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Marketing Health to Men - US - September 2015

"More than half of men consider themselves healthier today than they were a year ago, yet men remain most at risk for many health problems. When it comes to managing their health men rely on exercise, a positive mental attitude, and VMS (vitamin, mineral, or supplement). Motivation is the greatest barrier for men when it comes to health, but they will seek products and services that help them to achieve their ideal health."
- Marissa Gilbert, Health and Wellness Analyst

This report discusses the following key topics:

  • Men express lower levels of concern over health issues
  • Overweight men less engaged in healthy behaviors
  • Self-motivation and costs associated with health are men’s top barriers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Men express lower levels of concern over health issues
            • Figure 1: Top health concerns, by gender, May 2015
          • Overweight men less engaged in healthy behaviors
            • Figure 2: Select methods of managing men’s health, by BMI, May 2015
          • Self-motivation and costs associated with health are men’s top barriers
            • Figure 3: Men’s barriers to achieving ideal health, ranked first, May 2015
          • The opportunities
            • Encourage dads to take responsibility for their own health
              • Figure 4: Online content men are willing to pay for, by parental status, May 2015
            • Increase usage of health-focused products among older men
              • Figure 5: men seeking health information from doctor, by age, May 2015
            • Millennial men are more engaged in their health compared to a year ago
              • Figure 6: Men’s healthiness today compared to a year ago, by generation, May 2015
            • What it means
            • The Market – What You Need to Know

              • Aging population puts demand on products tailored to older men
                • Growing diversity and declining marriage rates influence health
                  • Growing waistlines and stress cause health risks
                  • Market Factors

                    • Male population growth anticipated to outpace females
                      • Figure 7: US population, by gender and age, 2015
                      • Figure 8: Change in population of adults aged 18 or older, by age and gender, 2015-20
                    • Hispanic male population is growing rapidly; attentive health consumer
                      • Figure 9: Males by race and Hispanic origin, 2010-20
                    • A decline in marriage rates could have adverse effects on men’s health
                      • Figure 10: Married share of adult population, by gender, 2003-13
                  • Health Factors

                    • Men have a greater susceptibility toward weight gain
                      • Figure 11: US adults aged 20 or older who are overweight, by gender, 2009-12
                    • Stress can have a negative effect on men’s health
                      • Leading cause of death among men is heart disease, followed by cancer
                        • Figure 12: Leading causes of death in males (all ages) United States, 2013
                        • Figure 13: Most common cancers among men, 2014
                    • Key Players – What You Need to Know

                      • Men relate to humor and stereotypes in marketing
                        • Dad Bod alerts men to health concerns associated with becoming a dad
                          • Empowering men, dating while running, and new birth control for men
                          • What’s Working?

                            • Humor works to spread health awareness
                              • Figure 14: Icelandic Cancer Society's colon cancer PSA, March 2015
                              • Figure 15: Ant and Dec are #feelingnuts, October 2015
                            • Poking fun at male stereotypes encourages healthy behaviors
                              • Figure 16: Save the bros, February 2015
                              • Figure 17: Interest and willingness to pay for food and beverage ingredient claims, by generation, May 2015
                            • Targeting men with high-protein food options
                            • What’s Struggling?

                              • “Dad Bod” negatively impacts the health of fathers
                              • What’s Next?

                                • Empowering men to take charge of their own health
                                  • Ditch online dating for exercise and connections
                                    • The future of male birth control
                                    • The Consumer – What You Need to Know

                                      • Half of men improved their health, yet health concerns are revealed
                                        • Men place importance on diet and exercise for ideal health
                                          • Men seek health information from doctors and online sources
                                            • To manage their health most men are exercising
                                              • Men lack motivation when it comes to improving their health
                                                • Health-focused products purchased for proactive care and to feel good
                                                • Change in Health

