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Asian Americans' Approach to Health and Wellness - US - October 2012

“How Asians perceive their overall health and where there are gaps are among the key issues explored within this report. Asians understand the importance of leading a healthy lifestyle and value their overall well-being and yet they don’t seek advice from health professionals. Asian women are the least likely to seek advice from those in the health and wellness field and much of this has to do with cultural barriers. There is much marketers can do to address those cultural taboos and encourage Asian women to seek information on improving their health and that of their family. This group of consumers has the discretionary income and the willingness to spend it on maintaining good health and yet marketers are not speaking to them.”

– Leylha Ahuile, Senior Multicultural Analyst

Some questions answered in this report include:

  • Are cultural stigmas keeping Asians from seeking health advice?
  • Are marketers properly targeting Asian women?
  • Why are marketers not reaching out to Asian health and wellness consumers?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Self-evaluation of their health
                          • Figure 1: How Asian Americans describe their overall health, April 2012
                        • Factors that contribute to healthy living
                          • Figure 2: Top five factors that contribute to healthy living, April 2012
                        • Following the doctor’s order
                          • Figure 3: Attitudes toward health and medicine, January 2011-March 2012
                        • Top reasons for watching one’s diet
                          • Figure 4: Top five reasons for watching one's diet, by race/Hispanic origin, January 2011-March 2012
                        • Asian women don’t seek out health information
                          • Figure 5: Top six sources Asian adults turn to for information on health and wellness in the past 12 months, April 2012
                        • The consumer
                          • U.S. Asian population
                            • Figure 6: Population, by race/Hispanic origin, 2007-17
                          • Asian household income
                            • Figure 7: Median household income for all households and those headed by Asians, in inflation-adjusted dollars, 2001-11
                          • What we think
                          • Issues in the Market

                              • Are cultural stigmas keeping Asians from seeking health advice?
                                • Are marketers properly targeting Asian women?
                                  • Why are marketers not reaching out to Asian health and wellness consumers?
                                  • Insights and Opportunities

                                    • Exercise products and services marketers are missing the beat
                                      • Stress management products and services
                                      • Trend Application

                                          • Trend: Help Me Help Myself
                                            • Trend: Prepare For the Worst
                                              • 2015 Trend: “Old Gold”
                                              • The Health of Asian Americans

                                                • Key points
                                                  • Asian Americans’ rating of their health
                                                    • Self-rating one’s health
                                                      • Figure 8: How Asian Americans describe their overall health, April 2012
                                                    • Mental health
                                                      • Figure 9: How Asian Americans describe their mental health, by gender and age, April 2012
                                                    • Physical health
                                                      • Figure 10: How Asian Americans describe their physical health, by gender and age, April 2012
                                                    • Diet
                                                      • Figure 11: How Asian Americans describe their diet, by gender and age, April 2012
                                                    • Factors that contribute to healthy living
                                                      • Figure 12: Factors that contribute to healthy living, by age, April 2012
                                                  • Attitudes Toward Health

                                                    • Key points
                                                      • Attitudes toward health and medicine
                                                        • Figure 13: Attitudes toward health and medicine, January 2011-March 2012
                                                      • Attitudes toward hereditary health conditions
                                                        • Figure 14: Asian consumers' attitudes toward hereditary health concerns, by age, April 2012
                                                        • Figure 15: Asian consumers' attitudes toward hereditary health concerns, by educational attainment, April 2012
                                                      • Attitudes toward the cost of exercising and healthy eating
                                                        • Figure 16: Asian consumers' attitudes toward the cost of exercise and healthy eating, by gender and age, April 2012
                                                      • Attitudes toward over-the-counter drugs and pharmaceuticals
                                                        • Figure 17: Asian consumers' attitudes toward the safety of over-the-counter drugs and pharmaceuticals, by gender and age, April 2012
                                                      • Attitudes toward leading a healthy lifestyle
                                                        • Figure 18: Asian consumers' attitudes toward leading a healthy lifestyle, by age, April 2012
                                                      • Biggest stressors
                                                        • Figure 19: What Asian consumers consider the biggest contributors to stress, by age, April 2012
                                                    • Diet and Exercise

