What you need to know

Hispanics are the nation’s largest minority group, making up more than 54.5 million people, or about 17.2% of the U.S. population. Hispanic population will grow by almost 30% from 2008-18 with much of that growth coming from births and not immigration as in previous years. Additionally, Hispanics alone will comprise 18.6% of the total population by 2018. This population growth will also bring a significant increase in purchasing power. Hispanic purchasing power is projected to reach nearly $1.7 trillion by 2017, up from nearly $1.2 trillion in 2012.

As the largest minority group, changes to healthcare in the U.S. as proposed in the Affordable Care Act will particularly affect Hispanic consumers as well as health companies marketing to this demographic. Larger numbers of Hispanics (currently the ethnic group with the highest uninsured rate) will become insured and health insurance companies must begin to take a multicultural approach to services and marketing. Food manufacturers, OTC remedy brands, diet and fitness companies, and other healthcare service providers will do well to reach out to this growing demographic and partner with health insurance companies as the face of health in America changes in the next decade.

Definition

This report builds on Mintel’s reports: Hispanic Diet and Wellness—U.S., November 2009; Hispanic Diet—U.S., September 2011; Marketing Health to Blacks and Hispanics—U.S., January 2011; Hispanics Online—U.S., April 2011; Hispanics and the Grocery Store Experience—U.S., December 2012; Marketing to Hispanic Moms—U.S., February 2013; The Private Label Hispanic Consumer—U.S., August 2012; Marketing Health to Women—U.S., November 2011; Snacking Preferences of the Hispanic Consumer—U.S., October 2012; Latina Consumer—U.S., May 2011; Marketing to Hispanic Men—U.S., December 2012; Vitamins and Minerals—U.S., December 2011; and Hispanics and Entertainment—U.S., June 2012.

This report provides insights and observations on the overall health and wellness of Hispanic consumers, and examines the factors that attribute to their lifestyle and wellbeing. Also included in this report is how certain attitudes and behaviors lead to a poor diet, how Hispanic consumers perceive their body size, and a look at the sources of health information used among Hispanics. New to this report is a review of how Hispanic consumers are influenced on their purchase of over-the-counter medications and the reasons for consuming these products.

Data sources

Consumer survey data

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI/Offerwise of 975 U.S. Hispanic respondents aged 18+ who are internet users. The survey was conducted online using Offerwise’s QueOpinas research panel, which consists of more than 100,000 U.S. Hispanic members.

The sample was balanced to the U.S. Hispanic population based on age, gender, region, income, and language spoken in the home. Respondents were able to take the survey in English or Spanish.

Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted from Sept. 25-Oct. 8, 2012.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Mintel has also analyzed data from Experian Simmons Research, using both the National Consumer Study (NCS) and the National Hispanic Consumer Study (NHCS).

The NCS/NHCS was carried out April 2011-June 2012 and the results are based on the sample of 25,207 adults, including 8,252 Hispanic adults aged 18+.

Advertising creative

All advertising creative provided by Competitrack, the leading U.S. competitive ad tracking provider. For Mintel reports, Competitrack monitors network, cable, spot, syndicated, public, and local television advertising.

For further information, or to order television, magazine, newspaper, online display, online video, radio, outdoor, viral, or cinema advertising, or alternative media, inserts, and circulars, please contact Competitrack at websales@competitrack.com, or call 718.482.4200.

Abbreviations and terms

Abbreviations

The following abbreviations are used in this report:

CDC Centers for Disease Control and Prevention
GPS Global positioning system
OMH Office of Minority Health
OTC Over the counter
NCS National Consumer Study (Experian Simmons)
NHCS National Hispanic Consumer Study (Experian Simmons)
NHIS National Health Interview Survey
PSA Public service announcement
: :

Terms

Generations are discussed within this report, and they are defined as:

World War II The generation born in 1932 or before. In 2013, members of this generation are aged 81 or older.
Swing Generation The generation born between 1933 and 1945. In 2013, members of the Swing Generation are between the ages of 68 and 80.
Baby Boomers The generation born between 1946 and 1964. In 2013, Baby Boomers are between the ages of 49 and 67.
Generation X The generation born between 1965 and 1976. In 2013, Generation Xers are between the ages of 37 and 48.
Millennials* The generation born between 1977 and 1994. In 2013, Millennials are between the ages of 19 and 36.
Matrix Generation** The generation born from 1995 to present. In 2013, Matrices are aged 18 or younger.

* also known as Generation Y or Echo Boomers

** previously known as Post-Millennials

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