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Hispanics' Diet and Wellness - US - March 2016

"Having a healthy lifestyle is important for Hispanics. More than half are proactive in terms of diet and exercise; however, since in general Hispanics feel they are healthy, the need for change may not be evident for all."

- Juan Ruiz ,Director of Hispanic Insights

This report covers the following issues:

  • Hispanics are a healthy bunch
  • Hispanics have a variety of reasons to live healthy lifestyles
  • The will has the power

Feeling better, looking better, and living longer are main drivers behind healthy lifestyle goals. However, there are a variety of challenges, such as lack of willpower, lack of time, and financial constraints preventing them from achieving some of their diet and wellness goals.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • More than half of Hispanics are proactive in regards to diet and wellness
          • Figure 1: Hispanic diet and wellness segments, January 2016
        • The issues
          • Hispanics are a healthy bunch
            • Figure 2: Hispanics’ perception of their own health – Very healthy vs very unhealthy, January 2016
          • Hispanics have a variety of reasons to live healthy lifestyles
            • Figure 3: Motivations for living a healthy lifestyle, Hispanics vs all, January 2016
          • The will has the power
            • Figure 4: Barriers preventing Hispanics from achieving diet and wellness goals, January 2016
          • The opportunities
            • Teaching Hispanics how to fish
              • Figure 5: Hispanics’ attitudes toward healthy lifestyles – proactiveness, by level of education, January 2016
            • Keeping Hispanics engaged
              • Figure 6: Hispanics’ attitudes toward healthy lifestyles – impulse, by gender and age, January 2016
            • Understanding the role of acculturation in diet and wellness
              • Figure 7: Incidence of Hispanics seeing themselves as very healthy, by level of acculturation, January 2016
            • What it means
            • The Market – What You Need to Know

              • Hispanics approach diet and wellness in four ways
                • Diet and wellness trends affecting the Hispanic market
                  • Structural market factors may affect Hispanics’ diet and wellness attitudes
                  • Hispanics’ Diet and Wellness

                    • Hispanics’ diet and wellness segmentation
                      • Figure 8: Hispanic diet and wellness segments, January 2016
                    • Healthy Picky Eaters (26%)
                      • Characteristics
                        • Opportunities
                          • Figure 9: Profile of Hispanic Healthy Picky Eaters, January 2016
                        • Healthy Omnivores (26%)
                          • Characteristics
                            • Opportunities
                              • Figure 10: Profile of Hispanic Healthy Omnivores, January 2016
                            • Unmotivated Victims (21%)
                              • Characteristics
                                • Opportunities
                                  • Figure 11: Profile of Hispanic Unmotivated Victims, January 2016
                                • Apathetic Wellbeings (27%)
                                  • Characteristics
                                    • Opportunities
                                      • Figure 12: Profile of Hispanic Apathetic Wellbeings, January 2016
                                  • Market Perspective

                                    • The value of health
                                      • Figure 13: Attitudes toward the price of health, Hispanics by language spoken at home vs all, July 2014-September 2015
                                    • The need for a diet change
                                      • Figure 14: Attitudes toward healthy diet, Hispanics by language spoken at home vs all, July 2014-September 2015
                                    • The impact of hectic lifestyles
                                      • Figure 15: Hispanics’ attitudes toward busy lifestyles, by gender and age, July 2014-September 2015
                                      • Figure 16: Attitudes toward busy lifestyles, Hispanics by language spoken at home vs all, July 2014-September 2015
                                    • Calorie counting can be a foreign concept
                                      • Figure 17: Attitudes toward calories, Hispanics by language spoken at home vs all, July 2014-September 2015
                                  • Market Factors

                                    • Hispanics, a young population but not immune to aging
                                      • Figure 18: Hispanic share of US population, by generation, 2016
                                    • Improving labor market for Hispanics can allow Hispanics to shift priorities
                                      • Figure 19: Hispanic unemployment, January 2007-December 2015
                                    • Larger household size can encourage or challenge healthy lifestyles
                                      • Figure 20: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                                  • Do’s, Don’ts and What’s to Come – What You Need to Know

                                    • Build trust; don’t bluff
                                      • Give Hispanics a break
                                        • Lack of time and willpower are significant challenges
                                          • It has to get interesting…
                                          • What’s Working?

