Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Marketing Health to Men - US - September 2009

Men’s health lags behind that of women, with a series of biological, social and behavioral factors working together to keep men burdened with greater disease rates and lower life expectancy. This report helps to unravel the mysteries of men’s health, and explain why it is lacking and how to best combat these forces. This report focused on the importance of recognizing the gender differences when it comes to healthcare, and how to best appeal specifically to men. Topics include:


  • How society has fostered the thinking that only “weak” men care about regular consistent healthcare
  • The major health issues men face and simple ways to directly target these concerns
  • The role that women play, and how to appeal to women to affect men’s health
  • How fear, denial and embarrassment drive men regarding their health
  • The affect that race/ethnicity, age and income have in how men react to health issues and concerns

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                  • Men the “weaker sex” when it comes to health
                    • Population growth ahead for older men
                      • A need for male-specific focused efforts, while women remain key
                        • Hispanic males present unique challenges
                          • Leading health issues drive market
                            • Promoting health
                              • Men’s health—perception and reality
                                • Eating right
                                  • Keys to healthy living
                                    • From thoughts to actions
                                      • Getting help—from traditional and alternate sources alike
                                        • Looking forward
                                          • Race and Hispanic origin
                                          • Insights and Opportunities

                                            • What’s good for the gander
                                              • Targeting men through their significant others
                                                • Figure 1: The healthy (and not so healthy) attitudes of men, by marital status, October 2007-December 2008
                                                • Figure 2: Marital status of men, by age, 2008
                                              • Reaching out
                                              • Inspire Insights

                                                  • Trend: No Health Secrets
                                                    • What it’s about
                                                      • Opening up
                                                        • Two steps forward, one step back
                                                          • Trends: From New Man in Town to the Return of the Manly Man
                                                            • The shifting tides and what we’ve seen
                                                              • Focus on manliness
                                                                • Meet me in the middle
                                                                • Competitive Context

                                                                  • The “John Wayne Syndrome”
                                                                    • The high cost of staying healthy
                                                                      • Figure 3: Attitudes towards cost/effectiveness of health maintenance enhancements among men, April 2009
                                                                    • Restaurants “feeding the male appetite”
                                                                      • Figure 4: Incidence of various portion sizes and options in U.S. restaurants, April 2009
                                                                    • Bad press
                                                                    • Market Factors

                                                                      • Men’s healthcare lags behind
                                                                        • Figure 5: The healthy (and not so healthy) attitudes of men and women, October 2007-December 2008
                                                                        • Figure 6: Leading causes of death, by gender, 2005
                                                                        • Figure 7: Alcohol consumption, by gender, April 2009
                                                                        • Figure 8: Tobacco use, by gender, October 2007-December 2008
                                                                      • Financial stresses impact healthcare
                                                                          • Figure 9: Top three health stressors among men, by age, April 2009
                                                                        • More men getting older
                                                                          • Figure 10: Male population, by age, 2004-14
                                                                          • Figure 11: Diagnosed conditions among men, by age, April 2009
                                                                        • The race factor
                                                                          • Figure 12: Hispanic men, by age, 2004-14
                                                                      • Leading Health Issues as Market Factors

                                                                        • Weight issues
                                                                          • Heart disease
                                                                            • Cancer
                                                                              • Stress and mental health
                                                                                • Figure 13: Most important factors contributing to healthy living among men, by age, April 2009
                                                                              • Sexual health
                                                                              • Innovation and Innovators

                                                                                • Diet plans appeal to men
                                                                                  • Figure 14: Top 2 factors contributing to healthy living among men, by age, April 2009
                                                                                • Virtual fitness
                                                                                  • Retailers ramp up generic drug discount initiatives
                                                                                    • Ease of access to healthcare
                                                                                      • Consumer products and supplements
                                                                                        • Boosts in a bottle
                                                                                          • Overall health
                                                                                            • Condition-specific
                                                                                              • For older men
                                                                                                • Hormonal boosts
                                                                                                  • Sexual health and performance enhancers
                                                                                                  • Advertising and Promotion

                                                                                                    • Overview
                                                                                                      • Magazines
                                                                                                          • Figure 15: Adweek’s magazine hot list, 2009
                                                                                                        • Magazine spotlight: Men’s Health
                                                                                                          • Television ads
                                                                                                            • Spotlight: Pills for prostate
                                                                                                              • Figure 16: Avodart television ad, 2009
                                                                                                              • Figure 17: Centrum ultra men’s television ad, 2009
                                                                                                            • Spotlight: Sexual health
                                                                                                              • Figure 18: Viagra television ad, 2009
                                                                                                              • Figure 19: Cialis television ad, 2009
                                                                                                            • Spotlight: Healthy food
                                                                                                              • Figure 20: Yoplait television ad, 2009
                                                                                                              • Figure 21: Healthy Choice Fresh Mixers television ad, 2009
                                                                                                          • Men’s Health

