Baby Boomers and Health - US - May 2004

SUMMARY

Members of the Boomer generation have benefited from a multitude of medicaladvances throughout their lives. They were the first generation to benefit fromthe many vaccines developed in the middle of the 20th century that reduced theincidence of serious childhood diseases. Since then, even more medicaldevelopments have reduced deaths from cancer, heart disease, and many otherserious health conditions.

Despite these advances, science cannot guaranteethat aging will be free from illness or disability. While younger Boomers arestill generally enjoying good health, older Boomers are reaching the point atwhich people often confront health problems. In addition, although Boomers areaware of the need to be proactive in maintaining good health, many are not doingso. In 2002, 38% of younger Boomers (aged 35 to 44) and 31% of older Boomers(aged 45 to 54) were current users of some form of tobacco. Most Boomers areoverweight and many are obese. Most do not get the recommended level ofexercise.

Although development of some health conditions may be an inevitablepart of aging, it is unlikely that Boomers will passively accept this fact. As aresult, there is significant opportunity for a range of manufacturers to addressBoomer demands and desires. In order to market effectively to this group,manufacturers must gain an understanding of Boomers' current attitudes andbehavior. Mintel's original analysis delves into boomers' approach to illnessand medical care, where they go for health information, and their opinions aboutover-the-counter and prescription medications. With this information,manufacturers have the upper hand in formulating an effective and profitablemarketing strategy.

This report focuses on the issue of Baby Boomers andhealth. In 2004, members of the Boomer generation are aged 38 to 56. As aresult, the emphasis of this report covers those encompassing this age, althoughwhere possible and where relevant, Mintel provides information on their olderand younger counterparts to provide comparative perspective. While there aremany aspects that could be included within health, Mintel covers the followingareas in this report:

• health insurance coverage
• spending on health care items
• usage of health care services (visits to physicians' offices, for example)
• life expectancy and death rates
• incidence of tobacco, alcohol and illicit drug usage
• incidence of overweight/obesity
• incidence of physical activity
• births and menopause rates
• incidence of diseases
• circulatory diseases
• cancer
• respiratory diseases
• other diseases
• hearing, vision and dental problems
• attitudes about health issues
• sources of health information
• approaches to illness and medical care
• opinions about OTC and prescription medications

TABLE OF CONTENTS

INTRODUCTION AND ABBREVIATIONS

Introduction

Other relevant reports

Definition

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

The size of the baby boom

Boomer women outnumber boomer men

Most working-age adults get health insurance through employment

Education influences approach to healthcare

Boomers spend more on entertainment than on healthcare

Health insurance accounts for largest share of healthcare spending

Aging boomers will stress the healthcare system

Lifestyle-related health conditions will affect some boomers

Boomer women are confronting menopause

Chronic health conditions are afflicting more boomers

Businesses will need to respond to boomers' hearing and vision problems

Boomers enter the age of mortality

Physicians are the leading source of health information

Busy boomers sometimes neglect health

Medications will continue to be important to boomers

DEMOGRAPHICS OF BABY BOOMERS

The baby boom population

Figure 1: U.S. population by generation, 2004

Figure 2: U.S. population by generation, 2004 and 2010

Graph 1: U.S. population by generation, 2004

Figure 3: U.S. population by generation and gender, 2004

Figure 4: U.S. population by age and gender, 2004

Labor force participation

Figure 5: Labor force participation of baby boomers, by age, 2003

Household income

Figure 6: Median and per capita household income by age of householder,2002

Educational attainment

Figure 7: Educational attainment by generation, 2002

BOOMERS AND HEALTH INSURANCE, SPENDING AND SERVICES

Health insurance coverage

Figure 8: Health insurance coverage by age, 2002

Graph 2: Health insurance coverage by age, 2002

Figure 9: Sources of boomers' health insurance coverage, by age, 2002

Baby boomers and spending on healthcare

Figure 10: Average spending on major categories by age of referenceperson, 2002

Figure 11: Average spending on healthcare by category, by age of referenceperson, 2002

