Marketing Health to Women - US - October 2013


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Mintel

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Women seek solutions to live a healthy life, indicating a need for products that help them to be proactive about their healthcare. Education among key consumer groups, such as lower income as well as Black and Hispanic women will be imperative, especially as implications from the PPACA roll out.
TABLE OF CONTENT

Scope and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
The market of women
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
Figure 2: Contributors to a healthy life, August 2013
Online and offline health information sources
Figure 3: Health information sources turned to (offline and online), August 2013
Usefulness of tools to manage health
Figure 4: Usefulness of tools to manage own health and family’s health, August 2013
What we think

Issues and Insights
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
Trend: Prepare for the Worst
Trend: Second Skin
Figure 5: Usefulness of technology tools to manage own health, by generations, August 2013
Mintel Futures: Generation Next
Figure 6: Prevalence of obesity among adolescents aged 12-19, 1971-2010

Market Factors
Key points
Population of women aging
Figure 7: Female population, by age, 2008-18
Female population becoming more diverse
Figure 8: Female population by race and Hispanic origin, 2008-18
Lower-income households struggle with health
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
Figure 10: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
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
Figure 12: Annual births and birthrate, 2002-12
Female health concerns

Innovations and Innovators
Launches of healthcare products aimed at women slow
Figure 13: Number of healthcare product launches targeted to women, 2007-13*
Vitamins aimed at women
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
Figure 15: Share of branded/private label healthcare product launches targeted to women, 2007-13

Marketing Strategies
Media habits of women
Figure 16: Attitudes and opinions about media, by gender, January 2012-March 2013
Overview of the brand landscape
Theme: Education
Figure 17: Merck active family project website screenshot, 2013
Figure 18: US Highbush Blueberry Council, “Little Blue Dynamos,” 2013
Theme: Aligning with a charity
Figure 19: Warriors in Pink Courage Talks series, 2013
Figure 20: Ford “Warriors in Pink,” print ad, 2013
Theme: Encouraging healthful weight loss
Figure 21: Special K Nourish with Superfoods, 2013
Figure 22: Special K More than a number, 2013
Figure 23: Special K “More than a number” print ad, 2013
Figure 24: GNC print ad, 2013

Ailments and Conditions Women Suffer From
Key points
Various pains and ailments more likely to be experienced by women
Figure 25: Ailments suffered past 12 months, by gender, December 2012
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
Figure 28: Select ailments experienced past 12 months, by household income, January 2012-March 2013
Treating pain and sickness
Figure 29: Attitudes and opinions about health and medicine, by gender, January 2012-March 2013
Most women lead healthy lives
Figure 30: Health behaviors, by gender, May 2012-June 2013
Figure 31: Attitudes and opinions about health and medicine, by gender, May 2012-June 2013
Time efficient health
Figure 32: Healthful lifestyle attitudes and behaviors, by age, August 2013
Figure 33: Attitudes and opinions about diet and health, among women, February 2007-March 2013

Factors that Contribute to a Healthy Life
Key points
Don’t worry, be happy
Figure 34: Contributors to a healthy life, August 2013
The importance of rest/sleep
Figure 35: ZzzQuil print ad, 2013
Older women more proactive about health
Figure 36: Contributors to a healthy life, by age, August 2013
Increase education efforts aimed at younger women
Educate women in low-income areas
Figure 37: Contributors to a healthy life, by household income, August 2013
Healthier women go to doctor regularly
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
Key points
Women seek information from professional sources
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
Figure 41: Health information sources turned to offline, by age, August 2013
Figure 42: Health information sources turned to online, by age, August 2013

Tools to Manage Health
Key points
Teach older women to track health
Increasing self-care via apps and mobile health
Figure 43: Usefulness of tools to manage own health, by age, August 2013
Consider interacting with doctor via social media
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
Key points
Women are stressed
Combating stress in young women
Sexual health education starts early
Figure 45: Interest in health topics, by age, August 2013
Awareness of health initiatives
Figure 46: AHA Go Red for Women logo, 2013
Figure 47: Awareness of women's health campaigns, by age, August 2013

Custom Consumer Group – Moms
Key points
Moms control a large portion of consumer spending
Doc is in for mom
Figure 48: Health information sources turned to offline, by presence of children in household, August 2013
Figure 49: Health information sources turned to online, by presence of children in household, August 2013
Usefulness of tools to manage health
Figure 50: V-8 Refreshers print ad, 2013
Figure 51: Usefulness of tools to manage own/family’s health among moms, August 2013
Interest in health topics
Figure 52: Interest in health topics, by presence of children in household, August 2013
Moms attitudes toward health
Figure 53: Healthful lifestyle attitudes and behaviors, by presence of children in household, August 2013
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
Key points
The health community
Figure 55: Type of health insurance coverage owned, by race/ethnicity, April 2013
Figure 56: Healthful habits, by race/ethnicity, January 2012 -March 2013
Marketing health to Black women
Marketing health to Hispanic women
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
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
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
Ailments women suffer from
Figure 63: Ailments experienced past 12 months, by household income, January 2012-March 2013
Figure 64: Ailments experienced past 12 months, by household income, January 2012-March 2013 (continued)
Figure 65: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013
Figure 66: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013 (continued)
Factors that contribute to a healthy life
Figure 67: Contributors to a healthy life, by generations, August 2013
Figure 68: Contributors to a healthy life, by education, August 2013
Figure 69: Contributors to a healthy life, by presence of children in household, August 2013
Health information sources
Figure 70: Health information sources turned to offline, by generations, August 2013
Figure 71: Health information sources turned to online, by generations, August 2013
Figure 72: Health information sources turned to offline, by interest in health topics, August 2013
Figure 73: Health information sources turned to offline, by interest in health topics, August 2013 (continued)
Figure 74: Health information sources turned to online, by interest in health topics, August 2013
Figure 75: Health information sources turned to online, by interest in health topics, August 2013 (continued)
Tools to manage health
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
Figure 77: Awareness of women's health campaigns, by household income, August 2013
Health attitudes and behaviors
Figure 78: Attitudes and opinions about health and medicine, among women, February 2007-March 2013
Figure 79: Healthful lifestyle attitudes and behaviors, by household income, August 2013
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
Figure 81: Number of healthcare product launches targeted to women, 2007-13*
Vitamin usage
Figure 82: Usage of vitamins, by age, January 2012-March 2013
TV shows
Figure 83: Top 25 Television Shows Watched in the Last seven Days, by gender, May 2012-June 2013

Appendix – Market Drivers
Patient Protection and Affordable Care Act
Consumer confidence
Figure 84: University of Michigan’s Index of Consumer Sentiment (ICS), 2007-13
Unemployment
Figure 85: US unemployment rate, by month, 2002-13
Figure 86: US unemployment and underemployment rates, 2007-13
Figure 87: Number of employed civilians in US, in thousands, 2007-13
Educational attainment
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
Figure 90: Households with children, by race and Hispanic origin of householder, 2012
Shifting US demographics
Figure 91: Number and ratio of males to females, by age, 2013
Figure 92: US households, by presence of own children, 2002-12
Figure 93: Fertility rate and number of births, 2001-11

Appendix – Trade Associations