Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
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- The market of women
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- Figure 1: Female population, by age, 2013-18
- Market factors that contribute to the market of “healthy” women
- Ethnicity
- Obesity
- Women delaying marriage and children; advancing careers
- Top ailments/conditions suffered
- Leading a healthful lifestyle
- The consumer
- Contributors to healthy life
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- Figure 2: Contributors to a healthy life, August 2013
- Online and offline health information sources
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- Figure 3: Health information sources turned to (offline and online), August 2013
- Usefulness of tools to manage health
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- Figure 4: Usefulness of tools to manage own health and family’s health, August 2013
- What we think
Issues and Insights
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- Women are taking a proactive and preventative approach to their health, which could impact the market of OTC medications that are designed to treat ailments
- Issues
- Insights
- Healthcare is expensive, putting those from a lower-income household at a disadvantage when it comes to being proactive about their health
- Issues
- Insights
- The population of Black and Hispanic women is growing, but these women are less likely to be proactive about their health
- Issues
- Insights
- The declining birthrate could mean fewer moms in the market for healthcare products
- Issues
- Insights
Trend Applications
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- Trend: Prepare for the Worst
- Trend: Second Skin
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- Figure 5: Usefulness of technology tools to manage own health, by generations, August 2013
- Mintel Futures: Generation Next
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- Figure 6: Prevalence of obesity among adolescents aged 12-19, 1971-2010
Market Factors
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- Key points
- Population of women aging
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- Figure 7: Female population, by age, 2008-18
- Female population becoming more diverse
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- Figure 8: Female population by race and Hispanic origin, 2008-18
- Lower-income households struggle with health
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- Figure 9: Median household income, by educational attainment of householder aged 25 or older, in inflation-adjusted dollars, 2002-12
- Obesity rates at an all-time high
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- Figure 10: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
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- Figure 11: Prevalence of obesity among US adults aged 20 and over, by sex and race/ethnicity, for 2009-10
- Women postponing marriage and children
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- Figure 12: Annual births and birthrate, 2002-12
- Female health concerns
Innovations and Innovators
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- Launches of healthcare products aimed at women slow
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- Figure 13: Number of healthcare product launches targeted to women, 2007-13*
- Vitamins aimed at women
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- Figure 14: Swisse “mood” product shot
- Fertility, test kits, and contraception
- Older moms increase need for fertility tracking
- Products to help with menopause
- Opportunity for more private label product introductions
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- Figure 15: Share of branded/private label healthcare product launches targeted to women, 2007-13
Marketing Strategies
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- Media habits of women
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- Figure 16: Attitudes and opinions about media, by gender, January 2012-March 2013
- Overview of the brand landscape
- Theme: Education
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- Figure 17: Merck active family project website screenshot, 2013
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- Figure 18: US Highbush Blueberry Council, “Little Blue Dynamos,” 2013
- Theme: Aligning with a charity
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- Figure 19: Warriors in Pink Courage Talks series, 2013
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- Figure 20: Ford “Warriors in Pink,” print ad, 2013
- Theme: Encouraging healthful weight loss
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- Figure 21: Special K Nourish with Superfoods, 2013
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- Figure 22: Special K More than a number, 2013
- Figure 23: Special K “More than a number” print ad, 2013
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- Figure 24: GNC print ad, 2013
Ailments and Conditions Women Suffer From
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- Key points
- Various pains and ailments more likely to be experienced by women
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- Figure 25: Ailments suffered past 12 months, by gender, December 2012
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- Figure 26: Types of pain experienced in the past six months, by gender, April 2013
- Figure 27: Ailments experienced past 12 months, by gender, April 2011-June 2012
- Illness prevalent among women from lower household income
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- Figure 28: Select ailments experienced past 12 months, by household income, January 2012-March 2013
- Treating pain and sickness
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- Figure 29: Attitudes and opinions about health and medicine, by gender, January 2012-March 2013
- Most women lead healthy lives
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- Figure 30: Health behaviors, by gender, May 2012-June 2013
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- Figure 31: Attitudes and opinions about health and medicine, by gender, May 2012-June 2013
- Time efficient health
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- Figure 32: Healthful lifestyle attitudes and behaviors, by age, August 2013
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- Figure 33: Attitudes and opinions about diet and health, among women, February 2007-March 2013
Factors that Contribute to a Healthy Life
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- Key points
- Don’t worry, be happy
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- Figure 34: Contributors to a healthy life, August 2013
- The importance of rest/sleep
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- Figure 35: ZzzQuil print ad, 2013
- Older women more proactive about health
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- Figure 36: Contributors to a healthy life, by age, August 2013
- Increase education efforts aimed at younger women
- Educate women in low-income areas
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- Figure 37: Contributors to a healthy life, by household income, August 2013
- Healthier women go to doctor regularly
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- Figure 38: Contributors to a healthy life, by I go to the doctor yearly for a physical/”well woman” preventative visit, August 2013
- Figure 39: Stayfree print ad, 2013
Health Information Sources
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- Key points
- Women seek information from professional sources
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- Figure 40: Health information sources turned to (offline and online), August 2013
- Older women more likely to turn to offline sources
- Social sources resonate with younger women
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- Figure 41: Health information sources turned to offline, by age, August 2013
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- Figure 42: Health information sources turned to online, by age, August 2013
Tools to Manage Health
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- Key points
