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Hispanic Diet and Wellness - US - November 2009

As the Hispanic population continues to grow in the US and the debate continues about the growing cost of healthcare, Mintel looks deep into how Hispanics define healthy, and how effective they are in leading a healthy standard of living. Mintel’s exclusive consumer research examines what Hispanics are doing to stay healthy, including management of their diet, propensity to exercise, and their general attitudes toward preventative health care. This report will take a close look at:

  • Market drivers related to Hispanics’ current health conditions, including obesity, disease, and access to health care, as well as examine the relationship between Hispanic propensity to cook at home and its impact on their health
  • The large impact acculturation has on behavior and values related to Hispanics’ health
  • Insights on cultural predispositions affecting dietary intake including comfort foods, occasions, as well as behavior related to taking care of their own healthcare needs
  • Demographic trends affecting Hispanic diet and wellness.
  • Where do Hispanics go to for information related to their health
  • Attitudes towards their diet and exercise regimen
  • Self-perception of health and body image
  • Hispanics’ true understanding or lack of to what constitute a healthy lifestyle

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Table of contents

  1. Scope and Themes

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

                    • Health-related factors that shape attitudes towards Hispanic diet and wellness
                      • Attitudes towards meal preparation and food shopping that impact Hispanic diet and wellness
                        • The effects of limited access to health insurance
                          • Healthy eating
                            • Health advice
                              • Healthy living
                                • U.S. Hispanic population
                                  • Acculturation
                                  • Insights and Opportunities

                                    • Less does not always equal more
                                      • What can food manufacturers do?
                                        • Healthy eating starts early
                                          • Health and acculturation
                                          • Inspire Insights

                                              • Trend: A Simple Balance for Health
                                                • What’s it about?
                                                  • What we’ve seen
                                                    • Specifics
                                                      • Implications
                                                        • Trend: Man Gadgets
                                                          • What’s it about?
                                                            • What we’ve seen
                                                              • Specifics
                                                                • Implications
                                                                • Health-Related Factors that Shape Attitudes towards Hispanic Diet and Wellness

                                                                  • Key points
                                                                    • Discouraging medical facts at a glance
                                                                      • Figure 1: Leading causes of death in Hispanics, by all ages, 2006
                                                                    • Heart disease
                                                                      • Figure 2: Age-adjusted percentages of coronary heart disease, Hispanic vs. white, 2007
                                                                    • Cancer
                                                                        • Figure 3: Cancer incidence rates* and ratios, Hispanic vs. non-Hispanics, 2002-06, September 2009
                                                                      • Diabetes
                                                                          • Figure 4: Age-adjusted percentage of persons with diabetes, Hispanic vs. White, 2007
                                                                        • The prevalence of obesity among Hispanics
                                                                          • Figure 5: Graph: State-specific percentage of Hispanic adults categorized as obese, 2006-08
                                                                          • Figure 6: State-specific percentage of Hispanic adults categorized as obese, 2006-08
                                                                        • Most Mexican-Americans are overweight or obese
                                                                          • Figure 7: Prevalence of obesity and overweight, by gender and ethnicity, 2006
                                                                        • Hispanics’ obesity rates are nearly same between men and women
                                                                          • Figure 8: Obesity among adults by race/Hispanic origin and gender, United States, 2006-08
                                                                        • Hispanics consume without considering calorie counts
                                                                          • Figure 9: Attitudes towards calories and incidence of dieting, Hispanic vs non-Hispanic, February 2008-March 2009
                                                                        • Lack of physical activity taking its toll on Hispanics
                                                                          • Figure 10: Share of Americans engaged in no leisure-time physical activity, by race/Hispanic origin, 2001-07
                                                                      • Attitudes Towards Meal Preparation and Food Shopping that Impact Hispanic Diet and Wellness

                                                                        • Key points
                                                                          • Importance of home cooking and cooking from scratch
                                                                            • Figure 11: Hispanics’ opinion towards home cooking, by gender, April-May 2006
                                                                          • Advertising to Moms… but what about Dads?
                                                                            • Figure 12: Knorr television ad with chicken boullion, March 2009
                                                                          • Expenditures for food at home
                                                                            • Figure 13: Average expenditures on food and beverages at home, Hispanic vs. non-Hispanic by category, 2009
                                                                        • The Effects of Limited Access to Health Insurance

