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Marketing Health to Men - US - October 2011

Marketing health to men is not always an easy endeavor, as men are far less likely than women to regularly visit their doctor, report illnesses or buy health products. However, as the population of men aged 55+ continues to grow over the next five years, the need for quality health care, health management services, and health products for older men will become increasingly important. In addition, younger men are shifting away from male stereotypes that have historically prevented men from engaging in activities such as weight loss programs. In this report, Mintel explores:

  • Ailments and conditions men report having experienced in the last twelve months and how men are treating these conditions
  • How men in different age and income brackets rank their health compared to others
  • What illnesses men are concerned about developing
  • Which sources of information men turn to when they have questions or concerns relating to diet, exercise, stress management and mental health
  • Which sources of information men turn to when they have questions about medications
  • How likely men are to use online health tools like weight trackers and fitness planners
  • How often men in different age groups, income brackets and geographical regions exercise and for how long
  • Men’s attitudes toward food and diet
  • Men’s attitudes toward pharmaceuticals
  • Level of interest among men in supplements to manage health

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Table of contents

  1. Scope and Themes

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

                    • Market factors
                      • Ailments and conditions
                        • Health status
                          • Health concerns
                            • Health information sources
                              • Online tools
                                • Exercise trends
                                  • Eating habits and attitudes
                                    • Interest in food/drink to maintain health
                                      • Attitudes toward pharmaceuticals
                                        • Interest in supplements to maintain health
                                          • Race and Hispanic origin
                                          • Insights and Opportunities

                                            • Key points
                                              • Just for men: engage men in health
                                                • Pharmacists reach out to older men
                                                  • Leverage weight loss products for men
                                                    • Target younger men with gluten-free and “free-from” products
                                                    • Inspire Insights

                                                        • Trend: Life Coaching
                                                          • Trend: Snack Society
                                                          • Market Factors

                                                            • Key points
                                                              • Overweight/obesity rates for men at high levels
                                                                • Figure 1: Overweight and obesity rates, adults aged 20+, 1988-2008
                                                                • Figure 2: Obesity rates, by gender and for men by age, 1999-2008
                                                              • Population of men aged 65-74 will double from 2006-16
                                                                • Figure 3: Male population by age, 2006-16
                                                              • Healthy lifestyle not as important to younger men
                                                                • Figure 4: Importance of living a healthy lifestyle, by gender and men by age, July 2011
                                                            • Ailments and Conditions

                                                              • Key points
                                                                • As population of older men booms, instances of many ailments increase
                                                                  • Diabetes rates climb with age
                                                                    • Figure 5: Ailments experienced in the past 12 months among men, by age, February 2010–March 2011
                                                                  • Middle-aged men experience aliments that could related to stress
                                                                    • Young men more likely to suffer from allergies
                                                                      • Figure 6: Health issues experienced among men, by age, July 2011
                                                                    • When compared to women, men less likely to report experiencing health issues
                                                                      • Figure 7: health issues experienced, by gender, July 2011
                                                                    • One fifth of overweight/obese men have never treated the problem
                                                                      • Figure 8: Men’s treatment of health conditions—part 1, July 2011
                                                                    • Men likely to treat heartburn and allergies, not fatigue
                                                                      • Figure 9: Men’s treatment of health conditions—part 2, July 2011
                                                                  • Innovations and Innovators

                                                                    • Key points
                                                                      • Weight loss programs for men
                                                                        • Exercising in the great outdoors
                                                                          • Encouraging men to see the doctor
                                                                            • Consumer products
                                                                              • Figure 10: Number of products launched for men, by product type and year, 2000-11
                                                                            • Vitamin and mineral supplements
                                                                              • Supplements for health
                                                                                • Supplements for sexual vitality
                                                                                  • Supplements for hair growth
                                                                                  • Marketing Strategies

