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Healthy Living - US - July 2009

The desire to live a healthy life is one almost all Americans hold—in fact, 90% of respondents to Mintel’s exclusive consumer survey say that it is very or somewhat important to them to live a healthy lifestyle—and the decisions they make (or do not make) to this end have a tremendous effect on a wide variety of companies in diverse categories: food companies, pharmaceuticals, OTC products, and so forth. Some of the key topics covered in this report include:

  • An in-depth examination of the disparity between respondents’ perceptions of their health and health statistics
  • An analysis of attitudes towards exercise, diet, external stressors, and other aspects related to health
  • Identification of the different types of resources that various demographics use to obtain information on healthy living topics, to help marketers best reach their target demographics
  • Identification of the greatest barriers to healthy living
  • Specific recommendations and insights to help marketers reach Americans and improve their health

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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

                    • Perceptions versus facts: the conundrum of health in America
                      • Healthy living gets harder during the recession
                        • Obesity and the graying of America pose challenges
                          • Insights and opportunities
                            • Other perceptions about general health
                              • Attitudes towards exercise
                                • Stressors change with age
                                  • Attitudes towards food and dieting
                                    • Reaching the masses
                                    • Insights and Opportunities

                                      • Perceptions and facts: The American health conundrum
                                          • Figure 1: Self health rating, by gender, April 2009
                                        • An ounce of prevention is worth more than 500 pounds of cure
                                            • Figure 2: Ailments diagnosed, by age, April 2009
                                          • A growing appetite for healthy fast food
                                              • Figure 3: Attitudes towards purchasing of food, by HH income, October 2007-December 2008
                                            • Drive-thru health
                                              • Online tools: the ‘next big thing’
                                                • Figure 4: Past and anticipated usage of online tools for health management, April 2009
                                            • Inspire Insights

                                                • Trend: No Health Secrets
                                                  • What we’ve seen
                                                    • You tell me your secrets, but I won’t tell you mine
                                                      • Implications
                                                        • Trend: Spirituality, Religion and Health
                                                          • What it’s about
                                                            • Say a little prayer for you
                                                              • Implications
                                                              • Competitive Context

                                                                • Market Factors

                                                                  • Key points
                                                                    • The importance of healthy living
                                                                        • Figure 5: Importance of healthy living, by age, April 2009
                                                                      • Top factors contributing to healthy living
                                                                        • Figure 6: Top three factors contributing to healthy living, by age, April 2009
                                                                      • Health and education go hand in hand
                                                                        • Figure 7: Most fit and educated cities, 2009
                                                                      • The graying of America
                                                                        • Figure 8: Population aged 18 or older, 2004-14
                                                                      • The obesity epidemic takes its toll
                                                                          • Figure 9: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
                                                                        • Going online for what ails them
                                                                          • Figure 10: Most popular health websites, May 2009
                                                                      • Innovation and Innovators

                                                                          • UnitedHealth trying to help Americans get healthy
                                                                            • Cooking up something healthy at Kashi
                                                                              • Retailer focus on health
                                                                                • Pharmacies
                                                                                  • Food stores
                                                                                    • Other innovators
                                                                                    • Advertising and Promotion

                                                                                      • Overview
                                                                                        • Figure 11: Top advertisers for healthy living, 2008
                                                                                      • Web marketing efforts
                                                                                        • WebMD
                                                                                          • Health.com
                                                                                            • Care2.com
                                                                                              • Analysis of commercials
                                                                                                • Figure 12: CVS Pharmacy, 2009
                                                                                                • Figure 13: Kashi, 2009
                                                                                                • Figure 14: Safeway, 2009
                                                                                                • Figure 15: Mott’s, 2009
                                                                                            • Perceptions of Health

                                                                                              • Key points
                                                                                                • Seven in 10 say they are in good/excellent health
                                                                                                  • Figure 16: Self health rating, by gender, April 2009
                                                                                                • Perceptions change at age 45
                                                                                                  • Figure 17: Self health rating, by age, April 2009
                                                                                                • Most passive about their health
                                                                                                  • Figure 18: Attitudes towards healthcare and medicine, October 2007-December 2008
                                                                                              • Health Concerns and Conditions

                                                                                                • Key points
                                                                                                  • The biggest worries: Cancer, heart disease, strokes, and vision
                                                                                                    • Figure 19: Ailments concerned about, April 2009
                                                                                                  • The most diagnosed: Vision, obesity, and arthritis
                                                                                                    • Figure 20: Ailments diagnosed, by age, April 2009
                                                                                                • Health Stressors

                                                                                                  • Key points
                                                                                                    • Stressors change with age
                                                                                                        • Figure 21: Biggest stressor on health, by gender and age, April 2009
                                                                                                    • Frequency of Exercise

