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Pulse Report: Heart Health from a Consumer Perspective
Hartman Group, The, April 2007, Pages: 85
The latest statistics from the American Heart Association underpin the belief among many companies across a broad spectrum of businesses and industries that there is a growing consumer concern over heart health - a concern many companies would love to tap into. If there is one lesson our studies into understanding obesity from the consumer's vantage point taught us, it is that consumers may not be as concerned about their own situation as they are of others.
Report Overview
Heart Health from a Consumer Perspective paints a lifestyle portrait of the heart health landscape as depicted from both a heart health 'concerned' (vs. 'unconcerned') consumer viewpoint, as well as from the vantage point of the general population. With over 35 charts and tables, the report highlights consumer perceptions of lifestyle, shopping channels and brands, and health care services as seen through the lens of heart healthy lifestyles.
Key insights includes discussions on:
-Consumer definitions of heart health and what it means to live a heart healthy lifestyle
-The paradox between an overall belief in the connection between nutrition, exercise, and heart health but a difficulty in achieving activity within the context of sedentary lifestyles
-Barriers to heart health lifestyles: Within dietary behaviours at home, at retail and in dining out
-Activities consumers do to manage heart health
-Consumer awareness and associations with brands, foods, supplements, restaurants and retailers, and overall attempts to live a heart healthy lifestyle
-Foods and beverages perceived to provide the greatest benefit toward heart health
Methodology:
The quantitative findings in this report are based on the results of a survey fielded in December 2006, with a sample size of 616. Qualitative findings are based on language and analysis used to pattern the behavioural and experiential differences that consumers articulate about heart health by analyzing the text from both online discussion groups and from open-ended responses to our quantitative online survey.
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