                                                                                    • Key points
                                                                                      • Overview of the brand landscape
                                                                                        • Brand analysis: Weight Watchers
                                                                                          • Figure 11: Brand analysis of Weight Watchers, 2011
                                                                                        • Online initiatives
                                                                                          • TV presence
                                                                                            • Figure 12: Weight Watchers, television ad, 2011
                                                                                          • Brand analysis: Centrum
                                                                                            • Figure 13: Brand analysis of Centrum, 2011
                                                                                          • Online initiatives
                                                                                            • TV presence
                                                                                              • Figure 14: Centrum Silver, television ad, 2007
                                                                                            • Brand analysis: Gatorade
                                                                                              • Figure 15: Brand analysis of Gatorade, 2011
                                                                                            • Online initiatives
                                                                                              • TV presence
                                                                                                • Figure 16: Gatorade, television ad, 2011
                                                                                            • Health Status

                                                                                              • Key points
                                                                                                • Men more likely than women to consider themselves healthier than others
                                                                                                  • Figure 17: Self-health rating in comparison to others, by gender, July 2011
                                                                                                • Young men and high earners especially likely to see themselves as healthier
                                                                                                  • Figure 18: Men’s self-health rating in comparison to others, by age, July 2011
                                                                                                  • Figure 19: Men’s self-health rating in comparison to others, by household income, July 2011
                                                                                                • Likelihood of exercise inversely proportionate to age
                                                                                                  • Figure 20: Men’s health habits, by age, February 2010–March 2011
                                                                                                • Men earning more are more likely to exercise and take vitamins/minerals
                                                                                                  • Figure 21: Men’s health habits, by household income, February 2010–March 2011
                                                                                              • Health Concerns

                                                                                                • Key points
                                                                                                  • When compared to women, men less concerned about developing health problems
                                                                                                    • Men aged 25-44 concerned about developing many illnesses
                                                                                                      • Figure 22: Men’s concern about developing various health conditions, by age, July 2011
                                                                                                    • Men from households earning less than $75K concerned about developing many illnesses
                                                                                                      • Figure 23: Men’s concern about developing various health conditions, by household income, July 2011
                                                                                                  • Health Information Sources

                                                                                                    • Key points
                                                                                                      • Respondents unlikely to seek out information on mental health
                                                                                                        • Figure 24: Information sources men turn to for diet, exercise, and mental health, July 2011
                                                                                                      • Conventional doctor most common source for information on medications and health conditions
                                                                                                        • Figure 25: Information sources men turn to for remedies and health conditions, July 2011
                                                                                                      • Traditional doctors and pharmacists important sources of information
                                                                                                        • Figure 26: Health and wellness information source rating among men, July 2011
                                                                                                      • Younger men aged 18-44 value a variety of information sources
                                                                                                        • Figure 27: Health and wellness information source rating among men, by age, July 2011
                                                                                                      • Respondents earning less than $50K less trustworthy of information sources
                                                                                                        • Figure 28: Health and wellness information source rating among men, by household income, July 2011
                                                                                                      • Respondents aged 65+ rely on all health professionals
                                                                                                        • Figure 29: Health professionals consulted in the past 12 months among men, by age, February 2010–March 2011
                                                                                                    • Online Tools

                                                                                                      • Key points
                                                                                                        • Respondents aged 18-34 show interest in online trackers and planners
                                                                                                          • Figure 30: Men’s use of online tools to manage health, by age, July 2011
                                                                                                        • Use of one online tool encourages use of other tools
                                                                                                          • Figure 31: Men’s use of online tools to manage health, by use of top six tools, July 2011
                                                                                                        • Use of online tools likely to increase in the next 12 months
                                                                                                          • Figure 32: Men’s projected likelihood of using online tools in the coming year, July 2011
                                                                                                          • Figure 33: Men’s projected likelihood of using online tools in the coming year, by age, July 2011
                                                                                                        • Middle-income respondents most likely to use online tools in next 12 months
                                                                                                          • Figure 34: Men’s projected likelihood of using online tools in the coming year, by household income, July 2011
                                                                                                        • Respondents currently using online tools plan to use additional tools in next 12 months
                                                                                                          • Figure 35: Men’s projected likelihood of using online tools in the coming year, by use of top six tools, July 2011
                                                                                                      • Exercise Trends

