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Marketing Health to Asians - US - October 2011

Asians are the fastest growing racial minority in the U.S. and the Asian population includes a significantly higher number of high-income households than the norm. Asian Americans are a diverse group of consumers with different tastes and cultural backgrounds, depending on their country of origin or level of acculturation. This report looks deep into Asian attitudes regarding health issues, with the purpose of answering the question: how can health best be marketed to Asians? Mintel’s exclusive consumer research examines Asian attitudes and behaviors regarding their health, diet and purchasing behaviors regarding certain health products. This report will take a close look at:

  • How healthy are Asian consumers and what is their attitude toward improving their health?
  • What impact does acculturation have on behavior and values related to Asian diet and health?
  • How do Asians research new information on certain health issues, nontraditional medicines, over-the-counter remedies and prescription drugs?
  • What are Asians doing to watch their diets?
  • What are physicians, community health organizations, and for profit companies doing to help Asians improve their health?
  • How are companies changing their marketing approach to target Asian consumers specifically?
  • How are Asians using traditional health services, nontraditional medicines, over-the-counter remedies and prescription drugs?
  • What are the demographic trends of the Asian population and how does this affect their outlook and wellness?

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Table of contents

  1. Scope and Themes

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

                    • Asian American household income and buying power
                      • Attitudes toward personal health
                        • Ailments and medical treatments
                          • Watching one’s diet
                            • Weight loss
                              • Herbal supplements and nontraditional medications
                                • Over-the-counter remedies
                                  • Health insurance
                                    • Prescription remedies
                                      • Marketing strategies
                                        • U.S. Asian American population
                                        • Insights and Opportunities

                                          • Practice Cultural Competency
                                            • Asian fast-food chains offer convenience and relative health benefit
                                              • Target Asians online
                                              • Inspire Insights

                                                  • Trend: “A Simple Balance for Health”
                                                    • Trend: “Influentials”
                                                    • Asian American Household Income and Buying Power

                                                      • Key points
                                                        • More than one third of Asian American households earn more than $100K
                                                          • Figure 1: Household income distribution, by race and Hispanic origin, 2009
                                                        • Income
                                                          • Figure 2: Household income distribution for all households and Asian households, 2009
                                                        • Asian affluence, by nationality/ancestral group
                                                          • Figure 3: Median household income, by top 10 Asian nationality/ancestral groups, 2000
                                                        • Purchasing power
                                                          • Figure 4: Purchasing power, by race/Hispanic origin, 2010
                                                        • Asian cities and metropolitan areas
                                                          • Figure 5: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                                          • Figure 6: Percentage of Asian nationality/ancestral group, by city, 2000
                                                      • Attitudes Toward Personal Health

                                                        • Key points
                                                          • Most Asian Americans consider themselves in good or excellent health
                                                            • Figure 7: Attitudes toward personal health, by gender and age, July 2011
                                                          • Asians interested in learning more about health from doctors and online
                                                            • Figure 8: Attitudes toward health, by race/Hispanic origin, February 2010-March 2011
                                                          • Nearly three out of four Asian Americans try to eat healthier foods
                                                            • Figure 9: Attitudes toward diet, by race/Hispanic origin, February 2010-March 2011
                                                        • Ailments and Medical Treatment

                                                          • Key points
                                                            • Asians have less ailments overall, though more likely to suffer from flu and hepatitis B
                                                                • Figure 10: Ailments currently have, by race/Hispanic origin, February 2010-March 2011
                                                              • Modesty can keep Asian women from discussing important health issues
                                                                  • Figure 11: Ailments Asian Americans currently have, by gender, February 2010-March 2011
                                                                • Half of Asian American respondents received a physical in past year
                                                                  • Figure 12: Frequency of medical physical, by age and gender, July 2011
                                                                • Non-U.S. born Asian Americans less likely to have had a physical
                                                                  • Figure 13: Frequency of medical physical, by place of birth, July 2011
                                                                • Asians surveyed less likely to consult specialists
                                                                  • Figure 14: Medical professionals consulted, by race/Hispanic origin, February 2010-March 2011
                                                                • Family members accompany less acculturated Asians when seeking medical treatments
                                                                  • Figure 15: Who accompanies consumers during medical treatments, by association to Asian culture, July 2011
                                                                • Asians turn to the internet to research specific health information
                                                                  • Figure 16: Sources Asian consumers turn to for medical advice for specific health conditions, by age and gender, July 2011
                                                                • Asians with high association to Asian culture turn to outside sources
                                                                  • Figure 17: Sources Asian consumers turn to for medical advice for specific health conditions, by level of association to Asian culture, July 2011
                                                              • Watching One’s Diet

