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Black Consumers' Diet and Wellness - US - March 2016

"Black consumers are disproportionately impacted by certain health conditions and diseases, such as heart disease, diabetes, hypertension, and obesity. They have a very positive view of their overall health. At the same time, they admit they need help and turn to media for solutions, which presents an opportunity for marketers as well as healthcare providers and health insurers."

Tonya Roberts, Multicultural Analyst

This report looks at the following areas:

  • Despite evidence to the contrary, most rate themselves as healthy, overall
  • Blacks disproportionately impacted by obesity and other chronic diseases
  • Some obstacles to wellness more prevalent in the Black community
  • Costs of wellness – Time and money – May not be affordable

This Report aims to explain in detail what Blacks think about diet and wellness, including how they perceive their own health and weight and their attitudes about healthy lifestyles, including diet and exercise. The Report also includes an analysis of Blacks’ motivations for achieving these goals and the barriers preventing them from doing so. For the purposes of this Report, Mintel considers the following:

  • Diet is not defined as weight loss, rather it is more about what is consumed that impacts overall health.
  • Wellness includes overall wellbeing, not just physical health.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Despite evidence to the contrary, most rate themselves as healthy, overall
            • Figure 1: Self-perceptions of overall health, by BMI categorization, December 2015
          • Blacks disproportionately impacted by obesity and other chronic diseases
            • Figure 2: 10 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
          • Some obstacles to wellness more prevalent in the Black community
            • Costs of wellness – Time and money – May not be affordable
              • Figure 3: Role money and time have on achieving diet goals, by gender, December 2015
            • The opportunities
              • Focus on the positive, benefits, offer encouragement to motivate healthy changes
                • Figure 4: Basing health on how they feel, living longer as motivation for health, December 2015, July 2015
              • Recognizing messages that resonate…
                • Figure 5: Emotional factors that contribute to wellness and appearance as an indicator of health, by gender, December 2015
              • …and delivering that message through the right channels
                • Figure 6: Sources Blacks use to learn about diet and wellness – Online vs doctor, December 2015
              • Provide a starting point and help to map out goals
                • Figure 7: Challenges to achieving diet and wellness goals – Needing guidance, December 2015
              • What it means
              • The Market – What You Need to Know

                • Blacks’ “live in the moment” attitude brings challenges
                  • Health issues related to weight more prevalent in the Black community
                    • Challenges of urban living and social issues impact health
                    • Market Factors

                      • Urban environments can lead to health issues
                        • Unemployment improves, though still relatively high versus the total
                          • Figure 8: Unemployment – All and Black, January 2007-December 2015
                        • Obesity and other chronic diseases remain an issue
                          • Figure 9: 15 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
                      • Market Perspective

                        • Blacks have a joie de vivre attitude toward life
                          • Racial tension and discrimination can impact overall health
                          • Key Trends – What You Need to Know

                            • Highlighting diversity, positively recognizing what makes them unique
                              • Adopting healthy habits, lack of resources are a challenge
                                • Wellness a goal for all aspects of life, tech may help
                                • What’s Working?

                                  • Celebrating differences
                                    • Tapping into positive self-perceptions
                                      • Figure 10: Blacks’ self-perceptions of overall health – Indexed to total population, by BMI, July-December 2015
                                  • What’s Challenging?

                                    • Bad habits are hard to break
                                      • Snacking convenience and desire to indulge
                                        • Favored activities are often sedentary, include eating
                                          • External factors present challenges to overall wellness
                                            • Food deserts and lack of healthy options
                                              • Urban environments and lack of green spaces
                                              • What’s Next?

                                                • Wellness expands beyond diet and physical fitness
                                                  • Wearable tech to track wellness, help consumers reach goals
                                                    • Coming to a TV near you … 24-hour “fitness centers”
                                                    • The Consumer – What You Need to Know

                                                      • As with beauty, “health” is in the eye of the beholder
                                                        • Physical health not exclusively tied to exercise and fitness
                                                          • Blacks maintain a positive perception of their emotional health
                                                            • Dietary health is a challenge
                                                              • Distinct segments require different strategies and messages
                                                              • Self-Perceptions of Overall Health

                                                                  • Majority of Blacks believe they are healthy, even if it’s not the reality
                                                                    • Figure 11: Self-perceptions of overall health, December 2015
                                                                  • Baby Boomers just as likely as Millennials to say they’re healthy
                                                                    • Figure 12: Self-perceptions of overall health, by generation, December 2015
                                                                  • Lower-income Blacks significantly less likely to say they’re healthy
                                                                    • Figure 13: Self-perceptions of overall health, by household income, December 2015
                                                                  • Two thirds of obese Blacks say they’re healthy
                                                                    • Figure 14: Self-perceptions of overall health, by BMI categorization, December 2015
                                                                  • Blacks are less likely than the average to say they’re healthy
                                                                    • Figure 15: Blacks’ self-perceptions of overall health – Indexed to total population, by gender, July-December 2015
                                                                  • Being healthy is a state of mind, and it’s personal
                                                                    • Figure 16: Blacks’ motivations for living a healthy lifestyle – Indexed to total population, July 2015
                                                                  • The sky’s the limit when it comes to looking and feeling healthy
                                                                    • Figure 17: Blacks’ attitudes toward diet and wellness – Indexed to total population, July 2014-September 2015
                                                                • Physical Health

