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Black Consumers' Diet and Wellness - US - January 2019

"Black adults believe that a healthy diet and exercise leads to overall wellness, but their knowledge of what constitutes a healthy lifestyle and their everyday habits are sometimes in conflict with one other. Most Black adults are concerned that their efforts to maintain or improve their health status do not yield desired results. Brands that offer unbiased, yet culturally sensitive products, information, or services will be of value to this consumer."
- Toya Mitchell, Multicultural Analyst

This Report looks at the following areas:

  • Black diet and wellness segments driven by life stage and expected outcome
  • Stress is considered a part of everyday life
  • A healthy diet can look different on the plate, and impact desired outcomes
  • Black adults believe that their habits are aligned to basic wellness practices
  • Black adults trust doctors…somewhat, but look to unbiased sources to understand and confirm

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Black diet and wellness segments driven by life stage and expected outcome
              • Figure 1: Black consumer diet and wellness segments, November 2018
            • Stress is considered a part of everyday life
              • Figure 2: Healthy mind spectrum and attitudes toward healthy lifestyles – stress, November 2018
            • A healthy diet can look different on the plate, and impact desired outcomes
              • Figure 3: Healthy diet spectrum and attitudes toward healthy lifestyles – diet, November 2018
            • Black adults believe that their habits are aligned to basic wellness practices
              • Figure 4: Health areas of focus and perceived habits of a healthy person – November 2018
            • Black adults trust doctors…somewhat, but look to unbiased sources to understand and confirm
              • Figure 5: Correspondence analysis – Symmetrical map, sources of information association, November 2018
            • What it means
            • The Market – What You Need to Know

              • The Black population is younger and growing faster than the general market
                • Black rising employment may be a factor in access to healthcare
                  • Black adults lead in suffering from chronic diseases, but prevalence is on the decline
                    • Black adults have a paradoxical relationship with doctors
                    • The Black Population by the Numbers

                      • Black population holds at 13% of the total US
                        • Figure 6: US and Black population totals, 2013-23
                      • Greater share of young Black people drive population growth
                        • Figure 7: Population distribution by age groups, total and Black, 2018
                      • Black people attend college, but do not finish at the same rate as the general market
                        • Figure 8: Educational attainment by race and Hispanic origin, 2017
                      • Black unemployment at record lows, but still higher than the average
                        • Figure 9: US labor force participation and unemployment rate, by total US and Black, January 2007 – October 2018
                      • Nearly one third of Black households earn less than $25K annually
                        • Figure 10: Household income distribution, by total and Black, 2017
                    • Market Perspective

                      • Black consumers have a conflicted relationship with food
                        • Figure 11: Attitudes on diet health, Total and Black, July 2017 – August 2018
                      • Black consumers place their faith in doctor-prescribed medicine
                        • Figure 12: Attitudes on medicinal health, Total and Black, July 2017 – August 2018
                      • Black consumers look to doctors’ advice, even in midst of bias
                        • Figure 13: Attitudes on health professionals, Total and Black, July 2017 – August 2018
                      • Doctors’ advice rules, but unbiased independent sources may provide comfort
                        • Figure 14: Attitudes on health information sources, Total and Black, July 2017-August 2018
                      • Exercise and weight control seem elusive among Black consumers
                        • Figure 15: Attitudes on exercise and health, Total and Black, July 2017 – August 2018
                    • Market Factors

                      • Access to health care and information impact Black consumers’ health… to an extent
                        • Rising employment rate and ACA contribute to increases in healthcare access
                          • Figure 16: Health insurance coverage status, by race and Hispanic origin, 2013-17
                        • Smoking rates are at historical lows, but remain high among Black men
                          • Figure 17: Adult cigarette smokers, by race and Hispanic origin, 2016
                        • Black mortality from heart disease remains high, but falling at greatest rate
                          • Figure 18: Rate of coronary heart disease mortality, by race and Hispanic origin, 2015
                        • Black adults lead in obesity rates, and recognize the need to lose weight
                          • Figure 19: Prevalence of obesity among adults aged 20+, by sex, race and Hispanic origin, 2015-16
                          • Figure 20: Attempts to lose weight among adults aged 20+ by sex, race and Hispanic origin, 2013-16
                        • Wellness habits plus environment may contribute to high rates of hypertension
                          • Figure 21: Prevalence of hypertension among adults aged 18+, by sex, race and Hispanic origin, 2015-16
                        • Black adults lead in prevalence of diagnosed diabetes
                          • Figure 22: Prevalence of diagnosed and undiagnosed diabetes by race and Hispanic origin, 2011-14
                      • Key Trends – What You Need to Know

                        • Outreach programs impact smoking rates and related diseases
                          • Black women more likely to die due to pregnancy and child related causes
                            • Food swamps impact meal choices more than lack of fresh food
                              • Recognition of mental health issues spurs access to Black adults
                              • What’s Working?

                                • Greater access to health care and information cause declines in chronic diseases and unhealthy behavior
                                • What’s Struggling?

                                  • Food swamps may negatively impact diet more than food deserts
                                    • Black women are nearly three times as likely to die post-partum in comparison to other women
                                    • What’s Next?

