Marketing Health to Women - US By Mintel International Group Ltd.

1. Marketing Health to Women - US - October 2013
Mintel International Group Ltd.
Report Highlight

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Mintel Reports have been providing the world’s leading businesses with the insight and
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3. 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

4. Excerpt from the Table of Contents
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
View Report

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