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Marketing Health to Women - US - November 2011

Overall, women demonstrate a high level of interest in health—including products like online tools to manage health, vitamins and supplements, and fresh foods. Subgroups, such as moms and Baby Boomers, have an increased health interest and are prime target demographics for health products. Over the next five years, the population of U.S. women between the ages of 55-64 and 65-74 is projected to grow rapidly, which will result in the need for additional health services for this larger group of older women. However, as birth rates in the U.S. have fallen significantly in the last five years, companies will have to compete for the attention of moms.

In this report, Mintel explores:

  • Which ailments women have experienced
  • How women treat those ailments
  • What sources women turn to for information on health
  • Which online tools women have used in the past year
  • Which online tools women plan to use in the next year
  • How often women exercise each week and for what duration
  • If women try to eat healthy foods and if so, which factors are most important to them
  • Which vitamins and supplements are most interesting to women
  • How the answers to these questions differ between ethnic groups

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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

                      • Market factors
                        • Ailments and conditions
                          • Health information sources
                            • Online tools
                              • Healthy living and self-health assessment
                                • Exercise trends and habits
                                  • Food choices
                                    • Interest in food/drink to maintain health
                                      • Interest in supplements to maintain health
                                        • Race and Hispanic origin
                                        • Insights and Opportunities

                                          • Key points
                                            • Reaching women through technology
                                              • Mature mothers
                                                • Are traditional doctors becoming less important?
                                                  • Healthcare providers/insurers prioritizing women’s health
                                                    • Challenges to women’s healthcare access
                                                    • Inspire Insights

                                                        • Trend: Eye on Government
                                                          • Trend: Access all Areas
                                                          • Market Factors

                                                            • Key points
                                                              • Some two thirds of U.S. adult women are overweight
                                                                • Figure 1: Overweight and obesity rates, 1988-2008
                                                                • Figure 2: Prevalence of obesity among U.S. adults aged 20 and older, by sex, for selected years 1988-94 through 2007-08
                                                              • Population of women aged 55+ predicted to increase substantially
                                                                • Figure 3: U.S. female population by age, 2006-16
                                                              • Boomers most likely to indicate making healthy lifestyle choices
                                                                • Figure 4: Women’s healthy lifestyle choices, by age, February 2010-March 2011
                                                              • Health and wealth are linked
                                                                • Figure 5: Women’s healthy lifestyle choices, by household income, February 2010-March 2011
                                                              • Women in lower-income brackets, middle age most likely to smoke
                                                                • Figure 6: Women’s use of cigarettes and other tobacco products, by household income, February 2010-March 2011
                                                                • Figure 7: Women’s use of cigarettes and other tobacco products, by age, February 2010-March 2011
                                                              • Birthrate falls significantly between 2007 and 2010
                                                                • Figure 8: Fertility rate and number of births, 1998-2008
                                                              • Women aged 35-44 just as likely to be trying to get pregnant as younger women
                                                                • Figure 9: Pregnant and/or planning to become pregnant, by age, July 2011
                                                              • Younger women most concerned with sexually transmitted diseases
                                                                • Figure 10: Women’s concern with sexually transmitted diseases, by age, July 2011
                                                                • Figure 11: Women’s concern with sexually transmitted diseases, by household income, July 2011
                                                                • Figure 12: Women’s concern with sexually transmitted diseases, by marital status, July 2011
                                                            • Ailments and Conditions

                                                              • Key points
                                                                • Older women more likely to be diagnosed with illnesses
                                                                  • Figure 13: Top 10 ailments/conditions experienced by women, by age, February 2010-March 2011
                                                                • Women more likely to indicate suffering from illnesses when compared to men
                                                                  • Figure 14: health issues experienced, by gender, July 2011
                                                              • Treating Ailments and Conditions

                                                                • Key points
                                                                  • Women suffer from fatigue but about half don’t treat it
                                                                    • Figure 15: Women’s treatment of various conditions—Part 1, August 2011
                                                                    • Figure 16: Remedies used to treat conditions—Part 1, July 2011
                                                                  • New products that target allergies may be important for women
                                                                    • Figure 17: Women’s treatment of various conditions—Part 2, August 2011
                                                                    • Figure 18: Remedies used to treat conditions—Part 2, July 2011
                                                                  • Women not treating stress incontinence, some not treating menopause symptoms
                                                                    • Figure 19: Women’s treatment of various conditions—Part 3, August 2011
                                                                    • Figure 20: Remedies used to treat conditions—Part 3, July 2011
                                                                • Innovations and Innovators

