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Marketing Health to Parents and Children - US - March 2009

The population of children is growing, and with it grows concern over the health issues they face. Childhood obesity, and the related health risks, has been the target of attention, and parents are seeking out healthier nutrition for their kids. However, there are a number of other areas that are also essential elements of overall health and well being for kids.

Among the issues analyzed in this report:

  • How the current economic environment will impact the future of health related marketing
  • What demographics provide the greatest opportunity and also the greatest challenges to health marketers
  • How to hone in on health concerns of greatest concern to parents, such as children’s physical activity (or the lack there of)
  • What types of products are best meeting the needs of parents looking for assistance in providing their kids with boosts for health
  • What advertising and promotional efforts are on target and where there is room for improvement, such as through increased focus on digital media
  • The importance of the role that schools play in the health equation for parents and how to build on that relationship

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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

                  • The big picture for marketing health
                    • Marketing health in the digital age
                      • Fitness and mental health warrant greater attention
                        • Tapping into the green trend
                          • School an important cog in the health wheel
                            • Hispanics and single parent households present health challenges
                              • The ups and downs of OTC meds
                                • The character merchandising dilemma
                                  • Promoting health
                                    • Children’s health messages
                                      • Health and health concerns
                                        • Health treatment and health information
                                          • Healthy activities
                                            • Stated product interest
                                              • Children’s control
                                                • Race and Hispanic origin
                                                • Insights and Opportunities

                                                  • The online mom (and dad)
                                                    • Websites
                                                      • Social networking
                                                          • Figure 1: Moms’ online communities, by age, December 2-12, 2008
                                                          • Figure 2: Advertisement-related attitudes and behaviors of online social network users, by age, October 2008
                                                        • Focus on fitness…
                                                          • …and mental health
                                                            • Green appeals to both parents and kids, yet on different levels
                                                              • Partnering with schools
                                                              • Inspire Insights

                                                                  • Trend: Rise of the Screenager
                                                                    • A generation most comfortable in front of a screen
                                                                      • The view from a child’s eye
                                                                        • Trend: Hyper-Parenting
                                                                          • Who’s controlling who?
                                                                            • Too much or not enough
                                                                            • Competitive Context

                                                                              • Two challenging demographics
                                                                                • Hispanics
                                                                                  • Single parent households
                                                                                    • Figure 3: Single-mother family groups with children under age 18, by marital status, 2006
                                                                                  • Over the counter medications in the spotlight
                                                                                    • Cold and the flu: becoming proactive not reactive
                                                                                      • Figure 4: Seasonal influenza severity in the U.S., 2003-07
                                                                                    • The character merchandising backlash
                                                                                      • Figure 5: Parents’ attitudes towards character merchandising, October 2005
                                                                                  • Market Drivers

                                                                                    • Population growth expected for children
                                                                                      • Figure 6: Population by children’s age, 2003-13
                                                                                    • Financial burdens contribute to health issues
                                                                                        • Figure 7: Consumer sentiment index, 2001-08
                                                                                      • Kids’ health a growing concern
                                                                                        • Obesity and related health risks…
                                                                                            • Figure 8: Prevalence of overweight among children and adolescents ages 6-19 years, for selected years 1976-80 through 2003-06
                                                                                          • … causes scrutiny of food choices
                                                                                              • Figure 9: Incidence of cooking more at home and healthier eating, by age, October 2008
                                                                                              • Figure 10: Attributes important to choosing snack for kids and for yourself, December 2007
                                                                                          • Innovation and Innovators

                                                                                            • Turning function into form
                                                                                              • Figure 11: Incidence of purchasing functional foods or beverages in the past three months, by presence of children, June 2008
                                                                                            • Functional milk dominates
                                                                                              • Liquid nutrition boost
                                                                                                • Fighting the OTC recall: a natural makeover
                                                                                                  • Making healthy fun for kids
                                                                                                    • Healthy food done fun
                                                                                                      • Fighting germs the fun way
                                                                                                        • “Exergaming”
                                                                                                          • Fast food industry aims to shed unhealthy image
                                                                                                          • Advertising and Promotion

                                                                                                            • Overview
                                                                                                              • Online advertising
                                                                                                                • Magazine advertising
                                                                                                                  • Television advertising
                                                                                                                    • Gardasil takes over the airwaves
                                                                                                                        • Figure 12: Gardasil—moms and kids, 2008
                                                                                                                        • Figure 13: Gardasil—older girls, 2008
                                                                                                                      • McDonald’s Happy Meal angles
                                                                                                                        • Figure 14: McDonald’s Happy Meal—health, 2007
                                                                                                                        • Figure 15: McDonald’s Happy Meal—fun, 2008
                                                                                                                        • Figure 16: McDonald’s Happy Meal—life enrichment, 2008
                                                                                                                        • Figure 17: McDonald’s Happy Meal—fitness, 2007
                                                                                                                      • Burger King promotes new Kids’ Meal entries
                                                                                                                        • Figure 18: Burger King Kids Meal—cartoon, 2008
                                                                                                                        • Figure 19: Burger King Kids Meal—prizes, 2008
                                                                                                                    • Children’s Health Messages

