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Marketing Health to Women - US - July 2009

Women’s health is a vast and complex realm, with many issues and factors to consider. This provides ample opportunity for marketers to reach an audience of receptive and willing participants. The economy is proving to be a challenge for the health industry overall, and women in particular are impacted, often times foregoing their own needs to ensure that their families do not go without.

This report delves into a wide range of topics that will provide marketers with an arsenal of knowledge on how to best market health to women in the current environment, including:

  • How various lifestages largely determine a woman’s issues and health concerns
  • The ever increasing role that digital media plays in marketing health to women, and what tools will be best received and most effective
  • The importance of diet and exercise in a woman’s quest for optimal health
  • What advertising methods are most effective and what messages have the greatest impact
  • What functional foods, beverages and supplements are most effective and appealing for women
  • How women’s health interest groups and private corporations can come together to affect change

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Table of contents

  1. Scope and Themes

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

                    • The big picture for women’s health
                      • Preventive care is a must
                        • Getting a “head” of the game
                          • Reaching out digitally
                            • Women’s health is woven into the fabric of many industries
                              • Diet and exercise are top of mind
                                • Focused attention on women’s health issues
                                  • Lifestages determine needs and concerns
                                    • Promoting health
                                      • Importance of healthy living
                                        • Conditions and concerns
                                          • The Diet Factor
                                            • Taking Care
                                              • What Women Want
                                                • Reaching Out
                                                  • Race and Ethnicity
                                                  • Insights and Opportunities

                                                    • Making women’s health proactive not reactive
                                                      • A need to address mental (and mood) health
                                                        • Figure 1: New sleep aid product launches, 2003-08
                                                      • Reaching out
                                                          • Figure 2: Most popular online health resources for 13-24 year olds, October 2008
                                                        • Spinning study results
                                                          • Going green for health
                                                            • Restaurants
                                                            • Inspire Insights

                                                                • Trend: Me, Me, Me
                                                                  • What it’s about
                                                                    • You, you, you
                                                                      • Survival of the fittest
                                                                        • Trend: A Simple Balance for Health
                                                                          • What it’s about
                                                                            • Simply unimportant
                                                                              • Employ the nontraditional
                                                                              • Competitive Context

                                                                                • The high cost of staying healthy
                                                                                  • Figure 3: Attitudes towards cost/effectiveness of health maintenance enhancements, April 2009
                                                                                • Studies and recalls
                                                                                • Market Factors

                                                                                  • Financial stresses impact healthcare
                                                                                      • Figure 4: Debt as health stressor, by age, April 2009
                                                                                    • Diet and exercise reign supreme
                                                                                      • Figure 5: Most important factors contributing to healthy living, April 2009
                                                                                      • Figure 6: Importance, rating, and attitudes towards health, April 2009
                                                                                      • Figure 7: The healthy (and not so healthy) attitudes of women, October 2007-December 2008
                                                                                    • Focused public attention on women’s health issues
                                                                                      • Partnerships with health organizations draw attention to the importance of healthy living
                                                                                        • The Oprah Factor
                                                                                          • The race factor
                                                                                            • Figure 8: Hispanic women, by age, 2004-14
                                                                                        • Lifestage as Market Factor

                                                                                          • Overview
                                                                                            • Figure 9: Female population, by age, 2004-14
                                                                                          • Young adults
                                                                                              • Figure 10: Sources for information on mental health, by age, April 2009
                                                                                            • Family/career
                                                                                              • Figure 11: U.S. birth rates, by age of mother, 2005
                                                                                              • Figure 12: Most important factors contributing to healthy living, by age, April 2009
                                                                                            • The “Third-Age”: Post-family/menopause
                                                                                              • Figure 13: Concern for developing conditions, by age, April 2009
                                                                                            • The “golden” years
                                                                                                • Figure 14: Health/lifestyle practices, by select female cohorts, April 2007-June 2008
                                                                                                • Figure 15: health stressors, by age, April 2009
                                                                                            • Innovation and Innovators

                                                                                              • Retailers ramp up generic drug discount initiatives
                                                                                                • Ease of access to healthcare
                                                                                                  • Consumer products tout health attributes
                                                                                                    • Nutrition and energy bars
                                                                                                      • Yogurt and yogurt drinks
                                                                                                        • Tea and RTD teas
                                                                                                          • Snack foods go the extra mile
                                                                                                            • And… beer?
                                                                                                              • Supplements
                                                                                                                • Targeting women of childbearing age…
                                                                                                                  • …and after
                                                                                                                  • Advertising and Promotion