                                            • Hispanics want the real thing
                                              • Helping Hispanics to take it easy
                                              • What’s Challenging?

                                                • Finding the time and willpower
                                                • What’s Next?

                                                  • Experience can make the difference
                                                  • The Consumer – What You Need to Know

                                                    • Hispanics see themselves healthy
                                                      • Eating healthy is an aspiration, but there is some confusion
                                                        • From feeling better to wanting to look better, Hispanics have many reasons to live healthy lifestyles
                                                          • Education increases awareness
                                                            • Sense of achievement important to continue
                                                              • Hispanics can’t do it alone
                                                                • Hispanics and sports
                                                                  • Healthy lifestyle challenges include…
                                                                  • Hispanics’ Perception of Overall Health and Weight

                                                                    • The majority of Hispanics consider themselves healthy
                                                                      • Figure 21: Hispanics’ perception of their own health – Very healthy vs very unhealthy, January 2016
                                                                    • The perception of being very healthy decreases with acculturation
                                                                      • Figure 22: Incidence of Hispanics seeing themselves as very healthy, by level of acculturation, January 2016
                                                                    • Hispanic parents try to set an example
                                                                      • Figure 23: Incidence of Hispanics seeing themselves as very healthy, by presence of children in the household, January 2016
                                                                    • The majority of Hispanics don’t see a problem with their weight
                                                                      • Figure 24: Hispanics’ perception of their own health – Very overweight vs very underweight, January 2016
                                                                      • Figure 25: Incidence of Hispanics seeing themselves as very overweight, by gender and age, January 2016
                                                                  • Hispanics’ Attitudes toward Diet and Eating Healthy

                                                                    • What does eating healthy mean?
                                                                      • Diet products may have a negative connotation
                                                                        • With flavor comes temptation
                                                                          • Dieting efforts limited to weight loss occasions
                                                                            • Eating healthy harder for time-pressed younger Hispanics
                                                                              • Figure 26: Attitudes toward diet and eating healthy, Hispanics vs all, January 2016
                                                                              • Figure 27: Hispanics’ attitudes toward diet and eating healthy, by gender and age, January 2016
                                                                              • Figure 28: Hispanics’ attitudes toward diet and eating healthy, by household income, January 2016
                                                                          • Hispanics’ Motivations for Healthy Lifestyles

                                                                            • Hispanics have a variety of reasons to live a healthy lifestyle
                                                                              • The goal of feeling better
                                                                                • The goal of looking better
                                                                                  • The goal of living longer
                                                                                    • The goal of being confident
                                                                                      • The goal of managing stress
                                                                                        • Being a good example for children
                                                                                          • Figure 29: Motivations for healthy lifestyle, Hispanics vs all, January 2016
                                                                                          • Figure 30: Hispanics’ motivations for healthy lifestyle, by gender and age, January 2016
                                                                                          • Figure 31: Hispanics’ motivations for healthy lifestyle, by level of acculturation, January 2016
                                                                                      • Healthy Lifestyles – Commitment

                                                                                        • Education empowers (and also confuses)
                                                                                          • Figure 32: Hispanics’ attitudes toward healthy lifestyles – proactiveness, by level of education, January 2016
                                                                                        • Healthier Hispanics have more initiative
                                                                                          • Figure 33: Hispanics’ attitudes toward healthy lifestyles - proactiveness, by perception of own health, January 2016
                                                                                        • Younger Hispanic women have a harder time following through
                                                                                          • Figure 34: Hispanics’ attitudes toward healthy lifestyles – Impulse, by gender and age, January 2016
                                                                                        • Boredom can be barrier
                                                                                          • Figure 35: Hispanics’ attitudes toward healthy lifestyles – Impulse, by perception of own health, January 2016
                                                                                      • Healthy Lifestyles – Comparisons