- Teach older women to track health
- Increasing self-care via apps and mobile health
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- Figure 43: Usefulness of tools to manage own health, by age, August 2013
- Consider interacting with doctor via social media
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- Figure 44: Usefulness of time with physician, by weekly (or more frequent) users of social media websites, August 2013
Interest and Awareness of Health Topics and Initiatives
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- Key points
- Women are stressed
- Combating stress in young women
- Sexual health education starts early
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- Figure 45: Interest in health topics, by age, August 2013
- Awareness of health initiatives
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- Figure 46: AHA Go Red for Women logo, 2013
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- Figure 47: Awareness of women's health campaigns, by age, August 2013
Custom Consumer Group – Moms
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- Key points
- Moms control a large portion of consumer spending
- Doc is in for mom
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- Figure 48: Health information sources turned to offline, by presence of children in household, August 2013
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- Figure 49: Health information sources turned to online, by presence of children in household, August 2013
- Usefulness of tools to manage health
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- Figure 50: V-8 Refreshers print ad, 2013
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- Figure 51: Usefulness of tools to manage own/family’s health among moms, August 2013
- Interest in health topics
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- Figure 52: Interest in health topics, by presence of children in household, August 2013
- Moms attitudes toward health
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- Figure 53: Healthful lifestyle attitudes and behaviors, by presence of children in household, August 2013
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- Figure 54: Attitudes and opinions about diet and health, by moms with children under age 18 in household, January 2012-March 2013
Race and Hispanic Origin
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- Key points
- The health community
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- Figure 55: Type of health insurance coverage owned, by race/ethnicity, April 2013
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- Figure 56: Healthful habits, by race/ethnicity, January 2012 -March 2013
- Marketing health to Black women
- Marketing health to Hispanic women
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- Figure 57: Contributors to a healthy life, by race/Hispanic origin, August 2013
- Figure 58: Health information sources turned to offline, by race/Hispanic origin, August 2013
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- Figure 59: Health information sources turned to online, by race/Hispanic origin, August 2013
- Figure 60: Usefulness of tools to manage own health, by race/Hispanic origin, August 2013
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- Figure 61: Interest in health topics, by race/Hispanic origin, August 2013
- Figure 62: Awareness of women's health campaigns, by race/Hispanic origin, August 2013
Appendix – Other Useful Consumer Tables
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- Ailments women suffer from
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- Figure 63: Ailments experienced past 12 months, by household income, January 2012-March 2013
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- Figure 64: Ailments experienced past 12 months, by household income, January 2012-March 2013 (continued)
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- Figure 65: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013
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- Figure 66: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013 (continued)
- Factors that contribute to a healthy life
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- Figure 67: Contributors to a healthy life, by generations, August 2013
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- Figure 68: Contributors to a healthy life, by education, August 2013
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- Figure 69: Contributors to a healthy life, by presence of children in household, August 2013
- Health information sources
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- Figure 70: Health information sources turned to offline, by generations, August 2013
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- Figure 71: Health information sources turned to online, by generations, August 2013
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- Figure 72: Health information sources turned to offline, by interest in health topics, August 2013
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- Figure 73: Health information sources turned to offline, by interest in health topics, August 2013 (continued)
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- Figure 74: Health information sources turned to online, by interest in health topics, August 2013
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- Figure 75: Health information sources turned to online, by interest in health topics, August 2013 (continued)
- Tools to manage health
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- Figure 76: Usefulness of tools to manage own health, by frequency of visiting social media website, August 2013
- Interest and Awareness of Health Topics and Initiatives
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- Figure 77: Awareness of women's health campaigns, by household income, August 2013
- Health attitudes and behaviors
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- Figure 78: Attitudes and opinions about health and medicine, among women, February 2007-March 2013
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- Figure 79: Healthful lifestyle attitudes and behaviors, by household income, August 2013
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- Figure 80: Healthful lifestyle attitudes and behaviors, by I go to the doctor yearly for a physical/”well woman” preventative visit, August 2013
- New product introductions
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- Figure 81: Number of healthcare product launches targeted to women, 2007-13*
- Vitamin usage
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- Figure 82: Usage of vitamins, by age, January 2012-March 2013
- TV shows
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- Figure 83: Top 25 Television Shows Watched in the Last seven Days, by gender, May 2012-June 2013
Appendix – Market Drivers
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- Patient Protection and Affordable Care Act
- Consumer confidence
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- Figure 84: University of Michigan’s Index of Consumer Sentiment (ICS), 2007-13
- Unemployment
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- Figure 85: US unemployment rate, by month, 2002-13
- Figure 86: US unemployment and underemployment rates, 2007-13
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- Figure 87: Number of employed civilians in US, in thousands, 2007-13
- Educational attainment
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- Figure 88: Educational attainment of men aged 25 or older, by age, 2012
- Figure 89: Educational attainment of women aged 25 or older, by age, 2012
- Multicultural households with children
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- Figure 90: Households with children, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 91: Number and ratio of males to females, by age, 2013
- Figure 92: US households, by presence of own children, 2002-12
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- Figure 93: Fertility rate and number of births, 2001-11
Appendix – Trade Associations
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