                                                                          • Key points
                                                                            • Hispanics most likely to be uninsured
                                                                              • Figure 14: Share of uninsured Americans, by select demographic groups, June 2009
                                                                            • The Hispanic health insurance debacle
                                                                              • Figure 15: Opinion about health care reform, by race/Hispanic origin, August 14, 2009
                                                                            • Not too eager to seek health care
                                                                              • Figure 16: Primary reason cited by those with no usual health care provider, by Hispanic legal and not legal residents, August 2008
                                                                            • Hispanics, especially Mexican Americans, lack usual source of health care
                                                                              • Figure 17: Adults with no usual source of health care, by non-Hispanic vs. Hispanic vs. Hispanic origin, 1997-2007
                                                                          • Healthy Eating

                                                                            • Key points
                                                                              • Weight and healthy diet
                                                                                • Majority of Hispanics describe themselves as being heavier than they should be
                                                                                  • Figure 18: Hispanic self-assessment of weight, September 2009
                                                                                • Hispanic aging, demographics, and cultural dynamics contribute to being overweight
                                                                                  • Figure 19: Hispanic self-assessment of weight, by age, September 2009
                                                                                • Spanish-dominant Hispanics not as likely to consider themselves overweight
                                                                                  • Figure 20: Hispanic self-assessment of weight, by language dominance, September 2009
                                                                                • Hispanics watching diet to maintain weight
                                                                                  • Figure 21: Reasons for watching diet, Hispanic vs. non-Hispanic, February 2008-March 2009
                                                                                • Lower middle-class households more likely to see themselves as having a weight problem
                                                                                  • Figure 22: Hispanic self-assessment of weight, by household income, September 2009
                                                                                • U.S.-born Hispanics twice as likely to consider themselves overweight
                                                                                  • Figure 23: Hispanic self-assessment of weight, by place of birth, September 2009
                                                                                • A healthy diet
                                                                                  • My diet is healthy… I think
                                                                                    • Figure 24: Hispanic self-assessment of eating a healthy diet, by gender, September 2009
                                                                                  • Affluence leads to healthier diet
                                                                                    • Figure 25: Hispanic self-assessment of eating a healthy diet, by household income, September 2009
                                                                                  • Spanish-dominant Hispanics find their diet to be unhealthy
                                                                                    • Figure 26: Hispanic self-assessment of eating a healthy diet, by language dominance, September 2009
                                                                                  • Healthy eating and low-in foods
                                                                                    • Figure 27: Foods low in… most important for eating healthfully, by gender, September 2009
                                                                                  • Spanish-dominant Hispanics are not as likely to avoid saturated fats
                                                                                    • Figure 28: Foods low in… most important for eating healthfully, by language dominance, September 2009
                                                                                  • Affluent Hispanics are watching their saturated fats – carbs not so much
                                                                                    • Figure 29: Foods low in… most important for eating healthfully, by household income, September 2009
                                                                                  • Healthy eating and food choices
                                                                                    • The traditional healthy Latin American diet pyramid
                                                                                      • Figure 30: Traditional healthy Latin American diet pyramid, 2009
                                                                                      • Figure 31: Oldways’ Pyramid segment listing of typical foods, 2009
                                                                                    • What does a balanced plate look like?
                                                                                      • Figure 32: Balanced meal plate
                                                                                    • Most important meal of the day
                                                                                      • Hispanics vs. non-Hispanics
                                                                                        • Figure 33: Most important meal of the day, by Hispanic vs. Non-Hispanic, February 2008-March 2009
                                                                                      • By gender
                                                                                        • Figure 34: Most important meal of the day, by gender, February 2008-March 2009
                                                                                      • Hispanics are more open to good-for-you foods
                                                                                        • Figure 35: Attitudes towards good-for-you food, by Hispanic vs. non-Hispanic, February 2008-March 2009
                                                                                      • Middle-class Hispanic households not as nutrition-conscious
                                                                                        • Figure 36: Attitudes towards good-for-you food, by household income, February 2008-March 2009
                                                                                      • Natural and organic foods are sought by foreign-born Hispanics
                                                                                        • Figure 37: Attitudes towards good-for-you food, by place of birth, February 2008-March 2009
                                                                                      • Hispanics are not so quick to indulge in tempting foods
                                                                                        • Figure 38: Attitudes towards fats and sweets, by Hispanic vs. non-Hispanic, February 2008-March 2009
                                                                                      • Hispanics born in the U.S. more likely to eat fats and sweets
                                                                                        • Figure 39: Attitudes towards fats and sweets, by place of birth, February 2008-March 2009
                                                                                      • Spanish-dominant Hispanics more averse to fats and sweets
                                                                                        • Figure 40: Attitudes towards fats and sweets, by language preference when watching TV, February 2008-March 2009
                                                                                      • Being healthy and treating yourself
                                                                                        • Most Hispanics try to lead healthy life, but not feeling guilty about treats
                                                                                          • Figure 41: Hispanic attitudes towards healthful eating and indulgence, September 2009
                                                                                        • Spanish-dominant Hispanics more guilty about indulgences
                                                                                          • Figure 42: Hispanic attitudes towards healthful eating and indulgence, by language dominance, September 2009
                                                                                        • Affluence provides “permission” to break dietary rules
                                                                                          • Figure 43: Hispanic attitudes towards healthful eating and indulgence, by household income, September 2009
                                                                                      • Health Advice

