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Marketing Health to Women - US - October 2013

“Women seek solutions to live a healthy life, indicating a need for products that help them to be proactive about their healthcare. Education among key consumer groups, such as lower income as well as Black and Hispanic women will be imperative, especially as implications from the PPACA roll out.”

– Emily Krol, Health and Wellness Analyst

This report looks at the following areas:

  • Women are taking a proactive and preventative approach to their health, which could impact the market of OTC medications that are designed to treat ailments
  • Healthcare is expensive, putting those from a lower-income household at a disadvantage when it comes to being proactive about their health
  • The population of Black and Hispanic women is growing, but these women are less likely to be proactive about their health
  • The declining birthrate could mean fewer moms in the market for healthcare products

Women are under a lot of pressure to raise a family, have a successful career, and do it all while maintaining a positive outlook and appearance. However, they often put the wellbeing of their families or others ahead of their own. Furthermore, caretaking duties of both older parents and children tend to fall on women’s shoulders, which can create a lot of stress in women’s lives.

This report will outline the ailments and conditions that women tend to suffer from, and how they treat them. It will also illustrate health behaviors of women, including likelihood to exercise, smoke, and diet. Attitudes toward health products and messaging that women would be receptive to are also discussed.

Factors that women think contribute to a healthful lifestyle and sources that women turn to for health information will also be reviewed. The report will also demonstrate tools or programs women would find useful to help manage their health. Finally, the report will help readers understand the types of health information women are interested in learning more about, and the current health initiatives they are aware of to aid development of health messages aimed at women.

Understanding women’s needs and wants when it comes to healthcare products will help marketers to effectively target products to various demographic segments.

Definition

In this report, Mintel examines various factors impacting women’s health, and seeks to help marketers understand what women are specifically looking for/drawn to when purchasing health-related products and services, and how to best appeal to these needs.

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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
              • Executive Summary

                  • The market of women
                    • Figure 1: Female population, by age, 2013-18
                  • Market factors that contribute to the market of “healthy” women
                    • Ethnicity
                      • Obesity
                        • Women delaying marriage and children; advancing careers
                          • Top ailments/conditions suffered
                            • Leading a healthful lifestyle
                              • The consumer
                                • Contributors to healthy life
                                  • Figure 2: Contributors to a healthy life, August 2013
                                • Online and offline health information sources
                                  • Figure 3: Health information sources turned to (offline and online), August 2013
                                • Usefulness of tools to manage health
                                  • Figure 4: Usefulness of tools to manage own health and family’s health, August 2013
                                • What we think
                                • Issues and Insights

                                    • Women are taking a proactive and preventative approach to their health, which could impact the market of OTC medications that are designed to treat ailments
                                      • Issues
                                        • Insights
                                          • Healthcare is expensive, putting those from a lower-income household at a disadvantage when it comes to being proactive about their health
                                            • Issues
                                              • Insights
                                                • The population of Black and Hispanic women is growing, but these women are less likely to be proactive about their health
                                                  • Issues
                                                    • Insights
                                                      • The declining birthrate could mean fewer moms in the market for healthcare products
                                                        • Issues
                                                          • Insights
                                                          • Trend Applications

                                                              • Trend: Prepare for the Worst
                                                                • Trend: Second Skin
                                                                  • Figure 5: Usefulness of technology tools to manage own health, by generations, August 2013
                                                                • Mintel Futures: Generation Next
                                                                  • Figure 6: Prevalence of obesity among adolescents aged 12-19, 1971-2010
                                                              • Market Factors

                                                                • Key points
                                                                  • Population of women aging
                                                                    • Figure 7: Female population, by age, 2008-18
                                                                  • Female population becoming more diverse
                                                                    • Figure 8: Female population by race and Hispanic origin, 2008-18
                                                                  • Lower-income households struggle with health
                                                                    • Figure 9: Median household income, by educational attainment of householder aged 25 or older, in inflation-adjusted dollars, 2002-12
                                                                  • Obesity rates at an all-time high
                                                                    • Figure 10: American adults by weight category as determined by body mass index (BMI), 2008-June 20, 2013
                                                                    • Figure 11: Prevalence of obesity among US adults aged 20 and over, by sex and race/ethnicity, for 2009-10
                                                                  • Women postponing marriage and children
                                                                    • Figure 12: Annual births and birthrate, 2002-12
                                                                  • Female health concerns
                                                                  • Innovations and Innovators

