Adults with chronic conditions are more likely to eat unhealthy

Which came first - the ailment or the food choices? Data on more than 70 ailments in Kantar Media’s 2013 MARS OTC/DTC Study  shows the majority of the conditions listed with high percentages of adults eating an unhealthy diet (with the exception of PTSD) have a clear relationship with food choices and eating behaviors. For example, eliminating certain foods from your diet can help minimize IBS symptoms and an unhealthy diet may lead to obesity.

The study results suggest that people who suffer from chronic diseases are more likely say they eat an unhealthy diet. These are often the conditions that can most benefit from diet and exercise. Ailments with the highest percentage of sufferers eating a healthy/average diet were more likely to either be temporary ailments, ailments that don’t have an obvious connect to diet or, as in the case of food allergy, may contribute to why these adults eat healthy.

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.

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