                                                                                                        • Key points
                                                                                                          • Young men exercise longer and more often
                                                                                                            • Figure 36: Men’s exercise trends, by age, July 2011
                                                                                                          • Respondents from the Midwest exercise less frequently and for less time
                                                                                                            • Figure 37: Men’s exercise trends, by region, July 2011
                                                                                                        • Eating Habits and Attitudes

                                                                                                          • Key points
                                                                                                            • Genders approach food and eating differently
                                                                                                              • Figure 38: Eating habits, by gender, July 2011
                                                                                                              • Figure 39: Food selection and attitudes, by gender, July 2011
                                                                                                            • Men aged 45+ more likely to make healthy food choices
                                                                                                              • Figure 40: Men’s eating habits, by age, July 2011
                                                                                                              • Figure 41: Men’s food selection and attitudes, by age, July 2011
                                                                                                            • Men aged 25-34 most likely to be watching diet to lose weight
                                                                                                              • Figure 42: Men’s reasons for watching diet, by age, February 2010–March 2011
                                                                                                            • Lowest earners most likely to say they eat whatever they want
                                                                                                              • Figure 43: Men’s eating habits, by household income, July 2011
                                                                                                            • Highest earners most likely to agree with healthy living statements
                                                                                                              • Figure 44: Men’s food selection and attitudes, by age, July 2011
                                                                                                            • Men in lowest income bracket watching diet due to health concerns
                                                                                                              • Figure 45: Men’s reasons for watching diet, by household income, February 2010–March 2011
                                                                                                          • Attitudes toward Diet and Health

                                                                                                            • Key points
                                                                                                              • Over-55s more likely to demonstrate an interest in healthy eating
                                                                                                                • Figure 46: Men’s attitudes toward diet and health, by age, February 2010–March 2011
                                                                                                                • Figure 47: Men’s attitudes toward diet and health, by household income, February 2010–March 2011
                                                                                                            • Interest in Food/Drinks to Maintain Health

                                                                                                              • Key points
                                                                                                                • Under-45s interested in natural foods, gluten-free foods
                                                                                                                  • Figure 48: Men’s interest in food/drinks to manage health, by age, July 2011
                                                                                                                • Lowest earners least interested in health foods/beverages
                                                                                                                  • Figure 49: Men’s interest in food/drinks to manage health, by household income, July 2011
                                                                                                                • Men from the Midwest least interested in health foods and beverages
                                                                                                                  • Figure 50: Men’s interest in food/drinks to manage health, by region, July 2011
                                                                                                              • Attitudes toward Pharmaceuticals

                                                                                                                • Key points
                                                                                                                  • Agreement with statements about pharmaceuticals correlate to age
                                                                                                                    • Figure 51: Men’s attitudes toward pharmaceuticals, by age, February 2010–March 2011
                                                                                                                  • Respondents earning $75K or less more likely to take meds at first sign of pain
                                                                                                                    • Figure 52: Men’s attitudes toward pharmaceuticals, by household income, February 2010–March 2011
                                                                                                                • Interest in Supplements to Maintain Health

                                                                                                                  • Key points
                                                                                                                    • Men most interested in performance-enhancing supplements
                                                                                                                      • Figure 53: Interest in supplements to manage health, by gender, July 2011
                                                                                                                    • Men aged 25-34 interested in weight loss programs
                                                                                                                      • Figure 54: Men’s interest in supplements to manage health, by age, July 2011
                                                                                                                    • Men from households earning $50K-74.9K interested in supplements
                                                                                                                      • Figure 55: Men’s interest in supplements to manage health, by household income, July 2011
                                                                                                                    • Men from the South most interested in supplements
                                                                                                                      • Figure 56: Men’s interest in supplements to manage health, by region, July 2011
                                                                                                                  • Race and Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Black and Hispanic men more likely to experience weight problems
                                                                                                                        • Figure 57: health issues experienced, by race and Hispanic origin, July 2011
                                                                                                                      • Black male respondents indicate healthy eating habits
                                                                                                                        • Figure 58: Men’s food selection and attitudes, by race and Hispanic origin, July 2011
                                                                                                                        • Figure 59: Men’s interest in food/drinks to manage health, by race and Hispanic origin, July 2011
                                                                                                                      • Black and Asian men highly interested in online tools
                                                                                                                        • Figure 60: Men’s projected likelihood of using online tools in the coming year, by race and Hispanic origin, July 2011
                                                                                                                    • Cluster Analysis

