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Black Consumers' Diet and Wellness - US - March 2013

“Black consumers exhibit the highest incidence of obesity and related diseases, but they are doing little to address it. Cultural as well as economic elements play a big role in unhealthy dietary habits and sedentary lifestyle. Creating awareness about the link between diet and food is the key to restoring wellness among this consumer groups. At the same time there is a need for OTC remedies that could help in preventive care as well as address the needs of those afflicted with chronic diseases such as diabetes and high blood pressure.”

– Leylha Ahuile, Senior Multicultural Analyst

Some questions answered in this report include:

  • Why should marketers work to change the status quo?
  • How can marketers fill the gap between perception and behavior regarding attributes of healthy lifestyle?
  • How does Black consumers’ low spending on healthcare products affect wellness marketers?

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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

                      • Black consumers and poor health
                        • Figure 1: Prevalence of obesity among U.S. adults aged 20 and over, obese, or extremely obese, by gender and race/Mexican origin, 1999-2010
                      • Increased awareness about monitoring diet for blood sugar and salt intake
                        • Figure 2: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                      • Top contributors to a poor diet
                        • Figure 3: Black consumers’ attitudes toward factors that contribute to a poor diet, October 2012
                      • Actual weight and perception of own weight
                        • Figure 4: Black consumers’ perception of own weight, by gender, October 2012
                      • Women are the primary shopper of OTC medication
                        • Figure 5: Primary shopper of OTC medication in the household, by gender and household income, October 2012
                      • Reasons for taking over-the-counter (OTC) medication
                        • Figure 6: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
                      • Doctors and pharmacist, top influencers in buying OTC medication
                        • Figure 7: Influencers that contribute to purchases of over-the-counter remedies or vitamins/minerals, October 2012
                      • The consumer
                        • U.S. Black population
                          • Figure 8: Population, by race/Hispanic origin, 2008-18
                        • Household income
                          • Figure 9: Median household income, by race and Hispanic origin of householder, 2011
                        • Source: Mintel/U.S. Census Bureau, Current Population Survey, Annual Social and Economic Supplement
                          • Black purchasing power is increasing
                            • Figure 10: Purchasing power, by race/Hispanic origin, 1990-2017
                          • What we think
                          • Issues in the Market

                              • Why should marketers work to change the status quo?
                                • How can marketers fill the gap between perception and behavior regarding attributes of healthy lifestyle?
                                  • How does Black consumers’ low spending on healthcare products affect wellness marketers?
                                  • Insights and Opportunities

                                    • Marketing health and wellness to Black women
                                      • Figure 11: Yoplait Today, a print advertising effort targeting Black women and featuring actress/singer Tisha Campbell-Martin, 2010
                                    • Hairdo help can motivate more Black women to exercise
                                      • Black Baby Boomers offer opportunity for food and wellness products
                                        • Figure 12: Coricidin Maximum Strength Flu Suppressant for people with high blood pressure, 2008
                                        • Figure 13: Six versions of Coricidin HBP for people with high blood pressure, 2013
                                    • Trend Applications

                                        • Trend: Carnivore, Herbivore…Locavore
                                          • Trend: Influentials
                                            • 2015 Trend: Brand Intervention
                                            • Blacks and Dietary Behavior

                                              • Key points
                                                • Likelihood of watching one’s diet
                                                  • Black consumers are less likely than the average consumer to watch their diet
                                                    • Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                  • Trends in Black consumers’ likelihood of watching their diet
                                                    • Figure 15: Trended data on the likelihood of Black consumers watching their diet, April 2007-June 2012
                                                  • Reasons for watching one’s diet
                                                    • Black consumers are more likely to watch their diet to monitor blood sugar and salt intake
                                                      • Figure 16: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                    • Trended data on reasons why Black consumers watch their diet
                                                      • Figure 17: Trended data on reasons Black consumers watch their diet, April 2007-June 2012
                                                    • Black women more likely to watch their diet for weight loss
                                                      • Figure 18: Black consumers’ incidence and reasons for watching one’s diet, by gender, April 2011-June 2012
                                                    • Likelihood of watching diet increases with age, primarily to monitor health conditions
                                                        • Figure 19: Black consumers’ incidence and reasons for watching one’s diet, by age, April 2011-June 2012
                                                      • Household income plays a role in health issues
                                                        • Figure 20: Black consumers’ incidence and reasons for watching one’s diet, by household income, April 2011-June 2012
                                                      • Contributors to a poor diet
                                                          • Figure 21: Black consumers’ attitudes toward factors that contribute to a poor diet, by age, October 2012
                                                        • Types of foods purchased when watching one’s diet
                                                          • Low-sodium and low-cholesterol foods more popular among Black consumers
                                                            • Figure 22: Types of food purchased when watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                            • Figure 23: Trended data on foods purchased by Black adults when watching one’s diet, April 2007-June 2012
                                                          • Younger Black adults more conscious about calories
                                                            • Figure 24: Type of foods purchased by Black adults when watching one’s diet, by age, April 2011-June 2012
                                                        • Health and Healthcare

