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Hispanic Consumers’ Diet and Wellness - US - March 2013

“The Hispanic population has the second highest rate of being overweight or obese in the U.S., falling second to African-Americans. This is leading to health conditions like diabetes and hypertension, which are causing more Hispanics to search out foods and health services that can help manage illness. Hispanics are recognizing that too much fat and too many processed foods are jeopardizing their health. What healthy foods Hispanics are buying and who they are going to for health information is dependent upon age and acculturation level. However, it is clear that this underinsured population is in need of more services and more health food lines that are aligned to meet their needs.”

– Leylha Ahuile, Senior Multicultural Analyst

Some questions answered in this report include:

  • What are Hispanic consumers looking for when purchasing healthy foods?
  • How does acculturation level affect Hispanic consumers’ diet and wellness?
  • Who do Hispanics turn to for health information?

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Table of contents

  1. Scope and Themes

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

                      • Ailments and conditions
                        • Hispanic respondents less likely than Whites to report being diagnosed with ailments
                          • Figure 1: Diagnosed health conditions in the last 12 months, by race/Hispanic origin, April 2011-June 2012
                        • The consumer
                          • Spanish-dominant respondents most likely to see positive mental state as contributing to health
                            • Figure 2: Factors that contribute to a healthy lifestyle, by language spoken in the home, October 2012
                          • Hispanics purchase low-fat and high-fiber foods when watching diet
                            • Figure 3: Types of foods purchased by Hispanics when watching one’s diet, by gender and age, April 2011-June 2012
                          • Hispanics less likely to use nonprescription products when compared to Whites and Asians
                            • Figure 4: Likelihood of using nonprescription for health condition, by race/Hispanic origin, April 2011-June 2012
                          • Three quarters of middle-aged Hispanic women take vitamins to prevent illness
                            • Figure 5: OTC taken to prevent illness, by gender and age, October 2012
                          • Spanish-dominant respondents rely primarily on doctor for health information while English-dominants use other sources
                            • Figure 6: Health information sources, by language spoken in home, any agree, April 2011-June 2012
                          • U.S. Hispanic population
                            • Hispanic population growing at faster rate than Asian or Black populations
                              • Figure 7: Population, by race/Hispanic origin, 1970-2020
                            • Hispanics likely to have children in the household
                              • Figure 8: Households with own children, by Hispanic and non-Hispanic origin of householder, 2012
                            • What we think
                            • Issues in the Market

                                • What are Hispanic consumers looking for when purchasing healthy foods?
                                  • How does acculturation level affect Hispanic consumers’ diet and wellness?
                                    • Who do Hispanics turn to for health information?
                                    • Insights and Opportunities

                                      • Latinas are an invested audience for health foods, services, and products
                                        • Provide more health tools and services for the uninsured and those watching their budget
                                          • Consider Hispanic subsegments in marketing
                                          • Trend Applications

                                              • Trend: The Nouveau Poor
                                                • Trend: Access All Areas
                                                  • 2015 Trend: Brand Intervention
                                                  • Ailments and Conditions

                                                    • Key points
                                                      • Hispanic health factors
                                                        • Health conditions differ across Hispanic subgroups
                                                          • Body type
                                                            • Hispanics have high rate of obesity and being overweight
                                                              • Figure 9: Body type of Hispanic consumers, by gender and age, October 2012
                                                            • Bilingual Hispanics most likely to be at the right weight
                                                              • Figure 10: Body type of Hispanic consumers, by language spoken in the home, October 2012
                                                            • Diagnosed health conditions
                                                              • Hispanics less likely to report being diagnosed with an illness
                                                                • Figure 11: Diagnosed health conditions in the last 12 months, by race/Hispanic origin, April 2011-June 2012
                                                              • Hispanic women aged 55+ likely to report being diagnosed with illnesses
                                                                • Figure 12: Diagnosed health conditions of Hispanics in the last 12 months, by gender and age, April 2011-June 2012
                                                              • Spanish-dominants more likely to be diagnosed with the flu
                                                                • Figure 13: Diagnosed health conditions of Hispanics in the last 12 months, by language spoken in home, April 2011-June 2012
                                                            • Attitudes and Contributors to Healthy Living