                                                                                                      • Key points
                                                                                                        • Most think they should exercise more often
                                                                                                            • Figure 22: Attitudes towards exercise, October 2007-December 2008
                                                                                                          • The young more likely to exercise
                                                                                                            • Figure 23: Frequency of exercise, by age, April 2009
                                                                                                          • Affluent respondents exercise a little more often
                                                                                                            • Figure 24: Frequency of exercise, by HH income, April 2009
                                                                                                          • Younger respondents exercise longer
                                                                                                            • Figure 25: Duration of exercise, by age, April 2009
                                                                                                        • Attitudes towards Food

                                                                                                          • Key points
                                                                                                            • Conflicting attitudes towards food
                                                                                                                • Figure 26: Attitudes towards healthy eating, October 2007-December 2008
                                                                                                              • Wanting healthier fast foods…
                                                                                                                  • Figure 27: Attitudes towards purchasing of food, October 2007-December 2008
                                                                                                                • …but most not looking at labels
                                                                                                                  • Figure 28: Attitudes towards health information, October 2007-December 2008
                                                                                                                • More education translates into more awareness about foods
                                                                                                                  • Figure 29: Attitudes towards healthy eating, by level of education attained, October 2007-December 2008
                                                                                                              • Attitudes towards Dieting

                                                                                                                • Key points
                                                                                                                  • A little more than half on a diet…
                                                                                                                    • Figure 30: Incidence of diet management, by age, October 2007-December 2008
                                                                                                                  • …but almost half over-eat
                                                                                                                    • Figure 31: Attitudes towards diet, by age, October 2007-December 2008
                                                                                                                  • Reasons for dieting
                                                                                                                    • Figure 32: Reasons for watching diet, by age, October 2007-December 2008
                                                                                                                • Where Consumers Turn for Health Information

                                                                                                                    • Key points
                                                                                                                      • Most likely sources for health information
                                                                                                                        • Figure 33: Sources most likely to turn to for health management, by age, April 2009
                                                                                                                      • Online searches key for specific conditions and remedies
                                                                                                                          • Figure 34: Information on health management sought from an online site, such as WebMD or wrongdiagnosis.com, by age, April 2009
                                                                                                                        • Health-related magazines also a popular resource for the young
                                                                                                                            • Figure 35: Information on health management sought from health-related magazines, such as Self, Men’s Health, Prevention or Cooking Light, by age, April 2009
                                                                                                                          • Newspapers/newsmagazines still have value as health information source
                                                                                                                              • Figure 36: Information on health management sought from articles in newspapers or newsmagazines, such as Time or Newsweek, by age, April 2009
                                                                                                                            • The role of the radio and TV
                                                                                                                                • Figure 37: Information on health management sought from television or radio program, by age, April 2009
                                                                                                                            • Reaching the Masses: Health and Fitness

                                                                                                                              • Key point
                                                                                                                                • Where to turn for exercise information
                                                                                                                                  • Figure 38: Sources utilized for information about exercise, by age, April 2009
                                                                                                                              • Reaching the Masses: Mental Health

                                                                                                                                • Key points
                                                                                                                                  • Concerned and proactive: 18-24 year olds and mental health
                                                                                                                                    • Figure 39: Sources utilized for information about mental health, by age, April 2009
                                                                                                                                  • 18-24 year olds turn to many sources to manage stress
                                                                                                                                    • Figure 40: Sources utilized for information about stress management, by age, April 2009
                                                                                                                                • Reaching the Masses: OTC, Pharmaceuticals and CAM

                                                                                                                                  • Key points
                                                                                                                                    • Older respondents turn to their physician
                                                                                                                                      • Figure 41: Sources utilized for information about prescription remedies, by age, April 2009
                                                                                                                                    • 18-24s use numerous resources for OTC remedies
                                                                                                                                      • Figure 42: Sources utilized for information about over the counter remedies, by age, April 2009
                                                                                                                                    • 18-24s turn to the web and magazines for herbals and alternative remedies
                                                                                                                                      • Figure 43: Sources utilized for information about herbal supplements/non-traditional medications, by age, April 2009
                                                                                                                                  • The Online Component

                                                                                                                                    • Key point
                                                                                                                                      • Going online for health tools will increase
                                                                                                                                        • Figure 44: Past and anticipated usage of online tools for health management, April 2009
                                                                                                                                      • The young use online tools
                                                                                                                                        • Figure 45: Past usage of online tools for health management, by age, April 2009
                                                                                                                                    • Race and Ethnicity

