The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMay 2013
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Cultural and social pressures shape men as tough, which ultimately affects their health outcomes. A strong sense of independence, control & resilience often prevents men from seeking timely help related to health. Not surprisingly male life expectancy shows unfavourable gaps when compared to the female gender. Consumer health offers therapies and options that may improve life expectancy. Market opportunities exist in the promotion of men’s health. The challenge is to find successful approaches.
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The masculinity effect hinders the improvement of health in men. Male life expectancy rates still lag behind female rates in most countries.
Health is about care and it still contradicts the principle of masculinity, as care may imply weakness. Men prefer to take control of health on their own terms, which may not be the most effective approach. In fact, health issues eventually take control of men later in life, as unhealthy lifestyles and risky behaviours promote adverse medical conditions and diseases.
Although women remain the main caretakers in families, men are increasingly taking a more active role in their health by adopting self-care and self-medication practices, which are being adapted by health organisations and companies to meet manly cultural beliefs, lifestyles and attitudes.
Gender-based formulations in consumer health are emerging in all regions. Male-specific analgesics, digestive remedies and multivitamins, among others, represent a newer array of products targeting specific needs of males.
Consumer health already offers several options to help men treat minor conditions and prevent diseases. The male ageing population will provide bright prospects for consumer health, as more men are anticipated to adopt self-care practices.
The ultimate goal is to improve male life expectancy rates via timely treatment and prevention of diseases, promoted in part by consumer health. Changing cultural traits and lifestyles is not an easy endeavour, but taking little steps will positively impact health outcomes and generate value for the industry.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.