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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- The big picture for women’s health
- Preventive care is a must
- Getting a “head” of the game
- Reaching out digitally
- Women’s health is woven into the fabric of many industries
- Diet and exercise are top of mind
- Focused attention on women’s health issues
- Lifestages determine needs and concerns
- Promoting health
- Importance of healthy living
- Conditions and concerns
- The Diet Factor
- Taking Care
- What Women Want
- Reaching Out
- Race and Ethnicity
Insights and Opportunities
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- Making women’s health proactive not reactive
- A need to address mental (and mood) health
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- Figure 1: New sleep aid product launches, 2003-08
- Reaching out
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- Figure 2: Most popular online health resources for 13-24 year olds, October 2008
- Spinning study results
- Going green for health
- Restaurants
Inspire Insights
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- Trend: Me, Me, Me
- What it’s about
- You, you, you
- Survival of the fittest
- Trend: A Simple Balance for Health
- What it’s about
- Simply unimportant
- Employ the nontraditional
Competitive Context
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- The high cost of staying healthy
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- Figure 3: Attitudes towards cost/effectiveness of health maintenance enhancements, April 2009
- Studies and recalls
Market Factors
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- Financial stresses impact healthcare
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- Figure 4: Debt as health stressor, by age, April 2009
- Diet and exercise reign supreme
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- Figure 5: Most important factors contributing to healthy living, April 2009
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- Figure 6: Importance, rating, and attitudes towards health, April 2009
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- Figure 7: The healthy (and not so healthy) attitudes of women, October 2007-December 2008
- Focused public attention on women’s health issues
- Partnerships with health organizations draw attention to the importance of healthy living
- The Oprah Factor
- The race factor
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- Figure 8: Hispanic women, by age, 2004-14
Lifestage as Market Factor
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- Overview
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- Figure 9: Female population, by age, 2004-14
- Young adults
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- Figure 10: Sources for information on mental health, by age, April 2009
- Family/career
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- Figure 11: U.S. birth rates, by age of mother, 2005
- Figure 12: Most important factors contributing to healthy living, by age, April 2009
- The “Third-Age”: Post-family/menopause
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- Figure 13: Concern for developing conditions, by age, April 2009
- The “golden” years
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- Figure 14: Health/lifestyle practices, by select female cohorts, April 2007-June 2008
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- Figure 15: health stressors, by age, April 2009
Innovation and Innovators
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- Retailers ramp up generic drug discount initiatives
- Ease of access to healthcare
- Consumer products tout health attributes
- Nutrition and energy bars
- Yogurt and yogurt drinks
- Tea and RTD teas
- Snack foods go the extra mile
- And… beer?
- Supplements
- Targeting women of childbearing age…
- …and after
Advertising and Promotion
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- Overview
- Company spotlight: Electronic Arts—making exercise easy
- Celebrity spokeswomen
- Magazines
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- Figure 16: AdWeek’s magazine hot list, 2009
- Television ads
- Spotlight: Osteoporosis medication
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- Figure 17: Actonel television ad, 2008
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- Figure 18: Boniva television ad, 2009
- Spotlight: Weight loss programs
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- Figure 19: Nutrisystem Silver television ad, 2008
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- Figure 20: Weight Watchers Momentum Program television ad, 2009
- Spotlight: Food products
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- Figure 21: Yoplait television ad, 2009
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- Figure 22: Yoplait television ad, 2009
Women’s Health
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- Key points
- Women recognize the importance of living a healthy lifestyle
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- Figure 23: Importance, rating, and attitudes towards health, by age, April 2009
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- Figure 24: Importance, rating, and attitudes towards health, by HH income, April 2009
- Yet implementation still needs work
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- Figure 25: Time spend talking or reading about healthcare or healthy living topics, frequency of exercise and alcohol consumption, by age, April 2009
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- Figure 26: Time spend talking or reading about healthcare or healthy living topics, frequency of exercise and alcohol consumption, by HH income, April 2009
- Turning healthy ideas into healthy lifestyles
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- Figure 27: The healthy (and not so healthy) attitudes of women, by age, October 2007-December 2008
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- Figure 28: Balancing actions with attitudes, by age, October 2007-December 2008
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- Figure 29: Balancing actions with attitudes, by HH income, October 2007-December 2008
Conditions and Concerns
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- Key points
- Concern outpaces diagnoses
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- Figure 30: Diagnosed conditions, by age, April 2009
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- Figure 31: Diagnosed conditions, by HH income, April 2009
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- Figure 32: Concern for developing conditions, by age, April 2009
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- Figure 33: Importance, rating, and attitudes towards health, by age, April 2009
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- Figure 34: Importance, rating, and attitudes towards health, by HH income, April 2009
The Diet Factor
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- Key points
- Diet and exercise recognized as being of utmost importance
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- Figure 35: Approach towards eating, by age, April 2009
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- Figure 36: Most important factors contributing to healthy living, by age, April 2009
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- Figure 37: Most important factors contributing to healthy living, by HH income, April 2009
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- Figure 38: Diet as a health stressor, by age, April 2009
Taking Care
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- Key points
- Insurance through work most prevalent
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- Figure 39: Health insurance coverage, by age, April 2009
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- Figure 40: Health insurance coverage, by HH income, April 2009
- Age, income impact likelihood (and frequency) of visits to the doctor