                                                                                                                                      • Key points
                                                                                                                                        • Hispanics think their health is good
                                                                                                                                            • Figure 46: Self health rating, by race and Hispanic origin, April 2009
                                                                                                                                          • Increasing activity levels among the black community
                                                                                                                                            • Figure 47: Frequency of exercise, by race and Hispanic origin, April 2009
                                                                                                                                            • Figure 48: Attitudes towards exercise, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • Relaxers
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Moderates
                                                                                                                                                    • Who they are
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Chargers
                                                                                                                                                          • Who they are
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 49: Healthy living clusters, April 2009
                                                                                                                                                                • Figure 50: Importance of healthy living, and self health rating, by healthy living clusters, April 2009
                                                                                                                                                                • Figure 51: Frequency of exercise, by healthy living clusters, April 2009
                                                                                                                                                                • Figure 52: Eating habits, by healthy living clusters, April 2009
                                                                                                                                                                • Figure 53: Top factors for healthy living, by healthy living clusters, April 2009
                                                                                                                                                                • Figure 54: Past usage of online tools for health management, by healthy living clusters, April 2009
                                                                                                                                                                • Figure 55: Anticipated usage of online tools for health management, by healthy living clusters, April 2009
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 56: Healthy living clusters, by gender, April 2009
                                                                                                                                                                • Figure 57: Healthy living clusters, by age, April 2009
                                                                                                                                                                • Figure 58: Healthy living clusters, by HH income, April 2009
                                                                                                                                                                • Figure 59: Healthy living clusters, by race/Hispanic origin, April 2009
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                • Presence of children make some difference in health priorities
                                                                                                                                                                    • Figure 60: Top three factors contributing to healthy living, by marital status and presence of children in HH, April 2009
                                                                                                                                                                  • Stress and the presence of children
                                                                                                                                                                      • Figure 61: Biggest stressor on health, by marital status and presence of children in HH, April 2009
                                                                                                                                                                    • Other stressors and the presence of children
                                                                                                                                                                        • Figure 62: Attitudes towards healthy living, by marital status and presence of children in HH, April 2009
                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                      • Health concerns by gender and income
                                                                                                                                                                        • Figure 63: Conditions of concern, by race and Hispanic origin and income, April 2009
                                                                                                                                                                      • Affluent and educated more likely to exercise
                                                                                                                                                                        • Figure 64: Attitudes towards exercise, by HH income, October 2007-December 2008
                                                                                                                                                                        • Figure 65: Attitudes towards exercise, by level of education attained, October 2007-December 2008
                                                                                                                                                                      • Younger respondents drink alcohol less often
                                                                                                                                                                        • Figure 66: Frequency of alcohol consumption, by age, April 2009
                                                                                                                                                                      • General health maintenance
                                                                                                                                                                        • Figure 67: Top 10 types of practitioners consulted in past 12 months, October 2007-December 2008
                                                                                                                                                                        • Figure 68: Incidence of use of vitamins, October 2007-December 2008
                                                                                                                                                                      • Blogs are for 18-34s
                                                                                                                                                                        • Figure 69: Information on health management sought from online blogs, by age, April 2009
                                                                                                                                                                      • Finding healthy recipes
                                                                                                                                                                        • Figure 70: Sources utilized for information about healthy recipes, by age, April 2009
                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • American Academy of Family Physicians (AAFP)
                                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                                      • American Heart Association, Inc.
                                                                                                                                                                      • American Herbal Products Association
                                                                                                                                                                      • American Medical Association (AMA)
                                                                                                                                                                      • American Obesity Association
                                                                                                                                                                      • American Psychological Association
                                                                                                                                                                      • CVS Caremark Corporation
                                                                                                                                                                      • Dean Foods Company
                                                                                                                                                                      • Economic Policy Institute
                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                      • GlaxoSmithKline (USA)
                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                      • Henry J. Kaiser Family Foundation
                                                                                                                                                                      • Humana Inc
                                                                                                                                                                      • Institute of Medicine
                                                                                                                                                                      • Johnson & Johnson
                                                                                                                                                                      • Kellogg Company
                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                      • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                      • National Center for Complementary and Alternative Medicine (NCCAM)
                                                                                                                                                                      • National Institutes of Health
                                                                                                                                                                      • National Sleep Foundation (NSF)
                                                                                                                                                                      • Pfizer Inc
                                                                                                                                                                      • Procter & Gamble Company (The)
                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                      • Safeway Inc
                                                                                                                                                                      • Sanofi-Aventis (USA)
                                                                                                                                                                      • Schering-Plough Corporation
                                                                                                                                                                      • Starbucks Corporation
                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                      • UnitedHealth Group Incorporated
                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                      • Wegmans Food Markets, Inc
                                                                                                                                                                      • Weight Watchers International Inc.
                                                                                                                                                                      • World Health Organization
                                                                                                                                                                      • Wyeth
                                                                                                                                                                      • Yahoo! Inc
                                                                                                                                                                      • Yoplait USA

                                                                                                                                                                      Healthy Living - US - July 2009

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