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Home > Business/Finance > Diversified Services > Marketing/Advertising/PR
Marketing Health to Women - US
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Older American women are living decades longer than previous generations, and view retirement age as a second chapter in life during which they maintain active and healthy lifestyles. Yet women are more concerned than men about having a youthful appearance.
Based on Mintel’s exclusive consumer research, this report offers in-depth discussion of women’s attitudes, needs and behavior regarding health:
- The proliferation of media outlets, such as cable and satellite television and the Internet, has made it significantly easier for women to learn about health issues, affecting how they perceive themselves and their bodies.
- Mass culture has an influence on women and their body image. High standards of beauty are imposed on women, and youth and thinness are promoted as critical components of beauty.
- Varying by demographics, women report interest in nutrition, exercise, weight loss, vitamins/supplements, and bone/joint health.
- Women seek guidance on health issues from a number of sources: family members, doctors, friends, pharmacists, or the Internet.
- Women hold opinions about pharmaceuticals, medical treatments, and insurance. Some are more likely to have regular medical checkups. Many women are utilizing alternative health services such as yoga or counseling.
- Age and other demographic factors have an influence on women’s preferences in exercise.
In addition, this report explores how women manage diets and nutrition.
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