                                                                                        • Key points
                                                                                          • Sources of health information
                                                                                            • Hispanics gather information from their doctor
                                                                                              • Figure 44: Sources of health information, by Hispanic vs. non-Hispanic, February 2008-March 2009
                                                                                            • Drug companies empower Spanish-dominant Hispanics
                                                                                              • Figure 45: Sources of health information, by language preference when reading, February 2008-March 2009
                                                                                            • College graduate Hispanics utilize doctors and web for medical information
                                                                                              • Figure 46: Sources of health information, by level of education, February 2008-March 2009
                                                                                            • Health advice
                                                                                              • Advice of spouses and family members is highly sought, but why?
                                                                                                • Figure 47: Hispanic sources of health advice, September 2009
                                                                                              • Spanish-dominant Hispanics leverage personal relationships to obtain health advice
                                                                                                • Figure 48: Hispanic sources of health advice, by language prefered, September 2009
                                                                                              • Not just older Hispanics will get most of their health advice from doctors
                                                                                                • Figure 49: Hispanic sources of health advice, by age, September 2009
                                                                                            • Healthy Living

                                                                                              • Key points
                                                                                                • Do you think you are healthy?
                                                                                                  • Figure 50: Hispanic assessment of being healthy, September 2009
                                                                                                • Women have more sticker shock to eating healthy
                                                                                                  • Figure 51: Hispanic assessment of being healthy, by gender, September 2009
                                                                                                • Immigrant Hispanics more comfortable with healthy lifestyle
                                                                                                  • Figure 52: Hispanic assessment of being healthy, by place of birth, September 2009
                                                                                                • Affluence leads to knowledge, but doesn’t necessarily result in healthy eating
                                                                                                  • Figure 53: Hispanic assessment of being healthy, by household income, September 2009
                                                                                                • Factors contributing to healthy living
                                                                                                  • Hispanics look to factors of mind and body for healthy living, medical not so much
                                                                                                    • Figure 54: Hispanic assessment of being healthy, September 2009
                                                                                                  • Hispanic women have holistic intentions, but limited follow through
                                                                                                    • Figure 55: Hispanic assessment of being healthy, by gender, September 2009
                                                                                                  • Healthy living by language preference
                                                                                                    • Figure 56: Hispanic assessment of being healthy, by language preference, September 2009
                                                                                                  • Affluent Hispanics not as interested in preventative measures
                                                                                                    • Figure 57: Hispanic assessment of being healthy, by household income, September 2009
                                                                                                • Cluster Analysis

                                                                                                    • The Unmoved
                                                                                                      • Proactives
                                                                                                        • Strugglers
                                                                                                          • Cluster characteristics
                                                                                                            • Figure 58: Hispanic diet and wellness clusters, September 2009
                                                                                                            • Figure 59: Hispanic self-assessment of diet healthfulness, by Hispanic diet and wellness clusters, September 2009
                                                                                                            • Figure 60: Hispanic attitude towards healthy eating, by Hispanic diet and wellness clusters, September 2009
                                                                                                            • Figure 61: Hispanic sources of health advice, by Hispanic diet and wellness clusters, September 2009
                                                                                                            • Figure 62: Hispanic assessment of being healthy, by Hispanic diet and wellness clusters, September 2009
                                                                                                            • Figure 63: Attitudes toward healthy living, by Hispanic diet and wellness clusters, September 2009
                                                                                                          • Cluster demographics
                                                                                                            • Figure 64: Hispanic diet and wellness clusters, by gender, September 2009
                                                                                                            • Figure 65: Hispanic diet and wellness clusters, by age group, September 2009
                                                                                                            • Figure 66: Hispanic diet and wellness clusters, by household income, September 2009
                                                                                                            • Figure 67: Hispanic diet and wellness clusters, by language dominance, September 2009
                                                                                                          • Cluster methodology
                                                                                                          • U.S. Hispanic Population

