Table of Contents
Executive Summary
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- The issues
- Consumers think they are healthy, national and international data suggest otherwise
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- Figure 1: Self-perception of health, July 2015
- Consumers say they exercise, eat healthy but struggle to maintain healthy weight
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- Figure 2: Actions taken to be healthy – Select responses, by gender, July 2015
- For women, health may be key to overall satisfaction with life
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- Figure 3: Motivations for being healthy – Select responses, by gender, July 2015
- Proliferation of online health information has its perks and pitfalls
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- Figure 4: Attitudes toward doctors and knowledge about health – Select responses, by gender, July 2015
- The opportunities
- Body acceptance gaining steam, still room for progress
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- Figure 5: Attitudes toward health and body image – Select responses, by gender, July 2015
- Engaging men may improve quality of life, lengthen lifespan
- Wearables: Paving the way to a fit future or headed the same way as pagers and PDAs?
- What it means
The Market – What You Need to Know
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- At least half the US population makes an effort to be healthy
- Aging population means more, different health concerns
- Increasingly diverse population has implications for health, health care
- Obesity continues to plague America
- Increasing urbanization has both positive and negative health implications
- Work/life balance remains elusive
Market Size
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- At least half the US population makes an effort to live a healthy lifestyle
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- Figure 6: Healthy habits – Any agree, April 2014-June 2015
- Percentage of adults who eat healthy remains steady, even during recession
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- Figure 7: Healthy habits trended – Any agree, April 2007-June 2015
Market Factors
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- Aging population means more, different health concerns
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- Figure 8: Population estimates, by age, 2015-35
- Rise in health care costs year-over-year settling down
- Increasingly diverse population has implications for health, health care
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- Figure 9: Population by race and Hispanic origin, 2010-20
- Obesity continues to plague America
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- Figure 10: Obesity rate among US adults aged 20+, by gender and by race/Hispanic origin, 2012
- Number of households with children continues to decline
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- Figure 11: Households, by presence of own children, 2003-14
- Increasing urbanization has positive and negative health implications
Market Perspective
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- The war on sitting gaining steam
- Health scares, experiences of others can impact approach to health
- Work/life balance remains elusive
Key Players – What You Need to Know
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- What’s working: Emotional ads, embracing different body types
- What’s struggling: Extreme diet/exercise programs, mental health
- What’s next: Healthy lifestyle via delivery, variety, sitting is for suckers
- Thoughts on wearable devices: Is “what’s struggling” “what’s next”?
What’s Working?
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- Humor makes ads memorable, may be especially effective in marketing health products
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- Figure 12: “Save the bros,” online video, February 2015
- Intense inspiration makes consumers feel like pro athletes, even if they aren’t
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- Figure 13: “Rule Yourself | Tom Brady,” online video, September 2015
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- Figure 14: “Last,” online video, September 2015
- Strong is the new skinny: Body acceptance movement continues to gain steam
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- Figure 15: “This Girl Can,” online video, January 2015
What’s Struggling?
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- All or nothing: Extreme diets, exercise programs incompatible with busy lifestyles
- Wearable technology: Interest is there but penetration remains low
- With eyes on waistlines and sedentary lifestyles – mental health takes a backseat
What’s Next?
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- Delivery services appeal to consumers who love life-hacking
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- Figure 16: “Hungry You,” online video, September 2015
- Variety is the spice of (an active) life
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- Figure 17: “DailyBurn True Beginner,” online video, May 2014
- Wearable technology: Future remains uncertain
- With consumers focused on how they feel, health needs to encompass more than appearance, vitals
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- Figure 18: “The UP System: The Path to Better Starts Here,” online video, November 2014
- The opposite of musical chairs: Loser is the one left sitting
The Consumer – What You Need to Know
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- Majority of consumers believe themselves healthy, but may be mistaken
- Consumers equate health with happiness, feeling good
- Consumers say they exercise and eat healthy but struggle to maintain healthy weight
- The pursuit of health is never ending
- Consumers most interested in affordable, relatively flexible solutions
- The cost of being healthy – Being healthy requires sacrifices, money
- Body acceptance movement seems to be working, still room for progress
- Is a “modern lifestyle” inherently and “unhealthy lifestyle”?
