This Black consumer healthcare market report provides comprehensive and current information and analysis of the US market including US black consumers and health market size, anticipated market forecast, relevant market segmentation, and industry trends for the black consumers and health market in the US.


What are the causes of the health disparities in the Black community?

There are four major components that must be in good standing for people to have a roadmap to good health and nutrition: Access to healthcare, health behaviors/habits, physical environment, and socioeconomic status. Low socioeconomic status has consistently plagued a large portion of the Black population, in turn creating barriers to improving the other three factors. Poor nutrition and chronic disease have long been linked to food insecurity, which consistently plagues lower-income Black households.


What are some health problems in African American communities?

Black men and women in the US have the highest prevalence of obesity among people aged 20 and older. This is likely due to the above-mentioned food insecurity issues that lead Black consumers to less nutritious food options. Oftentimes, low-income Black consumers are limited to convenience stores and fast food restaurants as primary means of foodservice.


How does being African American affect healthcare?

Finding health information sources that are useful and credible is a primary step to initiating good health practices. However, for Black consumers, a history of mistrust in the healthcare system has led to wavering interest in seeking medical attention, which has negatively impacted the health of Black Americans.

Current Black consumer market landscape

While many Black adults see themselves as somewhat healthy, there are many variants in society such as disease, low income, COVID impacts and inflation that are likely to affect Black adults’ access to and consistency with healthcare.

Market share and key industry trends for Black consumers

  • Black consumers’ perceptions of their health are in the middle of the spectrum. Maintaining your health often means finding a balance: knowing when to discipline yourself and when to treat yourself and deciding whether to focus on mental or physical health, what to eat, drink, and even where to go. For 58% of Black consumers, straddling that line is where most seem to be, as they consider their lives to be somewhat healthy (see Perceived Overall Health).
  • Physical health practices are the primary wellness focus. 78% of Black consumers prioritize areas of physical health such as clean or healthy eating, activity, sleep quality and now preventing exposure to COVID-19. For Black consumers, these physical health goals are particularly impactful for preventing many of the diseases that tend to plague Black Americans, such as diabetes, hypertension and heart disease. Physical wellness is often at the forefront due to its direct and tangible results (see Areas of Wellness Focus).
  • COVID-19 has changed how Black adults view their control over their health. More Black adults feel more in control of their health since the pandemic due to more time to focus on themselves and more time at home (see Change in Control Over Health).

Future trends in the Black consumer healthcare market

Although these hurdles do exist, many Black adults are diligent and focused on improving their physical and mental health. Through the use of various methods and motivation, the focus on health sustainability in the Black community and their consciousness of their opportunities, limitations, motivators and stressors shows great opportunity for Black consumers in terms of health and wellness.

Read on to discover more about the US Black Consumers and Health consumer market, read our Hispanics: Approach to Health & Wellness – US – January 2021 report, or take a look at our other Health and Wellbeing Market research reports. Findings in this Report are supplemented by analysis presented in Hispanics and Health – US, 2022 and Black Consumers: Culture & Community – US, 2022 as well as other Reports from Mintel’s Multicultural, Lifestyles and Culture and Identity libraries.

Quickly understand

  • Perceived overall health.
  • Areas of wellness focus.
  • Stress contributors.
  • Change in control of health (impact of COVID-19).
  • Barriers to achieving their ideal level of wellness.
  • Usage and perception of health information sources in terms of credibility and motivation.

Covered in this Black consumers health market report

Brands include: Calm, Netflix, Keys Soulcare.

Expert analysis from a specialist in the field

This report, written by Courtney Rominiyi, a leading analyst in the Multicultural Consumers and Culture sector, delivers in-depth commentary and analysis of black consumer healthcare market research to highlight current trends and add expert context to the numbers.

Finding balance in life to maintain your health can come with many sacrifices: deciding whether to focus on mental or physical health, what to eat, drink, and how to manage a work-life balance. For most Black consumers, straddling that line is where most seem to be as they consider their lives to be somewhat healthy. Considering Black consumers’ history of mistrust in the healthcare system, the impact of the pandemic, and the many stressors that impede adults’ ability to maintain their health, this middle point shows to be the safest place for this group. This “healthy” medium stands true for most Black adults regardless of gender, age, or income.