                                                                                                              • Key facts
                                                                                                                • U.S. population by race/Hispanic origin
                                                                                                                  • Figure 68: Population, by race/Hispanic origin, 1970-2020
                                                                                                                  • Figure 69: Asian, Black, and Hispanic populations, 1940-2020
                                                                                                                  • Figure 70: Population, by race and Hispanic origin, 2004-14
                                                                                                                • The Hispanic and non-Hispanic population
                                                                                                                  • The Hispanic and total U.S. population by age
                                                                                                                    • Figure 71: U.S. Hispanic population, by age, 2004-14
                                                                                                                    • Figure 72: Total U.S. population, by age, 2004-14
                                                                                                                  • Generations
                                                                                                                    • Hispanics by generation
                                                                                                                      • Figure 73: Generations, by Hispanic vs. non-Hispanic, 2009
                                                                                                                      • Figure 74: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                                                                                    • The Hispanic household
                                                                                                                      • Figure 75: Households, by number of persons in the household—Hispanics vs. non-Hispanics, 2006
                                                                                                                      • Figure 76: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                                                                                      • Figure 77: Households, by age and presence of children—Hispanics vs. non-Hispanics, 2006
                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                      • Figure 78: Hispanic population, by country of origin/heritage, 2007
                                                                                                                      • Figure 79: Graph: Hispanics, by country of origin/heritage, 2007
                                                                                                                    • Hispanics by geographic concentration
                                                                                                                      • Figure 80: Hispanic population, by region, by country of origin/heritage, 2007
                                                                                                                      • Figure 81: Graph: Hispanic population, by region, 2007
                                                                                                                      • Figure 82: Hispanic population in top five states, by country of origin, 2006
                                                                                                                    • States with greatest Hispanic population growth
                                                                                                                      • Figure 83: Hispanic population, states with greatest percentage increase, 2000-06
                                                                                                                    • Key Hispanic metropolitan areas
                                                                                                                      • Figure 84: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                                                                                    • Hispanic purchasing power
                                                                                                                      • Figure 85: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                    • Hispanic income levels
                                                                                                                      • Figure 86: Largest Hispanic markets, by Hispanic disposable income, 2005
                                                                                                                    • Hispanics’ economic growth
                                                                                                                      • Hispanics’ category expenditures
                                                                                                                        • Figure 87: Expenditures, by Hispanic origin of consumer unit reference person, 2006-07
                                                                                                                      • Estimated household expenditure by category
                                                                                                                        • Figure 88: Average household expenditures on key categories, Hispanic and non-Hispanic, 2007-09
                                                                                                                    • Acculturation

                                                                                                                        • What is acculturation?
                                                                                                                          • Why is level of acculturation important?
                                                                                                                              • Figure 89: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                            • What is retro-acculturation?
                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                • Figure 90: Cancer incidence and death rates* for all cancer sites combined, by race/ethnicity and gender, United States, 2001-05
                                                                                                                                • Figure 91: Leading causes of death among Hispanics and whites, 2006
                                                                                                                                • Figure 92: Cancer incidence and mortality rates* and ratios comparing Hispanics to Whites, 2002-06
                                                                                                                            • Appendix: Trade Associations

                                                                                                                              Companies Covered

                                                                                                                              • American Cancer Society (ACS)
                                                                                                                              • American Diabetes Association
                                                                                                                              • American Dietetic Association (ADA)
                                                                                                                              • American Heart Association, Inc.
                                                                                                                              • American Herbal Products Association
                                                                                                                              • Henry J. Kaiser Family Foundation
                                                                                                                              • Kraft Foods Inc.
                                                                                                                              • McDonald's Corporation
                                                                                                                              • McNeil Consumer Nutritionals UK Ltd
                                                                                                                              • Robert Wood Johnson Foundation
                                                                                                                              • U.S. Bureau of Labor Statistics
                                                                                                                              • U.S. Department of Agriculture
                                                                                                                              • Unilever USA
                                                                                                                              • Weight Watchers International Inc.

                                                                                                                              Hispanic Diet and Wellness - US - November 2009

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