                                                          • Key points
                                                            • Ailments
                                                              • Hypertension, diabetes more prevalent among Black adults
                                                                • Figure 25: Incidence of being diagnosed with different ailments, by race/Hispanic origin, April 2011-June 2012
                                                              • Older Black adults more likely to have ailments
                                                                • Figure 26: Incidence of being diagnosed with different ailments among Black adults, by gender and age, April 2011-June 2012
                                                              • Healthcare and medical expenses
                                                                • Black households spend more on health insurance, less on medical services
                                                                  • Figure 27: Distribution of average annual expenditures for healthcare, by race of reference person, 2011
                                                                • About a quarter of all income brackets spending more on medical expenses
                                                                  • Figure 28: Changes in household spending on medical expenses, by household income, October 2012
                                                              • Healthy Lifestyle

                                                                • Key points
                                                                  • Attitudes and behavior toward healthy lifestyle
                                                                    • Black consumers are less likely to exhibit attitudes toward a healthy lifestyle
                                                                      • Figure 29: Attitudes toward health, by race/Hispanic origin, April 2011-June 2012
                                                                    • Older Black adults are more conscious of what constitutes a healthy lifestyle
                                                                      • Figure 30: Blacks consumers’ attitude toward health, by gender and age, April 2011-June 2012
                                                                    • Factors that contribute to healthy living
                                                                      • Positive mental state tops when it comes to healthy living
                                                                          • Figure 31: Black consumers’ attitudes toward factors that either contribute or do not contribute to healthy living, October 2012
                                                                        • Older Black women have a greater understanding of the factors that contribute to healthy living
                                                                          • Figure 32: Black consumers’ attitudes toward factors that contribute to healthy living, by age and gender, October 2012
                                                                        • Slightly overweight more proactive about following healthy lifestyle
                                                                          • Figure 33: Black consumers’ attitudes toward factors that contribute to healthy living, by perception of own weight, October 2012
                                                                      • Weight Issues and Perception

                                                                        • Key points
                                                                          • Obesity rates
                                                                            • Obesity rates higher among Black adults
                                                                              • Figure 34: Prevalence of obesity among U.S. adults aged 20 and over, obese or extremely obese, 1988-2010
                                                                            • Perception of own weight
                                                                              • Black men, more so than women, tend to underestimate their weight
                                                                                  • Figure 35: Black consumers’ perception of own weight, by gender, October 2012
                                                                              • OTC Medicine

                                                                                • Key points
                                                                                  • Likelihood of using nonprescription OTC products
                                                                                    • Figure 36: Likelihood of using a nonprescription product for health condition, by race/Hispanic origin, April 2011-June 2012
                                                                                  • Reasons for taking OTC remedies
                                                                                    • Figure 37: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
                                                                                  • OTC medication used to prevent illness
                                                                                    • Figure 38: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
                                                                                  • OTC medication used to treat pain/symptoms
                                                                                    • Figure 39: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
                                                                                  • Purchase of OTC medicine
                                                                                    • Women are the primary shopper of over-the-counter medication
                                                                                      • Figure 40: Primary shopper of OTC medication in the Black household, by gender and household income, October 2012
                                                                                  • Sources Used to Obtain Information

                                                                                    • Key points
                                                                                      • Sources for obtaining health information
                                                                                        • Physicians are the top source of information
                                                                                          • Figure 41: Source(s) of information used to seek health information, race/Hispanic origin, April 2011-June 2012
                                                                                        • Black women are more likely than man to use various sources to obtain health information
                                                                                          • Figure 42: Source(s) of information used to seek health information among Black adults, by age and gender, April 2011-June 2012
                                                                                        • Sources for information on OTC
                                                                                          • Doctors and pharmacist, top influences in buying OTC medication
                                                                                              • Figure 43: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by gender and age, October 2012
                                                                                            • Lower-income households are less likely to turn to any source for information
                                                                                              • Figure 44: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by household income, October 2012
                                                                                          • Marketing Strategies

