“Although the racial and ethnic makeup of the US is growing more diverse, more needs to be done in terms of equitable access and care in the healthcare industry as factors such as the COVID-19 pandemic and unprecedented levels of inflation have disproportionately impacted multicultural populations. That being said, data from this Report finds that overall perceptions of health and related attitudes are generally shared across race and ethnicity. For instance, all consumers, regardless of race or ethnicity are focused on addressing their health holistically – both their mental and physical wellbeing. Significant variances do, however, exist within other demographics such as age and gender. Knowing this, brands will have greater success by considering these demographics rather than relying solely on differences of race and ethnicity.”
– Klaudia Kondakciu, Senior Consumers and Cultures Analyst
Key issues covered in this Report
- Americans’ self-perception of health
- Factors and conditions contributing to overall health
- Healthy habits currently practiced
- Barriers to living and maintaining a healthy lifestyle
- General attitudes and behaviors around mental health
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Overview
- What you need to know
- Key issues covered in this Report
- Definitions
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Opportunities and challenges
- Stress and anxiety are major issues, creating plenty of space for brands to provide solutions
- Figure 1: Mental health conditions experienced in the past 12 months, by race and Hispanic origin, 2022
- Health goals are multidimensional – Solutions should be, too
- Figure 2: Health priorities (any rank), by race and Hispanic origin, 2022
- Motivating consumers is the key to keeping them on track with their health goals
- Figure 3: Barriers to health and wellness goals, by race and Hispanic origin, 2022
- Mental health is mainstream, but concern over public perception may limit management
- Figure 4: Attitudes toward mental health (any agree), by race and Hispanic origin, 2022
- Key consumer insights
- Consumers are open to health help
- Among multicultural consumers, Hispanics stand out as needing the most attention
- Regardless of multicultural status, Gen Z is in most need of help
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Market Factors
- Health priorities must shift with changing demographics
- Figure 5: Population by race and Hispanic origin, 2016-26
- Longstanding inequities have put multiculturals’ health at risk
- Figure 6: Age-adjusted prevalence of obesity among people aged 20 or older, by race and Hispanic origin and gender, 2015-16 and 2017-18
- Uncertainty is taking a toll on mental health
- Figure 7: Median household income, by race and Hispanic origin of householder, 2020
- Young adults are particularly at risk
- Sky-high food prices will make eating healthy a greater challenge
- Figure 8: Consumer Price Index change from previous period, 2007-22
- Consumers are looking for more from their money
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- Figure 9: Misfits Market Instagram posts, 2022
- Health priorities must shift with changing demographics
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Current Opportunities and Strategies
- Meeting consumer needs through the lens of the Rights Trend Driver
- Equity must be built into the health and wellness space
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- Figure 10: Blue Cross and Blue Shield of Minnesota Facebook posts, 2022
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- Figure 11: Women’s Health magazine post, 2022
- Meeting consumer needs at the intersection of the Wellbeing and Technology Trend Drivers
- Hyper-personalized health solutions can be made possible through technology
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- Figure 12: Foodmarble Instagram post, 2022
- Figure 13: Tonal Instagram post, 2022
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Multicultural America: Approach to Health and Wellness – Fast Facts
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Perceived Overall Health
- Most Americans consider themselves to be somewhat healthy
- Figure 14: Overall perception of lifestyles in terms of health, by race and Hispanic origin, 2022
- Health breakdown – Mental and physical health ratings
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- Figure 15: Perception of lifestyles in terms of physical health, by race and Hispanic origin, 2022
- Figure 16: Perception of lifestyles in terms of mental health, by race and Hispanic origin, 2022
- Asians and Hispanics are less inclined to rate their health as “very healthy”
- Make healthy habits as simple as possible
- Figure 17: Somerset Farms Kumara Noodles (New Zealand), 2022
- Figure 18: Del Monte Gut Love Pineapple in Pineapple Ginger Flavored Juice (US), 2022
- Age impacts perceived health
- Figure 19: Overall perception of lifestyles in terms of health – “Very healthy,” by age, 2022
- Men 18-34 are more likely to view themselves as “very healthy”
- Figure 20: Overall perception of lifestyles in terms of health – “Very healthy,” by men 18-34 vs women 18-34, 2022
- Gamify the experience
- Figure 21: Kostministeriet Facebook posts, 2020
- Higher-income households are more likely to believe they are “very healthy”
- Figure 22: Overall perception of lifestyles in terms of health – “Very healthy,” by income, 2022
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- Figure 23: Farm to People Instagram posts, 2022
- Most Americans consider themselves to be somewhat healthy
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Contributing Health Factors
- Mental health is strained
