat it
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
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
Figure 19: Women’s treatment of various conditions—Part 3, August 2011
Figure 20: Remedies used to treat conditions—Part 3, July 2011
INNOVATIONS AND INNOVATORS
Your Man Reminder app
QR codes for health
SAM’S CLUB Pharmacy promotes women’s health
Health product launches decline in 2010, 2011
Figure 21: Healthcare, food, and nonalcoholic drink new product launches targeted to women, 2005-11
Healthcare
Figure 22: Top 10 healthcare launches targeted to women, by subcategory, 2005-11
Supplements
Wipes
Food
Figure 23: Top 10 food launches targeted to women, by subcategory, 2005-11
Drinks
Figure 24: Top 10 drink launches targeted to women, by subcategory, 2005-11
MARKETING STRATEGIES
Key points
Overview of the brand landscape
Brand analysis: U by Kotex
Figure 25: Brand analysis of U by Kotex, 2011
Online initiatives
TV presence
Figure 26: Kotex, television ad, 2011
Brand analysis: Kellogg’s Nutri-Grain
Figure 27: Brand analysis of brand, 2011
Online initiatives
TV presence
Figure 28: Kellogg, television ad, 2011
Brand analysis: Curves International
Figure 29: Brand analysis of Curves, 2011
Online initiatives
TV presence
Figure 30: Curves International, television ad, 2010
HEALTH INFORMATION SOURCES
Key points
Women turn to magazines for information on diet and exercise
Friends and family important sources of information on mental health
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
Figure 32: Information sources women turn to for remedies and health conditions, July 2011
Nurse practitioners provide information as “good” as traditional doctor
Figure 33: Information source rating among women, July 2011
ONLINE TOOLS
Key points
More than one third of women have used online tools in past year
Figure 34: Use of online tools to manage health, by gender, July 2011
Online tools most popular with younger women (18-34)
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
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
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
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
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
Figure 40: Women’s projected likelihood of using online tools in the coming year, by age, July 2011
HEALTHY LIVING AND SELF-HEALTH ASSESSMENT
Key points
Women in all age groups see health as very/somewhat important
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
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
Figure 43: Importance of healthy living and self-health assessment among women, by region, August 2011
EXERCISE TRENDS AND HABITS
Key points
Women exercise less frequently and for shorter duration than men
Figure 44: Exercise habits—men v. women, July 2011
Women of all age groups report that they exercise
Figure 45: Women’s exercise habits, by age, July 2011
Younger women exercise slightly less frequently but for a longer duration
Figure 46: Women’s frequency and duration of exercise, by age, July 2011
Higher earners more likely to say they exercise
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
Figure 48: Women’s frequency and duration of exercise, by household income, July 2011
Midwestern women least likely to exercise
Figure 49: Women’s exercise habits, by region, July 2011
Women in the Northeast exercise regularly but for short durations
Figure 50: Women’s frequency of exercise, by region, July 2011
FOOD CHOICES
Key points
Women much more likely to agree with healthy eating statements when compared to men
Figure 51: Food selection and attitudes, by gender, July 2011
Women aged 55+ interested in fresh and unprocessed foods
Figure 52: Women’s food selection and attitudes, by age, July 2011
High earners most likely to agree with all healthy eating statements
Figure 53: Women’s food selection and attitudes, by household income, July 2011
Women in different regions interested in different aspects of health foods
Figure 54: Women’s food selection and attitudes, by region, July 2011
INTEREST IN FOOD/DRINKS TO MAINTAIN HEALTH
Key points
Respondents show high interest in heart healthy foods
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
Figure 56: Women’s interest in food/drinks to manage health, by age and household income, July 2011
INTEREST IN SUPPLEMENTS TO MAINTAIN HEALTH
Key points
Three quarters of women interested in multivitamins
Women show interest in heart health
Figure 57: Women’s interest in supplements to manage health, July 2011
Older women interested in supplement for health, younger for beauty
Figure 58: Women’s interest in supplements to manage health, July 2011
RACE AND HISPANIC ORIGIN
Key points
Hispanic women exercise less often and for shorter durations
Figure 59: Women’s exercise habits, by race/Hispanic origin, July 2011
Hispanic women least likely to agree with healthy eating statements
Figure 60: Women’s food selection and attitudes, by race/Hispanic origin, July 2011
CUSTOM CONSUMER GROUPS
Key points
Moms most likely to exercise for 30 minutes to one hour
Figure 61: Women’s exercise habits, by children in the household, July 2011
Moms less likely to agree with healthy eating statements
Figure 62: Food selection and attitudes, by children in the household, July 2011
Moms highly interested in online health management tools
Figure 63: Use of online tools to manage health, by children in the household, July 2011
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
Figure 65: Women’s interest in food/drinks to manage health, by children in the household, July 2011
Moms interested in weight loss products
Figure 66: Women’s interest in supplements to manage health, by children in the household, July 2011
APPENDIX—TRADE ASSOCIATIONS

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