Description

This report provides comprehensive and current information and analysis of the Black health and wellness market including Black health and wellness market size, anticipated market forecast, relevant market segmentation, how to engage the Black consumer, and industry trends for the Black health and wellness market in the US.

Current market landscape

Most Black adults try to live a healthy lifestyle by focusing on their physical and mental wellness, the latter of which is increasingly important as they recognize the need to maintain their overall health. COVID-19 has shined a light on Black consumer health disparities – notably their fragile trust of the healthcare industry and lack of information and advice tailored to their needs.

Black consumer health market share and key industry trends

  • Media outlets develop COVID-19 vaccine content to address Black consumers’ fears
    A significant share of Black consumers say that they do not understand COVID-19 due to conflicting information, and most are unwilling to get the vaccine. Black media outlets turn to trusted and influential sources to alleviate concerns and dispel information to offer clarity regarding the virus and vaccine.

Future market trends in wellness for Black consumers in the US

Black consumers are willing to access a variety of health resources to deliver treatment options, which creates an opportunity for the industry to reach this consumer where they are to deepen engagement and foster greater trust.

Quickly understand Black consumer health and wellness

  • The impact of COVID-19 on Black consumers’ health, their mitigation efforts and reaction to the vaccine.
  • Black consumers’ growing recognition and importance of mental health wellbeing.
  • Healthcare resources and professionals entrusted to provide information and treatment across health conditions.
  • How Black consumer health and wellness segments manage their health and determine the value of services and treatment options.

Expert analysis from a specialist in Black consumer wellness

This report, written by Toya Mitchell, a leading analyst in the Multicultural sector, delivers in-depth commentary and analysis on black consumers health and wellness to highlight current trends and add expert context to the numbers.

Black consumers recognize the importance of living a healthy lifestyle and seek information to maintain or improve their physical and mental wellbeing. This group regularly engages their personal physician for information and treatment options; however, most do not believe that available healthcare information is relevant to their needs, which sows confusion and distrust of healthcare professionals.

Toya Mitchell
Senior Multicultural Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • COVID-19: market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on Black consumers and their approach to health and wellness
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on Black consumers’ approach to health and wellness, January 2021
    • Opportunities and challenges
    • Re-emergence
    • Recovery
    • Category and consumer insights
    • Black consumer health and wellness segments distinguished by their approach to maintain or improve their health
      • Figure 2: Black consumer health and wellness segments, October 2020
    • Black consumers experience mental health issues second only to common illnesses in 2020
      • Figure 3: Health conditions experienced, October 2020
    • Medical professionals are Black consumers’ primary source of information and treatment
      • Figure 4: Correspondence analysis – symmetrical map – healthcare treatment sources, October 2020
    • Black consumers actively live a healthy life, but some are not fully satisfied with their efforts
      • Figure 5: Attitudes toward health and wellness, by select statements, October 2020
  3. The Black Consumer Market – Key Takeaways

    • Mental wellbeing becomes a higher priority during the pandemic
    • Black adults are more likely to experience chronic health conditions
    • Black COVID-19 patients are nearly 50% more likely to die from the virus
  4. The Black Population by the Numbers

    • The Black population will remain at 13% of the total US
      • Figure 6: US and Black population totals, 2015-25
    • Black population skews younger than among the total US
      • Figure 7: Population distribution by age groups, total and Black, 2020
  5. Market Perspective

    • Impact of COVID-19 on Black consumers and their approach to health and wellness
      • Figure 8: Short-, medium- and long-term impact of COVID-19 on Black consumers’ approach to health and wellness, January 2021
    • Lockdown
    • Re-emergence
    • Recovery
    • Black adults continue to die at a higher rate from COVID-19
      • Figure 9: US cases and death from COVID-19, by race and Hispanic origin, April 15, 2020-January 26, 2021
    • Black adults put a higher priority on mental wellbeing
      • Figure 10: Prioritization of lifestyle factors due to COVID-19, April 16-September 25, 2020
    • Black adults’ hesitancy to get the COVID-19 vaccine rooted in lack of trust
      • Figure 11: Twitter posts of Dr Eugenia South’s COVID-19 vaccination, December 2020
  6. Market Factors

    • Black adults’ work status and income level impact their access to health care
      • Figure 12: Health insurance status and type of coverage, by race and Hispanic origin, 2019
    • Black unemployment falls due to nonparticipation in the labor force
      • Figure 13: Labor force participation and unemployment, total and Black, December 2015-December 2020
    • Black adults equally likely to experience depression, but less likely to get treatment
      • Figure 14: Depression symptoms and mental health treatment, by race and Hispanic origin, 2019
    • Black adults are more likely to suffer from chronic illnesses and conditions
    • Diabetes
      • Figure 15: Estimated prevalence of diagnosed, undiagnosed and total diabetes, by race and Hispanic origin, 2013-16
    • Obesity
      • Figure 16: Age-adjusted prevalence of obesity among adults aged 20 and over, by sex and race and Hispanic origin, 2017-18
    • Heart disease
      • Figure 17: Deaths due to heart disease, by race and Hispanic origin and gender, 2015
  7. Market Opportunities

    • Create dedicated health content within existing programming
    • Offer incentives to drive virtual wellness visits
  8. Companies and Brands – Key Trends

    • Media outlets develop COVID-19 vaccine content to address Black consumers’ fears
  9. Competitive Strategies