                                                                                                            • Key points
                                                                                                              • Men’s health lags behind women; youth is the time to address issues
                                                                                                                • Figure 22: Importance of healthy living and self-health rating among men, by age, April 2009
                                                                                                                • Figure 23: Time spent managing health among men, by age, April 2009
                                                                                                              • Conditions and ailments demonstrate need for greater attention to health
                                                                                                                • Figure 24: Diagnosed conditions, by gender, April 2009
                                                                                                                • Figure 25: Diagnosed conditions among men, by age, April 2009
                                                                                                                • Figure 26: Concern for developing conditions among men, by age, April 2009
                                                                                                                • Figure 27: Ailments in the past 12 months among men, by age, October 2007-December 2008
                                                                                                            • Taking Care

                                                                                                              • Key points
                                                                                                                • Better insurance coverage and awareness of hereditary issues needed
                                                                                                                  • Figure 28: Health insurance coverage among men, by age, April 2009
                                                                                                                  • Figure 29: Importance, rating, and attitudes towards health among men, by age, April 2009
                                                                                                              • Eating Right

                                                                                                                • Key points
                                                                                                                  • Men less concerned about watching diet
                                                                                                                    • Figure 30: Incidence of watching diet and reasons for doing so, by gender, October 2007-December 2008
                                                                                                                    • Figure 31: Approach towards eating, by gender, April 2009
                                                                                                                    • Figure 32: Approach towards eating among men, by age, April 2009
                                                                                                                • Keys to Healthy Living

                                                                                                                  • Key points
                                                                                                                    • Diet, exercise and sleep keys to healthy living
                                                                                                                      • Figure 33: Most important factors contributing to healthy living among men, by age, April 2009
                                                                                                                      • Figure 34: Health stressors among men, by age, April 2009
                                                                                                                    • Men’s lackadaisical attitude challenges health
                                                                                                                      • Figure 35: Attitudes towards healthy lifestyle choices, by gender, April 2009
                                                                                                                      • Figure 36: Attitudes towards healthy lifestyle choices among men, by age, April 2009
                                                                                                                      • Figure 37: Attitudes towards healthy lifestyle choices among men, by HH income, April 2009
                                                                                                                  • From Thoughts to Actions

                                                                                                                    • Key points
                                                                                                                      • Men exercise often, yet fill up on calories from food and drink
                                                                                                                        • Figure 38: Men’s exercise trends, by age, April 2009
                                                                                                                        • Figure 39: Men’s drinking trends, by age, 2009
                                                                                                                      • Women more aligned with health, exercise key component lacking in men’s health
                                                                                                                        • Figure 40: Healthy (and not so healthy) attitudes, by gender, October 2007-December 2008
                                                                                                                        • Figure 41: The healthy (and not so healthy) attitudes of men, by age, October 2007-December 2008
                                                                                                                    • Getting Help—Traditional Sources

                                                                                                                      • Key points
                                                                                                                        • Regular healthcare visits lacking
                                                                                                                          • Figure 42: Last complete physical with a registered physician among men, by age, April 2009
                                                                                                                          • Figure 43: Last complete physical with a registered physician among men, by HH income, April 2009
                                                                                                                          • Figure 44: Practitioners regularly visited among men, by age, April 2009
                                                                                                                        • Doctors a trusted source
                                                                                                                          • Figure 45: Professional information sources and rating among men, April 2009
                                                                                                                          • Figure 46: Professional information sources among men, by age, April 2009
                                                                                                                      • Getting Help—Alternate Media

                                                                                                                        • Key points
                                                                                                                          • Room for improvement in online efforts
                                                                                                                            • Figure 47: Alternate media information sources and rating among men, April 2009
                                                                                                                            • Figure 48: Past usage of online tools for health management among men, by age, April 2009
                                                                                                                        • Looking Forward

                                                                                                                          • Key points
                                                                                                                            • Online tools hold potential for younger men
                                                                                                                              • Figure 49: Anticipated usage of online tools for health management among men, by age, April 2009
                                                                                                                            • Potential for healthy foods and supplements
                                                                                                                              • Figure 50: Food and beverage products of interest, by gender, April 2009
                                                                                                                              • Figure 51: Food and beverage products of interest among men, by age, April 2009
                                                                                                                              • Figure 52: Supplements of interest among men, by age, April 2009
                                                                                                                          • Race and Ethnicity

                                                                                                                            • Key points
                                                                                                                              • Health overview
                                                                                                                                • Figure 53: Importance of healthy living and self-health rating among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 54: Diagnosed conditions among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 55: Concern for developing conditions among men, by race/Hispanic origin, April 2009
                                                                                                                              • Hispanic males lag behind in medical care
                                                                                                                                • Figure 56: Last complete physical with a registered physician among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 57: Professional information sources and rating among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 58: Attitudes towards health conditions among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 59: Health insurance coverage among men, by race/Hispanic origin, April 2009
                                                                                                                              • Attitudes towards health and healthcare
                                                                                                                                • Figure 60: Attitudes towards healthy lifestyle choices among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 61: Most important factors contributing to healthy living among men, by race/Hispanic origin, April 2009
                                                                                                                              • Supplemental healthcare interest strong
                                                                                                                                • Figure 62: Food and beverage products of interest among men, by race/Hispanic origin, April 2009
                                                                                                                                • Figure 63: Supplements of interest among men, by race/Hispanic origin, April 2009
                                                                                                                            • Cluster Analysis

