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Marketing Health to Women - US - August 2015

"Half of women consider themselves healthier today than they were a year ago. Generally, women are engaged in some aspect of their health – whether taking a vitamin, mineral or supplement, eating a healthy diet, exercising, or staying positive – yet express the most concern over the effects of stress on their wellbeing. Looking forward, women will seek relatable health role models that motivate them to achieve their health goals."

Marissa Gilbert, Health and Wellness Analyst

This report covers the following areas: 

  • Stress is the number one health concern among women
  • Women lack self-motivation when it comes to improving their health
  • Obesity rates continue to uptick and the health impacts are concerning

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Stress is the number one health concern among women
            • Figure 1: Women’s health concerns, May 2015
          • Women lack self-motivation when it comes to improving their health
            • Figure 2: Women’s barriers to achieving ideal health, any rank, May 2015
          • Obesity rates continue to uptick and the health impacts are concerning
            • Figure 3: Women’s healthiness today compared to a year ago, by BMI, May 2015
          • The opportunities
            • Get younger women invested in their health
              • Figure 4: Women’s interest in select methods of managing health, by age, May 2015
            • Older women are most engaged, expand their use of health products
              • Figure 5: Women’s reasons for purchasing products geared towards improving health, by age, May 2015
            • Women need healthy, realistic role models for motivation
              • Figure 6: Women’s select barriers to women in achieving ideal health, any rank, by BMI, May 2015
            • What it means
            • The Market – What You Need to Know

              • Aging population, increasing diversity, and disparity in income effect health
                • Obesity and stress cause health risks
                  • Heart disease and cancer top causes of death among women
                  • Market Factors

                    • Females make up half of the US population with a growing 55+ segment
                      • Figure 7: US population, by gender and age, 2014
                      • Figure 8: Share of US female 18+ population, by age, 2014-19
                    • Female population growing more diverse; still predominately White
                      • Figure 9: Females by race and Hispanic origin, 2009-19
                      • Figure 10: Women who consulted any healthcare professional in the last 12 months, by race, February 2014 - March 2015
                    • Disparity in household income impacts women’s wellness
                      • Figure 11: Median household incomes, by gender, 2013
                  • Health Factors

                    • Obesity rates and obesity-related health risks remain high
                      • Stress is a risk factor for many ailments
                        • Heart disease and cancer are leading causes of death among women
                          • Figure 12: Leading causes of death in females (all ages) United States, 2013
                          • Figure 13: Most common cancers Among Women, 2014
                        • Women provided greater access to preventive health services
                        • Key Initiatives – What You Need to Know

                          • Campaigns promote women’s strength and positive body images
                            • Perpetuating rape culture is not acceptable
                              • Women’s health issues, equality in advertising, and wearable tech evolving
                              • What’s Working?

                                • Under Armour’s campaign demonstrates women’s will over expectations
                                  • Figure 14: Misty Copeland: I will what I want, July 2014
                                  • Figure 15: Gisele Bundchen: I will what I want, September 2014
                                • Healthy bodies come in all sizes
                                  • Figure 16: This Girl Can: 30 Second Ad, January 2015
                                • Products aimed at delicate women’s health issues receive modern updates
                                • What’s Struggling?

                                  • A serious health issue for women, yet rape culture still used in advertising
                                  • What’s Next?

                                    • National spotlight shines on lack of paid maternity leave policies
                                      • Cannes’ Glass Lion Award honors campaigns breaking gender inequality
                                        • Improve motivation with female focused health tracking wearables
                                        • The Consumer – What You Need to Know

                                          • Some women feel healthier, yet still have several health concerns
                                            • Several factors are key to ideal health; largely diet and exercise
                                              • Women seek health information from professionals and online websites
                                                • More than anything else, women are taking a VMS to manage their health
                                                  • Women require help with staying motivated
                                                    • Health-focused products are purchased for proactive care and to feel good
                                                    • Change in Health

                                                      • Half of women report being healthier compared to a year ago
                                                        • Figure 17: Women’s healthiness today compared to a year ago, by race, May 2015
                                                        • Figure 18: Women’s healthiness today compared to a year ago, by BMI, May 2015
                                                    • Health Concerns

                                                      • Stress is the top health concern for women
                                                        • Figure 19: Women’s health concerns, May 2015
                                                      • A woman’s age drives worry for some ailments
                                                        • Figure 20: Select women’s health concerns, by age, May 2015
                                                      • Obese women have greater unease with ailments linked to body weight
                                                        • Figure 21: Women’s health concerns, by body weight, May 2015
                                                      • Black women express minimal concern for skin cancer
                                                        • Figure 22: Women’s concern with skin cancer, by race, May 2015
                                                    • Factors to Achieve Good Health

                                                      • Diet, followed by exercise are key to achieving good health
                                                          • Figure 23: Factors that are important to women achieving good health, by rank, May 2015
                                                        • Regular medical check-ups are more important to Black and older women
                                                          • Figure 24: Any rank of regular medical check-ups as a means to good health, by age and by race/Hispanic origin, May 2015
                                                      • Sources of Health Information

                                                        • Professionals and health websites sought most for health information
                                                          • Figure 25: Women’s sources for health information, online and offline, May 2015
                                                        • Allow young women to manage their own health
                                                          • Figure 26: Pharmacist and health insurance provider as sources for health information, by age, May 2015
                                                        • Black women seek professionals; Hispanic women less formal sources
                                                          • Figure 27: Select offline sources for women’s health information, by race, May 2015
                                                        • Hispanic women and moms more willing to pay for online health content
                                                          • Figure 28: Women’s willingness to pay for online health content, by Hispanic origin and parent status, May 2015
                                                      • Methods of Managing Health

                                                        • More than anything else, women are taking a VMS to manage their health
                                                            • Figure 29: Select methods of managing women’s health, May 2015
                                                          • Older women more active in managing health; younger express interest
                                                            • Figure 30: Select methods of managing women’s health, by age, May 2015
                                                          • Women with low household income least likely to exercise or take a VMS
                                                            • Figure 31: Currently exercise or take a VMS to manage health, by household income, May 2015
                                                          • Obese women not as likely to be exercising or eating healthy
                                                            • Figure 32: Managing health with exercise, Diet and medications, by BMI, May 2015
                                                        • Barriers to Achieving Ideal Health

                                                          • Women struggle with overcoming a lack of motivation
                                                            • Figure 33: Women’s arriers to achieving ideal health, any rank, May 2015
                                                          • The cost of improving health is a barrier
                                                            • Figure 34: Select barriers to achieving ideal health, any rank, by household income, May 2015
                                                          • Some frustrations more apparent among overweight women
                                                            • Figure 35: Select barriers to achieving ideal health, any rank, by BMI, May 2015
                                                        • Reasons for Purchasing Products to Promote Health

                                                          • Women purchase health products to prevent health issues and feel good
                                                            • Figure 36: Women’s reasons for purchasing products geared towards improving health, May 2015
                                                          • Older women focus on health; young women on the surface level
                                                            • Figure 37: Longer-term reasons for purchasing products geared towards improving health, by age, May 2015
                                                            • Figure 38: Shorter-term reasons for purchasing products geared towards 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

                                                                    To learn more about the companies covered in this report please contact us.

                                                                    Marketing Health to Women - US - August 2015

                                                                    £3,277.28 (Excl.Tax)