                                                                    • Launches of healthcare products aimed at women slow
                                                                      • Figure 13: Number of healthcare product launches targeted to women, 2007-13*
                                                                    • Vitamins aimed at women
                                                                      • Figure 14: Swisse “mood” product shot
                                                                    • Fertility, test kits, and contraception
                                                                      • Older moms increase need for fertility tracking
                                                                        • Products to help with menopause
                                                                          • Opportunity for more private label product introductions
                                                                            • Figure 15: Share of branded/private label healthcare product launches targeted to women, 2007-13
                                                                        • Marketing Strategies

                                                                          • Media habits of women
                                                                            • Figure 16: Attitudes and opinions about media, by gender, January 2012-March 2013
                                                                          • Overview of the brand landscape
                                                                            • Theme: Education
                                                                              • Figure 17: Merck active family project website screenshot, 2013
                                                                              • Figure 18: US Highbush Blueberry Council, “Little Blue Dynamos,” 2013
                                                                            • Theme: Aligning with a charity
                                                                              • Figure 19: Warriors in Pink Courage Talks series, 2013
                                                                              • Figure 20: Ford “Warriors in Pink,” print ad, 2013
                                                                            • Theme: Encouraging healthful weight loss
                                                                              • Figure 21: Special K Nourish with Superfoods, 2013
                                                                              • Figure 22: Special K More than a number, 2013
                                                                              • Figure 23: Special K “More than a number” print ad, 2013
                                                                              • Figure 24: GNC print ad, 2013
                                                                          • Ailments and Conditions Women Suffer From

                                                                            • Key points
                                                                              • Various pains and ailments more likely to be experienced by women
                                                                                • Figure 25: Ailments suffered past 12 months, by gender, December 2012
                                                                                • Figure 26: Types of pain experienced in the past six months, by gender, April 2013
                                                                                • Figure 27: Ailments experienced past 12 months, by gender, April 2011-June 2012
                                                                              • Illness prevalent among women from lower household income
                                                                                • Figure 28: Select ailments experienced past 12 months, by household income, January 2012-March 2013
                                                                              • Treating pain and sickness
                                                                                • Figure 29: Attitudes and opinions about health and medicine, by gender, January 2012-March 2013
                                                                              • Most women lead healthy lives
                                                                                • Figure 30: Health behaviors, by gender, May 2012-June 2013
                                                                                • Figure 31: Attitudes and opinions about health and medicine, by gender, May 2012-June 2013
                                                                              • Time efficient health
                                                                                • Figure 32: Healthful lifestyle attitudes and behaviors, by age, August 2013
                                                                                • Figure 33: Attitudes and opinions about diet and health, among women, February 2007-March 2013
                                                                            • Factors that Contribute to a Healthy Life

                                                                              • Key points
                                                                                • Don’t worry, be happy
                                                                                  • Figure 34: Contributors to a healthy life, August 2013
                                                                                • The importance of rest/sleep
                                                                                  • Figure 35: ZzzQuil print ad, 2013
                                                                                • Older women more proactive about health
                                                                                  • Figure 36: Contributors to a healthy life, by age, August 2013
                                                                                • Increase education efforts aimed at younger women
                                                                                  • Educate women in low-income areas
                                                                                    • Figure 37: Contributors to a healthy life, by household income, August 2013
                                                                                  • Healthier women go to doctor regularly
                                                                                    • Figure 38: Contributors to a healthy life, by I go to the doctor yearly for a physical/”well woman” preventative visit, August 2013
                                                                                    • Figure 39: Stayfree print ad, 2013
                                                                                • Health Information Sources

