|
Opportunities
for Marketing Long-Term Health
|
 |
As the U.S.
population ages, more and more people are suffering from chronic
illnesses that are often tied to diet and lifestyle. Conditions
such as diabetes, high blood pressure and high cholesterol are
all conditions that not only require a pharmaceutical remedy,
but diet management as well. Understanding these diseases and
how diet interacts with these conditions offers opportunities
for retailers, packaged goods marketers, pharmaceutical companies
and consumers.
The cholesterol control market demonstrates this trend very
clearly. According to the American Heart Association, cardiovascular
disease is and has been a leading cause of death in the United
States for decades. Medical evidence has been mounting that
the reduction of blood cholesterol levels significantly reduces
the risk of cardiovascular diseases and mortality rates due
to this disease. Twenty-five percent of U.S. households have
a family member with high cholesterol. The market for drugs
that control cholesterol is the largest prescription drug market
at $15.3 billion in 2003. Lipitor leads the market with 46%
share followed by Zocor at 20% and Pravachol at 11%. With the
planned introduction of Crestor in 2004, the cholesterol control
prescription drug market will see some aggressive marketing.
Addressing the cholesterol sufferers market is not just an opportunity
for the pharmaceutical companies, but for retailers and packaged
goods marketers as well.
High cholesterol sufferers are more affluent than the average
consumer and their retail spending indexes above average across
all outlets. High cholesterol sufferers, in addition to taking
their medication, are looking to control their condition through
diet. For many products, cholesterol sufferers index much higher
versus non-sufferers. These consumers index at 121 for olive
oil, 126 for cooking spray, 151 for sugar substitutes, 130 for
diet cola and 126 for low calorie salad dressing. Cholesterol
sufferers also spend significantly more than the average consumer
on multivitamins and minerals.
There are a number of marketing and merchandising opportunities
for marketing specifically to consumers with dietetic needs
for their disease state. Retailers and packaged goods marketers
can partner to develop ailment-based merchandising displays
and sections featuring food and beverage products that will
assist consumers in controlling their condition. For example,
a section with nutritional supplements, sugar substitutes, diet
cola, olive oil, margarine and low-calorie salad dressing would
appeal to and benefit cholesterol sufferers.
There is an opportunity for pharmaceutical companies and packaged
goods marketers to develop partnerships to provide consumers
with products and information to control their condition. Pharmaceutical
companies, retailers, and packaged goods marketers can also
partner to develop disease management pamphlets and ailment
awareness screening events.
|
|
|
Email this page
Download
PDF (133k)
More
Trends & Insights
Executive
Insight
Tribes,
Brands and the Fate of Consumer Marketing
Dollar
Store, No Frills: The New Retail Landscape
Advising
Retailers When You Are Not a Category Captain
Frequent
Doesn't Mean Loyal: Using Segmentation Marketing to Build Shopper
Loyalty
Perishables:
The Sleeping Giant of Retail
Understanding
the Wal-Mart Shopper
Win-Win
Trade Planning
|