                                                                                                                    • Overview
                                                                                                                      • Company spotlight: Electronic Arts—making exercise easy
                                                                                                                        • Celebrity spokeswomen
                                                                                                                          • Magazines
                                                                                                                            • Figure 16: AdWeek’s magazine hot list, 2009
                                                                                                                          • Television ads
                                                                                                                            • Spotlight: Osteoporosis medication
                                                                                                                              • Figure 17: Actonel television ad, 2008
                                                                                                                              • Figure 18: Boniva television ad, 2009
                                                                                                                            • Spotlight: Weight loss programs
                                                                                                                              • Figure 19: Nutrisystem Silver television ad, 2008
                                                                                                                              • Figure 20: Weight Watchers Momentum Program television ad, 2009
                                                                                                                            • Spotlight: Food products
                                                                                                                              • Figure 21: Yoplait television ad, 2009
                                                                                                                              • Figure 22: Yoplait television ad, 2009
                                                                                                                          • Women’s Health

                                                                                                                            • Key points
                                                                                                                              • Women recognize the importance of living a healthy lifestyle
                                                                                                                                • Figure 23: Importance, rating, and attitudes towards health, by age, April 2009
                                                                                                                                • Figure 24: Importance, rating, and attitudes towards health, by HH income, April 2009
                                                                                                                              • Yet implementation still needs work
                                                                                                                                • Figure 25: Time spend talking or reading about healthcare or healthy living topics, frequency of exercise and alcohol consumption, by age, April 2009
                                                                                                                                • Figure 26: Time spend talking or reading about healthcare or healthy living topics, frequency of exercise and alcohol consumption, by HH income, April 2009
                                                                                                                              • Turning healthy ideas into healthy lifestyles
                                                                                                                                  • Figure 27: The healthy (and not so healthy) attitudes of women, by age, October 2007-December 2008
                                                                                                                                  • Figure 28: Balancing actions with attitudes, by age, October 2007-December 2008
                                                                                                                                  • Figure 29: Balancing actions with attitudes, by HH income, October 2007-December 2008
                                                                                                                              • Conditions and Concerns

                                                                                                                                • Key points
                                                                                                                                  • Concern outpaces diagnoses
                                                                                                                                    • Figure 30: Diagnosed conditions, by age, April 2009
                                                                                                                                    • Figure 31: Diagnosed conditions, by HH income, April 2009
                                                                                                                                    • Figure 32: Concern for developing conditions, by age, April 2009
                                                                                                                                    • Figure 33: Importance, rating, and attitudes towards health, by age, April 2009
                                                                                                                                    • Figure 34: Importance, rating, and attitudes towards health, by HH income, April 2009
                                                                                                                                • The Diet Factor

                                                                                                                                  • Key points
                                                                                                                                    • Diet and exercise recognized as being of utmost importance
                                                                                                                                      • Figure 35: Approach towards eating, by age, April 2009
                                                                                                                                      • Figure 36: Most important factors contributing to healthy living, by age, April 2009
                                                                                                                                      • Figure 37: Most important factors contributing to healthy living, by HH income, April 2009
                                                                                                                                      • Figure 38: Diet as a health stressor, by age, April 2009
                                                                                                                                  • Taking Care

                                                                                                                                    • Key points
                                                                                                                                      • Insurance through work most prevalent
                                                                                                                                        • Figure 39: Health insurance coverage, by age, April 2009
                                                                                                                                        • Figure 40: Health insurance coverage, by HH income, April 2009
                                                                                                                                      • Age, income impact likelihood (and frequency) of visits to the doctor
                                                                                                                                        • Figure 41: Last complete physical with a registered physician, by age, April 2009
                                                                                                                                        • Figure 42: Practitioners regularly visited, 2007 and 2009
                                                                                                                                        • Figure 43: Practitioners regularly visited, by age, April 2009
                                                                                                                                        • Figure 44: Practitioners regularly visited, by HH income, April 2009
                                                                                                                                    • What Women Want

                                                                                                                                      • Key points
                                                                                                                                        • Interest high for a wide range of health maintenance food and beverages
                                                                                                                                          • Figure 45: Food and beverage products of interest, by age, April 2009
                                                                                                                                          • Figure 46: Food and beverage products of interest, by HH income, April 2009
                                                                                                                                          • Figure 47: Supplements of interest, by age, April 2009
                                                                                                                                        • On the other hand…
                                                                                                                                          • Figure 48: Attitudes towards cost/effectiveness of health maintenance enhancements, by age, April 2009
                                                                                                                                      • Reaching Out

