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Heart Disease - US - December 2010

Some 81 million Americans (34% of the population) have some type of cardiovascular disease, and this number will likely increase in the coming years. However, only a minority of those with heart health issues take preventive measures to manage their disease. This gap will create an opportunity for companies to introduce products and services that empower this growing demographic to manage their heart health conditions.

This report discusses how marketers can capitalize on this lack of preventative care for heart health, and covers topics including:

  • What are the key factors driving heart disease, including physical inactivity, poor diet and obesity
  • Who represents the most at-risk demographics and strategies for reaching them
  • Respondents’ attitudes towards heart disease and prevention
  • Steps those with heart health issues take (or do not take) to manage their heart condition, and the opportunities created as a result
  • Which demographics are the most receptive to new products and services, along with specific suggestions that might appeal to them, including foods, beverages, classes, books and services

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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

                    • Taking the pulse—heart disease in 2010
                      • Consumers take passive approach to heart health
                        • Where there is indifference, there is opportunity
                          • Health snapshot—Most common conditions and concerns
                            • Steps taken to prevent heart disease
                              • Additional product/service opportunities
                              • Insights and Opportunities

                                • Who’s afraid of heart disease?
                                  • Figure 1: Concern about developing heart health issues, 2009 and 2010
                                • A category pulsing with opportunities
                                  • Packaged meals for heart health
                                    • Drinking your way to heart health
                                      • Functional foods
                                        • A dearth of exercise products for heart disease sufferers
                                          • The all-in one heart health solution
                                            • Let the games begin
                                            • Inspire Insights

                                                • Trend—Guiding Choice
                                                  • Empower with information
                                                    • Foods/drinks fortified with heart-healthy vitamins and minerals
                                                      • Contests
                                                        • It takes a team
                                                        • Heart Disease Statistics and Trends

                                                          • Key points
                                                            • Heart disease is the country’s leading killer
                                                              • Figure 2: Leading causes of death, 2007
                                                              • Figure 3: Deaths from heart disease, 2000-07
                                                            • Who has heart disease?
                                                              • Figure 4: Cardiovascular diseases, by gender and race/Hispanic origin, 2010
                                                            • Blacks disproportionately affected
                                                              • Figure 5: Percent of adults 18+ with hypertension and/or taking antihypertensive medication, by gender and race/Hispanic origin, 1998-2006
                                                            • Cost of cardiovascular diseases
                                                              • Figure 6: Estimated direct and indirect costs of major cardiovascular diseases, 2010
                                                            • Relationship between health factors and heart conditions
                                                              • Figure 7: Relationship between health and heart conditions, September 2010
                                                            • Predictors of heart disease—Obesity
                                                              • Figure 8: Age-adjusted overweight/obesity rates among adults aged 20+, 1988-2008
                                                            • Predictors of heart disease—Diabetes
                                                              • Figure 9: Incidence of diabetes, trended, 1994-2006
                                                            • Predictors of heart disease—High cholesterol and hypertension
                                                              • Figure 10: Specific health conditions, percent of population 20 years of age and older, 1988-2006
                                                            • The role of genetics—conflicting data
                                                              • Heart disease—future prognosis
                                                              • Market Drivers

                                                                • Key points
                                                                  • Overview
                                                                    • Figure 11: Behaviors linked to heart disease, adults aged 18+, 2009
                                                                  • Physical inactivity
                                                                    • Figure 12: Percentage of Americans participating in regular physical activity, by age, 1998, 2006 and 2007
                                                                  • A deadly diet
                                                                      • Figure 13: Estimated increase in average portion sizes, 1984-2004
                                                                    • Black and Hispanic adults more likely at risk
                                                                        • Figure 14: Age-adjusted heart disease death rates per 100,000, by ethnicity, 2007
                                                                      • The graying of America
                                                                        • Figure 15: Population aged 18 or older, 2005-15
                                                                      • Lighting up less frequently
                                                                        • Figure 16: Percentage of Americans who smoke, by gender, 1965-2007
                                                                      • The Patient Protection and Affordable Care Act should help the at-risk
                                                                      • Innovations and Innovators

                                                                        • Packaged food/drinks designed for those with heart health issues
                                                                          • Cereals
                                                                            • Juice and juice drinks
                                                                              • Spreads
                                                                                • Cooking mixes
                                                                                  • Soups
                                                                                    • Drug stores step up with offerings for hearth health
                                                                                      • Health insurers—it’s all about prevention
                                                                                      • Marketing Strategies