                                                              • Key points
                                                                • Attitudes toward diet and health
                                                                  • Hispanic women aged 55+ likely to agree with healthy living statements
                                                                    • Figure 14: Hispanics’ attitudes toward diet and health, by gender and age, April 2011-June 2012
                                                                  • Spanish-dominant respondents likely to agree with healthy eating statements
                                                                    • Figure 15: Hispanics’ attitudes toward diet and health, by language spoken in home, April 2011-June 2012
                                                                  • Hispanic consumers’ agreement with healthy living statements wanes slightly in last five years
                                                                    • Figure 16: Attitudes toward diet and health, April 2007-June 2012
                                                                  • Factors that contribute to a healthy lifestyle
                                                                    • Positive mental state seen as strongest contributing factor to a healthy life
                                                                      • Figure 17: Factors that contribute to a healthy lifestyle, by level of contribution, October 2012
                                                                    • Hispanic men aged 55+ see mental state and sleep as important healthy living factors
                                                                      • Figure 18: Factors that contribute to a healthy lifestyle, by gender and age, October 2012
                                                                    • Spanish-dominants most likely to say sleep, diet, and exercise contribute to a healthy life
                                                                      • Figure 19: Factors that contribute to a healthy lifestyle, by language spoken in the home, October 2012
                                                                    • Slightly overweight individuals looking to exercise and eat right
                                                                      • Figure 20: Factors that contribute to a healthy lifestyle, by body type of Hispanic consumers, October 2012
                                                                  • Contributors to Diet Choice

                                                                    • Key points
                                                                      • Likelihood of watching diet
                                                                        • Hispanics least likely to be watching diet when compared to other races
                                                                          • Figure 21: Likelihood of watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                                        • More than half of Hispanic women aged 35+ are watching their diet
                                                                          • Figure 22: Hispanics’ likelihood of watching diet, by gender and age, April 2011-June 2012
                                                                        • English-dominant respondents most likely to be watching diet
                                                                          • Figure 23: Hispanics’ likelihood of watching diet, by language spoken in home, April 2011-June 2012
                                                                        • Reasons for watching diet
                                                                          • Figure 24: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                                        • Older Hispanics are watching diet due to health concerns
                                                                          • Figure 25: Hispanic consumers’ reasons for watching one’s diet, by gender and age, April 2011-June 2012
                                                                        • Acculturation level affects why Hispanics are watching their diet
                                                                          • Figure 26: Hispanic consumers’ reasons for watching one’s diet, by language spoken in home, April 2011-June 2012
                                                                        • Food purchased when watching diet
                                                                          • Low-in messaging does not resonate with Hispanic consumers
                                                                            • Figure 27: Types of foods purchased when watching one’s diet, by race/Hispanic origin, April 2011-June 2012
                                                                          • Hispanic men aged 55+ highly likely to buy fat-free and sugar-free foods
                                                                            • Figure 28: Types of foods purchased by Hispanics when watching one’s diet, by gender and age, April 2011-June 2012
                                                                          • More consumers purchase low-fat than fat-free products
                                                                            • Figure 29: Types of foods purchased by Hispanics when watching one’s diet, by language spoken in home, April 2011-June 2012
                                                                          • Top contributors to a poor diet
                                                                            • Fat, sugar, and processed foods seen as top contributors to poor diet
                                                                              • Figure 30: Top three contributors to a poor diet, by age, October 2012
                                                                            • English-dominants most likely to say processed foods contribute to poor diet
                                                                              • Figure 31: Top three contributors to a poor diet, by language spoken in the home, October 2012
                                                                          • Purchase and Consumption of Prescription Products and OTC