- Figure 24: Mental health conditions experienced in the past 12 months, by race and Hispanic origin, 2022
- Mental fatigue is only expected to increase, providing an opening for brands to lend a helping hand
- Financial institutions are in a solid position to help sort out stress
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- Figure 25: SoFi Instagram post, 2020
- Figure 26: Scotiabank Facebook Watch post, 2022
- Provide products that promote calm
- Figure 27: Yogi Honey Lavender Stress Relief Herbal Tea (US), 2022
- Women are particularly prone to stress and anxiety
- Figure 28: Stress and anxiety experienced in the past 12 months, by gender, 2022
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- Figure 29: CVSbeauty Instagram post, 2022
- Figure 30: CVS Health Instagram posts, 2022
- Mental strain is a serious concern among Gen Z
- Figure 31: Stress and anxiety experienced in the past 12 months, by generation, 2022
- Gen Z desires more security – Brands in every sector can step in to help
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- Figure 32: Headspace Instagram post, 2020
- Mental health is strained
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Health Priorities
- Consumers are taking a holistic approach – Brands should, too
- Figure 33: Health priorities (any rank), by race and Hispanic origin, 2022
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- Figure 34: Liberate Studio Instagram post, 2021
- A blended strategy will appeal most strongly to Asians
- Figure 35: Select health priorities (any rank), by race and Hispanic origin, 2022
- Staple Asian products are predicted to be the next superfoods
- Figure 36: Nonglamfood Top Energy Bar Thanh Gao Lut Hat & Rong Bien (Brown Rice, Nuts & Seaweed Bar) (Vietnam), 2022
- Regardless of ethnic or racial background, seniors prioritize physical wellbeing
- Figure 37: Select health priorities (any rank), by age, 2022
- Take a preventative approach to help seniors maintain their current quality of life
- Figure 38: Biotiful Dairy Peach & Turmeric Immunity Kefir Shot (UK), 2022
- Invite seniors into the fitness space
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- Figure 39: Hanufit Instagram post, 2021
- Consumers are taking a holistic approach – Brands should, too
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Healthy Habits
- Consumers are most likely to engage in simple health habits
- Figure 40: Engagement with wellness habits, , 2022
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- Figure 41: Healthy habits – I currently do this, by race and Hispanic origin, 2022
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- Figure 42: Ritual Instagram posts, 2021/2022
- Consider rising costs when promoting healthy habits
- Encourage mothers to incorporate healthy habits into their busy routines
- Figure 43: Healthy habits – I currently do this, mothers vs overall, 2022
- Showcase simple swaps to reduce stress
- Figure 44: Joe’y Instagram post, 2022
- Figure 45: Nightfood Instagram post, 2023
- Involve children to motivate mothers
- Figure 46: Momleta Instagram post, 2022
- Lower engagement with the healthcare sector reflects mistrust amongst young Black and Hispanic consumers
- Figure 47: Healthy habits related to the healthcare sector – I currently do this, Black 18-34 vs Hispanic 18-34 vs overall, 2022
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- Figure 48: Blackdoctor.org Instagram post, 2022
- Consumers are most likely to engage in simple health habits
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Health Barriers
- Self-motivation is recognized as the largest health hurdle across all segments
- Figure 49: Barriers to health and wellness goals, by race and Hispanic origin, 2022
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- Figure 50: OrangeTheory Fitness Instagram posts, 2022
- Gen Zs need help getting motivated
- Figure 51: Barriers to health and wellness goals – Self-motivation, by generation, 2022
- Incentivize young consumers to increase engagement
- Figure 52: Planet Fitness Instagram post, 2022
- Time is keeping Hispanic young adults from reaching their health goals
- Figure 53: Barriers to health and wellness goals – Time, Hispanics 18-34 vs overall, 2022
- Low-cost or high-value time saving options can be winners with young Hispanics
- Figure 54: Souper Cubes Instagram post, 2022
- Figure 55: AutoBrush Instagram post, 2021
- Self-motivation is recognized as the largest health hurdle across all segments
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Attitudes toward Mental Health
- The topic is less taboo, but consumers still need guidance
- Figure 56: Attitudes toward mental health (any agree), by race and Hispanic origin, 2022
- Mental health is still a personal and delicate subject
- Hispanics may need extra support with mental health matters
- Figure 57: Attitudes toward mental health (any agree), Hispanics vs overall, 2022
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- Figure 58: Clare&me Instagram post, 2022
- Stigma still exists among men
- Figure 59: Select attitudes toward mental health (any agree), men vs women, 2022
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- Figure 60: Betterhelp Instagram posts, 2021/2022
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- Figure 61: STUFF Instagram post, 2022
- More than race or Hispanic origin, age has the most impact on attitudes toward mental health
- Figure 62: Attitudes toward mental health (any agree), 18-24s vs overall, 2022
- Self-expression can be a form of therapy
- Figure 63: Silk + Sonder Facebook post, 2021
- The topic is less taboo, but consumers still need guidance
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
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