                                                                                        • Overview of the brand landscape
                                                                                          • Consumer products—overview
                                                                                            • Loving life with Cheerios
                                                                                              • Figure 17: General Mills Cheerios, television ad, 2010
                                                                                              • Figure 18: Brand analysis of Cheerios, 2010
                                                                                            • In the fast lane with One A Day
                                                                                              • Figure 19: One A Day Men’s Health Formula, television ad, 2010
                                                                                              • Figure 20: Brand analysis of One A Day Men’s Health Formula, 2010
                                                                                            • Savoring life with Campbell’s
                                                                                              • Figure 21: Brand analysis of Campbell’s Healthy Request Soup, 2010
                                                                                              • Figure 22: Campbell’s Healthy Request Soup, television ad, 2010
                                                                                            • Pharmaceuticals and OTCs—an overview
                                                                                              • Bayer explores the psychological terrain of heart disease
                                                                                                  • Figure 23: Bayer Low Dose, television ad, 2010
                                                                                                  • Figure 24: Brand analysis of Bayer Low Dose, 2010
                                                                                                • A sober message from Plavix
                                                                                                  • Figure 25: Plavix, television ad, 2010
                                                                                              • Heart Health

                                                                                                • Key points
                                                                                                  • Men more likely to have heart issues
                                                                                                    • Figure 26: Conditions diagnosed, by gender, September 2010
                                                                                                  • Heart disease emerges among those aged 55+
                                                                                                    • Figure 27: Conditions diagnosed, by age, September 2010
                                                                                                  • Correlation between income and heart disease
                                                                                                    • Figure 28: Ailments experienced in past 12 months, by HH income, April 2009-June 2010
                                                                                                  • Symptoms suffered by those with heart disease
                                                                                                    • Figure 29: Relationship between various heart conditions, September 2010
                                                                                                • Practical Steps Taken

                                                                                                  • Key points
                                                                                                    • Younger adults (aged 18-44) with heart health issues interested in getting help
                                                                                                        • Figure 30: General health management and attitudes, by age, September 2010
                                                                                                      • The more serious the hearth health issue, the more likely to be monitored
                                                                                                        • Figure 31: General health management and attitudes, by heart health sufferers, September 2010
                                                                                                    • Attitudes towards Heart Disease

                                                                                                      • Key points
                                                                                                        • Not worried, but maybe should be
                                                                                                          • Figure 32: Conditions and concern, September 2010
                                                                                                        • Women more likely to be concerned
                                                                                                          • Figure 33: Conditions and concern, by gender, September 2010
                                                                                                        • Fewer concerned than in 2009
                                                                                                            • Figure 34: Conditions and concern, trended, September 2009 and 2010
                                                                                                        • Using Medication to Manage Heart Health

                                                                                                          • Key points
                                                                                                            • Serious medications for serious diseases
                                                                                                              • Figure 35: Use of prescription or nonprescription drugs, by heart ailment, April 2009-June 2010
                                                                                                            • Those with heart disease more likely to take prescriptions
                                                                                                              • Figure 36: Remedies used to manage heart health, by heart health issue, September 2010
                                                                                                            • Prescription remedies most likely to be used; women more likely than men to have tried alternative remedies
                                                                                                              • Figure 37: Remedies used to manage heart health, by gender, September 2010
                                                                                                            • Older respondents with hearth health issues use prescription remedies to manage their condition
                                                                                                              • Figure 38: Remedies used to manage heart health, by age, September 2010
                                                                                                            • A minority use pain relievers to prevent heart attacks
                                                                                                              • Figure 39: Headache/pain reliever use for heart-related reasons, by heart attack/stroke sufferers, April 2009-June 2010
                                                                                                          • Managing Diet for Heart Health

                                                                                                            • Key points
                                                                                                              • Women are more proactive about diet
                                                                                                                • Figure 40: Watching diet for heart health-related reasons, April 2009-June 2010
                                                                                                              • Women with heart health issues more likely to limit intake of foods
                                                                                                                • Figure 41: Managing heart health through food, by gender September 2010
                                                                                                              • Heart health sufferers aged 55+ more likely to have modified diet
                                                                                                                • Figure 42: Managing heart health through food, by age, September 2010
                                                                                                              • Women with heart health issues use foods to manage heart health
                                                                                                                • Figure 43: Food and beverage consumption for heart health management, by gender, September 2010
                                                                                                              • Older adults with heart health issues more likely to use foods to manage heart health
                                                                                                                • Figure 44: Food and beverage consumption for heart health management, by age, September 2010
                                                                                                            • Supplements and Heart Health

