What you need to know

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 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.

Key issues covered in this Report

  • 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

This Report was written in January 2021. Consumer research was fielded in October 2020 and reflects Black consumers’ attitudes and behaviors as COVID-19 continues to be a national health emergency pandemic and impacts their health as well as financial wellbeing.


This Report analyzes Black consumers’ approach to their personal physical, mental and emotional health and wellness, including their attitudes and perceptions of the healthcare industry, professionals and treatment options.

This Report builds upon Mintel’s Black Consumers’ Diet and Wellness – US, January 2019. Readers may also be interested in Hispanics: Approach to Health & Wellness – US, January 2021 as well as relevant Reports in Mintel’s Health and Wellness library.

COVID-19: market context

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, former President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, remaining in place through May, and in some cases June. During this time, referred to as lockdown, nonessential businesses and school districts across the nation closed or shifted to remote operations.

The pandemic impacted health and wellness services due to stay-at-home measures first, and a desire to minimize exposure to virus once the measures were lifted. Consumers took health and wellness in their own hands, focusing mainly on the things they felt they could control.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. In December 2020, the FDA approved two vaccines for production; however, expected rollout and exposure mitigation are expected to be active through 2021.

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