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Diabetics: Attitudes and Behaviors - US - August 2010

Some 23.5 million adults have diabetes and another 57 million were pre-diabetic in 2007. Diabetes is one of the gravest health threats facing the country.

This report covers a variety of critical topics surrounding the epidemic, including:

  • An analysis of the factors behind the rising rates of diabetes
  • Respondents’ level of satisfaction with a variety of services they use, as well as identification of areas of opportunity
  • Products of interest to people with diabetes, such as diabetic-specific exercise books
  • Demographics most interested in these products
  • A radical reconsideration of the causes of diabetes and its implication for treatment and accompanying services/products

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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

                    • Diabetes in America
                      • Causes driving the diabetes epidemic
                        • Diabetes, depression and family history
                          • Rethinking diabetes
                            • Insights and opportunities
                              • Managing diabetes
                                • Satisfaction with diabetes management
                                  • Challenges of living with diabetes
                                  • Insights and Opportunities

                                    • Younger people with diabetes interested in tools to help manage their condition
                                      • Figure 1: Dealing with diabetes, by age, May 2010
                                    • Women want to cook up something healthy
                                        • Figure 2: Attitudes towards food, shopping, and health, by gender, November 2008-December 2009
                                      • Diabetic diet plans, please
                                        • Using children to reach parents
                                          • Figure 3: Issues related to children and diabetes, May 2010
                                        • Bringing food to where it’s needed
                                        • Inspire Insights

                                            • Guiding Choice
                                              • What it’s about
                                                • Rethinking diabetes
                                                  • The market starts to respond
                                                    • Treating addiction
                                                      • Implications
                                                      • Incidence, Prevalence and Diagnosis

                                                        • Key points
                                                          • More Americans diagnosed with diabetes
                                                            • Figure 4: Incidence of diabetes, trended, 1994-2006
                                                          • Snapshot of diabetes in America
                                                            • Figure 5: Percentage of adults with diabetes, by state, 2009
                                                          • Getting diabetes younger
                                                            • Figure 6: Incidence of diabetes, by age, trended, 1994-2006
                                                          • Diabetes rates rising fastest for blacks
                                                              • Figure 7: Incidence of diabetes, by race/ethnicity, trended, 1994-2006
                                                          • Understanding Treatment and Care

                                                            • Key points
                                                              • Men opt for high tech
                                                                • Figure 8: Monitoring blood sugar practices, by gender, May 2010
                                                              • 18-44s have adopted high-tech solutions
                                                                • Figure 9: Monitoring blood sugar practices, by age, May 2010
                                                            • Market Drivers

                                                              • Key points
                                                                • Overview
                                                                  • The obesity epidemic
                                                                      • Figure 10: Age-adjusted overweight/obesity rates among adults aged 20+, 1988-2008
                                                                      • Figure 11: Age-adjusted overweight/obesity rates among adults aged 20+, by gender, 1988-2008
                                                                    • Causes of obesity
                                                                      • Diabetes, obesity, and minorities
                                                                          • Figure 12: Age-adjusted overweight/obesity rates among adults aged 20+, by race/Hispanic origin and gender, 1988-2006
                                                                        • An aging (and overweight) America at risk for diabetes
                                                                          • Figure 13: Age-adjusted overweight/obesity rates among adults aged 20+, by age, 2003-06
                                                                          • Figure 14: Population, by age, 2005-15
                                                                        • Addicted to food?
                                                                        • Diabetes, Depression and Family History

                                                                          • Key points
                                                                            • A family affair
                                                                              • Figure 15: Issues related to diagnosis of diabetes, by gender, May 2010
                                                                            • Younger sufferers
                                                                              • Figure 16: Issues related to diagnosis of diabetes, by age, May 2010
                                                                          • Innovation and Innovators

                                                                              • Supplements
                                                                                • Healthcare
                                                                                  • Sweeteners
                                                                                    • Supermarket and drug store offerings
                                                                                    • Brands and Marketing Strategies

                                                                                      • Overview of the brand landscape
                                                                                        • Simple Wins with Bayer
                                                                                          • Figure 17: Brand analysis of Bayer Meters, 2010
                                                                                          • Figure 18: Bayer Ascensia Contour Meter, television commercial, 2009
                                                                                          • Figure 19: Bayer Breeze2 meter, television commercial, 2009
                                                                                        • A matter of trust with One Touch
                                                                                          • Figure 20: LifeScan OneTouch Ultra Test Strips, television commercial, 2010
                                                                                          • Figure 21: Brand analysis, OneTouch, 2010
                                                                                        • Simple steps with Januvia
                                                                                          • Figure 22: Januvia, television commercial, 2008
                                                                                          • Figure 23: Brand analysis, Januvia, 2010
                                                                                      • Managing Diabetes

