Contents:

Scope and Themes What you need to know Abbreviations and terms Abbreviations Terms Consumer research methodology Executive Summary Defining health Obesity and health insurance drive awareness The paradox of being healthy Baby Boomers change the health paradigm The Internet is an enabler Consumer attitudes toward health Impact of race/ethnicity on attitudes toward health Where consumers get advice Factors which are most conducive to health Factors which consumers believe compromise health Shaping health in the future Market Drivers Shifting definitions of “health” Figure 1: Factors considered important for healthy living, by age, August 2007 Defining what we mean by health Shifts in science generate new paradigms for health Obesity: a critical driver in health awareness Figure 2: Obesity trends* among U.S. adults (BRFSS), 1986 Figure 3: Obesity trends* among U.S. adults (BRFSS), 2006 Lack of reimbursement for being healthy Cost of health insurance increases awareness The Internet as an enabler and a mirror Figure 4: Changes in health information search behavior, 2002-06 Baby Boomers redefine health expectations Figure 5: Percent change in numbers of people in specific age groups, 2000-50 Market Trends Retail products Shifting focus for new product development Figure 6: Top new U.S. product launch claims, 2002-06 New product introductions Life balance/body and soul Age-focused/Boomer Figure 7: Trends in new product introductions with anti-aging focus, by top ten countries, 1996-2006 Vitality and wellbeing Appealing to our conscience Social Justice and the Environment Ethical/environmental Charitable—health awareness Charitable—hunger awareness The restaurant menu mirrors consumer awareness Figure 8: Trends in nutritional claims on quick-service, fast casual and casual menus, Q1 2005-Q1 2007 Figure 9: Trends in use of marketing claims on new menu items, quick service, fast casual, casual restaurants, Q1 2005-Q1 2007 The Consumer—Attitudes Towards Health & Healthy Lifestyles Summary of findings What stresses health Frequency of doctor visits Gauging interest in health Understanding basic attitudes toward a healthy lifestyle Figure 10: Importance of living a healthy lifestyle, by gender, August 2007 Figure 11: Importance of living a healthy lifestyle, by age, August 2007 Figure 12: Importance of living a healthy lifestyle, by household income, August 2007 Figure 13: Importance of living a healthy life, by race/ethnicity, August 2007 Learning what contributes to healthy living Figure 14: Important factors contributing to healthy living, August 2007 Interpreting the results Figure 15: Factors considered important for healthy living, by gender, August 2007 Figure 16: Factors considered important for healthy living, by age, August 2007 Environmental attitudes A sense of community The impact of household income on factors related to healthy living Figure 17: Factors considered important for healthy living, by household income, August 2007 Translating health into action Which stressors impact Americans’ health Figure 18: Biggest stressors on current health, August 2007 Figure 19: Biggest stressors on current health, by race/ethnicity, August 2007 Involvement in healthcare Figure 20: Frequency of doctor visits, by gender, August 2007 Figure 21: Frequency of doctor visits, by age, August 2007 Figure 22: Frequency of doctor visits, by household income, August 2007 Figure 23: Frequency of doctor visits, by race/ethnicity, August 2007 Health disparities and minority populations Gauging interest in health-related topics Figure 24: Average time spent discussing/reading about health-related topics, by gender, August 2007 Figure 25: Interest in health-related topics, by age, June 2007 Figure 26: Average time spent discussing/reading about health-related topics, by age, August 2007 The Consumer—Accessing and Using Health Resources Summary of findings Who we turn to for health information and advice Where we turn for specific advice Using online health resources Gauging interest in specific health information tools Finding health resources Principle sources of health information Figure 27: Principle sources of health-related information, by gender, August 2007 Figure 28: Principle sources of health-related information, by age, August 2007 Figure 29: Principle sources of health-related information, by household income, August 2007 Figure 30: Principle sources of health-related information, by race/ethnicity, August 2007 Who we go to for specific health-related information Figure 31: Sources consulted for specific health-related information, August 2007 A closer look at who consults with whom for health information The alternate healthcare practitioner Figure 32: Health resources for which consumers access alternate practitioners, by age, August 2007 Figure 33: Health resources for which consumers access alternate practitioners, by race/ethnicity, August 2007 The Internet as a health information resource Figure 34: Health resources for which consumers access the Internet, by age, August 2007 Magazines as a health information resource Figure 35: Health resources consumers consult magazines for, by age, August 2007 Where males and females access health information Does presence of children influence the source of health information? Using online health resources Figure 36: Using online health resources and tools, August 2007 Figure 37: Reasons U.S. adults seek health information online, 2006 Figure 38: Using online health resources and tools, by HH income, August 2007 Figure 39: Using online health resources and tools, by race/ethnicity, August 2007 Evaluating interest in specific health information tools Figure 40: Consumers with high level of interest in specific health information tools, by gender, August 2007 Figure 41: Consumers with no interest in specific health information tools, by gender, August 2007 More consumer insights into health professional evaluation tools and health videos Future Trends Medical tourism The environment (re)shapes the plate Cosmeceuticals: where food meets beauty and health Mixed-use communities and new urbanism Appendix: Trade Associations