                                                                    • Physical health weighs heavily on overall health
                                                                      • Figure 18: Self-perceptions of physical health and overall health, December 2015
                                                                    • Beauty rest is key to physical health, especially for Black women
                                                                      • Figure 19: Importance of sleep and relaxation to physical health, by gender, December 2015
                                                                    • Eating a balanced diet more important to women than to men
                                                                      • Figure 20: Importance of diet and exercise to physical health, by gender, December 2015
                                                                    • Women more likely than men to believe in getting regular check-ups
                                                                      • Figure 21: Importance of medical check-ups, prescriptions, and herbal supplements to physical health, by gender, December 2015
                                                                    • Black men work out three times/week on average, on par with other men
                                                                      • Figure 22: Average number of times Black men work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
                                                                    • Black men significantly more likely than other men to play ball
                                                                      • Figure 23: Top 10 sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
                                                                    • Black women work out at similar rate as other women, opportunity for fitness centers
                                                                      • Figure 24: Average number of times Black women work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
                                                                    • Although less than other women, walking is the leading activity for Black women
                                                                      • Figure 25: Top 10 sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
                                                                  • Emotional Health

                                                                      • Majority of Blacks feel emotionally healthy
                                                                          • Figure 26: Self-perceptions of emotional health and overall health, December 2015
                                                                        • Managing stress, prayer key to emotional health, especially for women
                                                                          • Figure 27: Emotional/mental factors that contribute to overall wellness, by gender, December 2015
                                                                        • Comfortable with who they are, appearance speaks volumes for men
                                                                          • Figure 28: Attitudes toward confidence and appearance, by gender, December 2015
                                                                        • Being healthy gives Blacks a sense of pride
                                                                          • Figure 29: Attitudes toward living a healthy lifestyle – Indexed to the total population, July-December 2015
                                                                        • Being happy at work plays a part in overall wellness
                                                                          • Figure 30: Work-related contributors to overall wellness, by gender, December 2015
                                                                        • Being social is important – But not as important as spending time alone
                                                                          • Figure 31: Social-related contributors to overall wellness, by gender, December 2015
                                                                        • Issues in the Black community are taxing on emotional health
                                                                          • Figure 32: Attitudes toward social factors impacting wellness, by gender, December 2015
                                                                      • Dietary Health

                                                                          • Perception of dietary health less correlated to overall health
                                                                            • Figure 33: Self-perceptions of dietary health and overall health, December 2015
                                                                          • Willpower, time, and money biggest challenges in achieving goals
                                                                            • Figure 34: Factors preventing achievement of diet and wellness goals, December 2015
                                                                          • Food is a reward/treat, difficult to resist temptation
                                                                            • Figure 35: Attitudes toward diet, food, and cooking, by gender, December 2015
                                                                          • Higher cost of more of a barrier than time required to prepare meals
                                                                            • Figure 36: Time and money as barriers to healthy eating, by gender, December 2015
                                                                        • Diet and Wellness Information Sources

                                                                            • Media – Especially health websites – Leading source for diet and wellness
                                                                              • Figure 37: Sources Blacks use to learn about diet and wellness, December 2015
                                                                            • Women turn to media even more so than men
                                                                              • Figure 38: Sources Blacks use to learn about diet and wellness, by gender, December 2015
                                                                          • Diet and Wellness Segments

                                                                              • Different marketing messages required to reach each segment
                                                                                • Figure 39: Diet and wellness segments, December 2015
                                                                              • Bare Minimalists – Doing the minimum paying off…at least for now
                                                                                • Demographics
                                                                                  • Characteristics and opportunities
                                                                                      • Figure 40: Bare Minimalists’ self-perceptions of health – Indexed against the total Black population, December 2015
                                                                                    • Conscious Health Seekers – True to themselves, seeking improvements
                                                                                      • Demographics
                                                                                        • Characteristics and opportunities
                                                                                          • Figure 41: Conscious Health Seekers’ self-perceptions of health – Indexed against the total Black population, December 2015
                                                                                        • Healthy Mavens – Health experts who are a work in progress
                                                                                          • Demographics
                                                                                            • Characteristics and opportunities
                                                                                              • Figure 42: Healthy Mavens’ self-perceptions of health – Indexed against the total Black population, December 2015
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Consumer survey data
                                                                                                • Abbreviations and terms
                                                                                                  • Abbreviations
                                                                                                    • Terms
                                                                                                    • Appendix – Consumer

                                                                                                        • Figure 43: Attitudes toward diet and wellness, by race/Hispanic origin, July 2014-September 2015
                                                                                                        • Figure 44: Sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
                                                                                                        • Figure 45: Sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015

                                                                                                    Companies Covered

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                                                                                                    Black Consumers' Diet and Wellness - US - March 2016

                                                                                                    £3,174.67 (Excl.Tax)