Women, wellness and the economy

1. Women, Wellness &
the Economy
Results of the 2010 Survey

2. We Wanted to Know
How the changing economy was affecting women‟s well-being
How, if at all, the economy was impacting the health priorities of women
How We Did It
An online survey of 800 women across the United States

3. Challenging our cultural ideas about “health and wellness”

4. Challenging our cultural ideas about “health and wellness”

5. October 2009
Wellness Was Holding It Together
1. Trying to adapt
2. Surviving the day
3. Sleeping through the night

6. September 27, 2010

7. 92%
feel affected
by the economy
10% feel more
negatively affected
than in 2009

8. LESS
Sadness
Anger
Depression
Fear
MORE
Content

9. OK is the new great.
—Michele Norris, speaking on Meet the Press, October 31, 2010

10. I am becoming aware that I have a choice dealing
with my feelings in a healthy way, or not.
64%
committed to
positive change

11. Her #1 Priority
Health and Wellness
I‟ve made several healthy changes lately, but I know that
there is room to grow!

12. A fresh focus
Wellness is taking care of MYSELF .

13. Welcome to the
"Me-Covery"

14. What The Me-covery Means to Her
1. Choosing to eat right
2. Investing in physical fitness
3. Caring for her health
4. Looking good… To feel good.
5. Putting some more fun in her life!

15. She's Trying to Create a Healthy Balance
I‟m getting rid of the word „diet‟ and just concentrating on
healthy choices.

16. 54%
buying more
healthy food
+17 from 2009
47%
Choosing to buy
organic foods
more often
+18 from 2009

17. Organic foods are so expensive. But I continue to buy
organic milk, eggs, fruits and vegetables.

18. Even Those Hit Hardest Are Making Healthier Choices
Giving Up Fast Food
People most
affected by the
economy who 74%
are buying less
fast food (%)
41%
2009 2010

19. What The Me-covery Means to Her
1. Choosing to eat right
2. Investing in physical fitness
3. Caring for her health
4. Looking good… To feel good.
5. Putting some more fun in her life!

20. 48%
working out more
on their own
37%
working out more
at the gym

21. Getting Inspiration Online …
Downloading new music is the easiest way
to add fun to my workouts
I try new workout videos through Netflix
I recently bought the Wii and am trying
out different routines
I am investing in an MP3 player so that I
can listen to books while I walk

22. And Making Workout Time, Social Time
We work really hard, and we burn calories laughing!

23. What The Me-covery Means to Her
1. Choosing to eat right
2. Investing in physical fitness
3. Caring for her health
4. Looking good… To feel good.
5. Putting some more fun in her life!

24. 86%doing medical
research on their own
+47 since 2009

25. But Re-Investing Trust in MDs Again
74%
rely on their
doctor‟s advice
+22 since 2009
79%
see their doctor
regularly
+21 since 2009

26. And While More of Us Are Taking Our Medicine…
64%
buying Rx meds
+16 since 2009
48%
buying
more vitamins
+27 since 2009

27. We're Also Turning To Other Forms of Care
16% 14%
are using more are using alternative
OTCs to treat medicine more often
physical to treat physical
problems problems

28. What The Me-covery Means to Her
1. Choosing to eat right
2. Investing in physical fitness
3. Caring for her health
4. Looking good… To feel good.
5. Putting some more fun in her life!

29. What you see in terms of organic growth is
oral care and personal care.
—Ian Cook, Chairman, CEO and President, Colgate-Palmolive, October 28, 2010

30. 47%
buying more
hair-care products
+30 since 2009

31. 45%
buying more
skin-care products
+16 since 2009

32. 51%
buying more
oral-care products
+16 since 2009

33. But Where She Shops Has Shifted
Health and beauty product manufacturers and retailers
need to know what‟s important to consumers: value for
money and high quality products that enable them to
look good, despite life‟s pressures.
—Nielsen Global Health & Beauty Trends. September 17, 2010
70%
Buying skin/beauty
products from drug
stores, grocery and
mass retailers
+ 25 since 2009

34. What The Me-covery Means to Her
1. Choosing to eat right
2. Investing in physical fitness
3. Caring for her health
4. Looking good… To feel good.
5. Putting some more fun in her life!

35. 40%satisfied
-- even thrilled!
52%
committed to
finding fun

36. Saving For a Splurge
35%
considering
a vacation
I haven't taken a vacation or „wasted‟ money on
myself in over ten years. I've decided to save a
little at a time, and go.

37. Turning At-home Evenings Into Events For Family…
Our strategy for adding more fun is to focus on doing
things together, like renting movies and watching
them together.

38. Or Just For Two
24%
are using products
to enhance their
sex lives
+17 since 2009
We‟re trying to focus on having more frequent sex.

39. She‟s Finding the Fun in Her New Approach
Life is more fun when you enjoy the moment, instead
of worrying about what could have been.

40. And Living With a Healthier Attitude
Life is more fun when you have a positive
outlook and family and friends who keep
your spirits high.

41. The Me-covery Is About Taking
Matters in Her Own Two Hands

42. She‟s …
1. Nutritionally, more selective
2. Physically, more inspired
Emotionally, more centered
3. Medically, more active
Financially, more balanced good
4. Aesthetically, ready to look
again
5. And ready to find fun in her life!

43. What Does This Mean For You?
Be a part of her new Me-conomy

44. Remember: She's Putting Herself on her List
Taking responsibility
• Health & wellness is #1
• Putting a priority on prevention
• Making a commitment to manageable goals
Re-evaluating her choices
• Signaling renewed confidence
• Emphasizing value
Welcoming (the right kind of) support
• Inspiration
• Motivation
• Rewarded with what matters most

45. Let’s Help Her Achieve Her Me-covery,
Together

46. THANK YOU

47. Appendix

48. Methodology
Research was conducted via an online survey in August, 2010
Hosted by Vision Critical, an independent research company
885 total respondents
354 women ages 18 to 64 who are members of Health‟s online proprietary panel
531 women and men ages 18+ who are members of an online general population
panel or social media users