                                                                                  • Key points
                                                                                    • Women seek information from professional sources
                                                                                      • Figure 40: Health information sources turned to (offline and online), August 2013
                                                                                    • Older women more likely to turn to offline sources
                                                                                      • Social sources resonate with younger women
                                                                                        • Figure 41: Health information sources turned to offline, by age, August 2013
                                                                                        • Figure 42: Health information sources turned to online, by age, August 2013
                                                                                    • Tools to Manage Health

                                                                                      • Key points
                                                                                        • Teach older women to track health
                                                                                          • Increasing self-care via apps and mobile health
                                                                                            • Figure 43: Usefulness of tools to manage own health, by age, August 2013
                                                                                          • Consider interacting with doctor via social media
                                                                                            • Figure 44: Usefulness of time with physician, by weekly (or more frequent) users of social media websites, August 2013
                                                                                        • Interest and Awareness of Health Topics and Initiatives

                                                                                          • Key points
                                                                                            • Women are stressed
                                                                                              • Combating stress in young women
                                                                                                • Sexual health education starts early
                                                                                                  • Figure 45: Interest in health topics, by age, August 2013
                                                                                                • Awareness of health initiatives
                                                                                                  • Figure 46: AHA Go Red for Women logo, 2013
                                                                                                  • Figure 47: Awareness of women's health campaigns, by age, August 2013
                                                                                              • Custom Consumer Group – Moms

                                                                                                • Key points
                                                                                                  • Moms control a large portion of consumer spending
                                                                                                    • Doc is in for mom
                                                                                                        • Figure 48: Health information sources turned to offline, by presence of children in household, August 2013
                                                                                                        • Figure 49: Health information sources turned to online, by presence of children in household, August 2013
                                                                                                      • Usefulness of tools to manage health
                                                                                                        • Figure 50: V-8 Refreshers print ad, 2013
                                                                                                        • Figure 51: Usefulness of tools to manage own/family’s health among moms, August 2013
                                                                                                      • Interest in health topics
                                                                                                          • Figure 52: Interest in health topics, by presence of children in household, August 2013
                                                                                                        • Moms attitudes toward health
                                                                                                          • Figure 53: Healthful lifestyle attitudes and behaviors, by presence of children in household, August 2013
                                                                                                          • Figure 54: Attitudes and opinions about diet and health, by moms with children under age 18 in household, January 2012-March 2013
                                                                                                      • Race and Hispanic Origin

                                                                                                        • Key points
                                                                                                          • The health community
                                                                                                            • Figure 55: Type of health insurance coverage owned, by race/ethnicity, April 2013
                                                                                                            • Figure 56: Healthful habits, by race/ethnicity, January 2012 -March 2013
                                                                                                          • Marketing health to Black women
                                                                                                            • Marketing health to Hispanic women
                                                                                                                • Figure 57: Contributors to a healthy life, by race/Hispanic origin, August 2013
                                                                                                                • Figure 58: Health information sources turned to offline, by race/Hispanic origin, August 2013
                                                                                                                • Figure 59: Health information sources turned to online, by race/Hispanic origin, August 2013
                                                                                                                • Figure 60: Usefulness of tools to manage own health, by race/Hispanic origin, August 2013
                                                                                                                • Figure 61: Interest in health topics, by race/Hispanic origin, August 2013
                                                                                                                • Figure 62: Awareness of women's health campaigns, by race/Hispanic origin, August 2013
                                                                                                            • Appendix – Other Useful Consumer Tables