                                                                            • Key points
                                                                              • Likelihood of using prescription products
                                                                                • Hispanics least likely to use prescription products when compared to other ethnic groups
                                                                                  • Figure 32: Likelihood of using prescription for health condition, by race/Hispanic origin, April 2011-June 2012
                                                                                • Hispanic women aged 55+ most likely to use prescription products
                                                                                  • Figure 33: Likelihood of using prescription for health condition, by gender and age, April 2011-June 2012
                                                                                • Prescription use down slightly in last year
                                                                                  • Figure 34: Hispanics’ likelihood of using prescription for health condition, April 2007-June 2012
                                                                                • Likelihood of using nonprescription products
                                                                                  • Hispanics less likely to use nonprescription products
                                                                                    • Figure 35: Likelihood of using nonprescription for health condition, by race/Hispanic origin, April 2011-June 2012
                                                                                  • Young Hispanic women most likely to use nonprescription products
                                                                                    • Figure 36: Hispanics’ likelihood of using nonprescription for health condition, by gender and age, April 2011-June 2012
                                                                                  • Women are the primary OTC shopper
                                                                                    • Figure 37: Hispanics’ likelihood of purchasing OTC, by gender, October 2012
                                                                                  • OTC to prevent illness
                                                                                    • Three fourths of Hispanic women aged 35-54 take vitamins to prevent illness
                                                                                      • Figure 38: OTC taken to prevent illness, by gender and age, October 2012
                                                                                    • English-dominant respondents least likely to take vitamins to prevent illness
                                                                                      • Figure 39: OTC taken to prevent illness, by language spoken in the home, October 2012
                                                                                    • OTC to treat a pain/symptom
                                                                                      • Hispanic women likely to use OTC pain medications
                                                                                        • Figure 40: OTC taken to treat pain/symptom, by gender and age, October 2012
                                                                                    • Health Information Sources

                                                                                      • Key points
                                                                                        • Where consumers gather health information
                                                                                          • About half of Hispanics say they gather health information from their doctor
                                                                                            • Figure 41: Health information sources, by race/Hispanic origin, April 2011-June 2012
                                                                                          • Percentage of Hispanics gathering health information online is up over last five years
                                                                                            • Figure 42: Health information sources, April 2007-June 2012
                                                                                          • Hispanics with high school education least likely to gather health information online
                                                                                            • Figure 43: Health information sources, by education, April 2011-June 2012
                                                                                          • Hispanic women aged 18-34 highly likely to go online for health information
                                                                                            • Figure 44: Health information sources, by gender and age, April 2011-June 2012
                                                                                          • Spanish-dominant respondents more likely to rely primarily on doctor in medical matters
                                                                                            • Figure 45: Health information sources, by language spoken in home, April 2011-June 2012
                                                                                          • Influencers when choosing OTC products
                                                                                            • Conventional doctor strongest influence on OTC decisions
                                                                                              • Figure 46: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, October 2012
                                                                                            • Family and friends influence OTC decisions of Hispanic women aged 18-34
                                                                                              • Figure 47: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, by gender and age, October 2012
                                                                                            • English-dominant respondents less influenced by various sources
                                                                                              • Figure 48: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, by language spoken in the home, October 2012
                                                                                          • Marketing Strategies

                                                                                            • Key points
                                                                                              • TV advertising
                                                                                                • Goya
                                                                                                  • Figure 49: Goya, TV ad, 2012
                                                                                                • CVS
                                                                                                  • Figure 50: CVS, TV ad, 2011
                                                                                                • Centrum
                                                                                                  • Figure 51: Centrum, TV ad, 2012
                                                                                                • Nopalina
                                                                                                  • Figure 52: Nopalina, TV ad, 2011
                                                                                                • Cheerios
                                                                                                  • Figure 53: Cheerios, TV ad, 2012
                                                                                                • V8
                                                                                                  • Figure 54: V8, TV ad, 2012
                                                                                                • Online strategies
                                                                                                  • CVS
                                                                                                    • United Healthcare
                                                                                                    • U.S. Hispanic Population

