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US Hispanics' Diet and Wellness market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Hispanics' Diet and Wellness market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report examines Hispanic consumers’ attitudes and behaviors toward diet and wellness.

  • Diet is defined as food choices Hispanics make for nourishment, rather than for weight loss efforts
  • Wellness refers to physical and mental health

Key points included

  • Hispanics recognize stress in their lives
  • Hispanics’ diet has room for not-so-healthy foods
  • Four segments of Hispanics approach diet and wellness differently

Expert analysis from a specialist in the field

Written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

How Hispanics approach their overall wellbeing depends on how concerned they are about their physical and emotional wellbeing as well as how they eat. How they react to these concerns shows that the Hispanic market is far from being homogeneous, and each of the different segments offers unique characteristics for brands to act upon. Juan Ruiz
Director of Hispanic Insights

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Four segments of Hispanics approach diet and wellness differently
                • Figure 1: Hispanic’s diet and wellness attitudinal segments, November 2018
              • Hispanics recognize stress in their lives
                • Figure 2: Hispanics’ perception of level of stress in their day to day life, November 2018
              • Hispanics’ diet has room for not-so-healthy foods
                • Figure 3: Hispanics’ description of their diet, November 2018
              • The opportunities
                • Seeing beyond areas related to physical wellbeing
                  • Figure 4: Health areas Hispanics currently focus on, indexed to all, November 2018
                • Segmenting based on engagement
                  • Figure 5: Count of health areas Hispanics focus on, November 2018
                • Making a case on social media
                  • Figure 6: Sources Hispanics use for health and wellness information, November 2018
                • What it means
                • The Market – What You Need to Know

                  • Demographic factors influence how Hispanics approach diet and wellness
                    • Hispanics have different motivations driving behavior
                    • Market Factors

                      • The youth of the market keeps health and wellness abstract
                        • Figure 7: Hispanic share of total US population, by age, 2018
                      • A focus on value influences Hispanics’ approach toward diet and wellness
                        • Figure 8: Median household income, by race and Hispanic origin of householder, 2017
                        • Figure 9: Household income distribution by race and Hispanic origin of householder, 2017
                    • Hispanics’ Diet and Wellness Attitudinal Segments

                      • There are four meaningful Hispanic segments for diet and wellness
                          • Figure 10: Hispanics’ diet and wellness attitudinal segments, November 2018
                        • Unmotivated Unawares (28%)
                          • Figure 11: Profile of Hispanic Unmotivated Unawares, November 2018
                        • Conscious Blamers (31%)
                          • Figure 12: Profile of Hispanic Conscious Blamers, November 2018
                        • Concerned Responders (24%)
                          • Figure 13: Profile of Hispanic Concerned Responders, November 2018
                        • Confident Controllers (17%)
                          • Figure 14: Profile of Hispanic Confident Controllers, November 2018
                        • Implications of Hispanic segments
                          • Concern motivates two groups of Hispanics
                            • Figure 15: Hispanics concerned about their wellbeing, by attitudinal segments, November 2018
                          • For most, the concept of healthy food is not written in stone
                            • Figure 16: Hispanics’ beliefs toward healthy eating, by attitudinal segments, November 2018
                          • Sense of knowledge can hinder curiosity
                            • Figure 17: Share of Hispanics who report knowing how to tackle health issues, by attitudinal segments, November 2018
                          • Hispanics recognize there is little benefit in worrying
                            • Figure 18: Hispanics’ attitudes toward stress, by attitudinal segments, November 2018
                        • Key Trends – What You Need to Know

                          • Exercising is about the experience and inner strength
                            • Hispanics are okay with their current diet
                              • Stress is unavoidable
                                • Visit the doctor? No, thanks.
                                  • Prepare for a Hispanics getting old
                                  • What’s Happening?

                                    • Exercising
                                      • It is for the young in spirit
                                        • Figure 19: Share of Hispanics who engage in regular fitness programs, by age and by household income, indexed to all, July 2017-August 2018
                                      • Keeping engagement is a top priority
                                        • Figure 20: Burn to Give’s story, September 2018
                                        • Figure 21: Where Hispanics exercise, by age, July 2017-August 2018
                                      • Hispanics exercise for the here and now
                                        • Figure 22: Exercise benefits, by race and Hispanic origin, indexed to all, September 2018
                                      • Eating Healthy
                                        • Hispanics want to eat healthy to feel good about themselves
                                          • Figure 23: Motivations for healthy eating, by race and Hispanic origin, indexed to all, May 2018
                                        • Hispanic women have faith in vitamins
                                          • Figure 24: Hispanics’ attitudes toward vitamins, by gender and age, July 2017-August 2018
                                        • Make it known
                                          • Probiotics resonate among Hispanics
                                            • Figure 25: Important yogurt attributes, by race and Hispanic origin, indexed to all, June 2018
                                          • Make it known
                                            • Mental health
                                              • Hispanics willing to make sacrifices
                                                • Figure 26: Hispanics willing to sacrifice time with family to get ahead, by language spoken at home vs all US consumers, July 2017-August 2018
                                            • What’s Behind the Behavior?

