Pulse Report: Heart Health from a Consumer Perspective

Abstract

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 behaviors 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

Table of Contents

Introduction

• Consumers and Heart Health

Key Findings

Chapter I. Consumer Perceptions of Heart Health

• Consumer Definitions of Having a Healthy Heart
• A Neurolinguistic Map of How Consumers Define "Heart Health"

Chapter II. Living Heart Healthy

• A Neurolinguistic Map of What Consumers Define "Heart-Healthy Lifestyle"
• The Demographics of Heart Health Concerned vs. the Unconcerned
• Consumers Diagnosed with Heart Conditions
• Medical Visits to Diagnose, Manage or Treat a Heart Condition
• Activities for General Health
• Activities for Heart Health
• Activities Consumers Would Like to Initiate to Promote Heart Health
• Caring for Others with Heart Conditions

Chapter III. Heart-Healthy Diet: Foods, Beverages, Supplements & Brands

• Attitudes Toward and Interest in Using Heart-Healthy Brands

Chapter IV. Heart-Healthy Shopping and Eating Out

• Attitudes Toward Retailers: Which Type Helps with Heart-Health Lifestyle?
• Consumer Suggestions for Heart-Health Retailing
• Reading the Package
• Influence of Endorsements and Seals
• Restaurant Chains that Consumers Say Help Them Live Heart Healthy
• Attitudes Toward Restaurant Types: Which Helps with Heart-Health Lifestyle?
• Consumer Suggestions for How Restaurants Can Help with Heart Health

Chapter V. Conclusion

Appendix I . Methodology

• Language Analysis

List of Figures

• Figure 1. Language Map: How Do You Define "Heart Health"?
• Figure 2. Language Map: What is a "Heart-Healthy Lifestyle"?
• Figure 3. "Among your day-to-day concerns, how concerned would you say you are with the health of your heart?" - Total Respondents
• Figure 4. Heart Health Concerned vs. Unconcerned Segments
• Figure 5. "Have you ever been diagnosed with a heart condition?" - All Respondents
• Figure 6. "Have you ever been diagnosed with a heart condition?" - Heart Health Concerned vs. Unconcerned
• Figure 7. "What Heart Conditions Have You been Diagnosed With?" - All Respondents
• Figure 8. "Are you currently treating any of these conditions?" - Total, Concerned vs. Unconcerned
• Figure 9. "Which of the following have you visited at least once in the past six months to diagnose/treat/manage a heart condition?"
• Figure 10. "How often would you say you visit a health care provider to treat or check up on the health of your heart?"
• Figure 11. "Have you changed your lifestyle in any way to promote a healthier heart?"
• Figure 12. "Which of the following activities do you currently do on a regular basis?" - Total Respondents
• Figure 13. "Which of the following activities do you currently do on a regular basis?" - Heart Health Concerned vs. Unconcerned
• Figure 14. "Of your current activities, which do you purposely do at least in part for the health of your heart?" - Total Respondents
• Figure 15." Of your current activities, which do you purposely do at least in part for the health of your heart?" - Heart Health Concerned vs. Unconcerned
• Figure 16. "Of the activities you don' t currently do, which one would you like to start doing because you think it might help promote your heart' s health?" (Top 14 Activities) - Total Respondents, Heart Health Concerned vs. Unconcerned
• Figure 17. "Do you currently help or care for someone in your family with a heart related condition?"
• Figure 18. "Which of the following information sources are you most likely to use for health information?" (Top 20 Choices) - Total Respondents, Heart Health Concerned vs. Unconcerned
• Figure 19. "Of the information sources you' re likely to use for health information, which one are you most likely to trust?" (Top 10 Choices) - Total Respondents, Heart Health Concerned vs. Unconcerned
• Figure 20. "What foods or beverages come to mind as being healthy for your heart?" (Write-In Responses)
• Figure 21. "How would you rate the following foods and beverages in terms of their benefits to the heart?": Fruits, Vegetables, Juices, Smoothies - Total Respondents
• Figure 22. "How would you rate the following foods and beverages in terms of their benefits to the heart?": Oils, Spreads, Proteins, Yogurt, Soy - Total Respondents
• Figure 23. "How would you rate the following foods and beverages in terms of their benefits to the heart?": Wine, Beer, Coffee, Cocoa, Chocolate - Total Respondents
• Figure 24. "How would you rate the following foods and beverages in terms of their benefits to the heart?": Grains, Nuts, Low-Fat, Low-Sugar, Fish Oil, Antioxidants - Total Respondents
• Figure 25. Heart-healthy products: Criteria for purchase, confidence in preparation, and sources that recommend - Total Respondents
• Figure 26. "Thinking of heart-healthy products, which name brand food or beverage comes to mind first?" (Write-in Responses)
• Figure 27. "Thinking of heart-healthy products, which name brand food or beverage comes to mind first/second/third?" (Write-in Responses)
• Figure 28. Beliefs about Heart Healthfulness and Interest in Use: Oils, Spreads, Canned Vegetable and Soup Brands - Total Respondents
• Figure 29. Beliefs about Heart Healthfulness and Interest in Use: Chocolate, Tea, Beverage and Vitamin Brands - Total Respondents
• Figure 30. Beliefs about Heart Healthfulness and Interest in Use: Cereal and Egg Brands - Total Respondents
• Figure 31. Top-of-Mind Heart-Healthy Vitamin, Mineral, Herbal and Dietary Supplement Brands
• Figure 32. "What one retailer comes to mind as one that assists you with living a hearthealthy lifestyle?" (Write-in Responses)
• Figure 33. "How helpful are the following types of retail stores with regard to living a hearthealthy lifestyle?" - Total Respondents
• Figure 34. Examining Packaging for "Heart Healthy" Features: What' s Used and in What Order? - Total Respondents
• Figure 35. Heart-healthy Endorsements and Seals on Packaging: Effect on Likelihood to Purchase - Total Respondents
• Figure 36. "What one restaurant chain comes to mind that helps or makes it easier for you to live a heart-healthy lifestyle?" (Write-in Responses)
• Figure 37. "How helpful are the following types of restaurants with regard to living a hearthealthy lifestyle?" - Total Respondents