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Attaining Optimal Heart Health - US - December 2009

The US market for heart health is driven by a range of health factors, primarily other diseases such as hypertension, diabetes, and high cholesterol, as well as the rising obesity rate, cigarette smoking, age, gender, race, and heredity. This report focuses on these drivers and provides analysis of the following:

  • The incidence of heart disease and its costs
  • The many ways to prevent heart disease and what this means for marketers of heart health products
  • The various types of heart disease and what heart health products/services can do to improve heart health
  • Which companies are innovating to bring heart-healthy products to the market, and the advertising strategies of these companies

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Heart disease is the leading killer in the U.S., and extremely costly
                      • Preventing heart disease is key
                        • Medications to treat heart disease
                          • But usage of medication is low
                            • Heart disease has many major and contributing causes
                              • Major causes
                                • Contributing factors
                                  • The heart health consumer
                                    • Using food and drink to manage heart health
                                      • Supplementing health
                                        • Attitudes towards heart health
                                          • Race/Hispanic origin
                                          • Insights and Opportunities

                                            • Eating out doesn’t have to be unpalatable to be healthy
                                              • Heart health in the wireless age
                                              • Inspire Insights

                                                  • Trend observation: Heart Attack Grill
                                                    • What it’s about: A hospital-themed burger joint serving unhealthy, rich, oversized portions
                                                      • Dangerously fun
                                                        • The balancing act of appeals
                                                          • Trend: Golden Bullet
                                                            • What it’s about: Using medicine to target health issues
                                                              • Taking responsibility for health
                                                              • Heart Disease Statistics and Trends

                                                                • Key points
                                                                  • Heart disease is the leading cause of death in the U.S.
                                                                      • Figure 1: Leading causes of death, 2006
                                                                    • Specific heart disease conditions
                                                                      • Incidence of heart disease and costs of treatment and management expected to rise
                                                                        • Figure 2: Direct and indirect costs of major cardiovascular diseases and strokes, 2009
                                                                    • Prevention is Key

                                                                      • Key points
                                                                        • Healthy lifestyle is key to a healthy heart
                                                                          • Smoking directly linked to coronary heart disease
                                                                            • Exercise helps prevent CVD
                                                                              • Healthy diet important for prevention
                                                                                • Avoiding diabetes can mean avoiding heart disease
                                                                                  • Health organizations help promote awareness
                                                                                    • Figure 3: American Heart Association television ad, 2009
                                                                                  • Managing heart health through lifestyle
                                                                                    • Figure 4: Lifestyles and heart health management, by relationship with heart disease, September 2009
                                                                                    • Figure 5: Lifestyles among those diagnosed with heart ailments vs. those concerned about heart ailments, September 2009
                                                                                    • Figure 6: Lifestyles among those diagnosed with heart ailments vs. those concerned about heart ailments, September 2009
                                                                                • Medications Used to Treat Heart Disease

                                                                                  • Key points
                                                                                    • ACE inhibitors (angiotensin converting enzyme inhibitors)
                                                                                      • Beta blockers
                                                                                        • Blood-cholesterol-lowering agents
                                                                                          • Calcium channel blockers
                                                                                            • Diuretics
                                                                                              • Nitrates
                                                                                                • Anti-platelet agents
                                                                                                  • Digitalis
                                                                                                    • Lipitor is the bestselling cholesterol drug
                                                                                                      • Figure 7: Heart health-related prescription drugs taken in last 12 months, April 2008-June 2009
                                                                                                  • Managing Heart Health with Medicine

