Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Weight loss and the Black consumer
- Weight loss is particularly challenging for Black women
- Black consumers and dieting
- Diet trends
- Black male attitudes toward weight loss
- Weight-loss products and programs
- Weight-management products
- Breakfast/nutritional drinks
- Energy/diet snacks and bars
- Vitamins and minerals
Insights and Opportunities
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- Awareness of weight issue is key in gaining results
- Understanding the importance of the right role models
- Helping Black children avoid obesity
- Facing the challenge of bringing the soul food diet into the 21st century
Inspire Insights
Obesity and the Black Consumer
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- Key points
- Obesity in the U.S.
- Overweight and obesity levels by state
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- Figure 1: Top 15 obese or overweight U.S. states and territories, ranked by BMI, 2009
- Childhood obesity levels by state
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- Figure 2: Top 10 U.S. states for childhood obesity, 2007-09
- Health and obesity among African Americans
- Black adult obesity levels by state
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- Figure 3: Top 10 U.S. states for Black adult obesity, 2007-09
- African Americans view body size and quality of their diet differently
- Black women and media imagery
- Celebrity weight-loss role models
- It’s about a lifestyle change
- Challenges to effective weight loss by African Americans
- Denial of weight and health issues is a significant problem
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- Figure 4: Consumers who believe they are overweight (30 lbs. or more), by race/Hispanic origin, April 2009-June 2010
- Norming up
- Poverty and environmental factors
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- Figure 5: Selected nutritional information about McDonald’s Big Mac Extra Value Meal, 2011
- Pharmacology reliance/dependency
- Influence of genetic factors and lifestyle
- Cultural factors
- Reliance on religion
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- Figure 6: Beliefs about the role of God in health outcomes, 2007-08
- Social factors including peer pressure
- High rate of television viewing
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- Figure 7: Average hours per month spent viewing television, by race/Hispanic origin, 2010
- Inaccurate perception of body size
- Defeatist attitude
- Attitudes toward a healthy diet
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- Figure 8: Attitudes toward a healthy diet, by race/Hispanic origin, July 2009 -Sept. 2010
- Age is not necessarily a factor in healthy eating behaviors
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- Figure 9: Attitudes toward a healthy diet among Black adults, by age and gender, July 2009-Sept. 2010
- Higher education levels may positively impact healthy eating behaviors
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- Figure 10: Attitudes toward a healthy diet among Black adults, by level of education, July 2009 -Sept. 2010
- Attitudes toward food and diet
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- Figure 11: Attitudes toward food and diet, by race/Hispanic origin, July 2009 -Sept. 2010
- Black women’s eating behaviors affect the entire family
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- Figure 12: Attitudes toward food and diet, by age and gender, July 2009 -Sept. 2010
- Income not a factor in unhealthy eating behaviors of Black women
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- Figure 13: Attitudes toward food and diet among Black women, by household income July 2009 -Sept. 2010
- Attitudes toward food and diet among teens
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- Figure 14: People of respect among urban teens, 2008
- Family focus may be key to eliminating obesity among Black teens
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- Figure 15: Teen attitudes toward diet and food, by race/Hispanic origin, April 2009 -June 2010
- The role of fast food in obesity
- Fast food consumption is often unavoidable in Black neighborhoods
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- Figure 16: Attitudes toward fast food, by race/Hispanic origin, July 2009 -Sept. 2010
- Black teens today are more likely to have been raised on fast food
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- Figure 17: Teens’ attitudes toward fast food, by race/Hispanic origin, July 2009-Sept. 2010
Black Consumers and Dieting
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- Key points
- Eating behaviors and attitudes of Black adults
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- Figure 18: Perception of personal eating behavior, Black adults, by age and gender, October 2010
- Household income does not necessarily impact healthy eating behaviors
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- Figure 19: Likelihood of limiting types and amounts of food eaten, by household income, October 2010
- Reasons for limiting amount and/or kinds of food eaten
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- Figure 20: Reasons for limiting amount and/or kind of food eaten, by age and gender, October 2010
- Pounds to shed
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- Figure 21: Number of pounds consumers would like to shed, by gender, October 2010
- There may be some generational differences in weight-loss goals
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- Figure 22: Number of pounds consumers would like to shed, by age, October 2010
Dieting Behaviors and Attitudes
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- Key points
- Likelihood of dieting
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- Figure 23: Likelihood of dieting, by race/Hispanic origin, July 2009 -Sept. 2010
- Culturally based nutritional education is vital to weight-loss efforts
- Reasons for dieting
- More Black adults who watch their diet do so for health-related reasons
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- Figure 24: Reasons for dieting, by race/Hispanic origin, July 2009 -Sept. 2010
