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Middle Adulthood and Health - US - December 2017

Middle aged adults (aged 45-64) make up an important, yet often overlooked, portion of the US population, and by 2022 will account for 24% of the total US population. Today’s middle agers focus on improving their adherence to healthy behaviors, remain dedicated to the essentials of health management, and pay minimal attention to health fads. There’s a tipping point for health issues in middle age, which influences health attitudes and behaviors. Still, middle aged adults are engaged in their wellbeing in preparation for the impact of aging, which is generating positive health perceptions for most.

This report looks at the following areas:

  • Overly positive health perceptions could be a barrier
  • Weight gain and control is problematic in middle age
  • Middle agers struggle to find balance

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Overly positive health perceptions could be a barrier
            • Figure 1: Health status, by age, September 2017
          • Weight gain and control is problematic in middle age
            • Figure 2: Top three health issues, September 2017
          • Middle agers struggle to find balance
            • Figure 3: Managing health is a balancing act, by health status, September 2017
          • The opportunities
            • Middle aged adults pursuing health goals will buy into products for the journey
              • Figure 4: Interest in health products to improve health, by health status, September 2017
            • Menopause is a guarantee
              • Figure 5: Usage of menopause products and comfort discussing, September 2017
            • Health app brands can increase users by focusing on adherence and progress
              • Figure 6: Select health management tools, by use of health app, September 2017
            • What it means
            • The Market – What You Need to Know

              • US population of middle aged adults is declining
                • Middle aged adults’ demographics are changing
                  • Peak earning years hit in early middle adulthood; retirement shift begins
                    • Middle age doesn’t mean managing everyone’s health care
                      • Generational differences influence health attitudes
                      • Middle Adulthood by the Numbers

                        • The US population of middle aged adults is on a slight decline
                          • Figure 7: US population, by age, 2012-22
                        • Gender gap begins to widen among older middle aged adults
                          • Figure 8: Projected US ratio of males to females, by age, 2022
                        • More diverse than Seniors but still predominately White
                          • Figure 9: Distribution of population, by age and race/Hispanic origin, 2016
                        • The household composition of middle aged adults is in transition
                          • Figure 10: Types of households, by age of householder, 2016
                          • Figure 11: Households with own children under age 18, by age of householder, 2016
                        • Peak earning years hit in early middle adulthood
                          • Figure 12: Household income distribution, shares by age of householder, 2015
                        • The transition to retirement begins
                          • Figure 13: Employment status, by age, September 2017
                      • Market Perspective

                        • Not the health managers they’re made out to be
                          • Figure 14: Managing the healthcare of others, by age, September 2017
                        • Qualitative quotes
                          • Generational differences influence health attitudes
                            • Figure 15: Health and wellbeing segmentation, Summer 2017
                          • Health and wellbeing segmentation definitions
                          • Key Initiatives – What You Need to Know

                            • Health efforts begin in young adulthood; adherence improves with age
                              • Healthcare costs are a major source of dissatisfaction
                                • Health issues start to sneak up in middle adulthood
                                  • Tapping into influencers and customization
                                  • Middle Adulthood Health Themes

                                    • Health efforts start before entering middle age; adherence improves
                                      • Figure 16: Agree I follow healthy habits most of the time, by age, August 2017
                                    • Healthcare costs are a pain point; emphasize proactive measures
                                      • Figure 17: Satisfaction with healthcare costs, by age and insurance type, September 2016
                                    • Obesity plagues adults in middle adulthood
                                        • Figure 18: BMI status, by age, July 2017
                                      • Heart health education needs to occur early in middle adulthood
                                        • Figure 19: Diagnosed with any type of heart disease, by age, 2015
                                      • Just like young adults most middle agers lack control over stress
                                        • Figure 20: Feel in control of health and stress, by age, October 2016
                                      • Menopause is a mid-life rite of passage for women
                                        • Figure 21: Usage of menopause products and comfort discussing, September 2017
                                      • Incontinence affects few, though women more than men
                                        • Figure 22: Incontinence incidence, by gender and age, September 2017
                                      • Use of corrective eyewear begins to surge; particularly OTC readers
                                        • Figure 23: Corrective eyewear usage, by age, July 2017
                                    • What’s Next?