                                                                                                    • Key points
                                                                                                      • Most do not use medications for heart health
                                                                                                        • Figure 8: Remedies used to manage heart health, September 2009
                                                                                                      • Use of medications increases with age
                                                                                                        • Figure 9: Remedies used to manage heart health, by gender and age, September 2009
                                                                                                      • Rx meds used more than OTC
                                                                                                        • Figure 10: Use of OTC and Rx drugs for heart health-related issues, by gender, April 2008-June 2009
                                                                                                      • Use of pain relievers is higher among recent sufferers, older consumers
                                                                                                        • Figure 11: Headache/pain relievers for heart-related reasons, by heart attack/stroke sufferers, April 2008-June 2009
                                                                                                        • Figure 12: Headache/pain relievers for heart-related reasons, by age, April 2008-June 2009
                                                                                                    • Market Drivers—Overview

                                                                                                        • Key points
                                                                                                          • Metabolic syndrome combines major, contributing, and other health factors
                                                                                                          • Market Drivers—Major Causes—Demographic

                                                                                                            • Heredity
                                                                                                              • Figure 13: Attitudes towards heart health, September 2009
                                                                                                            • Age
                                                                                                              • Figure 14: Heart health conditions, by age, September 2009
                                                                                                              • Figure 15: Population, by age, 2004-14
                                                                                                            • Gender
                                                                                                              • Figure 16: Regular monitoring of heart health, by gender, September 2009
                                                                                                            • Ethnicity
                                                                                                              • Figure 17: Rate of death stemming from coronary heart disease, by race, 2006
                                                                                                              • Figure 18: Population, by race and Hispanic origin, 2004-14
                                                                                                          • Market Drivers—Major Causes—Condition/Lifestyle

                                                                                                            • High blood pressure/hypertension
                                                                                                              • Figure 19: Specific dietary steps taken for heart health-related reasons, September 2009
                                                                                                            • High cholesterol
                                                                                                              • Overweight/obesity
                                                                                                                  • Figure 20: Level of exercise and family obesity rates, September 2009
                                                                                                                • Diabetes
                                                                                                                  • Smoking
                                                                                                                    • Figure 21: Incidence of smoking, September 2009
                                                                                                                • Market Drivers—Contributing Factors

                                                                                                                  • Stress
                                                                                                                    • Figure 22: Attitudes towards heart health, September 2009
                                                                                                                  • Alcohol
                                                                                                                    • Figure 23: Alcohol avoidance for heart health-related benefits, September 2009
                                                                                                                • Innovation and Innovators

                                                                                                                  • Food health claims
                                                                                                                    • Figure 24: Top 10 health claims in new U.S. food and drink product launches, 2003-09
                                                                                                                  • Soy offerings tout whole health
                                                                                                                    • Cereals highlight heart health
                                                                                                                      • Functional juices, teas, and waters
                                                                                                                      • Brands and the Advertising Landscape

                                                                                                                        • Heart health prominent in food and beverage marketing
                                                                                                                          • Brand analysis: General Mills’ Cheerios
                                                                                                                            • Figure 25: Brand analysis of General Mills’ Cheerios, 2009
                                                                                                                          • Multigrain helps weight loss
                                                                                                                            • Figure 26: General Mills Cheerios television ad, 2009
                                                                                                                          • Eating right can still taste good
                                                                                                                            • Figure 27: General Mills Cheerios television ad, 2009
                                                                                                                          • Web marketing
                                                                                                                            • Brand analysis: Silk Soymilk
                                                                                                                              • Figure 28: Brand analysis of WhiteWave Foods’ Silk, 2009
                                                                                                                            • Silk gets you active and heart-healthy
                                                                                                                              • Figure 29: WhiteWave Foods’ Silk television ad, 2009
                                                                                                                            • Web marketing
                                                                                                                            • Heart Issues

                                                                                                                              • Key points
                                                                                                                                • Most do not worry about heart health
                                                                                                                                    • Figure 30: Conditions and concern, September 2009
                                                                                                                                  • Heart ailments
                                                                                                                                    • Figure 31: Heart ailments suffered in past 12 months, by age, April 2008-June 2009
                                                                                                                                • Managing Heart Health with Food and Beverages

