Marketing Health to Women - US - August 2015


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Mintel

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Half of women consider themselves healthier today than they were a year ago. Generally, women are engaged in some aspect of their health – whether taking a vitamin, mineral or supplement, eating a healthy diet, exercising, or staying positive – yet express the most concern over the effects of stress on their wellbeing. Looking forward, women will seek relatable health role models that motivate them to achieve their health goals.

Overview

What you need to know
Definition

Executive Summary

The issues
Stress is the number one health concern among women
Figure 1: Women’s health concerns, May 2015
Women lack self-motivation when it comes to improving their health
Figure 2: Women’s barriers to achieving ideal health, any rank, May 2015
Obesity rates continue to uptick and the health impacts are concerning
Figure 3: Women’s healthiness today compared to a year ago, by BMI, May 2015
The opportunities
Get younger women invested in their health
Figure 4: Women’s interest in select methods of managing health, by age, May 2015
Older women are most engaged, expand their use of health products
Figure 5: Women’s reasons for purchasing products geared towards improving health, by age, May 2015
Women need healthy, realistic role models for motivation
Figure 6: Women’s select barriers to women in achieving ideal health, any rank, by BMI, May 2015
What it means

The Market – What You Need to Know

Aging population, increasing diversity, and disparity in income effect health
Obesity and stress cause health risks
Heart disease and cancer top causes of death among women

Market Factors

Females make up half of the US population with a growing 55+ segment
Figure 7: US population, by gender and age, 2014
Figure 8: Share of US female 18+ population, by age, 2014-19
Female population growing more diverse; still predominately White
Figure 9: Females by race and Hispanic origin, 2009-19
Figure 10: Women who consulted any healthcare professional in the last 12 months, by race, February 2014 - March 2015
Disparity in household income impacts women’s wellness
Figure 11: Median household incomes, by gender, 2013

Health Factors

Obesity rates and obesity-related health risks remain high
Stress is a risk factor for many ailments
Heart disease and cancer are leading causes of death among women
Figure 12: Leading causes of death in females (all ages) United States, 2013
Figure 13: Most common cancers Among Women, 2014
Women provided greater access to preventive health services

Key Initiatives – What You Need to Know

Campaigns promote women’s strength and positive body images
Perpetuating rape culture is not acceptable
Women’s health issues, equality in advertising, and wearable tech evolving

What’s Working?

Under Armour’s campaign demonstrates women’s will over expectations
Figure 14: Misty Copeland: I will what I want, July 2014
Figure 15: Gisele Bundchen: I will what I want, September 2014
Healthy bodies come in all sizes
Figure 16: This Girl Can: 30 Second Ad, January 2015
Products aimed at delicate women’s health issues receive modern updates

What’s Struggling?

A serious health issue for women, yet rape culture still used in advertising

What’s Next?

National spotlight shines on lack of paid maternity leave policies
Cannes’ Glass Lion Award honors campaigns breaking gender inequality
Improve motivation with female focused health tracking wearables

The Consumer – What You Need to Know

Some women feel healthier, yet still have several health concerns
Several factors are key to ideal health; largely diet and exercise
Women seek health information from professionals and online websites
More than anything else, women are taking a VMS to manage their health
Women require help with staying motivated
Health-focused products are purchased for proactive care and to feel good

Change in Health

Half of women report being healthier compared to a year ago
Figure 17: Women’s healthiness today compared to a year ago, by race, May 2015
Figure 18: Women’s healthiness today compared to a year ago, by BMI, May 2015

Health Concerns

Stress is the top health concern for women
Figure 19: Women’s health concerns, May 2015
A woman’s age drives worry for some ailments
Figure 20: Select women’s health concerns, by age, May 2015
Obese women have greater unease with ailments linked to body weight
Figure 21: Women’s health concerns, by body weight, May 2015
Black women express minimal concern for skin cancer
Figure 22: Women’s concern with skin cancer, by race, May 2015

Factors to Achieve Good Health

Diet, followed by exercise are key to achieving good health
Figure 23: Factors that are important to women achieving good health, by rank, May 2015
Regular medical check-ups are more important to Black and older women
Figure 24: Any rank of regular medical check-ups as a means to good health, by age and by race/Hispanic origin, May 2015

Sources of Health Information

Professionals and health websites sought most for health information
Figure 25: Women’s sources for health information, online and offline, May 2015
Allow young women to manage their own health
Figure 26: Pharmacist and health insurance provider as sources for health information, by age, May 2015
Black women seek professionals; Hispanic women less formal sources
Figure 27: Select offline sources for women’s health information, by race, May 2015
Hispanic women and moms more willing to pay for online health content
Figure 28: Women’s willingness to pay for online health content, by Hispanic origin and parent status, May 2015

Methods of Managing Health

More than anything else, women are taking a VMS to manage their health
Figure 29: Select methods of managing women’s health, May 2015
Older women more active in managing health; younger express interest
Figure 30: Select methods of managing women’s health, by age, May 2015
Women with low household income least likely to exercise or take a VMS
Figure 31: Currently exercise or take a VMS to manage health, by household income, May 2015
Obese women not as likely to be exercising or eating healthy
Figure 32: Managing health with exercise, Diet and medications, by BMI, May 2015

Barriers to Achieving Ideal Health

Women struggle with overcoming a lack of motivation
Figure 33: Women’s arriers to achieving ideal health, any rank, May 2015
The cost of improving health is a barrier
Figure 34: Select barriers to achieving ideal health, any rank, by household income, May 2015
Some frustrations more apparent among overweight women
Figure 35: Select barriers to achieving ideal health, any rank, by BMI, May 2015

Reasons for Purchasing Products to Promote Health

Women purchase health products to prevent health issues and feel good
Figure 36: Women’s reasons for purchasing products geared towards improving health, May 2015
Older women focus on health; young women on the surface level
Figure 37: Longer-term reasons for purchasing products geared towards improving health, by age, May 2015
Figure 38: Shorter-term reasons for purchasing products geared towards improving health, by age, May 2015

Appendix – Data Sources and Abbreviations

Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
Terms