                                                  • Men feel healthier compared to a year ago
                                                    • Figure 18: Men’s healthiness today compared to a year ago, by generation, May 2015
                                                    • Figure 19: Men’s healthiness today compared to a year ago, by Hispanic origin, May 2015
                                                    • Figure 20: Online content men are willing to pay for, by generations and ethnicity, May 2015
                                                  • Healthy weight men are healthier compared to a year ago
                                                    • Figure 21: Men’s healthiness today compared to a year ago, by BMI, May 2015
                                                • Health Concerns

                                                  • Men express less concern than women over top health issues
                                                    • Figure 22: Top health concerns, by gender, May 2015
                                                    • Figure 23: Select men’s health concerns, by change in health in the past year, May 2015
                                                  • Young men concerned with mental health; older men with body ailments
                                                    • Figure 24: Men’s mental health concerns, by age, May 2015
                                                    • Figure 25: Men’s mental health concerns, by income, May 2015
                                                    • Figure 26: Select men’s health issues, by age, May 2015
                                                  • Obese and Black men express nutritional health concerns
                                                    • Figure 27: Men’s nutritional health concerns, by BMI, May 2015
                                                    • Figure 28: Men’s nutritional health concerns, by race and Hispanic origin, May 2015
                                                • Factors to Achieve Good Health

                                                  • Men place most importance on diet and exercise to achieve ideal health
                                                    • In their words…
                                                        • Figure 29: Factors that are important to men achieving good health, by rank, May 2015
                                                      • Getting the right amount of sleep also important to men
                                                        • Figure 30: Factors important to men to achieve good health, any rank, May 2015
                                                      • Regular medical checkups more important to older men
                                                        • Figure 31: Importance of regular medical checkups as it relates to men achieving good health, by age, May 2015
                                                    • Sources of Health Information

                                                      • Men seek out information from professionals and online
                                                        • Figure 32: Men’s sources for health information, online and offline, May 2015
                                                      • Dads are seeking out more health information sources
                                                        • Figure 33: Men’s sources for health information, online and offline, by parental status, May 2015
                                                        • Figure 34: Online content men are willing to pay for, by parental status, May 2015
                                                      • Age impacts sources for health information
                                                        • Figure 35: healthcare and online sources for men’s health information, by age, May 2015
                                                        • Figure 36: Select men’s sources for health information, online and offline, by age, May 2015
                                                      • Healthy weight men seek health information from informal sources
                                                        • Figure 37: Select men’s sources for health information, online and offline, by BMI, May 2015
                                                    • Methods of Managing Health

                                                      • Men are exercising to managing their health; interested in diet
                                                          • Figure 38: Select methods of managing men’s health, May 2015
                                                        • Older men engaged in managing health, men aged 25-34 express interest
                                                          • Figure 39: Select methods of managing men’s health, currently or interested in doing, by age, May 2015
                                                          • Figure 40: Select methods of managing men’s health, currently or interested in doing, by age, May 2015 (continued)
                                                        • A spouse may be the key to more active health management
                                                          • Figure 41: Select methods men currently doing to manage their health, by marital status, May 2015
                                                        • Obese men express solid interest in engaging in diet and exercise
                                                          • Figure 42: Select methods of managing men’s health, by BMI, May 2015
                                                      • Barriers to Achieving Ideal Health

                                                        • Men are standing in their own way when it comes to health
                                                          • Figure 43: Men’s barriers to achieving ideal health, by rank, May 2015
                                                        • Obese men challenged most by ambition and current weight
                                                          • Figure 44: Select barriers men ranked first in achieving ideal health, by BMI, May 2015
                                                        • Costs are a barrier for low-income households in improving health
                                                          • Figure 45: Cost barrier for men to achieve ideal health, by household income, May 2015
                                                      • Reasons for Purchasing Products to Promote Health

                                                        • Half of men purchase products to proactively care for their health
                                                          • Figure 46: Men’s reasons for purchasing products geared toward improving health, May 2015
                                                        • Men’s motivations for purchasing health products vary by age
                                                          • Figure 47: Select reasons men purchase products geared toward improving health, by age, May 2015
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Consumer qualitative research
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms

                                                                  Companies Covered

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                                                                  Marketing Health to Men - US - September 2015

                                                                  £3,174.67 (Excl.Tax)