- More young Black adults lose weight to improve their appearance
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- Figure 25: Reasons for dieting, Black adults, by age and gender, July 2009 -Sept. 2010
- Black adults aged 55 and over face more urgent priorities when dieting
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- Figure 26: Reasons for dieting of Black adults aged 55 and over, by gender, July 2009-Sept. 2010
- Food and diet trends
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- Figure 27: Interest in food/diet trends among Black adults, by age and gender, October 2010
Attitudes Toward Dieting
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- Key points
- Dieting challenges
- It’s important that healthier foods provide a delicious taste
- Younger Black women face multiple challenges to healthy eating
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- Figure 28: Factors that make dieting difficult, by age and gender, October 2010
- Attitudes toward diets
- Young Black women are more likely to feel discouraged about dieting to lose weight
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- Figure 29: Attitudes toward diets, by age and gender, October 2010
- Educational attainment has some positive impact on dieting attitudes
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- Figure 30: Attitudes toward diets, by educational attainment, October 2010
Weight-loss Trends
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- Key points
- Diet trends/weight-loss products and services
- Black consumers use functional foods to address health concerns
- More young Black men and women interested in weight-loss pills or surgery
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- Figure 31: Interest in different weight loss/diet trends, Black adults, by gender, October 2010
- Types of diet program/product used
- Meal replacement programs not popular among Black adults
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- Figure 32: Type of diet program currently being used, by race/Hispanic origin, July 2009 -Sept. 2010
- Black men aged 35+ rely on nonprogram weight-loss strategies
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- Figure 33: Type of diet program currently being used, Black adults, by gender and age, July 2009 -Sept. 2010
- Diet pills are appealing to Black men, women with lower household income
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- Figure 34: Type of diet program currently being used, Black adults, by gender and household income, July 2009 -Sept. 2010
- Teens and diets
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- Figure 35: Current dieting status, teens, by race/Hispanic origin, April 2009 -June 2010
- Black teens unlikely to use meal replacement diet plans due to the cost
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- Figure 36: Type of diet program currently being used by teens, by race/Hispanic origin, April 2009 -June 2010
Weight-management Products
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- Key points
- Opportunities in the Black consumer market
- Ensure
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- Figure 37: Ensure Rich Dark Chocolate Shake Immune Balance
- EAS AdvantEdge
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- Figure 38: EAS AdvantEdge Complete Nutrition Shake
- Muscle Milk
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- Figure 39: CytoSport Muscle Milk Nutritional Shake
- Kellogg’s Special K
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- Figure 40: Kellogg’s Special K Protein Shake Weight Control
- Designer Whey
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- Figure 41: Designer Whey Weight Control Protein Supplement
Nutritional Drinks
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- Key points
- Usage and frequency
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- Figure 42: Usage of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, July 2009-Sept. 2010
- Household income is a significant factor in liquid supplement use
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- Figure 43: Usage of liquid breakfast and/or nutritional supplements used, Black adults, by gender and household income, July 2009 -Sept. 2010
- Household income impacts consumption
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- Figure 44: Type of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, July 2009 -Sept. 2010
- Black men and women use liquid breakfast and/or nutritional supplements for different reasons
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- Figure 45: Type of liquid breakfast and/or nutritional supplements used, Black adults, by gender, July 2009-Sept. 2010
- Brands preferred by consumers
- Black households use products that help manage blood sugar levels
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- Figure 46: Brands of liquid breakfast and/or nutritional supplements used by consumers, by race/Hispanic origin, July 2009 -Sept. 2010
- Black men and women use liquid breakfast and/or nutritional supplements for different reasons
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- Figure 47: Brands of liquid breakfast and/or nutritional supplements used by Black households, by gender, July 2009 -Sept. 2010
Energy/Diet Snacks and Bars
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- Key points
- Usage and quantity
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- Figure 48: Usage and average number of energy/diet snacks eaten, by race/Hispanic origin, July 2009 -Sept. 2010
- Preferred brands
- Black men and women choose brands for different reasons
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- Figure 49: Preferred brand of energy/diet snacks eaten, Black adults, by gender, July 2009 -Sept. 2010
- Black adults aged 35 and older are more likely use energy/diet snacks for weight loss
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- Figure 50: Preferred brand of energy/diet snacks eaten, Black adults, by age, July 2009 -Sept. 2010
Vitamins and Minerals
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- Key points
- Usage and frequency
- Vitamin and mineral use is lower among Black adults
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- Figure 51: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by race/Hispanic origin, July 2009 -Sept. 2010