                                      • Mental health awareness slowly loses its stigma, but persists among Black adults
                                        • Figure 23: Feelings of sadness, hopelessness, worthlessness, and that everything is an effort among adults aged 18+, by race and Hispanic origin, 2017
                                        • Figure 24: The Difference service launch video, November 2018
                                      • Access to health and fitness expands to include Black participants
                                        • Local and state government enact sick leave for hourly employees
                                        • The Consumer – What You Need to Know

                                          • Diet and Wellness segments reflect lifestyle and beliefs
                                            • Most Black adults experience moderate stress, and agree that stress is normal
                                              • Diet choices mostly a mix of healthy and not-so-healthy food
                                                • Most Black consumers focus on physical health; however, life stage may extend focus to mental health
                                                  • Health information that’s easy to access and understand supplements doctor recommendations
                                                    • Black adults feel knowledgeable on health issues, but concerned whether their efforts work
                                                    • Black Consumer Diet and Wellness Segmentation

                                                      • Diet and Wellness segments differ in confidence and application of healthy habits
                                                        • Figure 25: Black consumer diet and wellness segments, November 2018
                                                      • Health Seekers’ basic understanding leaves them wanting more
                                                          • Figure 26: Profile of Health Seekers’ segment, November 2018
                                                        • Blessed Believers focus on mental wellness, but recognize the need to improve other areas
                                                            • Figure 27: Profile of Blessed Believers’ segment, November 2018
                                                          • Health Strivers feel confident in their health journey
                                                              • Figure 28: Profile of Health Strivers’ segment, November 2018
                                                            • Carefree Escapists have a “live now, worry later” attitude toward health
                                                                • Figure 29: Profile of Carefree Escapists’ segment, November 2018
                                                            • Healthy Mind Spectrum

                                                              • Most Black consumers live with moderate stress
                                                                • Figure 30: Healthy mind spectrum, November 2018
                                                              • Anxiety awareness does not extend to management for the most stressed
                                                                • Figure 31: Attitudes toward health – stress, by healthy mind spectrum, November 2018
                                                              • Amount of stress tied to awareness of its impact on health
                                                                • Figure 32: Healthy mind spectrum, by Black consumer diet and wellness segments, November, 2018
                                                            • Healthy Diet Spectrum

                                                              • Desire for tasty food battles the desire for better health
                                                                • Figure 33: Healthy diet spectrum, November 2018
                                                              • Black consumers less likely to eat in moderation
                                                                • Figure 34: Healthy diet spectrum, total vs Black, November 2018
                                                              • Anxiety and stress show up in diet habits at varying levels
                                                                • Figure 35: Healthy diet spectrum, by healthy mind spectrum, November 2018
                                                              • Healthiest eating habits impacted by healthy food knowledge
                                                                • Figure 36: Attitudes toward health – diet, by healthy diet spectrum, November 2018
                                                              • Moderate dieters focus on reducing their sugar and caloric intake
                                                                • Figure 37: Healthy attitudes – Diet, by healthy diet spectrum, November 2018
                                                              • A moderate diet may look different on the plate across segments
                                                                • Figure 38: Healthy diet spectrum, by Black consumer diet and wellness segments, November 2018
                                                            • Health Areas of Focus

                                                              • Physical wellness supersedes mental health
                                                                • Figure 39: Health areas of focus, total vs Black, November 2018
                                                              • Mental health becomes a concern in addition to physical health
                                                                • Figure 40: Health areas of focus, by count of focus areas, November 2018
                                                              • Life stage and socioeconomic status impact health areas of focus
                                                                • Figure 41: Count of focus areas, by key demographics, November 2018
                                                            • Health Information Sources

                                                              • Black consumers turn to unbiased sources plus medical professionals
                                                                • Figure 42: Health information sources, November 2018
                                                              • Some segments are open to receiving health info, while others actively seek guidance
                                                                • Figure 43: Health information sources, by Black diet and wellness segments, November 2018
                                                              • In-depth health information is easier to digest than personalized attention from doctors
                                                                • Figure 44: Correspondence analysis – symmetrical map, sources of information association, November 2018
                                                            • Perceived Habits of a Healthy Person

                                                              • Healthy habits are aligned to focus areas
                                                                • Figure 45: Perceived habits of a healthy person, total vs Black, November 2018
                                                              • Exercise is key to health, even while most say it’s hard to maintain
                                                                • Figure 46: Rank order of perceived habits of a healthy person, November 2018
                                                              • Confidence in health journey does not link to perceived healthy habits
                                                                • Figure 47: Perceived healthy habits, by Black consumer diet and wellness segments, November 2018
                                                            • Attitudes toward Healthy Lifestyles

                                                              • Putting healthy lifestyle knowledge into practice a concern for many
                                                                • Figure 48: Attitudes toward healthy lifestyles, November 2018
                                                              • A healthy diet looks different across segments
                                                                • Figure 49: Attitudes toward healthy lifestyles – diet and exercise, by Black consumer diet and wellness segments, November 2018
                                                              • Stopping stress and worry in its tracks helps Black adults cope
                                                                • Figure 50: Attitudes toward healthy lifestyles – stress, by Black consumer diet and wellness segments, November 2018
                                                              • Concerns with overall well-being are focused on internal ability to adhere to health goals
                                                                • Figure 51: Attitudes toward healthy lifestyles – barriers to health, by Black consumer diet and wellness segments, November 2018
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                        • Figure 52: Attitudes on diet health, Total and Black, July 2017 – August 2018
                                                                        • Figure 53: Attitudes on medicinal health, Total and Black, July 2017-August 2018
                                                                        • Figure 54: Attitudes on health professionals, Total and Black, July 2017-August 2018
                                                                        • Figure 55: Attitudes on health information sources, Total and Black, July 2017-August 2018
                                                                        • Figure 56: Attitudes on exercise and health, Total and Black, July 2017-August 2018

                                                                    Black Consumers' Diet and Wellness - US - January 2019

                                                                    US $4,395.00 (Excl.Tax)