                                                                                                                                • Sedentary Sams
                                                                                                                                  • Who they are
                                                                                                                                    • Opportunity
                                                                                                                                      • Active Adams
                                                                                                                                        • Who they are
                                                                                                                                          • Opportunity
                                                                                                                                            • Easy-does-it Eddies
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Cluster characteristics
                                                                                                                                                    • Figure 64: Men’s health clusters, April 2009
                                                                                                                                                    • Figure 65: Time spent on managing health among men, by men’s health clusters, April 2009
                                                                                                                                                    • Figure 66: Exercise trends among men, by men’s health clusters, April 2009
                                                                                                                                                    • Figure 67: Biggest health stressor among men, by men’s health clusters, April 2009
                                                                                                                                                    • Figure 68: Sources for health information among men, by men’s health clusters, April 2009
                                                                                                                                                    • Figure 69: Supplement interest among men, by men’s health clusters, April 2009
                                                                                                                                                    • Figure 70: Weekly alcohol consumption among men, by men’s health clusters, April 2009
                                                                                                                                                  • Cluster demographics
                                                                                                                                                    • Figure 71: Men’s health clusters, by age, April 2009
                                                                                                                                                    • Figure 72: Men’s health clusters, by HH income, April 2009
                                                                                                                                                    • Figure 73: Men’s health clusters, by race/Hispanic origin, April 2009
                                                                                                                                                  • Cluster methodology
                                                                                                                                                  • Custom Consumer Groups: Are Married Men Healthier?

                                                                                                                                                      • Key points
                                                                                                                                                        • Married men have greater access to healthcare
                                                                                                                                                            • Figure 74: Last complete physical with a registered physician among men, by marital status, April 2009
                                                                                                                                                            • Figure 75: Practitioners regularly visited among men, by marital status, April 2009
                                                                                                                                                            • Figure 76: Health insurance coverage among men, by marital status, April 2009
                                                                                                                                                            • Figure 77: Professional sources turn to for health information among men, by marital status, April 2009
                                                                                                                                                            • Figure 78: Alternate media health information sources among men, by marital status, April 2009
                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                          • The importance of income
                                                                                                                                                            • Figure 79: Importance of healthy living and self-health rating among men, by HH income, April 2009
                                                                                                                                                            • Figure 80: Most important factors contributing to healthy living among men, by HH income, April 2009
                                                                                                                                                            • Figure 81: Time spent managing health among men, by HH income, April 2009
                                                                                                                                                            • Figure 82: Approach towards eating among men, by HH income, April 2009
                                                                                                                                                            • Figure 83: Health insurance coverage among men, by HH income, April 2009
                                                                                                                                                            • Figure 84: Diagnosed conditions among men, by HH income, April 2009
                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Aetna Inc.
                                                                                                                                                          • American Cancer Society (ACS)
                                                                                                                                                          • American Dietetic Association (ADA)
                                                                                                                                                          • American Medical Association (AMA)
                                                                                                                                                          • American Obesity Association
                                                                                                                                                          • Bayer Corporation
                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                          • Economic Policy Institute
                                                                                                                                                          • Economist Group Limited (The)
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                          • Gatorade
                                                                                                                                                          • GNC Corporation
                                                                                                                                                          • Greenfield Online
                                                                                                                                                          • Henri Bendel
                                                                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                                                                          • Institute of Medicine
                                                                                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                                                                                          • Jenny Craig Inc.
                                                                                                                                                          • MuscleTech
                                                                                                                                                          • National Academy of Sciences
                                                                                                                                                          • National Institutes of Health
                                                                                                                                                          • Nintendo of America Inc.
                                                                                                                                                          • NutriSystem, Inc.
                                                                                                                                                          • President's Council on Physical Fitness and Sports
                                                                                                                                                          • Private Reserve Inc
                                                                                                                                                          • PUMA AG Rudolf Dassler Sport
                                                                                                                                                          • Rite Aid Corporation
                                                                                                                                                          • Royal Pharmaceutical Society of Great Britain
                                                                                                                                                          • Russell Stover Candies Inc.
                                                                                                                                                          • Slim-Fast Foods Company
                                                                                                                                                          • Target Corporation
                                                                                                                                                          • The Kroger Co.
                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                          • Verizon Wireless (Cellco)
                                                                                                                                                          • Walgreen Co
                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                          • Washington Post Company (The)
                                                                                                                                                          • Weight Watchers International Inc.
                                                                                                                                                          • Yoplait USA

                                                                                                                                                          Marketing Health to Men - US - September 2009

                                                                                                                                                          US $3,995.00 (Excl.Tax)