Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Black consumers and poor health
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- Figure 1: Prevalence of obesity among U.S. adults aged 20 and over, obese, or extremely obese, by gender and race/Mexican origin, 1999-2010
- Increased awareness about monitoring diet for blood sugar and salt intake
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- Figure 2: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- Top contributors to a poor diet
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- Figure 3: Black consumers’ attitudes toward factors that contribute to a poor diet, October 2012
- Actual weight and perception of own weight
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- Figure 4: Black consumers’ perception of own weight, by gender, October 2012
- Women are the primary shopper of OTC medication
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- Figure 5: Primary shopper of OTC medication in the household, by gender and household income, October 2012
- Reasons for taking over-the-counter (OTC) medication
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- Figure 6: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
- Doctors and pharmacist, top influencers in buying OTC medication
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- Figure 7: Influencers that contribute to purchases of over-the-counter remedies or vitamins/minerals, October 2012
- The consumer
- U.S. Black population
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- Figure 8: Population, by race/Hispanic origin, 2008-18
- Household income
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- Figure 9: Median household income, by race and Hispanic origin of householder, 2011
- Source: Mintel/U.S. Census Bureau, Current Population Survey, Annual Social and Economic Supplement
- Black purchasing power is increasing
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- Figure 10: Purchasing power, by race/Hispanic origin, 1990-2017
- What we think
Issues in the Market
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- Why should marketers work to change the status quo?
- How can marketers fill the gap between perception and behavior regarding attributes of healthy lifestyle?
- How does Black consumers’ low spending on healthcare products affect wellness marketers?
Insights and Opportunities
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- Marketing health and wellness to Black women
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- Figure 11: Yoplait Today, a print advertising effort targeting Black women and featuring actress/singer Tisha Campbell-Martin, 2010
- Hairdo help can motivate more Black women to exercise
- Black Baby Boomers offer opportunity for food and wellness products
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- Figure 12: Coricidin Maximum Strength Flu Suppressant for people with high blood pressure, 2008
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- Figure 13: Six versions of Coricidin HBP for people with high blood pressure, 2013
Trend Applications
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- Trend: Carnivore, Herbivore…Locavore
- Trend: Influentials
- 2015 Trend: Brand Intervention
Blacks and Dietary Behavior
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- Key points
- Likelihood of watching one’s diet
- Black consumers are less likely than the average consumer to watch their diet
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- Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- Trends in Black consumers’ likelihood of watching their diet
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- Figure 15: Trended data on the likelihood of Black consumers watching their diet, April 2007-June 2012
- Reasons for watching one’s diet
- Black consumers are more likely to watch their diet to monitor blood sugar and salt intake
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- Figure 16: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- Trended data on reasons why Black consumers watch their diet
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- Figure 17: Trended data on reasons Black consumers watch their diet, April 2007-June 2012
- Black women more likely to watch their diet for weight loss
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- Figure 18: Black consumers’ incidence and reasons for watching one’s diet, by gender, April 2011-June 2012
- Likelihood of watching diet increases with age, primarily to monitor health conditions
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- Figure 19: Black consumers’ incidence and reasons for watching one’s diet, by age, April 2011-June 2012
- Household income plays a role in health issues
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- Figure 20: Black consumers’ incidence and reasons for watching one’s diet, by household income, April 2011-June 2012
- Contributors to a poor diet
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- Figure 21: Black consumers’ attitudes toward factors that contribute to a poor diet, by age, October 2012
- Types of foods purchased when watching one’s diet
- Low-sodium and low-cholesterol foods more popular among Black consumers
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- Figure 22: Types of food purchased when watching one’s diet, by race/Hispanic origin, April 2011-June 2012
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- Figure 23: Trended data on foods purchased by Black adults when watching one’s diet, April 2007-June 2012
- Younger Black adults more conscious about calories
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- Figure 24: Type of foods purchased by Black adults when watching one’s diet, by age, April 2011-June 2012
Health and Healthcare
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- Key points
- Ailments
- Hypertension, diabetes more prevalent among Black adults
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- Figure 25: Incidence of being diagnosed with different ailments, by race/Hispanic origin, April 2011-June 2012
- Older Black adults more likely to have ailments
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- Figure 26: Incidence of being diagnosed with different ailments among Black adults, by gender and age, April 2011-June 2012
- Healthcare and medical expenses
- Black households spend more on health insurance, less on medical services
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- Figure 27: Distribution of average annual expenditures for healthcare, by race of reference person, 2011
- About a quarter of all income brackets spending more on medical expenses
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- Figure 28: Changes in household spending on medical expenses, by household income, October 2012
Healthy Lifestyle
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- Key points
- Attitudes and behavior toward healthy lifestyle
- Black consumers are less likely to exhibit attitudes toward a healthy lifestyle
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- Figure 29: Attitudes toward health, by race/Hispanic origin, April 2011-June 2012
- Older Black adults are more conscious of what constitutes a healthy lifestyle
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- Figure 30: Blacks consumers’ attitude toward health, by gender and age, April 2011-June 2012
- Factors that contribute to healthy living
- Positive mental state tops when it comes to healthy living