                                                                    • Your Man Reminder app
                                                                      • QR codes for health
                                                                        • SAM’S CLUB Pharmacy promotes women’s health
                                                                          • Health product launches decline in 2010, 2011
                                                                            • Figure 21: Healthcare, food, and nonalcoholic drink new product launches targeted to women, 2005-11
                                                                          • Healthcare
                                                                            • Figure 22: Top 10 healthcare launches targeted to women, by subcategory, 2005-11
                                                                          • Supplements
                                                                            • Wipes
                                                                              • Food
                                                                                • Figure 23: Top 10 food launches targeted to women, by subcategory, 2005-11
                                                                              • Drinks
                                                                                • Figure 24: Top 10 drink launches targeted to women, by subcategory, 2005-11
                                                                            • Marketing Strategies

                                                                              • Key points
                                                                                • Overview of the brand landscape
                                                                                  • Brand analysis: U by Kotex
                                                                                    • Figure 25: Brand analysis of U by Kotex, 2011
                                                                                  • Online initiatives
                                                                                    • TV presence
                                                                                      • Figure 26: Kotex, television ad, 2011
                                                                                    • Brand analysis: Kellogg’s Nutri-Grain
                                                                                      • Figure 27: Brand analysis of brand, 2011
                                                                                    • Online initiatives
                                                                                      • TV presence
                                                                                        • Figure 28: Kellogg, television ad, 2011
                                                                                      • Brand analysis: Curves International
                                                                                        • Figure 29: Brand analysis of Curves, 2011
                                                                                      • Online initiatives
                                                                                        • TV presence
                                                                                          • Figure 30: Curves International, television ad, 2010
                                                                                      • Health Information Sources

                                                                                        • Key points
                                                                                          • Women turn to magazines for information on diet and exercise
                                                                                            • Friends and family important sources of information on mental health
                                                                                              • Figure 31: Information sources women turn to for diet, exercise, and mental health, July 2011
                                                                                            • More women say they turn to websites than doctors for information about prescription remedies
                                                                                              • Figure 32: Information sources women turn to for remedies and health conditions, July 2011
                                                                                            • Nurse practitioners provide information as “good” as traditional doctor
                                                                                              • Figure 33: Information source rating among women, July 2011
                                                                                          • Online Tools

                                                                                            • Key points
                                                                                              • More than one third of women have used online tools in past year
                                                                                                • Figure 34: Use of online tools to manage health, by gender, July 2011
                                                                                              • Online tools most popular with younger women (18-34)
                                                                                                • Figure 35: Women’s use of online tools to manage health, by age, July 2011
                                                                                              • Those earning more show greater likelihood of using online tools
                                                                                                • Figure 36: Women’s use of online tools to manage health, by household income, July 2011
                                                                                              • Midwestern women most likely to have used online tools
                                                                                                • Figure 37: Women’s use of online tools to manage health, by region, July 2011
                                                                                              • Women who use one online tool are likely to use others
                                                                                                • Figure 38: Women’s use of online tools to manage health, by use of top six tools, July 2011
                                                                                              • Use of online tools may double in the next year
                                                                                                • Figure 39: Women’s projected likelihood of using online tools in the coming year, July 2011
                                                                                              • Almost half of women aged 18-44 say they plan to use online tools in next year
                                                                                                • Figure 40: Women’s projected likelihood of using online tools in the coming year, by age, July 2011
                                                                                            • Healthy Living and Self-Health Assessment

                                                                                              • Key points
                                                                                                • Women in all age groups see health as very/somewhat important
                                                                                                  • Figure 41: Importance of healthy living and self-health assessment among women, by age, August 2011
                                                                                                • Highest earners most likely to see healthy living as very important
                                                                                                  • Figure 42: Importance of healthy living and self-health assessment among women, by household income, August 2011
                                                                                                • Women in Southern U.S. most likely to say healthy living is very important
                                                                                                  • Figure 43: Importance of healthy living and self-health assessment among women, by region, August 2011
                                                                                              • Exercise Trends and Habits