                                                                                                                                        • Key points
                                                                                                                                          • Internet the leading “go-to” for health information
                                                                                                                                            • Figure 49: Most likely sources for health information, by age, April 2009
                                                                                                                                            • Figure 50: Most likely sources for health information, by HH income, April 2009
                                                                                                                                          • Overall, sources for health information are highly rated
                                                                                                                                            • Figure 51: Overall ratings for sources of health information, by topline, April 2009
                                                                                                                                          • Sources for health information in-depth
                                                                                                                                            • Specific health conditions and mental health
                                                                                                                                              • Figure 52: Sources for information on specific health conditions and mental health, April 2009
                                                                                                                                            • OTC remedies, Rx remedies and herbal supplements/non-traditional medications
                                                                                                                                              • Figure 53: Sources for information on OTC and Rx remedies and herbal supplements/non-traditional medications, April 2009
                                                                                                                                            • Healthy recipes, exercise and stress management
                                                                                                                                              • Figure 54: Sources for information on healthy recipes, exercise and stress management, April 2009
                                                                                                                                              • Figure 55: Past and anticipated usage of online tools for health management, April 2009
                                                                                                                                              • Figure 56: Past usage of online tools for health management, by age, April 2009
                                                                                                                                              • Figure 57: Anticipated usage of online tools for health management, by age, April 2009
                                                                                                                                          • Race and Ethnicity

                                                                                                                                            • Key points
                                                                                                                                              • Hispanic health overview
                                                                                                                                                • Figure 58: Importance, rating, and attitudes towards health, by race/Hispanic origin, April 2009
                                                                                                                                              • Diet and exercise
                                                                                                                                                • Figure 59: The healthy (and not so healthy) attitudes of women, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                                • Figure 60: Most important factors contributing to healthy living, by race/Hispanic origin, April 2009
                                                                                                                                              • Conditions and concerns
                                                                                                                                                • Figure 61: Diagnosed conditions, by race/Hispanic origin, April 2009
                                                                                                                                                • Figure 62: Concern for developing conditions, by race/Hispanic origin, April 2009
                                                                                                                                                • Figure 63: Importance, rating, and attitudes towards health, by race/Hispanic origin, April 2009
                                                                                                                                              • The healthcare system
                                                                                                                                                • Figure 64: Health insurance coverage, by race/Hispanic origin, April 2009
                                                                                                                                                • Figure 65: Practitioners regularly visited, by race/Hispanic origin, April 2009
                                                                                                                                              • Products of interest
                                                                                                                                                • Figure 66: Food and beverage products of interest, by race/Hispanic origin, April 2009
                                                                                                                                                • Figure 67: Supplements of interest, by race/Hispanic origin, April 2009
                                                                                                                                              • Sources for health information
                                                                                                                                                • Figure 68: Most likely sources for health information, by race/Hispanic origin, April 2009
                                                                                                                                            • Cluster Analysis

                                                                                                                                                • Copers
                                                                                                                                                  • Who they are
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Balancers
                                                                                                                                                        • Who they are
                                                                                                                                                          • Opportunity
                                                                                                                                                            • Bubblers
                                                                                                                                                              • Who they are
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                    • Figure 69: Women’s health clusters, April 2009
                                                                                                                                                                    • Figure 70: Most important factors contributing to healthy living, by women’s health clusters, April 2009
                                                                                                                                                                    • Figure 71: Health stressors, by women’s health clusters, April 2009
                                                                                                                                                                    • Figure 72: Diagnosed conditions, by women’s health clusters, April 2009
                                                                                                                                                                    • Figure 73: Concern for developing conditions, by women’s health clusters, April 2009
                                                                                                                                                                    • Figure 74: Health insurance coverage, by women’s health clusters, April 2009
                                                                                                                                                                    • Figure 75: Last complete physical with a registered physician, by women’s health clusters, April 2009
                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                    • Figure 76: Women’s health clusters, by age group, April 2009
                                                                                                                                                                    • Figure 77: Women’s health clusters, by HH income, April 2009
                                                                                                                                                                    • Figure 78: Women’s health clusters, by race/Hispanic origin, April 2009
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Custom Consumer Group—Mothers