Figure 12: Average spending on health insurance by type of supplier, byage of reference person, 2002

Figure 13: Average spending on medical services by type of care sought, byage of reference person, 2002

Figure 14: Average spending on drugs, by category, by age of referenceperson, 2002

Figure 15: Average spending on medical supplies by product type, by age ofreference person, 2002

Boomers and healthcare services used

Figure 16: Visits to physicians' offices and hospital outpatient/emergencydepartments, by age, 2001

Figure 17: Visits to healthcare professionals, by age, 2001

Figure 18: Hospital dishcharges, days of care, and average stay, by age,2001

Implications for the healthcare industry

HEALTH CONDITIONS

Life expectancy

Figure 19: Life expectancy by age, 2001

Lifestyle conditions

Incidence of tobacco usage

Figure 20: Incidence of tobacco usage, by age, 2002

Incidence of alcohol usage

Figure 21: Incidence of Alcohol usage, by age, 2002

Figure 22: Excessive alcohol consumption in past 30 days, 2002

Incidence of illicit drug usage

Figure 23: Incidence of illicit drug usage, 2002

Incidence of overweight/obesity and physical activity

Figure 24: Incidence of being overweight/obese, by age and gender, 2001

Figure 25: Physical activity by age and gender, 2001

Figure 26: Incidence of physical and social/leisure limitations, by age,2001

Births and menopause (reproductive health)

Figure 27: Births by age of mother, 2002

Figure 28: Birth rates by age of mother, 2002

Figure 29: Number and percent of women aged 40 or older who arepostmenopausal, 2001

Incidence of selected health conditions

Incidence of circulatory diseases

Figure 30: Incidence of circulatory diseases, by age, 2001

Incidence of cancer

Figure 31: Incidence of cancer by type, by age, 2001

Incidence of respiratory diseases

Figure 32: Incidence of respiratory diseases, by age, 2001

Incidence of other diseases

Figure 33: Incidence of selected other diseases, by age, 2001

Figure 34: Incidence of migraines, back, or face/jaw pain, by age, 2001

Incidence of hearing, vision and dental problems

Figure 35: Incidence of hearing and vision problems and absence of teeth,by age, 2001

Death rates and causes

Figure 36: Number of deaths and death rates, by age, 2001

Figure 37: Death rates* for people aged 35 to 44 and 45 to 54, 1950-2001

Leading causes of death among boomers

Figure 38: Leading causes of death for people aged 35 to 44 and 45 to 54,2001

Graph 3: Leading causes of death among 34-44 versus 45-54 year olds, 2001

Implications for boomers and health conditions

ATTITUDES ABOUT HEALTH ISSUES

Introduction

Sources of health information

Figure 39: Sources of healthcare information for boomers,January-September 2003

Figure 40: Sources of healthcare information for boomers, by age,January-September 2003

Figure 41: Sources of healthcare information for boomers, by gender,January-September 2003

Approach to illness and medical care

Figure 42: Approach to illness and medical care among boomers,January-September 2003

Figure 43: Boomers' approach to illness and medical care, by age breaks,January-September 2003

Figure 44: Boomers' approach to illness and medical care, by gender,January-September 2003

Opinions about OTC and prescription medications

Figure 45: Boomers' Opinions about OTC and prescription drugs,January-September 2003

Figure 46: Boomers' opinions about OTC and prescription drugs, by agebreaks, January-September 2003

Figure 47: Boomers' opinions about OTC and prescription drugs, by gender,January-September 2003

Summary

APPENDIX: RESEARCH METHODOLOGY

Consumer Research

Sampling & Weighting

Presentation & Definition

Further Analysis

Trade Research

Informal trade research

Formal trade research

Desk & Internet Research

Sources

Definitions

Forecasts

APPENDIX: WHAT IS MINTEL?

Mintel Publications

Mintel Services

Product retrieval

Retail audits

Tailored research

Global New Products Database

Research Support/Consultancy/MIC

The Mintel Information Centre (MiC)

PR Research