                                                                                                              • Key points
                                                                                                                • Multivitamins, aspirin and fish oil top list of supplements taken for heart health
                                                                                                                  • Figure 45: Using supplements to manage heart health, by gender, September 2010
                                                                                                                • Over-55s more likely to take supplements for heart health
                                                                                                                  • Figure 46: Using supplements to manage heart health, by age, September 2010
                                                                                                              • The Role of Exercise in Heart Health

                                                                                                                • Key points
                                                                                                                  • Those with heart health issues exercise less than general population
                                                                                                                      • Figure 47: Exercise habits, all versus those with heart disease, September 2010
                                                                                                                    • Exercise struggles consistent for those with any heart health issue (or predictive factor)
                                                                                                                      • Figure 48: Exercise habits, all versus those with cardiovascular disease and predictive factors, September 2010
                                                                                                                  • Prevention

                                                                                                                    • Key points
                                                                                                                      • What prevention?
                                                                                                                        • Figure 49: Steps taken to prevent heart disease and heart health issues, by gender, September 2010
                                                                                                                      • Older adults (aged 55+) more likely to take preventive steps to manage heart health
                                                                                                                        • Figure 50: Steps taken to prevent heart disease and hearth health issues, by age, September 2010
                                                                                                                    • Race and Hispanic Origin

                                                                                                                      • Key points
                                                                                                                        • Black adults more likely to have hypertension
                                                                                                                          • Figure 51: Ailments experienced in past 12 months, by race/Hispanic origin, April 2009-June 2010
                                                                                                                        • Blacks watching diet for many reasons
                                                                                                                          • Figure 52: Reason for watching diet, by race/Hispanic origin, April 2009-June 2010
                                                                                                                        • Heart issues transcend income for black adults
                                                                                                                          • Figure 53: Reason for watching diet, by race/Hispanic origin and HH income, April 2009-June 2010
                                                                                                                      • Cluster Analysis

                                                                                                                          • Modifiers
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Adjusters
                                                                                                                                  • Characteristics
                                                                                                                                    • Opportunity
                                                                                                                                      • Maintainers
                                                                                                                                        • Characteristics
                                                                                                                                          • Opportunity
                                                                                                                                            • Cluster characteristics
                                                                                                                                              • Figure 54: Heart health clusters, September 2010
                                                                                                                                              • Figure 55: Remedies used to manage heart health, by heart health clusters, September 2010
                                                                                                                                              • Figure 56: Food and beverage consumption for heart health management, by heart health clusters, September 2010
                                                                                                                                              • Figure 57: Managing heart health through food, by heart health clusters, September 2010
                                                                                                                                              • Figure 58: Using supplements to manage heart health, by heart health clusters, September 2010
                                                                                                                                              • Figure 59: General health management and attitudes, by heart health clusters, September 2010
                                                                                                                                            • Cluster demographics
                                                                                                                                              • Figure 60: Heart health clusters, by gender, September 2010
                                                                                                                                              • Figure 61: Heart health clusters, by age, September 2010
                                                                                                                                              • Figure 62: Heart health clusters, by household income, September 2010
                                                                                                                                              • Figure 63: Heart health clusters, by race, September 2010
                                                                                                                                            • Cluster methodology
                                                                                                                                            • Custom Consumer Groups

                                                                                                                                              • Older men are more likely to have heart health issues
                                                                                                                                                  • Figure 64: Conditions diagnosed, by gender and age, September 2010
                                                                                                                                                  • Figure 65: Conditions and concern, by gender and age, September 2010
                                                                                                                                                  • Figure 66: Conditions not a concern, by gender and age, September 2010
                                                                                                                                              • Other Useful Tables—Income and Heart Health

                                                                                                                                                  • Figure 67: General health management and attitudes, by HH income, September 2010
                                                                                                                                                  • Figure 68: Food and beverage consumption for heart health management, by HH income, September 2010
                                                                                                                                                  • Figure 69: Using supplements to manage heart health, by HH income, September 2010
                                                                                                                                                  • Figure 70: Steps taken to prevent heart disease and heart health issues, by HH income, September 2010
                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • American Heart Association, Inc.
                                                                                                                                                • American Obesity Association
                                                                                                                                                • Bayer Corporation
                                                                                                                                                • Centers for Disease Control and Prevention
                                                                                                                                                • Food and Drug Administration
                                                                                                                                                • Kaiser Permanente
                                                                                                                                                • Kashi Co. Inc.
                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                • National Heart, Lung, and Blood Institute (NHLBI)
                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                • Weight Watchers International Inc.

                                                                                                                                                Heart Disease - US - December 2010

                                                                                                                                                £3,199.84 (Excl.Tax)