                                                                                                        • Key facts
                                                                                                          • Hispanics make up the largest U.S. minority group
                                                                                                            • Figure 55: Population, by race/Hispanic origin, 2008-18
                                                                                                            • Figure 56: Population, by race/Hispanic origin, 1970-2020
                                                                                                            • Figure 57: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                          • The Hispanic and non-Hispanic population
                                                                                                            • The Hispanic and total U.S. population by age
                                                                                                              • Figure 58: U.S. Hispanic population, by age, 2008-18
                                                                                                              • Figure 59: U.S. Population, by age, 2008-18
                                                                                                            • The Hispanic and total U.S. population by gender
                                                                                                              • Women
                                                                                                                • Figure 60: Hispanic women, by age, 2008-18
                                                                                                                • Figure 61: Total U.S. women population, by age, 2008-18
                                                                                                              • Men
                                                                                                                • Figure 62: Hispanic men, by age, 2008-18
                                                                                                                • Figure 63: Total U.S. men population, by age, 2008-18
                                                                                                              • Generations
                                                                                                                • Hispanics by generation
                                                                                                                  • Figure 64: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                • Hispanic purchasing power
                                                                                                                  • Figure 65: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                  • Figure 66: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                  • Figure 67: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                  • Figure 68: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                • U.S. household income distribution
                                                                                                                  • Figure 69: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                                • Hispanic income levels
                                                                                                                  • Figure 70: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                • The Hispanic household
                                                                                                                  • Figure 71: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                  • Figure 72: Households, by number of people in the household—Hispanics vs. all households, 2011
                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                  • Figure 73: Hispanic population, by type, 2000-10
                                                                                                                  • Figure 74: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                • Hispanics by geographic concentration
                                                                                                                  • Figure 75: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                  • Figure 76: Hispanic population, by region of residence, 2000-10
                                                                                                                  • Figure 77: Graph: Hispanic population, by region, 2010
                                                                                                                  • Figure 78: 10 places* with highest number of Hispanics, 2010
                                                                                                                  • Figure 79: 10 places* with the largest share of Hispanics, 2010
                                                                                                                • States with the most Hispanic population growth
                                                                                                                  • Figure 80: States ranked by change in Hispanic population, 2000-10
                                                                                                                  • Figure 81: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                • Key Hispanic metropolitan areas
                                                                                                                  • Figure 82: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                  • Figure 83: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                • Acculturation
                                                                                                                  • What is acculturation?
                                                                                                                    • Why is level of acculturation important?
                                                                                                                      • Levels of acculturation
                                                                                                                          • Figure 84: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                        • What is retroacculturation?
                                                                                                                        • Appendix – Other Useful Information

                                                                                                                            • Figure 85: Likelihood of watching one’s diet, by Hispanic origin and age, April 2011-June 2012
                                                                                                                            • Figure 86: Reasons for watching one’s diet, by Hispanic origin and age, April 2011-June 2012
                                                                                                                            • Figure 87: Hispanics’ likelihood of watching one’s diet, April 2007-June 2012
                                                                                                                            • Figure 88: Hispanics’ reasons for watching one’s diet, April 2007-June 2012
                                                                                                                            • Figure 89: Reason for consuming OTC, October 2012
                                                                                                                            • Figure 90: OTC taken to prevent illness, by body type of Hispanic consumers, October 2012
                                                                                                                            • Figure 91: OTC taken to treat pain/symptom, by language spoken in the home, October 2012
                                                                                                                            • Figure 92: Attitudes towards health and medicine, by Hispanic origin and age, April 2011-June 2012
                                                                                                                            • Figure 93: Hispanics’ likelihood of using nonprescription for health condition, by language spoken in home, April 2011-June 2012
                                                                                                                            • Figure 94: Hispanics’ likelihood of purchasing OTC, by language spoken in the home, October 2012
                                                                                                                            • Figure 95: Likelihood of considering their condition to be moderate, by race/Hispanic origin, April 2011-June 2012
                                                                                                                        • Appendix – Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • CVS Caremark Corporation
                                                                                                                          • Goya Foods, Inc.
                                                                                                                          • United Healthcare Insurance Company
                                                                                                                          • Walgreen Co

                                                                                                                          Hispanic Consumers’ Diet and Wellness - US - March 2013

                                                                                                                          US $3,995.00 (Excl.Tax)