                                                                • Key points
                                                                  • One third of Asians dieting to maintain weight
                                                                      • Figure 18: Likelihood and reason for watching ones diet, by race/Hispanic origin, February 2010-March 2011
                                                                    • Age has opposite effect on dieting trends of Asian men and women
                                                                      • Figure 19: Likelihood of watching ones diet, Asians by gender and age, July 2011
                                                                    • More than half of Asian females diet to lose weight
                                                                      • Figure 20: Reason for watching diet, by gender, February 2010-March 2011
                                                                    • Asian dieters most likely to buy natural or organic foods
                                                                      • Figure 21: Food products bought when watching diet, by race/Hispanic origin, February 2010-March 2011
                                                                    • Low- and non-fat foods most important to dieting Asians
                                                                      • Figure 22: Food products bought by Asians when watching diet, by gender, February 2010-March 2011
                                                                    • Online most popular form of diet and nutrition research
                                                                      • Figure 23: Sources Asian consumers turn to for information on diet and nutrition, by age and gender, July 2011
                                                                    • Non-English speaking Asians more likely to get information from TV than physician
                                                                      • Figure 24: Sources Asian consumers turn to for information on diet and nutrition, by language spoken in the home, July 2011
                                                                  • Weight Loss

                                                                    • Key points
                                                                      • Asians half as likely as other respondents to be overweight
                                                                        • Figure 25: Likelihood of being overweight, by race/Hispanic origin, February 2010-March 2011
                                                                      • Asian women surveyed slightly more likely than males to be overweight
                                                                        • Figure 26: Likelihood of being overweight, Asians by gender, February 2010-March 2011
                                                                      • Reducing candies most popular among Asian respondents
                                                                        • Figure 27: Nonprescription products used when watching diet, by race/Hispanic origin, February 2010-March 2011
                                                                      • Asian women more likely than Asian men to use dieting products
                                                                        • Figure 28: Nonprescription products Asians use when watching diet, by gender, February 2010-March 2011
                                                                    • Herbal Supplements and Nontraditional Medications

                                                                      • Key points
                                                                        • Asians most likely group to use vitamins and herbal supplements
                                                                          • Figure 29: Vitamin and types used, by race/Hispanic origin, February 2010-March 2011
                                                                        • More than half of Asians use “other brands” of nontraditional medicine
                                                                            • Figure 30: Brands of vitamins used, by race/Hispanic origin, February 2010-March 2011
                                                                          • Asians turn to online sites for information on nontraditional medicine
                                                                            • Figure 31: Sources Asian consumers turn to for information on herbal supplements/nontraditional medications, by age and gender, July 2011
                                                                          • Non-English speaking Asians turn to family and friends
                                                                            • Figure 32: Sources Asian consumers turn to for information on herbal supplements/nontraditional medications, by language spoken in the home, July 2011
                                                                        • Over-the-Counter Remedies

                                                                          • Key points
                                                                            • Asian Americans least likely to take over-the-counter remedies
                                                                              • Figure 33: Usage of over-the-counter remedies in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                            • Asian women buy more over-the-counter remedies than do Asian men
                                                                              • Figure 34: Usage of over-the-counter remedies in the past 12 months, Asian consumers by gender, February 2010-March 2011
                                                                            • Asians surveyed turn to pharmacist for information on OTC remedies
                                                                              • Figure 35: Sources Asian consumers turn to for information on over-the-counter remedies, by age and gender, July 2011
                                                                            • English-speaking Asians turn to conventional doctor for information on OTC remedies
                                                                              • Figure 36: Sources Asian consumers turn to for information on over-the-counter remedies, by language spoken in the home, July 2011
                                                                          • Prescription Remedies

                                                                            • Key points
                                                                              • Fewer than four in 10 Asians surveyed have taken prescription drugs
                                                                                • Figure 37: Usage of prescription drugs in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                              • Older Asians are more likely to use prescription drugs
                                                                                • Figure 38: Usage of prescription drugs by Asians in the past 12 months, by age and gender, February 2010-March 2011
                                                                              • Seeking information on prescription drugs, Asians trust their doctor
                                                                                • Figure 39: Sources Asian consumers turn to for information on prescription remedies, by age and gender, July 2011
                                                                              • Non-English speaking Asians are less likely to see a traditional doctor
                                                                                • Figure 40: Sources Asian consumers turn to for information on prescription remedies, by language spoken in the home, July 2011
                                                                              • Asians have positive mix of attitudes toward advertising of prescription remedies
                                                                                • Figure 41: Attitudes of the Asian consumer toward advertising of prescription remedies, by age and gender, July 2011
                                                                            • Health Insurance

                                                                              • Key points
                                                                                • Almost all of Asian Americans surveyed own health insurance
                                                                                  • Figure 42: Health insurance or life insurance coverage and type of insurance, by race/Hispanic origin, February 2010-March 2011
                                                                                • Kaiser Permanente succeeds with focus on Asian communities
                                                                                  • Figure 43: Companies consumers have health insurance with, by race/Hispanic origin, February 2010-March 2011
                                                                                • Majority of Asian’s covered by employer health insurance
                                                                                  • Figure 44: Ownership of health insurance by Asian consumers, by race, July 2011
                                                                                • What consumers look for when purchasing their own health insurance
                                                                                  • Figure 45: Features Asian consumers would look for if they were to purchase their own health insurance, by household income July 2011
                                                                              • Marketing Strategies