                                                      • Key points
                                                        • Attitudes toward eating
                                                            • Figure 20: Asian consumers attitudes toward eating, by age, April 2012
                                                          • Managing digestive health
                                                            • Figure 21: How Asian consumers manage their digestive health, by age, April 2012
                                                          • Reasons for watching one’s diet
                                                            • Figure 22: Likelihood of watching one's diet and reason, by race/Hispanic origin, January 2011-March 2012
                                                          • Products used for losing weight
                                                            • Figure 23: Products or methods used to lose weight, by race/Hispanic origin, January 2011-March 2012
                                                          • Exercise
                                                            • Frequency of exercising
                                                              • Figure 24: Frequency of exercise, by gender, April 2012
                                                              • Figure 25: Frequency of exercise, by age, April 2012
                                                            • Length of workout
                                                              • Figure 26: Length of exercise, by gender and age, April 2012
                                                          • Where Consumers Turn For Help

                                                            • Key points
                                                              • Where consumers turn for health information
                                                                • Older Asians go online for information but do not use tracking tools
                                                                    • Figure 27: Who or what do Asian consumers turned to in the past 12 months for staying healthy, by age, April 2012
                                                                  • Asian women are less likely to seek health advice
                                                                      • Figure 28: Who or what do Asian consumers turned to in the past 12 months for staying healthy, by gender, April 2012
                                                                    • Plan to use in the future
                                                                      • Figure 29: Who or what do Asian consumers plan to turn to in the next 12 months for staying healthy, by age, April 2012
                                                                  • Marketing Strategies

                                                                    • Key points
                                                                      • Language of advertising
                                                                        • Television advertising
                                                                          • Online advertising
                                                                            • Attitudes toward online information sources
                                                                              • Medline Plus
                                                                                • The National Alliance for the Mentally Ill
                                                                                  • UnitedHealthcare
                                                                                    • Print ads
                                                                                      • San Francisco Hep B
                                                                                        • UnitedHealthcare
                                                                                          • Other marketing initiatives
                                                                                          • U.S. Asian-American Population

                                                                                            • Key points
                                                                                              • Asian demographics
                                                                                                • The Asian population is swiftly increasing
                                                                                                  • Figure 30: Population, by race/Hispanic origin, 1970-2020
                                                                                                  • Figure 31: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                  • Figure 32: Population, by race/Hispanic origin, 2007-17
                                                                                                • U.S. Asian population
                                                                                                  • Population by age
                                                                                                    • Figure 33: U.S. Asian population, by age, 2007-17
                                                                                                    • Figure 34: U.S. Population, by age, 2007-17
                                                                                                  • Population by generation
                                                                                                    • Figure 35: Generations, by race/Hispanic origin, 2011
                                                                                                  • U.S. Asian geographic concentration
                                                                                                    • Figure 36: Graph: Asian population, by region, 2010
                                                                                                    • Figure 37: Top 10 states, by total Asian population and percentage of state total population, 2010
                                                                                                  • Asian purchasing power
                                                                                                    • Figure 38: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                    • Figure 39: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                  • Median household income
                                                                                                    • Figure 40: Median household income, by race and Hispanic origin of householder, 2011
                                                                                                  • Household income distribution
                                                                                                    • Figure 41: Household income distribution for all households and Asian households, 2010
                                                                                                  • Asian buying power in the top 10 states
                                                                                                    • Figure 42: Top ten states, by Asian buying power, 2010
                                                                                                  • The Asian household
                                                                                                    • Figure 43: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                    • Figure 44: Households, by number of people in the household, by race/Hispanic origin of householder, 2011
                                                                                                  • Generational insights among Asian consumers
                                                                                                    • Presence of children in the home
                                                                                                      • Figure 45: Households with children by race and Hispanic origin of householder, 2011
                                                                                                      • Figure 46: Ages of children in the household, by race/Hispanic origin, 2011
                                                                                                    • Marital status of Asians
                                                                                                      • Figure 47: Marital status, by race/Hispanic origin, 2011
                                                                                                    • National origin of Asians
                                                                                                      • Figure 48: U.S. Asians by national origin, 2011
                                                                                                    • Languages spoken
                                                                                                      • Figure 49: U.S. Asian population aged 5 and older, by English proficiency, 2010
                                                                                                      • Figure 50: U.S. Asian population aged 5 and older, by language spoken in the home, 2010
                                                                                                    • Asian metros
                                                                                                      • Figure 51: Top ten metropolitan areas with the largest number of Asian residents, 2010
                                                                                                      • Figure 52: Asian population in selected metropolitan areas, by nationality/ancestry, 2010
                                                                                                    • Asians’ educational attainment
                                                                                                      • Figure 53: Educational attainment of Asians Aged 25 or older, by age, 2010
                                                                                                  • Appendix: Trade Associations

                                                                                                    Companies Covered

                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                    Asian Americans' Approach to Health and Wellness - US - October 2012

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