                                                                                        • Key points
                                                                                          • Men more likely to limit food
                                                                                            • Figure 24: Managing diabetes, by gender, May 2010
                                                                                          • Younger respondents: Saying one thing and doing another?
                                                                                            • Figure 25: Managing diabetes, by age, May 2010
                                                                                          • Affluence correlates with successful diabetes management
                                                                                            • Figure 26: Managing diabetes, by household income, May 2010
                                                                                        • Satisfaction with Diabetes Management

                                                                                          • Key points
                                                                                            • Opportunity abounds
                                                                                                • Figure 27: Satisfaction with diabetes management, May 2010
                                                                                              • Eight in 10 satisfied with their medication
                                                                                                • Figure 28: Satisfaction with medication regimen, by gender and age, May 2010
                                                                                              • Exercise struggles increase with age
                                                                                                  • Figure 29: Satisfaction with exercise schedule, by gender and age, May 2010
                                                                                                • Don’t like diets
                                                                                                  • Figure 30: Satisfaction with diet/eating plan, by gender and age, May 2010
                                                                                              • Challenges of Living with Diabetes

                                                                                                • Key points
                                                                                                  • Hard for women and men for different reasons
                                                                                                      • Figure 31: Challenges of managing diabetes, by gender, May 2010
                                                                                                    • It’s hard for 18-44s
                                                                                                      • Figure 32: Challenges of managing diabetes, by age, May 2010
                                                                                                  • Desired Products and Services

                                                                                                    • Key points
                                                                                                      • 18-44s hungry for healthier fare
                                                                                                          • Figure 33: Dealing with diabetes—food concerns, by age, May 2010
                                                                                                        • A demand for diabetic-friendly exercise programs, coaches, and classes
                                                                                                          • Figure 34: Dealing with diabetes—Interest in certain types of support, by age, May 2010
                                                                                                      • Cluster Analysis

                                                                                                          • New Diligents
                                                                                                            • Characteristics
                                                                                                              • Opportunity
                                                                                                                • Moderates
                                                                                                                  • Characteristics
                                                                                                                    • Opportunity
                                                                                                                      • Old Pros
                                                                                                                        • Characteristics
                                                                                                                          • Opportunity
                                                                                                                            • Cluster characteristics
                                                                                                                              • Figure 35: Diabetes clusters, May 2010
                                                                                                                              • Figure 36: Managing diabetes, by diabetes clusters, May 2010
                                                                                                                              • Figure 37: Dealing with diabetes, by diabetes clusters, May 2010
                                                                                                                              • Figure 38: Monitoring blood sugar practices, by diabetes clusters, May 2010
                                                                                                                              • Figure 39: Challenges of managing diabetes, by diabetes clusters, May 2010
                                                                                                                            • Cluster demographics
                                                                                                                              • Figure 40: Diabetes clusters, by gender, May 2010
                                                                                                                              • Figure 41: Diabetes clusters, by age, May 2010
                                                                                                                              • Figure 42: Diabetes clusters, by household income, May 2010
                                                                                                                              • Figure 43: Diabetes clusters, by Hispanic origin, May 2010
                                                                                                                            • Cluster methodology
                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                              • Additional gender differences
                                                                                                                                • Figure 44: Attitudes and actions for diabetes prevention, by gender, May 2010
                                                                                                                                • Figure 45: Reason for watching diet, by gender, November 2008-December 2009
                                                                                                                              • Additional age tables
                                                                                                                                • Figure 46: Diabetes diagnosis and testing, by age, May 2010
                                                                                                                                • Figure 47: Reason for watching diet, by age, November 2008-December 2009
                                                                                                                              • Household income-related
                                                                                                                                • Figure 48: Monitoring blood sugar practices, by household income, May 2010
                                                                                                                              • Race/Hispanic origin
                                                                                                                                • Figure 49: Reason for watching diet, by race/Hispanic origin, November 2008-December 2009
                                                                                                                                • Figure 50: Diabetes diagnosis and testing, by race/Hispanic origin, May 2010
                                                                                                                                • Figure 51: Attitudes and actions for diabetes prevention, by race/Hispanic origin, May 2010
                                                                                                                            • Appendix: Trade Associations

                                                                                                                              Companies Covered

                                                                                                                              • American Diabetes Association
                                                                                                                              • American Heart Association, Inc.
                                                                                                                              • American Obesity Association
                                                                                                                              • Bayer Corporation
                                                                                                                              • Facebook, Inc.
                                                                                                                              • Food and Drug Administration
                                                                                                                              • Juvenile Diabetes Research Foundation International (JDRF)
                                                                                                                              • Meijer
                                                                                                                              • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                              • National Institutes of Health
                                                                                                                              • Social Security Administration
                                                                                                                              • U.S. Department of Agriculture
                                                                                                                              • UnitedHealth Group Incorporated
                                                                                                                              • Walgreen Co
                                                                                                                              • World Health Organization
                                                                                                                              • YMCA of the USA

                                                                                                                              Diabetics: Attitudes and Behaviors - US - August 2010

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