                                                                                • Key points
                                                                                  • Television
                                                                                    • Marketing strategy: Emphasize Asian employees
                                                                                      • BlueCross/BlueShield
                                                                                        • Figure 46: BlueCross/BlueShield Ad, November, 2009
                                                                                      • UnitedHealthcare; Chinese
                                                                                        • Figure 47: United Healthcare Insurance Company Ad, Chinese, November 2009
                                                                                      • Marketing strategy: Appeal to Asian cultural practices
                                                                                        • Chinese Community Health Care Plan
                                                                                          • Figure 48: Chinese Community Health Care Plan Ad, April, 2010
                                                                                        • United Healthcare; Indian
                                                                                          • Figure 49: United Healthcare Insurance Company Ad, Indian, October, 2010
                                                                                        • Online
                                                                                          • Kraft integrates online marketing with in-store demos
                                                                                          • U.S. Asian American Population

                                                                                            • Key points
                                                                                              • Asian demographics
                                                                                                • U.S. population diversity
                                                                                                  • Figure 50: Population, by race/Hispanic origin, 1970-2020
                                                                                                  • Figure 51: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                  • Figure 52: Population, by race and Hispanic origin, 2005-15
                                                                                                • U.S. Asian population
                                                                                                  • Asian population by age
                                                                                                    • Figure 53: U.S. Asian population, by age, 2005-15
                                                                                                    • Figure 54: Total U.S. population, by age, 2005-15
                                                                                                    • Figure 55: Generations, by race/Hispanic origin, 2009
                                                                                                  • Identifying Asian Americans
                                                                                                    • U.S. Asian geographic concentration
                                                                                                      • Figure 56: Asian geographic concentration, by region, 2008
                                                                                                      • Figure 57: Top 10 states, by total Asian population and percentage of state total population, 2008
                                                                                                    • Asian purchasing power
                                                                                                      • Figure 58: Median household income, by race and Hispanic origin, 2009
                                                                                                    • Asian buying power by state
                                                                                                      • Figure 59: Top 10 states, by Asian buying power, 2009
                                                                                                    • Generational insights among Asian consumers
                                                                                                      • The Asian household
                                                                                                        • Average household size
                                                                                                          • Figure 60: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                        • Average Asian household size by nationality/ancestral group
                                                                                                          • Figure 61: Average Asian family and household size, by nationality/ancestral group, 2000
                                                                                                        • Marital status of Asians
                                                                                                          • Figure 62: Marital status of Asians, by age, 2008
                                                                                                          • Figure 63: U.S. population marital status, by age, 2008
                                                                                                        • Top ethnicities
                                                                                                          • Figure 64: U.S. Asian population, by nationality/ancestral group, 2008
                                                                                                        • Asian cities and metropolitan areas
                                                                                                          • Figure 65: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07
                                                                                                          • Figure 66: Percentage of Asian nationality/ancestral group, by city, 2000
                                                                                                        • Asian Americans and education
                                                                                                          • Asians’ educational attainment
                                                                                                            • Figure 67: Educational attainment of Asians, 2004
                                                                                                          • Asians’ educational attainment by nationality
                                                                                                            • Figure 68: Educational attainment of Asians, by detailed nationality/ancestral group, 2000
                                                                                                        • Appendix—Additional Tables

                                                                                                          • Attitudes toward personal healthy association with Asian culture
                                                                                                            • Figure 69: Attitudes toward personal health, by level of association with Asian culture, July 2011
                                                                                                          • Vitamin and mineral use by race/Hispanic origin
                                                                                                            • Figure 70: Vitamin and mineral use, by race/Hispanic origin, February 2010-March 2011
                                                                                                            • Figure 71: Impact of selected influencers on choice of financial services, by level of association with Asian culture, September 2010
                                                                                                        • Appendix—Trade Associations

                                                                                                          Companies Covered

                                                                                                          • Aetna Inc.
                                                                                                          • American Dietetic Association (ADA)
                                                                                                          • Centers for Medicare & Medicaid Services
                                                                                                          • Chipotle Mexican Grill Inc.
                                                                                                          • CIGNA Corporation
                                                                                                          • GNC Corporation
                                                                                                          • Henry J. Kaiser Family Foundation
                                                                                                          • Humana Inc
                                                                                                          • Jenny Craig Inc.
                                                                                                          • Kaiser Permanente
                                                                                                          • Kikkoman Corporation
                                                                                                          • MTV Networks
                                                                                                          • NutriSystem, Inc.
                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                          • U.S. Bureau of the Census
                                                                                                          • United Healthcare Insurance Company
                                                                                                          • Visa U.S.A. Inc.
                                                                                                          • Winn-Dixie Stores
                                                                                                          • Yelp Inc.

                                                                                                          Marketing Health to Asians - US - October 2011

                                                                                                          £3,199.84 (Excl.Tax)