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- Figure 31: Black consumers’ attitudes toward factors that either contribute or do not contribute to healthy living, October 2012
- Older Black women have a greater understanding of the factors that contribute to healthy living
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- Figure 32: Black consumers’ attitudes toward factors that contribute to healthy living, by age and gender, October 2012
- Slightly overweight more proactive about following healthy lifestyle
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- Figure 33: Black consumers’ attitudes toward factors that contribute to healthy living, by perception of own weight, October 2012
Weight Issues and Perception
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- Key points
- Obesity rates
- Obesity rates higher among Black adults
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- Figure 34: Prevalence of obesity among U.S. adults aged 20 and over, obese or extremely obese, 1988-2010
- Perception of own weight
- Black men, more so than women, tend to underestimate their weight
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- Figure 35: Black consumers’ perception of own weight, by gender, October 2012
OTC Medicine
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- Key points
- Likelihood of using nonprescription OTC products
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- Figure 36: Likelihood of using a nonprescription product for health condition, by race/Hispanic origin, April 2011-June 2012
- Reasons for taking OTC remedies
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- Figure 37: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
- OTC medication used to prevent illness
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- Figure 38: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
- OTC medication used to treat pain/symptoms
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- Figure 39: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
- Purchase of OTC medicine
- Women are the primary shopper of over-the-counter medication
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- Figure 40: Primary shopper of OTC medication in the Black household, by gender and household income, October 2012
Sources Used to Obtain Information
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- Key points
- Sources for obtaining health information
- Physicians are the top source of information
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- Figure 41: Source(s) of information used to seek health information, race/Hispanic origin, April 2011-June 2012
- Black women are more likely than man to use various sources to obtain health information
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- Figure 42: Source(s) of information used to seek health information among Black adults, by age and gender, April 2011-June 2012
- Sources for information on OTC
- Doctors and pharmacist, top influences in buying OTC medication
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- Figure 43: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by gender and age, October 2012
- Lower-income households are less likely to turn to any source for information
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- Figure 44: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by household income, October 2012
Marketing Strategies
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- Key points
- TV advertising
- Weight Watchers’ Jennifer Hudson becomes an inspiration for other Black women
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- Figure 45: Weight Watchers, TV ad, December 2012
- YMCA
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- Figure 46: Let’s Connect, YMCA, TV ad, January 2012
- DeKalb
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- Figure 47: Risking diabetes, DeKalb Health, TV ad, June 2012
- Yoplait
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- Figure 48: Love my curves, Yoplait, TV ad, July 2012
- American Diabetes Association
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- Figure 49: Worth the effort, ADA, TV ad, January 2013
- American Stroke Association
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- Figure 50: American Stroke Association, TV ad, May 2012
- Online strategies
- Weight Watchers: Everyday women
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- Figure 51: Weight Watchers, Online ad, December 2012
- Facebook destination “Healthy Black Women and Girls”
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- Figure 52: A humorous take on the word “calories” as a way to educate/inform the users of Facebook page Healthy Black Women and Girls, 2013
- Figure 53: Healthy Black Women and Girls Facebook page main picture, 2013
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 54: Population, by race/Hispanic origin, 2008-18
- Figure 55: Asian, Black, and Hispanic populations, 1970-2020
- Black population by age
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- Figure 56: U.S. Black population, by age, 2008-18
- Figure 57: U.S. Population, by age, 2008-18
- U.S. Black geographic concentration
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- Figure 58: Black geographic concentration, by region, 2007
- Population by geographic concentration
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- Figure 59: States (including District of Columbia) ranked with the highest share of Black residents, 2011
- Black metros
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- Figure 60: Metropolitan status of Black households, 2006 and 2011
- Figure 61: States ranked by change in black population, 2000-10
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- Figure 62: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black purchasing power
- Black income
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- Figure 63: Median household income, by race and Hispanic origin of householder, 2011
- Figure 64: Household income distribution for all households and Black households, 2011
- Income of Black households versus total U.S. households
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- Figure 65: Share of Black households with incomes of $50K or more versus total U.S. households, 2001, 2006, and 2011
- Purchasing power by race/Hispanic origin
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- Figure 66: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 67: Purchasing power, by race/Hispanic origin, 1990-2017
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- Figure 68: Top 10 states/regions with the largest share of black buying power, 2012
- Figure 69: Top 10 states, by rate of growth of Black buying power, 2000-12
- Affluent Blacks
Appendix—Additional Consumer Tables
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- Figure 70: Type of foods purchased by Blacks when watching one’s diet, by household income, April 2011-June 2012
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- Figure 71: Type of foods purchased by Black adults when watching one’s diet, by gender, April 2011-June 2012
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- Figure 72: Type of foods purchased by Black adults when watching one’s diet, by household income, April 2011-June 2012
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- Figure 73: Black consumers’ attitude toward health, by gender, April 2011-June 2012
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Appendix – Trade Associations
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