Description

“COVID-19 disrupted Hispanics’ approach toward health and wellness as preventing exposure to the virus became the top priority. Pandemic aside, Hispanics are satisfied with their current health and feel capable of making the right decisions about it. As Hispanics see maintaining good health and wellness as ongoing, brands need to challenge preexisting habits and gain Hispanics’ trust. To do so, brands will be more successful if they take Hispanics’ pronounced attitudinal differences into account.”

– Juan Ruiz, Director of Hispanic Insights

This Report looks at the following areas:

  • The impact of COVID-19 on Hispanics’ approach toward health and wellness
  • The stark differences among Hispanics’ attitudes toward health and wellness and what it means for brands
  • How to help Hispanics reach their health and wellness goals
  • What health and wellness mean to Hispanics and the implications for brands

Table of Contents

  1. Overview

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

              • Top takeaways
                • Market overview
                  • Figure 1: Hispanic health and wellness attitudinal segments, October 2020
                • Impact of COVID-19 on Hispanics’ approach to health and wellness
                  • Figure 2: Short-, medium- and long-term impact of COVID-19 on Hispanics’ approach to health and wellness, December 2020
                • Opportunities and challenges
                  • Embrace current health and wellness goals
                    • Figure 3: Hispanics’ 2021 health and wellness goals, October 2020
                  • Understand what drives trust
                    • Figure 4: Hispanics’ trust in remedies/medications, October 2020
                    • Figure 5: Hispanics’ trust in remedies/medication, by health and wellness attitudinal segments, October 2020
                  • Emphasize quality above all
                    • Figure 6: Sources for health management Hispanics consider credible, indexed to all, October 2020
                  • Destigmatize mental health for Hispanic men
                    • Figure 7: Hispanics’ health areas of focus – Managing stress, by gender and age, October 2020
                • The Hispanic Market for Health and Wellness – Key Takeaways

                  • The Hispanic market has significant room to grow
                    • COVID-19 pushes traditional health and wellness goals aside
                      • Hispanics are less likely to engage with the US healthcare system
                        • There are opportunities in wellbeing, value and technology
                          • Hispanics are not getting the message because they are not paying attention
                          • Hispanics by the Numbers

                            • The Hispanic market continues to drive US population growth
                              • Figure 8: US population, by race and Hispanic origin, 2015-25
                              • Figure 9: US population distribution across age groups, by Hispanic origin, 2020
                            • Older Hispanics are an emerging target segment
                              • Figure 10: US Hispanic population by age, 2015-25
                            • Larger household sizes suggest more opinions about the meaning of a healthy lifestyle
                              • Figure 11: Average number of people per household, by race and Hispanic origin, 2018
                              • Figure 12: Households with related children, by race and Hispanic origin of householder, 2018
                            • Hispanics are value-oriented consumers
                              • Figure 13: Median US household income, by race and Hispanic origin of householder, 2018
                              • Figure 14: US household income distribution, by race and Hispanic origin of householder, 2018
                          • Impact of COVID-19 on Hispanics’ Approach to Health and Wellness

                            • Preventing exposure to COVID-19 is a goal
                                • Figure 15: Short-, medium- and long-term impact of COVID-19 on Hispanics’ approach to health and wellness, December 2020
                              • Lockdown and re-emergence: Hispanics take the precautions to avoid exposure
                                • Figure 16: Hispanics’ trust in healthcare providers to fight COVID-19, by gender and age, October 2020
                              • Re-emergence: anything but normal
                                • Figure 17: Hispanics’ feeling life is getting back to normal, by language spoken at home, October 2020
                              • Recovery: a day at a time – few Hispanics are ready to embrace the vaccine
                                • Figure 18: Hispanics’ willingness to get the COVID-19 vaccine, by gender and age, October 2020
                              • Unemployment is improving, but challenges persist
                                • Figure 19: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-October 2020
                                • Figure 20: Consumer Sentiment Index, January 2007-October 2020
                            • Market Factors

                              • Hispanics are less likely to have health insurance
                                • Figure 21: Health insurance coverage status and type of coverage, total US vs Hispanics, 2019
                              • Hispanics are less likely to engage with healthcare professionals
                                • Figure 22: Healthcare professionals consulted, by Hispanic origin and indexed to all, April 2019-June 2020
                              • Hispanics are less likely to report health conditions
                                • Figure 23: Health conditions diagnosed – Last 12 months, by Hispanic origin and indexed to all, April 2019-June 2020
                            • Market Opportunities

                              • Cultural and financial factors drive consumption
                                • Redefine health and wellness
                                  • Prove value
                                    • Embrace technology to take control of their health
                                    • Competitive Strategies