                                                                                                                                  • Key points
                                                                                                                                    • Most watch diet for cholesterol; age a primary indicator for watching diet
                                                                                                                                      • Figure 32: Watching diet for heart health-related reasons, by gender and age, April 2008-June 2009
                                                                                                                                    • Watching intake to boost health
                                                                                                                                        • Figure 33: Specific dietary steps taken for heart health-related reasons, by gender, September 2009
                                                                                                                                        • Figure 34: Specific dietary steps taken for heart health-related reasons, by age, September 2009
                                                                                                                                    • Specific Changes to the Diet for Heart Health

                                                                                                                                      • Key points
                                                                                                                                        • Additions to the diet
                                                                                                                                          • Figure 35: Specific foods eaten for heart health-related benefits, by gender, September 2009
                                                                                                                                          • Figure 36: Specific foods eaten for heart health-related benefits, by age, September 2009
                                                                                                                                        • Food avoidance for health benefits
                                                                                                                                          • Figure 37: Specific foods avoided for heart health-related benefits, by gender, September 2009
                                                                                                                                          • Figure 38: Specific foods avoided for heart health-related benefits, by age, September 2009
                                                                                                                                      • Supplements for Health

                                                                                                                                        • Key points
                                                                                                                                          • Multivitamins are the most used supplement for heart health
                                                                                                                                              • Figure 39: Supplements taken for heart health-related benefits, by gender, September 2009
                                                                                                                                              • Figure 40: Supplements taken for heart health-related benefits, by age, September 2009
                                                                                                                                              • Figure 41: Attitudes towards supplements for heart health-related benefits, by gender and age, September 2009
                                                                                                                                          • Attitudes and Motivations Regarding Heart Health

                                                                                                                                            • Key points
                                                                                                                                              • The majority say exercise should be their top priority
                                                                                                                                                  • Figure 42: Attitudes towards heart health, by gender and age, September 2009
                                                                                                                                                • Monitoring heart health
                                                                                                                                                  • Figure 43: Attitudes towards heart health, by age, September 2009
                                                                                                                                                • Lifestyles adopted to manage heart health
                                                                                                                                                    • Figure 44: Lifestyles and heart health management, by gender and age, September 2009
                                                                                                                                                • Race and Hispanic Origin

                                                                                                                                                  • Key points
                                                                                                                                                    • Heart health issues
                                                                                                                                                      • Figure 45: Heart ailments suffered in past 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                    • Whites most likely to use both Rx and OTC drugs
                                                                                                                                                      • Figure 46: Remedies used to manage heart health, by race/Hispanic origin, September 2009
                                                                                                                                                    • Blacks most likely to watch diet for heart-related reasons
                                                                                                                                                      • Figure 47: Watching diet for heart health-related reasons, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                      • Figure 48: Specific dietary steps taken for heart health-related reasons, by race/Hispanic origin, September 2009
                                                                                                                                                      • Figure 49: Specific foods eaten for heart health-related benefits, by race/Hispanic origin, September 2009
                                                                                                                                                      • Figure 50: Specific foods avoided for heart health-related benefits, by race/Hispanic origin, September 2009
                                                                                                                                                    • Attitudes and motivations towards heart health
                                                                                                                                                      • Figure 51: Attitudes towards heart health, by race/Hispanic origin, September 2009
                                                                                                                                                    • Lifestyles adopted to manage heart health
                                                                                                                                                      • Figure 52: Lifestyles and heart health management, by race/Hispanic origin, September 2009
                                                                                                                                                  • Cluster Analysis