Perceptions of Personal Health
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- Majority of Americans think they’re healthy, but may be mistaken
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- Figure 19: Self-perception of health, July 2015
- Perception of health deteriorates only slightly with age
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- Figure 20: Self-perception of health, by generation, July 2015
- Region stereotypes may influence how residents view their health
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- Figure 21: Self-perception of health, by region, July 2015
- Four in 10 Hispanics consider themselves “very healthy”
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- Figure 22: Self-perception of health, by race/Hispanic origin, July 2015
Motivations for Healthy Habits
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- Consumers equate health with happiness, feeling good
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- Figure 23: Motivations for being healthy, July 2015
- For women, health may be key to overall satisfaction with life
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- Figure 24: Motivations for being healthy – Select responses, by gender, July 2015
- With age, health means living longer, feeling better
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- Figure 25: Motivations for being healthy – Select responses, by generation, July 2015
- Blacks want to live longer, Asians motivated by appearance
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- Figure 26: Motivations for being healthy – Select responses, by race, July 2015
Actions Taken to be Healthy
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- Consumers say they exercise, eat healthy but struggle to maintain healthy weight
- Sitting, sugar, trans fat seen as detrimental to health
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- Figure 27: Actions taken to be healthy, July 2015
- Women may be more proactive about health
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- Figure 28: Actions taken to be healthy, by gender, July 2015
- Older consumers do more for their health
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- Figure 29: Actions taken to be healthy – Select responses, by generation, July 2015
- Low-income consumers often lack resources to live a healthy lifestyle
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- Figure 30: Actions taken to be healthy – Select responses, by household income, July 2015
The Pursuit of Health
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- The pursuit of health is never ending, consumers spend a considerable about of time researching/thinking about health
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- Figure 31: The pursuit of health, July 2015
- Despite being more proactive, women are more discouraged
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- Figure 32: The pursuit of health – Select responses, by gender, July 2015
- Millennials key to future of wearable devices
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- Figure 33: The pursuit of health – Select responses, by generation, July 2015
- Black consumers like to try new things
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- Figure 34: The pursuit of health – Select responses, by race, July 2015
Interest in Health Solutions
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- Consumers most interested in affordable, relatively flexible solutions
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- Figure 35: Interest in health solutions, July 2015
- Usage, interest highest among Millennials, tapers down with age
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- Figure 36: Interest in health solutions – Select responses, by generation, July 2015
- Higher-income respondents more engaged, likely expect results
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- Figure 37: Interest in health solutions – Select responses, by household income, July 2015
Attitudes and Opinions toward Health
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- The cost of being healthy – Requires sacrifices, money
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- Figure 38: “Rule Yourself,” online video, August 2015
- Millennials willing to splurge; Black consumers see costs, rewards associated with health; “unhealthy” respondents may believe they cannot afford to be healthy
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- Figure 39: Attitudes toward cost of being healthy, July 2015
- Doctors still respected but consumers want to be well-informed
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- Figure 40: Attitudes toward doctors and knowledge about health, July 2015
- Men agree regular checkups are important but do they follow through?
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- Figure 41: “Save your ass – Colon cancer awareness in Iceland,” online video, March 2015
- Millennials lulled into false sense of security by youth
- Black consumers humbled by health
- Body acceptance movement seems to be working, still room for progress
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- Figure 42: Attitudes toward health and body image, July 2015
- Millennials need to instill healthy habits now
- Black consumers believe society is becoming more accepting
- Parents struggle to live a healthy lifestyle
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 43: Healthy habits – Any agree, by gender, by age, by race/Hispanic origin, children <18 in the household, and household income, April 2014-June 2015
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Appendix – Consumer
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- Figure 44: Use of health monitoring devices (for personal use), by gender and by age, April 2014-June 2015
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- Figure 45: Attitudes toward health – Any agree, by gender and by age, April 2014-June 2015
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