                                      • Are Hispanics getting the message?
                                        • Figure 24: Hispanics’ connection with healthcare information sources, by health and wellness attitudinal segments, October 2020
                                      • Stressing value is necessary to get Hispanics’ attention
                                        • Figure 25: Walgreens creative, November-December, 2020
                                        • Figure 26: CVS creative, August-December, 2020
                                      • Healthcare companies are not reaching Hispanics
                                        • Figure 27: WebMD Facebook post, January 2019
                                    • The Consumer – Key Takeaways

                                      • There are four ways Hispanics approach health and wellness
                                        • Hispanics are confident in their ability to manage their health and wellness
                                          • Preventing COVID-19 is at the center of Hispanics’ focus on health
                                            • Most Hispanics plan to continue working toward health and wellness goals
                                              • Health issues stress Hispanics
                                                • Hispanics are less likely to trust in available resources
                                                  • Hispanics’ trust is fragmented
                                                  • Health and Wellness Attitudinal Segmentation

                                                    • There are four ways Hispanics approach health and wellness
                                                        • Figure 28: Hispanic health and wellness attitudinal segments, October 2020
                                                      • Natural Embracers (18%)
                                                          • Figure 29: Profile of Natural Embracers, October 2020
                                                        • Independent Thinkers (27%)
                                                          • Figure 30: Profile of Independent Thinkers, October 2020
                                                        • Dissatisfied Strugglers (27%)
                                                          • Figure 31: Profile of Dissatisfied Strugglers, October 2020
                                                        • Medicine Believers (27%)
                                                          • Figure 32: Profile of Medicine Believers, October 2020
                                                      • Attitudes toward Health and Wellness

                                                        • The majority of Hispanics feel confident to take care of their health and wellness
                                                            • Figure 33: Hispanics’ attitudes toward health and wellness, October 2020
                                                            • Figure 34: Hispanics’ attitudes toward health and wellness, by health and wellness attitudinal segments, October 2020
                                                            • Figure 35: Hispanics’ attitudes toward health and wellness, by language spoken at home, October 2020
                                                        • Health Areas of Current Focus

                                                          • Preventing COVID-19 is at the center of Hispanics’ focus on health
                                                            • Figure 36: Hispanics’ health areas of focus, October 2020 vs November 2018
                                                            • Figure 37: Hispanics’ health areas of focus, by health and wellness attitudinal segments, October 2020
                                                          • Hispanic women drive health focus in the household
                                                              • Figure 38: Hispanics’ health areas of focus, by gender and age, October 2020
                                                          • 2021 Health and Wellness Goals

                                                            • Most Hispanics see health and wellness goals as ongoing
                                                                • Figure 39: 2021 health and wellness goals, October 2020
                                                                • Figure 40: 2021 health and wellness goals – Continue doing, by health and wellness attitudinal segments, October 2020
                                                                • Figure 41: 2021 health and wellness goals – Start doing, by health and wellness attitudinal segments, October 2020
                                                                • Figure 42: 2021 health and wellness goals – 2020 Hispanic vs 2019 average US consumer point difference, October 2020
                                                            • Factors Driving Stress

                                                              • Hispanics are likely to see health issues as a source of worry
                                                                  • Figure 43: Factors driving stress, October 2020
                                                                  • Figure 44: Factors driving stress, by age, October 2020
                                                              • Credible Sources for Health Management

                                                                • Hispanics lack trust in available resources
                                                                    • Figure 45: Sources for health management Hispanics consider credible, indexed to all, October 2020
                                                                    • Figure 46: Sources for health management Hispanics consider credible, by health and wellness attitudinal segments, October 2020
                                                                    • Figure 47: Sources for health management Hispanics consider credible, by household income, October 2020
                                                                    • Figure 48: Sources for health management Hispanics consider credible, by language spoken at home, October 2020
                                                                • Trust in Remedies and Medications

                                                                  • Hispanics’ trust needs to be gained
                                                                      • Figure 49: Hispanics’ trust in remedies/medications, October 2020
                                                                      • Figure 50: Hispanics’ trust in medication, by health and wellness attitudinal segments, October 2020
                                                                      • Figure 51: Hispanics’ trust in medication, by language spoken at home, October 2020
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • Data sources
                                                                      • Consumer survey data
                                                                        • Direct marketing creative
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms
                                                                                • A note about acculturation
                                                                                • Appendix – Mintel Trend Drivers

                                                                                    • Figure 52: Mintel Trend Drivers and Pillars
                                                                                • Appendix – Consumer Data

                                                                                    • Figure 53: Language Hispanics speak at home, by age, April 2019-June 2020

                                                                                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.

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

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