    • Black media outlets launch COVID-19 programming and hubs to serve their audience
    • BET and Tyler Perry launch a COVID-19 vaccine special to encourage participation
      • Figure 18: BET News tweet promoting Tyler Perry COVID-19 special – January 2020
    • Blackdoctor.org hosts COVID-19 town hall with NIAID director, Dr Anthony Fauci
      • Figure 19: Blackdoctor.org COVID-19 town hall featuring Dr Fauci promotion, December 2020
  10. The Consumer – Key Takeaways

    • Black consumer segments reflect level of commitment to personal health and trust healthcare partners
    • Black consumers cite experiencing mental health issues second to common illnesses
    • Personal medical professionals are Black consumers’ primary information source
    • Black consumers are willing to engage a variety of medical sources to maintain wellness
    • Some Black consumers will not seek professional treatment even with access to healthcare
    • Fear of exposure drives Black consumers’ COVID-19 concerns and few willing to take vaccine
    • Most Black consumers want to lead a healthy life, but feel left out of the healthcare industry
  11. Black Health and Wellness Consumer Segments

    • Black consumers balance their wellness goals with people and resources that will guide their journey
      • Figure 20: Mintel Global Trend Drivers and Pillars – Wellbeing and Rights
    • Black consumers varying levels of trust in healthcare impact their approach to wellness
      • Figure 21: Black health and wellness consumer target overview, October 2020
    • Cautious Health Seekers show concern when they experience a health issue
      • Figure 22: Cautious Health Seekers’ Profile, October 2020
    • Natural Health Seekers stick to natural home remedies and wellness over traditional healthcare
      • Figure 23: Natural Health Seekers’ Profile, October 2020
    • Confident Health Seekers see value in all aspects of health care
      • Figure 24: Confident Health Seekers’ Profile, October 2020
    • Conflicted Health Seekers rely on traditional healthcare with some skepticism
      • Figure 25: Conflicted Health Seekers’ profile, October 2020
  12. Health Conditions Experienced

    • Black consumers give little consideration to everyday health conditions
      • Figure 26: Health conditions experienced, October 2020
    • Middle-aged Black men who feel the effects of aging more likely to recognize health issues
      • Figure 27: Health conditions, by men and age group, October 2020
    • Middle-aged Black women most open to acknowledge mental health issues
      • Figure 28: Health conditions, by women and age group, October 2020
    • Parents spending more time at home more likely to experience physical and mental health issues
      • Figure 29: Health conditions, by parental status, October 2020
  13. Health Information Sources

    • Black consumers rely on professional opinion regarding health information
      • Figure 30: Health information sources and Black index to all, October 2020
    • Secondary, but familiar sources validate health information and advice
      • Figure 31: Health information sources, by type of health condition experienced in the past year, October 2020
    • Young Black adults have more faith in unbiased information vs medical professionals
      • Figure 32: Health information sources, by age group, October 2020
  14. Preferred Healthcare Treatment Sources

    • Black consumers turn to their personal healthcare provider for treatment
      • Figure 33: Preferred healthcare treatment sources, October 2020
    • Black consumers confer with a host of sources for routine health conditions
      • Figure 34: Correspondence analysis – symmetrical map – healthcare treatment sources, October 2020
      • Figure 35: Preferred healthcare treatment sources, by type of health condition experienced in the past year, October 2020
  15. Barriers to Seeking Treatment

    • Professional healthcare treatment limited to severity
      • Figure 36: Barriers to seeking treatment, October 2020
    • Access to personal, trusted healthcare professionals impact men’s approach to treatment
      • Figure 37: Barriers to seeking treatment, by men and age group, October 2020
    • Women who regularly experience health issues more judicious in seeking treatment for unfamiliar conditions
      • Figure 38: Barriers to seeking treatment, by women and age group, October 2020
  16. Black Consumers and COVID-19 Perceptions

    • Risk of exposure tops Black consumers’ thoughts on the pandemic
      • Figure 39: Black consumers and COVID-19 perceptions, October 2020
    • Black adults across the board show little confidence in taking the vaccine
      • Figure 40: Black consumers’ COVID-19 vaccine acceptance, by key demographics, October 2020
    • Personal, yet professional guidance shapes Black adults’ perceptions on COVID-19
      • Figure 41: Black consumers and COVID-19 perceptions, by health information sources, October 2020
    • Present health conditions and risk assessment drive COVID-19 concerns among men
      • Figure 42: Black consumers and COVID-19 perceptions, by men and age group, October 2020
    • Women balance their concern for exposure with their confidence in understanding COVID-19
      • Figure 43: Black consumers and COVID-19 perceptions, by women and age group, October 2020
  17. Attitudes toward Health and Wellness

    • Black consumers demonstrate moderate comfort with the state of healthcare
      • Figure 44: Attitudes toward health and wellness, October 2020
    • Black adults strive for a healthier life with mixed results
      • Figure 45: Health satisfaction, by health and wellness segments, October 2020
    • Most Black consumers rely on professional help for health issues
      • Figure 46: Information and treatment attitudes, by health and wellness segments, October 2020
    • Experiences and perception drive different levels of trust
      • Figure 47: Trust in healthcare, by health and wellness segments, October 2020
    • Black consumers’ financial situation impacts cost and value perception
      • Figure 48: Financial considerations, by health and wellness segments, October 2020
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Abbreviations

About the report

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