                                                                                            • Key points
                                                                                              • TV advertising
                                                                                                • Weight Watchers’ Jennifer Hudson becomes an inspiration for other Black women
                                                                                                  • Figure 45: Weight Watchers, TV ad, December 2012
                                                                                                • YMCA
                                                                                                  • Figure 46: Let’s Connect, YMCA, TV ad, January 2012
                                                                                                • DeKalb
                                                                                                  • Figure 47: Risking diabetes, DeKalb Health, TV ad, June 2012
                                                                                                • Yoplait
                                                                                                  • Figure 48: Love my curves, Yoplait, TV ad, July 2012
                                                                                                • American Diabetes Association
                                                                                                  • Figure 49: Worth the effort, ADA, TV ad, January 2013
                                                                                                • American Stroke Association
                                                                                                  • Figure 50: American Stroke Association, TV ad, May 2012
                                                                                                • Online strategies
                                                                                                  • Weight Watchers: Everyday women
                                                                                                    • Figure 51: Weight Watchers, Online ad, December 2012
                                                                                                  • Facebook destination “Healthy Black Women and Girls”
                                                                                                    • Figure 52: A humorous take on the word “calories” as a way to educate/inform the users of Facebook page Healthy Black Women and Girls, 2013
                                                                                                    • Figure 53: Healthy Black Women and Girls Facebook page main picture, 2013
                                                                                                • U.S. Black Population

                                                                                                  • Key points
                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                      • Figure 54: Population, by race/Hispanic origin, 2008-18
                                                                                                      • Figure 55: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                    • Black population by age
                                                                                                      • Figure 56: U.S. Black population, by age, 2008-18
                                                                                                      • Figure 57: U.S. Population, by age, 2008-18
                                                                                                    • U.S. Black geographic concentration
                                                                                                      • Figure 58: Black geographic concentration, by region, 2007
                                                                                                    • Population by geographic concentration
                                                                                                      • Figure 59: States (including District of Columbia) ranked with the highest share of Black residents, 2011
                                                                                                    • Black metros
                                                                                                      • Figure 60: Metropolitan status of Black households, 2006 and 2011
                                                                                                      • Figure 61: States ranked by change in black population, 2000-10
                                                                                                      • Figure 62: Top 10 metropolitan areas with the largest number of Black residents, 2010
                                                                                                    • Black purchasing power
                                                                                                      • Black income
                                                                                                        • Figure 63: Median household income, by race and Hispanic origin of householder, 2011
                                                                                                        • Figure 64: Household income distribution for all households and Black households, 2011
                                                                                                      • Income of Black households versus total U.S. households
                                                                                                        • Figure 65: Share of Black households with incomes of $50K or more versus total U.S. households, 2001, 2006, and 2011
                                                                                                      • Purchasing power by race/Hispanic origin
                                                                                                        • Figure 66: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                        • Figure 67: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                        • Figure 68: Top 10 states/regions with the largest share of black buying power, 2012
                                                                                                        • Figure 69: Top 10 states, by rate of growth of Black buying power, 2000-12
                                                                                                      • Affluent Blacks
                                                                                                      • Appendix—Additional Consumer Tables

                                                                                                          • Figure 70: Type of foods purchased by Blacks when watching one’s diet, by household income, April 2011-June 2012
                                                                                                          • Figure 71: Type of foods purchased by Black adults when watching one’s diet, by gender, April 2011-June 2012
                                                                                                          • Figure 72: Type of foods purchased by Black adults when watching one’s diet, by household income, April 2011-June 2012
                                                                                                          • Figure 73: Black consumers’ attitude toward health, by gender, April 2011-June 2012
                                                                                                      • Appendix – Trade Associations

                                                                                                        Companies Covered

                                                                                                        • American Cancer Society (ACS)
                                                                                                        • American Diabetes Association
                                                                                                        • American Dietetic Association (ADA)
                                                                                                        • American Heart Association, Inc.
                                                                                                        • American Medical Association (AMA)
                                                                                                        • Burrell Communications Group, LLC
                                                                                                        • Home Depot (USA)
                                                                                                        • National Football League Inc.
                                                                                                        • National Medical Association
                                                                                                        • State Farm Insurance Companies
                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                        • U.S. Department of Agriculture
                                                                                                        • Walgreen Co
                                                                                                        • Walmart Stores (USA)
                                                                                                        • Weight Watchers International Inc.
                                                                                                        • Yoplait USA

                                                                                                        Black Consumers' Diet and Wellness - US - March 2013

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