Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on Black consumers and their approach to health and wellness
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- 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
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- Figure 2: Black consumer health and wellness segments, October 2020
- Black consumers experience mental health issues second only to common illnesses in 2020
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- Figure 3: Health conditions experienced, October 2020
- Medical professionals are Black consumers’ primary source of information and treatment
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- 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
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- Figure 5: Attitudes toward health and wellness, by select statements, October 2020
The Black Consumer Market – Key Takeaways
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- 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
The Black Population by the Numbers
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- The Black population will remain at 13% of the total US
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- Figure 6: US and Black population totals, 2015-25
- Black population skews younger than among the total US
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- Figure 7: Population distribution by age groups, total and Black, 2020
Market Perspective
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- Impact of COVID-19 on Black consumers and their approach to health and wellness
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- 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
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- 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
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- 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
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- Figure 11: Twitter posts of Dr Eugenia South’s COVID-19 vaccination, December 2020
Market Factors
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- Black adults’ work status and income level impact their access to health care
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- 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
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- 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
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- 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
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- Figure 15: Estimated prevalence of diagnosed, undiagnosed and total diabetes, by race and Hispanic origin, 2013-16
- Obesity
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- Figure 16: Age-adjusted prevalence of obesity among adults aged 20 and over, by sex and race and Hispanic origin, 2017-18
- Heart disease
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- Figure 17: Deaths due to heart disease, by race and Hispanic origin and gender, 2015
Market Opportunities
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- Create dedicated health content within existing programming
- Offer incentives to drive virtual wellness visits
Companies and Brands – Key Trends
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- Media outlets develop COVID-19 vaccine content to address Black consumers’ fears
Competitive Strategies
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- 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
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- 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
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- Figure 19: Blackdoctor.org COVID-19 town hall featuring Dr Fauci promotion, December 2020
The Consumer – Key Takeaways
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- 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
Black Health and Wellness Consumer Segments
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- Black consumers balance their wellness goals with people and resources that will guide their journey
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- Figure 20: Mintel Global Trend Drivers and Pillars – Wellbeing and Rights
- Black consumers varying levels of trust in healthcare impact their approach to wellness
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- Figure 21: Black health and wellness consumer target overview, October 2020
- Cautious Health Seekers show concern when they experience a health issue
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- Figure 22: Cautious Health Seekers’ Profile, October 2020
- Natural Health Seekers stick to natural home remedies and wellness over traditional healthcare
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- Figure 23: Natural Health Seekers’ Profile, October 2020
- Confident Health Seekers see value in all aspects of health care
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- Figure 24: Confident Health Seekers’ Profile, October 2020
- Conflicted Health Seekers rely on traditional healthcare with some skepticism
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- Figure 25: Conflicted Health Seekers’ profile, October 2020
Health Conditions Experienced
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- Black consumers give little consideration to everyday health conditions
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- Figure 26: Health conditions experienced, October 2020
- Middle-aged Black men who feel the effects of aging more likely to recognize health issues
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- Figure 27: Health conditions, by men and age group, October 2020
- Middle-aged Black women most open to acknowledge mental health issues
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- 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
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- Figure 29: Health conditions, by parental status, October 2020
Health Information Sources
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- Black consumers rely on professional opinion regarding health information
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- Figure 30: Health information sources and Black index to all, October 2020
- Secondary, but familiar sources validate health information and advice
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- 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
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- Figure 32: Health information sources, by age group, October 2020
Preferred Healthcare Treatment Sources
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- Black consumers turn to their personal healthcare provider for treatment
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- Figure 33: Preferred healthcare treatment sources, October 2020
- Black consumers confer with a host of sources for routine health conditions
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- Figure 34: Correspondence analysis – symmetrical map – healthcare treatment sources, October 2020
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- Figure 35: Preferred healthcare treatment sources, by type of health condition experienced in the past year, October 2020
Barriers to Seeking Treatment
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- Professional healthcare treatment limited to severity
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- Figure 36: Barriers to seeking treatment, October 2020
- Access to personal, trusted healthcare professionals impact men’s approach to treatment
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- 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
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- Figure 38: Barriers to seeking treatment, by women and age group, October 2020
Black Consumers and COVID-19 Perceptions
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- Risk of exposure tops Black consumers’ thoughts on the pandemic
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- Figure 39: Black consumers and COVID-19 perceptions, October 2020
- Black adults across the board show little confidence in taking the vaccine
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- Figure 40: Black consumers’ COVID-19 vaccine acceptance, by key demographics, October 2020
- Personal, yet professional guidance shapes Black adults’ perceptions on COVID-19
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- 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
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- 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
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- Figure 43: Black consumers and COVID-19 perceptions, by women and age group, October 2020
Attitudes toward Health and Wellness
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- Black consumers demonstrate moderate comfort with the state of healthcare
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- Figure 44: Attitudes toward health and wellness, October 2020
- Black adults strive for a healthier life with mixed results
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- Figure 45: Health satisfaction, by health and wellness segments, October 2020
- Most Black consumers rely on professional help for health issues
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- Figure 46: Information and treatment attitudes, by health and wellness segments, October 2020
- Experiences and perception drive different levels of trust
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- Figure 47: Trust in healthcare, by health and wellness segments, October 2020
- Black consumers’ financial situation impacts cost and value perception
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- Figure 48: Financial considerations, by health and wellness segments, October 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations
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