                                                                                                                                                      • Diagnosed and Determined
                                                                                                                                                        • Who they are
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Casually Concerned
                                                                                                                                                              • Who they are
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Aware and Unfazed
                                                                                                                                                                    • Who they are
                                                                                                                                                                      • Opportunity
                                                                                                                                                                        • Cluster characteristics
                                                                                                                                                                          • Figure 53: Heart health clusters, September 2009
                                                                                                                                                                          • Figure 54: Suffer from or concerned about heart-related condition, by heart health clusters, September 2009
                                                                                                                                                                          • Figure 55: Hereditary and health issues related to heart health, by heart health clusters, September 2009
                                                                                                                                                                          • Figure 56: Managing heart health, by heart health clusters, September 2009
                                                                                                                                                                          • Figure 57: Lifestyle habits, by heart health clusters, September 2009
                                                                                                                                                                        • Cluster demographics
                                                                                                                                                                          • Figure 58: Heart health clusters, by gender, September 2009
                                                                                                                                                                          • Figure 59: Heart health clusters, by age, September 2009
                                                                                                                                                                          • Figure 60: Heart health clusters, by HH income, September 2009
                                                                                                                                                                          • Figure 61: Heart health clusters, by race/Hispanic origin, September 2009
                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                        • Custom Consumer Groups

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Age and ethnicity impact choices to eat right
                                                                                                                                                                                • Figure 62: Specific dietary steps taken for heart health-related reasons, by age and race/Hispanic origin, September 2009
                                                                                                                                                                              • Age, ethnicity can mean different choices for heart health
                                                                                                                                                                                  • Figure 63: Attitudes towards heart health, by age and race/Hispanic origin, September 2009
                                                                                                                                                                                • Differences in exercise habits among black respondents
                                                                                                                                                                                  • Figure 64: Lifestyles and heart health management, by age and race/Hispanic origin, September 2009
                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                • Heart issues
                                                                                                                                                                                  • Figure 65: Heart health conditions, by gender, September 2009
                                                                                                                                                                                  • Figure 66: Heart health conditions, by gender and age, September 2009
                                                                                                                                                                                  • Figure 67: Heart health conditions, by gender and age, September 2009
                                                                                                                                                                                • Managing heart health with medicine
                                                                                                                                                                                  • Figure 68: Remedies used to manage heart health, by gender and age, September 2009
                                                                                                                                                                                • Condition severity
                                                                                                                                                                                  • Figure 69: Severity of heart health issues, by gender, April 2008-June 2009
                                                                                                                                                                                • Race and Hispanic origin
                                                                                                                                                                                  • Figure 70: Conditions and concern, by race/Hispanic origin, September 2009
                                                                                                                                                                                  • Figure 71: Attitudes towards heart health, by race/Hispanic origin, September 2009
                                                                                                                                                                                  • Figure 72: Supplements taken for heart health-related benefits, by race/Hispanic origin, September 2009
                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                Companies Covered

                                                                                                                                                                                • Abbott Laboratories
                                                                                                                                                                                • American Express Company (The)
                                                                                                                                                                                • American Heart Association, Inc.
                                                                                                                                                                                • Bayer Corporation
                                                                                                                                                                                • Burger King Corporation
                                                                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                                                                • First Horizon National Corporation
                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                • Genisoy Food Company, Inc.
                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                • Institute of Medicine
                                                                                                                                                                                • King Pharmaceuticals, Inc.
                                                                                                                                                                                • McDonald's U.S.A.
                                                                                                                                                                                • National Coalition For Women With Heart Disease
                                                                                                                                                                                • National Heart, Lung, and Blood Institute (NHLBI)
                                                                                                                                                                                • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                                                • Novartis Pharmaceuticals Corporation
                                                                                                                                                                                • Ocean Spray Cranberries, Inc
                                                                                                                                                                                • Price Chopper
                                                                                                                                                                                • Quaker
                                                                                                                                                                                • QUINOA CORPORATION
                                                                                                                                                                                • Robert Wood Johnson Foundation
                                                                                                                                                                                • Sanofi-Aventis (USA)
                                                                                                                                                                                • The Wendy's Company
                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                • United Soybean Board (USB)
                                                                                                                                                                                • World Health Organization
                                                                                                                                                                                • Yoplait USA

                                                                                                                                                                                Attaining Optimal Heart Health - US - December 2009

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