                                                                                                                      • Key points
                                                                                                                        • Parents step up to the plate for teaching healthy habits
                                                                                                                            • Figure 20: Attitudes about health information, by age of parent, December 2008
                                                                                                                            • Figure 21: Attitudes about health information, by child/ren’s age, December 2008
                                                                                                                        • Health and Health Concerns

                                                                                                                          • Key points
                                                                                                                            • Diagnoses increase as kids’ age
                                                                                                                              • Figure 22: Children’s health status, December 2008
                                                                                                                              • Figure 23: Children’s health status, by age of parent, December 2008
                                                                                                                              • Figure 24: Children’s health status, by HH income, December 2008
                                                                                                                            • Health concerns
                                                                                                                              • Figure 25: Concern for child/ren developing health issues, by gender of parent, December 2008
                                                                                                                              • Figure 26: Concern for child/ren developing health issues, by age of parent, December 2008
                                                                                                                              • Figure 27: Concern for child/ren developing health issues, by HH income, December 2008
                                                                                                                              • Figure 28: Concern for child/ren developing health issues, by child’s age, December 2008
                                                                                                                          • Health Treatment and Information

                                                                                                                            • Key points
                                                                                                                              • Wide range of sources used for health information
                                                                                                                                • Figure 29: Reliance on health sources rated, by good/very good and I don’t rely on this source, December 2008
                                                                                                                                • Figure 30: Reliance on health sources rated, by age of parent, December 2008
                                                                                                                                • Figure 31: Reliance on health sources rated, by HH income, December 2008
                                                                                                                              • Treatment of conditions
                                                                                                                                • Figure 32: Treatment of conditions, by age of parent, December 2008
                                                                                                                            • Healthy Activities

                                                                                                                              • Key points
                                                                                                                                • Reality check: importance versus success in promoting healthy activities
                                                                                                                                  • Figure 33: Importance and success of promoting healthy activities, December 2009
                                                                                                                                • Success of promoting healthy activities
                                                                                                                                  • Figure 34: Perceived success in affecting healthy activities, by age of parent, December 2009
                                                                                                                                  • Figure 35: Perceived success in affecting healthy activities, by region, December 2009
                                                                                                                                  • Figure 36: Perceived success in affecting healthy activities, by child/ren’s age, December 2009
                                                                                                                              • Stated Product Interest

                                                                                                                                • Key points
                                                                                                                                  • Active video games hold greatest potential
                                                                                                                                      • Figure 37: Interest in health specific products, by age of parent, December 2008
                                                                                                                                      • Figure 38: Interest in health specific products, by child/ren’s age, December 2009
                                                                                                                                  • Children’s Control