                                      • Tap into social media influencer peers
                                        • Figure 24: Valuable sources of information, September 2017
                                      • Product customization can fill a white space for middle aged adults
                                          • Figure 25: Supplement usage, September 2017
                                      • The Consumer – What You Need to Know

                                        • Middle age is a reckoning for health; perceived to be in good standing
                                          • Middle aged adults taking steps to monitor and improve their wellbeing
                                            • Physicians are the top source for health improvement information
                                              • Control over health comes with age; overall willingness to spend
                                                • The few who follow trends and use health apps engage most in healthy behaviors
                                                • Health Status

                                                  • Like most adults, middle agers have mostly positive health perceptions
                                                    • Figure 26: Health status, by age, September 2017
                                                    • Figure 27: Middle age health status, by age, September 2017
                                                  • Wealth affords better health perceptions
                                                    • Figure 28: Middle age health status, by household income, September 2017
                                                  • ‘Somewhat’ healthies are a key target for health improvement brands
                                                    • Figure 29: Interest in health products to improve health, by health status, September 2017
                                                  • Less healthy middle agers struggle to walk the tightrope
                                                      • Figure 30: Managing health is a balancing act, by health status, September 2017
                                                  • Health Issues

                                                    • Health issues not a major theme for middle aged adults…yet
                                                      • Figure 31: Repertoire of health issues, September 2017
                                                      • Figure 32: Health issues, September 2017
                                                    • Age divides highlight the turning point for some health issues
                                                        • Figure 33: Health issues, by age, September 2017
                                                      • Gender has a bearing on the health conditions adults face in middle age
                                                        • Figure 34: TURF analysis – Women’s health issues, September 2017
                                                        • Figure 35: TURF analysis – Men’s health issues, September 2017
                                                      • Methodology
                                                        • Hypertension and heart disease spike among Black adults
                                                          • Figure 36: Health issues, by Black race, September 2017
                                                      • Health Management Tools

                                                        • Middle aged adults are taking some action; opportunity for more
                                                          • Figure 37: Health management tools, September 2017
                                                        • The gift of a wellness exam; wives motivate husbands
                                                          • Figure 38: Any wellness examinations (net), by gender and age, middle age breaks, and marital status, September 2017
                                                        • Middle agers focus on self-care over mental health
                                                            • Figure 39: Self-care, exercise, and focus on mental health, by gender and age, September 2017
                                                          • Prescription use increases significantly with age
                                                            • Figure 40: Currently take a prescription medication, by age, September 2017
                                                        • Valuable Sources of Information

                                                          • General physicians are the top information source for middle aged adults
                                                              • Figure 41: Valuable sources of information, September 2017
                                                            • Older middle aged men aren’t likely to follow the advice of amateurs
                                                              • Figure 42: Any valuable sources of information (net), by gender and age, September 2017
                                                            • Conversely, women see value in their social connections and the internet
                                                              • Figure 43: Any valuable personal and online sources of information (net), by gender, September 2017
                                                            • Race and Hispanic origin dictates value of information sources
                                                              • Figure 44: Any valuable personal and professional sources of information (net), by Race and Hispanic origin, September 2017
                                                          • Health Management Attitudes

                                                            • Control over health comes with age
                                                              • Figure 45: Agree I’m in control of my health, by age, September 2017
                                                            • Women willing to spend on their health, but agree it’s a balancing act
                                                              • Figure 46: Select attitudes toward health management, by gender and age, September 2017
                                                            • Investing in health correlates to higher use of supplements and self-care
                                                              • Figure 47: Products to improve health and fun manging health, by products currently used to improve wellbeing, September 2017
                                                          • Behaviors when Managing Health

                                                            • Few follow health trends; followers engage in other healthy behaviors
                                                              • Figure 48: Select health management tools, by health trend followers, September 2017
                                                            • Natural products have modest appeal; even less among men aged 55-64
                                                              • Figure 49: Purchase natural health products, by gender and age, September 2017
                                                            • Opportunity for health management brands to tap into health app users
                                                              • Figure 50: Select health management tools, by use of health app, September 2017
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                      • Appendix – Key Players

                                                                          • Figure 51: Any vitamin or supplement use (net), by frequency, by age, June 2017
                                                                      • Appendix – The Consumer

                                                                          • Figure 52: Table – TURF analysis – Men’s health issues, September 2017
                                                                          • Figure 53: Table – TURF analysis – Women’s health issues, September 2017
                                                                        • Additional qualitative quotes

                                                                        Middle Adulthood and Health - US - December 2017

                                                                        US $4,395.00 (Excl.Tax)