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- Figure 41: Last complete physical with a registered physician, by age, April 2009
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- Figure 42: Practitioners regularly visited, 2007 and 2009
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- Figure 43: Practitioners regularly visited, by age, April 2009
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- Figure 44: Practitioners regularly visited, by HH income, April 2009
What Women Want
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- Key points
- Interest high for a wide range of health maintenance food and beverages
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- Figure 45: Food and beverage products of interest, by age, April 2009
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- Figure 46: Food and beverage products of interest, by HH income, April 2009
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- Figure 47: Supplements of interest, by age, April 2009
- On the other hand…
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- Figure 48: Attitudes towards cost/effectiveness of health maintenance enhancements, by age, April 2009
Reaching Out
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- Key points
- Internet the leading “go-to” for health information
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- Figure 49: Most likely sources for health information, by age, April 2009
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- Figure 50: Most likely sources for health information, by HH income, April 2009
- Overall, sources for health information are highly rated
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- Figure 51: Overall ratings for sources of health information, by topline, April 2009
- Sources for health information in-depth
- Specific health conditions and mental health
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- Figure 52: Sources for information on specific health conditions and mental health, April 2009
- OTC remedies, Rx remedies and herbal supplements/non-traditional medications
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- Figure 53: Sources for information on OTC and Rx remedies and herbal supplements/non-traditional medications, April 2009
- Healthy recipes, exercise and stress management
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- Figure 54: Sources for information on healthy recipes, exercise and stress management, April 2009
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- Figure 55: Past and anticipated usage of online tools for health management, April 2009
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- Figure 56: Past usage of online tools for health management, by age, April 2009
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- Figure 57: Anticipated usage of online tools for health management, by age, April 2009
Race and Ethnicity
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- Key points
- Hispanic health overview
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- Figure 58: Importance, rating, and attitudes towards health, by race/Hispanic origin, April 2009
- Diet and exercise
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- Figure 59: The healthy (and not so healthy) attitudes of women, by race/Hispanic origin, October 2007-December 2008
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- Figure 60: Most important factors contributing to healthy living, by race/Hispanic origin, April 2009
- Conditions and concerns
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- Figure 61: Diagnosed conditions, by race/Hispanic origin, April 2009
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- Figure 62: Concern for developing conditions, by race/Hispanic origin, April 2009
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- Figure 63: Importance, rating, and attitudes towards health, by race/Hispanic origin, April 2009
- The healthcare system
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- Figure 64: Health insurance coverage, by race/Hispanic origin, April 2009
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- Figure 65: Practitioners regularly visited, by race/Hispanic origin, April 2009
- Products of interest
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- Figure 66: Food and beverage products of interest, by race/Hispanic origin, April 2009
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- Figure 67: Supplements of interest, by race/Hispanic origin, April 2009
- Sources for health information
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- Figure 68: Most likely sources for health information, by race/Hispanic origin, April 2009
Cluster Analysis
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- Copers
- Who they are
- Opportunity
- Balancers
- Who they are
- Opportunity
- Bubblers
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 69: Women’s health clusters, April 2009
- Figure 70: Most important factors contributing to healthy living, by women’s health clusters, April 2009
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- Figure 71: Health stressors, by women’s health clusters, April 2009
- Figure 72: Diagnosed conditions, by women’s health clusters, April 2009
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- Figure 73: Concern for developing conditions, by women’s health clusters, April 2009
- Figure 74: Health insurance coverage, by women’s health clusters, April 2009
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- Figure 75: Last complete physical with a registered physician, by women’s health clusters, April 2009
- Cluster demographics
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- Figure 76: Women’s health clusters, by age group, April 2009
- Figure 77: Women’s health clusters, by HH income, April 2009
- Figure 78: Women’s health clusters, by race/Hispanic origin, April 2009
- Cluster methodology
Custom Consumer Group—Mothers
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- Key points
- The big picture: Moms and health
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- Figure 79: Importance, rating, and attitudes towards health, for mothers, April 2009
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- Figure 80: Attitudes towards time, for mothers, April 2009
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- Figure 81: Diagnosed conditions, for mothers, April 2009
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- Figure 82: Concern for developing conditions, for mothers, April 2009
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- Figure 83: Practitioners regularly visited, for mothers, April 2009
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- Figure 84: Most important factors contributing to healthy living, for mothers, April 2009
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- Figure 85: The healthy (and not so healthy) attitudes of women, for mothers, October 2007-December 2008
- Mother’s helpers
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- Figure 86: Supplements of interest, for mothers, April 2009
Appendix: Other Useful Consumer Tables
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- Figure 87: Concern for developing conditions, by HH income, April 2009
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- Figure 88: The healthy (and so healthy) attitudes of women, by HH income, October 2007-December 2008
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- Figure 89: Last complete physical with a registered physician, by HH income, April 2009
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- Figure 90: Approach towards eating, by HH income, April 2009
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- Figure 91: Supplements of interest, by HH income, April 2009
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- Figure 92: Attitudes towards cost/effectiveness of health maintenance enhancements, by HH income, April 2009
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Appendix: Trade Associations
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