                                                                                                • Key points
                                                                                                  • Women exercise less frequently and for shorter duration than men
                                                                                                    • Figure 44: Exercise habits—men v. women, July 2011
                                                                                                  • Women of all age groups report that they exercise
                                                                                                    • Figure 45: Women’s exercise habits, by age, July 2011
                                                                                                  • Younger women exercise slightly less frequently but for a longer duration
                                                                                                    • Figure 46: Women’s frequency and duration of exercise, by age, July 2011
                                                                                                  • Higher earners more likely to say they exercise
                                                                                                    • Figure 47: Women’s exercise habits, by household income, July 2011
                                                                                                  • Respondents earning $100K+ exercise most frequently
                                                                                                    • Those earning $75K-99.9K engage in longer workouts
                                                                                                      • Figure 48: Women’s frequency and duration of exercise, by household income, July 2011
                                                                                                    • Midwestern women least likely to exercise
                                                                                                      • Figure 49: Women’s exercise habits, by region, July 2011
                                                                                                    • Women in the Northeast exercise regularly but for short durations
                                                                                                      • Figure 50: Women’s frequency of exercise, by region, July 2011
                                                                                                  • Food Choices

                                                                                                    • Key points
                                                                                                      • Women much more likely to agree with healthy eating statements when compared to men
                                                                                                        • Figure 51: Food selection and attitudes, by gender, July 2011
                                                                                                      • Women aged 55+ interested in fresh and unprocessed foods
                                                                                                        • Figure 52: Women’s food selection and attitudes, by age, July 2011
                                                                                                      • High earners most likely to agree with all healthy eating statements
                                                                                                        • Figure 53: Women’s food selection and attitudes, by household income, July 2011
                                                                                                      • Women in different regions interested in different aspects of health foods
                                                                                                        • Figure 54: Women’s food selection and attitudes, by region, July 2011
                                                                                                    • Interest in Food/Drinks to Maintain Health

                                                                                                      • Key points
                                                                                                        • Respondents show high interest in heart healthy foods
                                                                                                          • Figure 55: Women’s interest in food/drinks to manage health, July 2011
                                                                                                        • Women younger than 44 and those from households earning $50K+ interested in health foods
                                                                                                          • Figure 56: Women’s interest in food/drinks to manage health, by age and household income, July 2011
                                                                                                      • Interest in Supplements to Maintain Health

                                                                                                        • Key points
                                                                                                          • Three quarters of women interested in multivitamins
                                                                                                            • Women show interest in heart health
                                                                                                              • Figure 57: Women’s interest in supplements to manage health, July 2011
                                                                                                            • Older women interested in supplement for health, younger for beauty
                                                                                                              • Figure 58: Women’s interest in supplements to manage health, July 2011
                                                                                                          • Race and Hispanic Origin

                                                                                                            • Key points
                                                                                                              • Hispanic women exercise less often and for shorter durations
                                                                                                                • Figure 59: Women’s exercise habits, by race/Hispanic origin, July 2011
                                                                                                              • Hispanic women least likely to agree with healthy eating statements
                                                                                                                • Figure 60: Women’s food selection and attitudes, by race/Hispanic origin, July 2011
                                                                                                            • Custom Consumer Groups

                                                                                                              • Key points
                                                                                                                • Moms most likely to exercise for 30 minutes to one hour
                                                                                                                    • Figure 61: Women’s exercise habits, by children in the household, July 2011
                                                                                                                  • Moms less likely to agree with healthy eating statements
                                                                                                                      • Figure 62: Food selection and attitudes, by children in the household, July 2011
                                                                                                                    • Moms highly interested in online health management tools
                                                                                                                        • Figure 63: Use of online tools to manage health, by children in the household, July 2011
                                                                                                                        • Figure 64: Women’s projected likelihood of using online tools in the coming year, by children in the household, July 2011
                                                                                                                      • Moms interested in energy products, natural foods
                                                                                                                          • Figure 65: Women’s interest in food/drinks to manage health, by children in the household, July 2011
                                                                                                                        • Moms interested in weight loss products
                                                                                                                          • Figure 66: Women’s interest in supplements to manage health, by children in the household, July 2011
                                                                                                                      • Appendix—Trade Associations

                                                                                                                        Companies Covered

                                                                                                                        • American Medical Association (AMA)
                                                                                                                        • Boots Healthcare Usa, Inc
                                                                                                                        • CVS Caremark Corporation
                                                                                                                        • Google, Inc.
                                                                                                                        • Playtex Products Inc
                                                                                                                        • YouTube, Inc.

                                                                                                                        Marketing Health to Women - US - November 2011

                                                                                                                        £3,277.28 (Excl.Tax)