Table of Contents
Executive Summary
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- Top takeaways
- Market overview
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- Figure 1: Hispanic health and wellness attitudinal segments, October 2020
- Impact of COVID-19 on Hispanics’ approach to health and wellness
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- 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
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- Figure 3: Hispanics’ 2021 health and wellness goals, October 2020
- Understand what drives trust
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- Figure 4: Hispanics’ trust in remedies/medications, October 2020
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- Figure 5: Hispanics’ trust in remedies/medication, by health and wellness attitudinal segments, October 2020
- Emphasize quality above all
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- Figure 6: Sources for health management Hispanics consider credible, indexed to all, October 2020
- Destigmatize mental health for Hispanic men
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- Figure 7: Hispanics’ health areas of focus – Managing stress, by gender and age, October 2020
The Hispanic Market for Health and Wellness – Key Takeaways
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- 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
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- The Hispanic market continues to drive US population growth
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- Figure 8: US population, by race and Hispanic origin, 2015-25
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- Figure 9: US population distribution across age groups, by Hispanic origin, 2020
- Older Hispanics are an emerging target segment
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- Figure 10: US Hispanic population by age, 2015-25
- Larger household sizes suggest more opinions about the meaning of a healthy lifestyle
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- 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
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- 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
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- Preventing exposure to COVID-19 is a goal
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- 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
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- Figure 16: Hispanics’ trust in healthcare providers to fight COVID-19, by gender and age, October 2020
- Re-emergence: anything but normal
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- 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
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- Figure 18: Hispanics’ willingness to get the COVID-19 vaccine, by gender and age, October 2020
- Unemployment is improving, but challenges persist
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- Figure 19: Seasonally adjusted unemployment, total US vs Hispanics, January 2007-October 2020
- Figure 20: Consumer Sentiment Index, January 2007-October 2020
Market Factors
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- Hispanics are less likely to have health insurance
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- Figure 21: Health insurance coverage status and type of coverage, total US vs Hispanics, 2019
- Hispanics are less likely to engage with healthcare professionals
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- Figure 22: Healthcare professionals consulted, by Hispanic origin and indexed to all, April 2019-June 2020
- Hispanics are less likely to report health conditions
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- Figure 23: Health conditions diagnosed – Last 12 months, by Hispanic origin and indexed to all, April 2019-June 2020
Market Opportunities
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- Cultural and financial factors drive consumption
- Redefine health and wellness
- Prove value
- Embrace technology to take control of their health
Competitive Strategies
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- Are Hispanics getting the message?
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- Figure 24: Hispanics’ connection with healthcare information sources, by health and wellness attitudinal segments, October 2020
- Stressing value is necessary to get Hispanics’ attention
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- Figure 25: Walgreens creative, November-December, 2020
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- Figure 26: CVS creative, August-December, 2020
- Healthcare companies are not reaching Hispanics
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- Figure 27: WebMD Facebook post, January 2019
The Consumer – Key Takeaways
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- 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
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- There are four ways Hispanics approach health and wellness
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- Figure 28: Hispanic health and wellness attitudinal segments, October 2020
- Natural Embracers (18%)
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- Figure 29: Profile of Natural Embracers, October 2020
- Independent Thinkers (27%)
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- Figure 30: Profile of Independent Thinkers, October 2020
- Dissatisfied Strugglers (27%)
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- Figure 31: Profile of Dissatisfied Strugglers, October 2020
- Medicine Believers (27%)
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- Figure 32: Profile of Medicine Believers, October 2020
Attitudes toward Health and Wellness
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- The majority of Hispanics feel confident to take care of their health and wellness
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- 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
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- Figure 35: Hispanics’ attitudes toward health and wellness, by language spoken at home, October 2020
Health Areas of Current Focus
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- Preventing COVID-19 is at the center of Hispanics’ focus on health
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- Figure 36: Hispanics’ health areas of focus, October 2020 vs November 2018
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- Figure 37: Hispanics’ health areas of focus, by health and wellness attitudinal segments, October 2020
- Hispanic women drive health focus in the household
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- Figure 38: Hispanics’ health areas of focus, by gender and age, October 2020
2021 Health and Wellness Goals
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- Most Hispanics see health and wellness goals as ongoing
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- Figure 39: 2021 health and wellness goals, October 2020
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- Figure 40: 2021 health and wellness goals – Continue doing, by health and wellness attitudinal segments, October 2020
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- Figure 41: 2021 health and wellness goals – Start doing, by health and wellness attitudinal segments, October 2020
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- Figure 42: 2021 health and wellness goals – 2020 Hispanic vs 2019 average US consumer point difference, October 2020
Factors Driving Stress
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- Hispanics are likely to see health issues as a source of worry
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- Figure 43: Factors driving stress, October 2020
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- Figure 44: Factors driving stress, by age, October 2020
Credible Sources for Health Management
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- Hispanics lack trust in available resources
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- Figure 45: Sources for health management Hispanics consider credible, indexed to all, October 2020
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- 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
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- Figure 48: Sources for health management Hispanics consider credible, by language spoken at home, October 2020
Trust in Remedies and Medications
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- Hispanics’ trust needs to be gained
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- Figure 49: Hispanics’ trust in remedies/medications, October 2020
- Figure 50: Hispanics’ trust in medication, by health and wellness attitudinal segments, October 2020
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- Figure 51: Hispanics’ trust in medication, by language spoken at home, October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
Appendix – Mintel Trend Drivers
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- Figure 52: Mintel Trend Drivers and Pillars
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Appendix – Consumer Data
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- Figure 53: Language Hispanics speak at home, by age, April 2019-June 2020
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