                                              • Hispanic habits
                                                • It’s all “good”
                                                  • The challenge for brands
                                                  • What’s Struggling?

                                                    • Regular visits to the doctor
                                                      • Figure 27: Health insurance coverage status, by race and Hispanic origin, 2013-17
                                                      • Figure 28: Healthcare professionals Hispanics visited in the past 12 months, indexed to all, July 2017-August 2018
                                                  • What’s Next?

                                                    • Time doesn’t stop; Hispanics are getting older
                                                    • The Consumer – What You Need to Know

                                                      • Stress has different roots
                                                        • Hispanics’ diets are flexible
                                                          • Physical wellbeing takes priority over mental or emotional wellbeing
                                                            • Hispanics leave healthy foods out of what they think a healthy person should do
                                                              • Hispanics rely on the internet for diet and wellness information
                                                              • Healthy Mind Spectrum

                                                                • Stress is part of most Hispanics’ lives
                                                                    • Figure 29: Hispanics’ perception of level of stress in their day to day life, November 2018
                                                                    • Figure 30: Hispanics’ perception of level of stress in their day to day life, by attitudinal segments, November 2018
                                                                  • Pragmatic older Hispanics less likely to feel stressed
                                                                    • Figure 31: Hispanics’ perception of level of stress in their day to day life, by gender and age, November 2018
                                                                  • Hopes, change, and fears can drive stress up
                                                                    • Spanish-dominant Hispanics
                                                                      • Bilingual Hispanics
                                                                        • English-dominant Hispanics
                                                                          • Figure 32: Hispanics’ perception of level of stress in their day to day life, by language spoken at home and household income, November 2018
                                                                      • Healthy Diet Spectrum

                                                                        • Hispanics take a balanced approach to their diets
                                                                          • Figure 33: Hispanics’ description of their diet, November 2018
                                                                        • Strict dieters or picky eaters?
                                                                          • Figure 34: Profile of Hispanics who are strict about their diets, by key demographics, November 2018
                                                                        • More-affluent Hispanics are more confident they maintain a healthy diet
                                                                          • Figure 35: Profile of Hispanics who maintain a healthy diet most of the time, by key demographics, November 2018
                                                                        • Having a mixed diet can raise some concerns, but also indifference
                                                                          • Figure 36: Profile of Hispanics whose diet is a mix of healthy and not-so-healthy, by key demographics, November 2018
                                                                      • Health Areas of Current Focus

                                                                        • Hispanics rather focus on tangible areas of wellness
                                                                          • Physical areas
                                                                            • Mental or emotional areas
                                                                              • Figure 37: Health areas Hispanics currently focus on, indexed to all, November 2018
                                                                            • Half of Hispanics have a narrow view of wellness
                                                                              • Figure 38: Count of health areas Hispanics focus on, November 2018
                                                                              • Figure 39: Health areas Hispanics focus on, by number of areas they focus on, November 2018
                                                                          • Perceived Habits of a Healthy Person

                                                                            • Hispanics associate healthy habits with exercise and proper rest
                                                                              • Figure 40: Important habits a healthy person should have according to Hispanics, indexed to all, November 2018
                                                                            • Some priorities change with age
                                                                              • Figure 41: Important habits a healthy person should have according to Hispanics – managing stress, visiting a doctor, by gender and age, November 2018
                                                                            • Controlling calories gains importance among more-affluent Hispanics
                                                                              • Figure 42: Important habits a healthy person should have according to Hispanics – controlling calories, by language spoken at home and household income, November 2018
                                                                          • Health Information Sources

                                                                            • Online sources are key to form opinions
                                                                              • Online searches are triggered by users’ needs
                                                                                • Social media offers brands opportunities to take the initiative
                                                                                  • Medical professionals are trustworthy but distant
                                                                                    • Hispanics not ready to blindly trust family/friends
                                                                                      • Figure 43: Sources Hispanics use for health and wellness information, November 2018
                                                                                      • Figure 44: Hispanics’ perceptions of health information sources, November 2018
                                                                                    • Social media is an important source for younger Hispanics
                                                                                      • Figure 45: Sources Hispanics use for health and wellness information, by gender and age, November 2018
                                                                                    • More-affluent Hispanics spread their searches across multiple sources
                                                                                      • Figure 46: Sources Hispanics use for health and wellness information, by language spoken at home and household income, November 2018
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Abbreviations and terms
                                                                                          • Abbreviations
                                                                                            • Terms
                                                                                              • A note about acculturation
                                                                                              • Appendix – The Consumer

                                                                                                  • Figure 47: Prevalence of obesity among adults aged 20+, by sex, race and Hispanic origin, 2015-16