Courtney Rominiyi, Multicultural Analyst
Courtney Rominiyi

Multicultural Consumers and Culture Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas:
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways 
    • Market overview 
    • Opportunities and challenges
    • Use friend and family networks to promote healthy habits
      • Figure 1: Motivations to change health, 2022
    • Create opportunities outside of the home for singles to chat and manage their mental health
      • Figure 2: Areas of wellness focus, by marital status, 2022
    • Leverage more digital platforms to help seniors stay connected and safe
      • Figure 3: Perceived overall health, by age group, 2022
    • Key consumer insights
    • Black consumers are finding balance in health
    • Concern about the future is likely influenced by financial responsibilities
    • The pandemic has helped people feel more in control of their lives
    • Mistrust of healthcare makes Black consumers question information credibility
  3. Market Factors

    • The Black population in the US is growing
      • Figure 4: Population, by race, 2016-26
      • Figure 5: Population and projections of African Americans aged 65 and over, 2017-60
    • Impact of COVID-19 on the Black population
      • Figure 6: Demographic characteristics of persons vaccinated during the first month of the COVID-19 vaccination program — United States, December 14, 2020-January 14, 2021
    • State of health and nutrition for Black Americans
      • Figure 7: Age-adjusted prevalence of obesity among people aged 20 or older, by race and Hispanic origin and gender, 2015-16 and 2017-18
    • Impact of inflation on healthcare
      • Figure 8: Consumer Price Index change from previous year, by medical categories, January 2021-22
  4. Current Opportunities and Strategies

    • Meeting consumer needs through the lens of the Identity Trend Driver
    • Encourage health changes through community applications
      • Figure 9: Tribenaijang Instagram post, 2022
    • Meeting consumer needs through the lens of the Wellbeing Trend Driver
    • Black consumers are focused on improving their health
    • Meeting consumer needs through the lens of the Technology Trend Driver
    • Minimize work stress for employees through technology
  5. Black Consumers’ and Health: Fast Facts

  6. Perceived Overall Health

    • Black consumers are finding balance in health
      • Figure 10: Perceived overall health, 2022
    • Older adults are more focused on their health
      • Figure 11: Perceived overall health, by age group, 2022
    • Leverage more digital platforms to help them connect and stay safe
      • Figure 12: Credible health information sources, over 55s vs overall, 2022
    • Affluent Black people consider themselves to be very healthy
      • Figure 13: Perceived overall health, those with a household income of $100K or higher vs overall, 2022
    • Millennial Black men believe they are very healthy
      • Figure 14: Perceived overall health, millennial men vs overall, 2022
  7. Areas of Wellness Focus

    • A sound body and mind are indicators of good health for Black adults
      • Figure 15: Areas of wellness focus, 2022
    • Black adults aged 18-44 are less concerned with COVID-19
      • Figure 16: preventing exposure to covid-19, 18-44s vs 45+, 2022
    • Singles prioritize mental wellness
      • Figure 17: Areas of wellness focus, by marital status 2022
    • Black men and women focus on different aspects of mental and physical health
      • Figure 18: Areas of wellness focus, women vs men, 2022
  8. Stress Assessment – Stressed and Why?

    • Thinking of the future can add stress to Black consumers
      • Figure 19: Perceived stress levels, 2022
      • Figure 20: Factors that contribute to stress, 2022
    • Concern about the future is likely influenced by financial responsibilities
      • Figure 21: Funding Your Retirement While Leaving A Legacy, 2022
    • Work is a high stress point for middle-aged Black adults
      • Figure 22: Factors that contribute to stress: work, by age group, 2022
  9. Change in Control Over Health

    • The impact of the pandemic has helped people feel more in control of their lives
      • Figure 23: Control of health, 2022
      • Figure 24: Factors that helped to feel more in control of health, 2022
    • Young Black adults are in control of their health, but uncertain and concerned about the future
      • Figure 25: Feeling less in control over health, Gen Z vs overall, 2022
      • Figure 26: Factors that contribute to stress: worrying about the future, Gen Z vs overall, 2022
    • Millennials are the most likely to feel more in control of their health
      • Figure 27: Feeling more in control over health, Millennials vs overall, 2022
    • Black men 18-34 are in control and managing the impacts of COVID-19
      • Figure 28: Control of health, by age and gender, 2022
  10. Health Barriers

    • Self-motivation is the biggest hurdle for Black consumers and their health
      • Figure 29: Hurdles for health and wellbeing, 2022
    • Division of labor between men and women may affect women’s health
      • Figure 30: Areas of wellness focus, by gender, 2022
    • Moms overindex in managing self-motivation, time, responsibilities to keep up their health
      • Figure 31: Hurdles for health and wellbeing, mothers vs overall, 2022
    • 18-34s are more likely to cite all hurdles
      • Figure 32: Limitations to health and wellbeing, by age, 2022
  11. Health Information Sources

    • Mistrust in healthcare makes Black consumers question information credibility
      • Figure 33: Attitude towards health information sources, 2022
    • Family and friends are primary motivators for health
      • Figure 34: Motivations to change health, 2022
    • Black consumers have a low usage across health information resources
      • Figure 35: Information sources used to manage health, 2021
    • Use influence of seniors to increase resource usage
  12. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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