                                                                                                              • Ailments women suffer from
                                                                                                                • Figure 63: Ailments experienced past 12 months, by household income, January 2012-March 2013
                                                                                                                • Figure 64: Ailments experienced past 12 months, by household income, January 2012-March 2013 (continued)
                                                                                                                • Figure 65: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013
                                                                                                                • Figure 66: Ailments experienced past 12 months, by race/Hispanic origin, January 2012-March 2013 (continued)
                                                                                                              • Factors that contribute to a healthy life
                                                                                                                • Figure 67: Contributors to a healthy life, by generations, August 2013
                                                                                                                • Figure 68: Contributors to a healthy life, by education, August 2013
                                                                                                                • Figure 69: Contributors to a healthy life, by presence of children in household, August 2013
                                                                                                              • Health information sources
                                                                                                                • Figure 70: Health information sources turned to offline, by generations, August 2013
                                                                                                                • Figure 71: Health information sources turned to online, by generations, August 2013
                                                                                                                • Figure 72: Health information sources turned to offline, by interest in health topics, August 2013
                                                                                                                • Figure 73: Health information sources turned to offline, by interest in health topics, August 2013 (continued)
                                                                                                                • Figure 74: Health information sources turned to online, by interest in health topics, August 2013
                                                                                                                • Figure 75: Health information sources turned to online, by interest in health topics, August 2013 (continued)
                                                                                                              • Tools to manage health
                                                                                                                • Figure 76: Usefulness of tools to manage own health, by frequency of visiting social media website, August 2013
                                                                                                              • Interest and Awareness of Health Topics and Initiatives
                                                                                                                • Figure 77: Awareness of women's health campaigns, by household income, August 2013
                                                                                                              • Health attitudes and behaviors
                                                                                                                • Figure 78: Attitudes and opinions about health and medicine, among women, February 2007-March 2013
                                                                                                                • Figure 79: Healthful lifestyle attitudes and behaviors, by household income, August 2013
                                                                                                                • Figure 80: Healthful lifestyle attitudes and behaviors, by I go to the doctor yearly for a physical/”well woman” preventative visit, August 2013
                                                                                                              • New product introductions
                                                                                                                • Figure 81: Number of healthcare product launches targeted to women, 2007-13*
                                                                                                              • Vitamin usage
                                                                                                                • Figure 82: Usage of vitamins, by age, January 2012-March 2013
                                                                                                              • TV shows
                                                                                                                • Figure 83: Top 25 Television Shows Watched in the Last seven Days, by gender, May 2012-June 2013
                                                                                                            • Appendix – Market Drivers

                                                                                                              • Patient Protection and Affordable Care Act
                                                                                                                • Consumer confidence
                                                                                                                  • Figure 84: University of Michigan’s Index of Consumer Sentiment (ICS), 2007-13
                                                                                                                • Unemployment
                                                                                                                  • Figure 85: US unemployment rate, by month, 2002-13
                                                                                                                  • Figure 86: US unemployment and underemployment rates, 2007-13
                                                                                                                  • Figure 87: Number of employed civilians in US, in thousands, 2007-13
                                                                                                                • Educational attainment
                                                                                                                  • Figure 88: Educational attainment of men aged 25 or older, by age, 2012
                                                                                                                  • Figure 89: Educational attainment of women aged 25 or older, by age, 2012
                                                                                                                • Multicultural households with children
                                                                                                                  • Figure 90: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                • Shifting US demographics
                                                                                                                  • Figure 91: Number and ratio of males to females, by age, 2013
                                                                                                                  • Figure 92: US households, by presence of own children, 2002-12
                                                                                                                  • Figure 93: Fertility rate and number of births, 2001-11
                                                                                                              • Appendix – Trade Associations

                                                                                                                Companies Covered

                                                                                                                • American Heart Association, Inc.
                                                                                                                • Bayer Corporation
                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                • Facebook, Inc.
                                                                                                                • GNC Corporation
                                                                                                                • Kellogg Company
                                                                                                                • Kellogg Company of GB Limited
                                                                                                                • Kohl's Corporation
                                                                                                                • Macy's, Inc.
                                                                                                                • National Broadcasting Company, Inc. (NBC)
                                                                                                                • Susan G Komen
                                                                                                                • Twitter, Inc.
                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                • YouTube, Inc.

                                                                                                                Marketing Health to Women - US - October 2013

                                                                                                                US $3,995.00 (Excl.Tax)