                                                                                        • Younger Hispanics more reliant on technology to evaluate performance
                                                                                          • In person conversations
                                                                                            • Social media conversations
                                                                                              • Use of technology
                                                                                                • Figure 36: Hispanics’ attitudes toward healthy lifestyles – Evaluations, by gender and age, January 2016
                                                                                                • Figure 37: Hispanics’ attitudes toward healthy lifestyles – Evaluations, by level of acculturation, January 2016
                                                                                            • Healthy Lifestyles – Exercising vs Eating

                                                                                              • Younger Hispanic men exercise more
                                                                                                • Figure 38: Hispanics’ attitudes toward healthy lifestyles – Exercising vs eating, by gender and age, January 2016
                                                                                                • Figure 39: Hispanics’ attitudes toward healthy lifestyles – Exercising vs eating, by household income, January 2016
                                                                                              • Hispanics are into (some) sports
                                                                                                • Figure 40: Sports played or participated in the past 12 months, Hispanics vs all, July 2014-September 2015
                                                                                                • Figure 41: Sports Hispanics played or participated in the past 12 months, by gender and age, July 2014-September 2015
                                                                                                • Figure 42: Sports Hispanics played or participated in the past 12 months, by language spoken in home, July 2014-September 2015
                                                                                            • Barriers Preventing Diet and Wellness

                                                                                              • It’s all about willpower
                                                                                                • Figure 43: Barriers preventing Hispanics from achieving diet and wellness goals, January 2016
                                                                                              • Internal barriers
                                                                                                • The “power” of willpower
                                                                                                  • Lack of time
                                                                                                    • Not knowing where to begin
                                                                                                      • Feeling overwhelmed by the end goal
                                                                                                        • Figure 44: Internal barriers preventing Hispanics from achieving diet and wellness goals, by gender and age, January 2016
                                                                                                        • Figure 45: Internal barriers preventing Hispanics from achieving diet and wellness goals, by level of acculturation, January 2016
                                                                                                      • External barriers
                                                                                                        • Finances
                                                                                                          • The difficulty of changing what families like
                                                                                                            • Figure 46: External barriers preventing Hispanics from achieving diet and wellness goals, by household income, January 2016
                                                                                                            • Figure 47: External barriers preventing Hispanics from achieving diet and wellness goals, by perception of own health, January 2016
                                                                                                        • Appendix – Data Sources and Abbreviations

                                                                                                          • Data sources
                                                                                                            • Consumer survey data
                                                                                                              • Terms
                                                                                                                • A note on acculturation
                                                                                                                • Appendix – The Consumer

                                                                                                                  • Market perspective
                                                                                                                    • Figure 48: Hispanics’ attitudes toward diet and health, by gender, July 2014-September 2015
                                                                                                                    • Figure 49: Hispanics’ attitudes toward diet and health, by age, July 2014-September 2015
                                                                                                                    • Figure 50: Hispanics’ attitudes toward diet and health, by age and gender, July 2014-September 2015
                                                                                                                    • Figure 51: Hispanics’ attitudes toward diet and health, by household income, July 2014-September 2015
                                                                                                                  • Sports
                                                                                                                    • Figure 52: Sports Hispanics played or participated in the past 12 months, by gender, July 2014-September 2015
                                                                                                                    • Figure 53: Sports Hispanics played or participated in the past 12 months, by age, July 2014-September 2015
                                                                                                                    • Figure 54: Sports Hispanics played or participated in the past 12 months, by household income, July 2014-September 2015

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                                                                                                                Hispanics' Diet and Wellness - US - March 2016

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