- Fewer Black adults rely on their doctors’ advice on medical/health matters
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- Figure 52: Attitudes toward vitamins and/or minerals, by race/Hispanic origin, July 2009 -Sept. 2010
- Young Black men are less likely to take vitamins and/or minerals
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- Figure 53: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, Black adults, by gender and age, July 2009 -Sept. 2010
- Household income impacts attitudes toward vitamins and/or minerals
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- Figure 54: Attitudes toward vitamins and/or minerals, Black adults, by gender and household income, July 2009 -Sept. 2010
- Type of vitamins and/or minerals consumed
- The Black consumer by gender
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- Figure 55: Type of vitamins and/or minerals in tables, capsules, or liquid form consumed, by gender, July 2009-Sept. 2010
Marketing Strategies
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- Key points
- Television
- Gerber Graduates for Preschoolers a disappointment
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- Figure 56: Gerber Graduates Healthy Meals, TV ad, March 2010
- UnitedHealthcare encourages the consumption of vegetables
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- Figure 57: United Healthcare, little boy and girl discuss vegetables, TV ad, June 2010
- Weight Watchers and Jennifer Hudson, a powerful combination
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- Figure 58: Weight Watchers, Jennifer Hudson a jean size smaller, TV ad, April 2010
- New York City Department of Health pulls no punches when it comes to obesity
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- Figure 59: New York City Department of Health, Are you pouring on the pounds? TV ad, January 2011
- Print advertising
- Ragu helps busy Black parents provide vegetables to their children
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- Figure 60: Ragu, Keisha, Magazine ad
- Dreamfields is a good example for functional food marketers
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- Figure 61: Dreamfields, high fiber pasta products, Magazine ad
- Boost Glucose Control ad provides valuable information
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- Figure 62: Boost Glucose Control nutritional drinks, Magazine ad
- Online
- First Lady Michelle Obama’s Let’s Move campaign
- Mama’s Health
- Community Vitality from Aetna
Cluster Analysis
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- Disinterested Weight-Watchless
- Demographics
- Characteristics
- Opportunities
- Interested Diet Watchers
- Demographics
- Characteristics
- Opportunities
- Somewhat Interested Limiters
- Demographics
- Characteristics
- Opportunities
- Characteristic tables:
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- Figure 63: Black diet clusters, October 2010
- Figure 64: Attitudes about food consumption, by Black diet clusters, October 2010
- Figure 65: Reasons for limiting food intake, by Black diet clusters, October 2010
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- Figure 66: Interest in food and diet trends, by Black diet clusters, October 2010
- Figure 67: Interest in weight-loss or diet trends, by Black diet clusters, October 2010
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- Figure 68: Challenges to limiting food intake, by Black diet clusters, October 2010
- Figure 69: Attitudes about nutrition and nutritional information, by Black diet clusters, October 2010
- Demographic tables
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- Figure 70: Black diet clusters, by gender, October 2010
- Figure 71: Black diet clusters, by age, October 2010
- Figure 72: Black diet clusters, by household income, October 2010
- Figure 73: Black diet clusters, by education attainment, October 2010
- Figure 74: Black diet clusters, by employment, October 2010
- Cluster methodology:
U.S. Black Population
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- Key points
- U.S. population by race/Hispanic origin
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- Figure 75: U.S. population, by race and Hispanic origin, 2005-15
- Figure 76: Population, by race/Hispanic origin, 1970-2020
- Figure 77: Asian, Black, and Hispanic populations, 1970-2020
- U.S. Black population
- Black population by age
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- Figure 78: U.S. Black population, by age, 2005-15
- U.S. Black geographic concentration
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- Figure 79: Black geographic concentration, by region, 2007
- Black population by state
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- Figure 80: States with largest Black population, 2008
- Figure 81: States with the highest share of Black residents, 2008
- Black metros
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- Figure 82: Metropolitan status of Black households, 2001 and 2007
- Figure 83: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
- Black purchasing power
- Black income
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- Figure 84: Household income distribution for all households and Black households, 2008
- Income of Black households versus total U.S. households
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- Figure 85: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
- Purchasing power by race/Hispanic origin
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- Figure 86: Purchasing power, by race/Hispanic origin, 2008
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- Figure 87: Top 10 states with the largest share of Black buying power, 2008
- Figure 88: Top 10 states, by rate of growth of Black buying power, 1990-2008
- Black households
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- Figure 89: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
- Country of origin/heritage
- African immigrants
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- Figure 90: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
Appendix: Trade Associations
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