                                                                                                                        • The Young and the Healthy
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Healthy Foundations
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • The Unconcerned
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                  • Figure 61: Men’s health clusters, July 2011
                                                                                                                                                  • Figure 62: Importance of healthy living, by men’s health clusters, July 2011
                                                                                                                                                  • Figure 63: Health ranking compared to others, by men’s health clusters, July 2011
                                                                                                                                                  • Figure 64: Eating habits, by men’s health clusters, July 2011
                                                                                                                                                  • Figure 65: Food selection and attitudes, by men’s health clusters, July 2011
                                                                                                                                                  • Figure 66: Using online tools to manage health, by men’s health clusters, July 2011
                                                                                                                                                  • Figure 67: Supplements interested in to help maintain your health, by men’s health clusters, July 2011
                                                                                                                                                • Cluster demographic tables
                                                                                                                                                  • Figure 68: Men’s health clusters, by age, July 2011
                                                                                                                                                  • Figure 69: Men’s health clusters, by household income, July 2011
                                                                                                                                                  • Figure 70: Men’s health clusters, by race and Hispanic origin, July 2011
                                                                                                                                                  • Figure 71: Men’s health clusters, by level of education, July 2011
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                  • Key points
                                                                                                                                                    • Married respondents more likely to say living a healthy lifestyle is important
                                                                                                                                                        • Figure 72: Importance of living a healthy lifestyle among men, by marital status, July 2011
                                                                                                                                                      • Married respondents more likely to take vitamins, less likely to smoke
                                                                                                                                                          • Figure 73: Men’s health habits, by marital status, February 2010–March 2011
                                                                                                                                                        • Uncoupled men exercise for longer periods of time
                                                                                                                                                            • Figure 74: Men’s exercise trends, by marital status, July 2011
                                                                                                                                                          • Unmarried/uncoupled men less likely to agree with healthy eating statements
                                                                                                                                                            • Figure 75: Men’s food selection and attitudes, by marital status, July 2011
                                                                                                                                                            • Figure 76: Men’s eating habits, by marital status, July 2011
                                                                                                                                                            • Figure 78: Men’s reasons for watching diet, by marital status, February 2010–March 2011
                                                                                                                                                          • Single men more likely to be depressed
                                                                                                                                                              • Figure 79: Men’s concern about developing various health conditions, by marital status, July 2011
                                                                                                                                                            • Unmarried men less likely to see their doctors regularly
                                                                                                                                                              • Figure 80: Men’s attitudes toward pharmaceuticals, by marital status, February 2010–March 2011
                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • American Dietetic Association (ADA)
                                                                                                                                                            • Asthma and Allergy Foundation of America (AAFA)
                                                                                                                                                            • British Association of Aesthetic Plastic Surgeons
                                                                                                                                                            • Economic Policy Institute
                                                                                                                                                            • Gatorade
                                                                                                                                                            • International Food Information Council Foundation (IFIC)
                                                                                                                                                            • International Health, Racquet & Sportsclub Association (IHRSA)
                                                                                                                                                            • Pfizer Inc
                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                            • Walgreen Co
                                                                                                                                                            • Weight Watchers International Inc.

                                                                                                                                                            Marketing Health to Men - US - October 2011

                                                                                                                                                            £2,684.63 (Excl.Tax)