Over the course of the 20th century, the health of Americans has improved tremendously. Advances in public health policy and in medical research have reduced or eliminated many of the most common diseases. New treatments continue to improve the quality of life for many people.

Although Americans know much more than previous generations about improving their own health--including eating a proper diet, getting enough exercise, and avoiding smoking and excess alcohol consumption--smoking rates are changing little, and obesity and related health problems are on the rise. Americans, particularly post-World War II generations, have strong faith in the ability of drugs to provide complete cures for many illnesses. But these expectations may work against them, encouraging them to ignore their own contributions to their health, such as the need for a proper diet and exercise.

This report examines the principal population characteristics that influence and interact with health conditions and attitudes about health and pharmaceuticals. It outlines the incidence of some of the most common and serious health conditions for which there are existing and emerging pharmaceutical treatments. It also considers the influence of health insurance and examines expenditures on health care and prescription drugs over time.

Finally, Mintel has analyzed survey data to better understand how consumers approach medication use; factors that influence their medication choices; views on drug safety and effectiveness; and the impact of pharmaceutical advertisements and branding.