                                                                                                                                    • Key points
                                                                                                                                      • Children seen as making healthy choices
                                                                                                                                        • Figure 39: Children’s control of healthy choices, by age of parent, December 2008
                                                                                                                                        • Figure 40: Children’s control of healthy choices, by HH income, December 2009
                                                                                                                                        • Figure 41: Children’s control of healthy choices, by region, December 2009
                                                                                                                                        • Figure 42: Children’s control of healthy choices, by child/ren’s age, December 2009
                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Children’s health messages
                                                                                                                                          • Figure 43: Concerns about health information, by race/Hispanic origin, December 2008
                                                                                                                                        • Health status
                                                                                                                                          • Figure 44: Children’s health status, December 2008
                                                                                                                                        • Health concerns high
                                                                                                                                          • Figure 45: Concern for child/ren developing health issues, by race/hispanic origin, December 2008
                                                                                                                                        • Health treatment and information
                                                                                                                                          • Figure 46: Reliance on health sources rated, by race/Hispanic origin, December 2008
                                                                                                                                        • Stated product interest
                                                                                                                                          • Figure 47: Interest in health specific products, by race/Hispanic origin, December 2008
                                                                                                                                        • Children’s control
                                                                                                                                          • Figure 48: Children’s control of healthy choices, by race/Hispanic origin, December 2008
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Afflicted and aware
                                                                                                                                            • Who they are
                                                                                                                                              • Opportunity
                                                                                                                                                • Unsatisfied and unsuccessful
                                                                                                                                                  • Who they are
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Happy and healthy
                                                                                                                                                        • Who they are
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Cluster characteristics
                                                                                                                                                              • Figure 49: Health clusters, December 2008
                                                                                                                                                              • Figure 50: Children’s health status, by health clusters, December 2008
                                                                                                                                                              • Figure 51: Health source rating, by health clusters, December 2008
                                                                                                                                                              • Figure 52: Success of promoting healthy activities, by health clusters, December 2008
                                                                                                                                                              • Figure 53: Interest in health specific products, by health clusters, December 2008
                                                                                                                                                              • Figure 54: Health information concerns and control, by health clusters, December 2008
                                                                                                                                                            • Cluster demographics
                                                                                                                                                              • Figure 55: Health clusters by gender, December 2008
                                                                                                                                                              • Figure 56: Health clusters by age of parent, December 2008
                                                                                                                                                              • Figure 57: Health clusters by child/ren’s age, December 2008
                                                                                                                                                              • Figure 58: Health clusters by HH income, December 2008
                                                                                                                                                              • Figure 59: Health clusters by Hispanic origin, December 2008
                                                                                                                                                            • Cluster methodology
                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                              • Single parent households
                                                                                                                                                                • Attitudes towards health
                                                                                                                                                                    • Figure 60: Single parent attitudes toward health, spring 2008
                                                                                                                                                                  • Children’s health messages
                                                                                                                                                                      • Figure 61: Children’s health messages, by not married with children, December 2008
                                                                                                                                                                    • Health status
                                                                                                                                                                        • Figure 62: Children’s health status, single parents with children under age 2-5, December 2008
                                                                                                                                                                        • Figure 63: Children’s health status, single parents with children age 6-12, December 2008
                                                                                                                                                                        • Figure 64: Children’s health status, single parents with children age 13-15, December 2008
                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                        • Figure 65: Attitudes about health information, by HH income, December 2008
                                                                                                                                                                        • Figure 66: Reliance on health sources rated, by region, December 2009
                                                                                                                                                                        • Figure 67: Perceived success in affecting healthy activities, by HH income, December 2009
                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Advertising Research Foundation
                                                                                                                                                                      • Albertsons Inc.
                                                                                                                                                                      • American Beverage Association, The
                                                                                                                                                                      • American Dietetic Association (ADA)
                                                                                                                                                                      • American Egg Board
                                                                                                                                                                      • American Medical Association (AMA)
                                                                                                                                                                      • American Obesity Association
                                                                                                                                                                      • American Psychological Association
                                                                                                                                                                      • Amy's Kitchen Inc.
                                                                                                                                                                      • Annie E. Casey Foundation
                                                                                                                                                                      • Bath & Body Works
                                                                                                                                                                      • Bayer Corporation
                                                                                                                                                                      • Burger King Corporation
                                                                                                                                                                      • Centers for Disease Control and Prevention
                                                                                                                                                                      • Eggland's Best, Inc.
                                                                                                                                                                      • Electronic Arts, Inc
                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                      • Flickr
                                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                                      • Fresh & Easy
                                                                                                                                                                      • Friendster Inc
                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                      • Google, Inc.
                                                                                                                                                                      • Greenfield Online
                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                      • Henry J. Kaiser Family Foundation
                                                                                                                                                                      • Horizon Organic
                                                                                                                                                                      • imeem, Inc.
                                                                                                                                                                      • Institute of Medicine
                                                                                                                                                                      • Kemps LLC
                                                                                                                                                                      • KFC Corporation
                                                                                                                                                                      • KidsHealth
                                                                                                                                                                      • Los Angeles Times
                                                                                                                                                                      • Mayfield Dairy Farms Inc.
                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                      • Merck & Co. Inc.
                                                                                                                                                                      • MySpace.com
                                                                                                                                                                      • National Institutes of Health
                                                                                                                                                                      • Nike
                                                                                                                                                                      • Nintendo of America Inc.
                                                                                                                                                                      • Public Broadcasting Service
                                                                                                                                                                      • Razorfish
                                                                                                                                                                      • Reuters Group PLC
                                                                                                                                                                      • Rite Aid Corporation
                                                                                                                                                                      • Robert Wood Johnson Foundation
                                                                                                                                                                      • School Nutrition Association
                                                                                                                                                                      • Sonic Corp.
                                                                                                                                                                      • Sony Corporation of America
                                                                                                                                                                      • Subway
                                                                                                                                                                      • Taco Bell Corp.
                                                                                                                                                                      • Target Corporation
                                                                                                                                                                      • The New York Times Company
                                                                                                                                                                      • The Soap and Detergent Association
                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                      • U.S. Department of Agriculture
                                                                                                                                                                      • United Nations Children's Fund (UNICEF)
                                                                                                                                                                      • University of Michigan, The
                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                      • Yoplait USA
                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                      Marketing Health to Parents and Children - US - March 2009

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