                                                                                                                                                                      • Key points
                                                                                                                                                                        • The big picture: Moms and health
                                                                                                                                                                            • Figure 79: Importance, rating, and attitudes towards health, for mothers, April 2009
                                                                                                                                                                            • Figure 80: Attitudes towards time, for mothers, April 2009
                                                                                                                                                                            • Figure 81: Diagnosed conditions, for mothers, April 2009
                                                                                                                                                                            • Figure 82: Concern for developing conditions, for mothers, April 2009
                                                                                                                                                                            • Figure 83: Practitioners regularly visited, for mothers, April 2009
                                                                                                                                                                            • Figure 84: Most important factors contributing to healthy living, for mothers, April 2009
                                                                                                                                                                            • Figure 85: The healthy (and not so healthy) attitudes of women, for mothers, October 2007-December 2008
                                                                                                                                                                          • Mother’s helpers
                                                                                                                                                                            • Figure 86: Supplements of interest, for mothers, April 2009
                                                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                                                            • Figure 87: Concern for developing conditions, by HH income, April 2009
                                                                                                                                                                            • Figure 88: The healthy (and so healthy) attitudes of women, by HH income, October 2007-December 2008
                                                                                                                                                                            • Figure 89: Last complete physical with a registered physician, by HH income, April 2009
                                                                                                                                                                            • Figure 90: Approach towards eating, by HH income, April 2009
                                                                                                                                                                            • Figure 91: Supplements of interest, by HH income, April 2009
                                                                                                                                                                            • Figure 92: Attitudes towards cost/effectiveness of health maintenance enhancements, by HH income, April 2009
                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • American Association of Retired Persons (AARP)
                                                                                                                                                                          • American Cancer Society (ACS)
                                                                                                                                                                          • American Dietetic Association (ADA)
                                                                                                                                                                          • American Heart Association, Inc.
                                                                                                                                                                          • American Herbal Products Association
                                                                                                                                                                          • American Medical Association (AMA)
                                                                                                                                                                          • Bayer Corporation
                                                                                                                                                                          • Birds Eye Foods
                                                                                                                                                                          • Blue Diamond Growers
                                                                                                                                                                          • British Broadcasting Corporation (BBC)
                                                                                                                                                                          • Campbell Soup Company
                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                          • Centers for Medicare & Medicaid Services
                                                                                                                                                                          • Church & Dwight Co. Inc
                                                                                                                                                                          • Clif Bar Inc.
                                                                                                                                                                          • Condé Nast Publications Inc.
                                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                                          • Economist Group Limited (The)
                                                                                                                                                                          • Edward D. Jones & Co., L.P.
                                                                                                                                                                          • Electronic Arts, Inc
                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                          • Food and Drug Administration
                                                                                                                                                                          • Garden of Life, Inc.
                                                                                                                                                                          • General Mills Inc
                                                                                                                                                                          • GNC Corporation
                                                                                                                                                                          • Google, Inc.
                                                                                                                                                                          • Greenfield Online
                                                                                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                                                                                          • Institute of Medicine
                                                                                                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                                                                                                          • Jamba Juice Company
                                                                                                                                                                          • Kmart Corporation
                                                                                                                                                                          • Macy's, Inc.
                                                                                                                                                                          • Mars Incorporated
                                                                                                                                                                          • Meredith Corporation
                                                                                                                                                                          • National Cancer Institute (NCI)
                                                                                                                                                                          • National Coalition For Women With Heart Disease
                                                                                                                                                                          • National Institutes of Health
                                                                                                                                                                          • Neutrogena Corporation
                                                                                                                                                                          • NutriSystem, Inc.
                                                                                                                                                                          • President's Council on Physical Fitness and Sports
                                                                                                                                                                          • Rite Aid Corporation
                                                                                                                                                                          • Sara Lee Bakery Group
                                                                                                                                                                          • Slim-Fast Foods Company
                                                                                                                                                                          • Starbucks Corporation
                                                                                                                                                                          • Target Corporation
                                                                                                                                                                          • The Kroger Co.
                                                                                                                                                                          • Time Inc.
                                                                                                                                                                          • Turner Broadcasting System, Inc.
                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                          • U.S. Department of Agriculture
                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                          • Washington Post Company (The)
                                                                                                                                                                          • Weight Watchers International Inc.
                                                                                                                                                                          • World Health Organization
                                                                                                                                                                          • Yahoo! Inc
                                                                                                                                                                          • Yoplait USA
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Marketing Health to Women - US - July 2009

                                                                                                                                                                          £3,277.28 (Excl.Tax)