Table of Contents
Executive Summary
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- Ailments and conditions
- Hispanic respondents less likely than Whites to report being diagnosed with ailments
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- Figure 1: Diagnosed health conditions in the last 12 months, by race/Hispanic origin, April 2011-June 2012
- The consumer
- Spanish-dominant respondents most likely to see positive mental state as contributing to health
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- Figure 2: Factors that contribute to a healthy lifestyle, by language spoken in the home, October 2012
- Hispanics purchase low-fat and high-fiber foods when watching diet
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- Figure 3: Types of foods purchased by Hispanics when watching one’s diet, by gender and age, April 2011-June 2012
- Hispanics less likely to use nonprescription products when compared to Whites and Asians
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- Figure 4: Likelihood of using nonprescription for health condition, by race/Hispanic origin, April 2011-June 2012
- Three quarters of middle-aged Hispanic women take vitamins to prevent illness
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- Figure 5: OTC taken to prevent illness, by gender and age, October 2012
- Spanish-dominant respondents rely primarily on doctor for health information while English-dominants use other sources
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- Figure 6: Health information sources, by language spoken in home, any agree, April 2011-June 2012
- U.S. Hispanic population
- Hispanic population growing at faster rate than Asian or Black populations
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- Figure 7: Population, by race/Hispanic origin, 1970-2020
- Hispanics likely to have children in the household
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- Figure 8: Households with own children, by Hispanic and non-Hispanic origin of householder, 2012
- What we think
Issues in the Market
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- What are Hispanic consumers looking for when purchasing healthy foods?
- How does acculturation level affect Hispanic consumers’ diet and wellness?
- Who do Hispanics turn to for health information?
Insights and Opportunities
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- Latinas are an invested audience for health foods, services, and products
- Provide more health tools and services for the uninsured and those watching their budget
- Consider Hispanic subsegments in marketing
Trend Applications
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- Trend: The Nouveau Poor
- Trend: Access All Areas
- 2015 Trend: Brand Intervention
Ailments and Conditions
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- Key points
- Hispanic health factors
- Health conditions differ across Hispanic subgroups
- Body type
- Hispanics have high rate of obesity and being overweight
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- Figure 9: Body type of Hispanic consumers, by gender and age, October 2012
- Bilingual Hispanics most likely to be at the right weight
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- Figure 10: Body type of Hispanic consumers, by language spoken in the home, October 2012
- Diagnosed health conditions
- Hispanics less likely to report being diagnosed with an illness
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- Figure 11: Diagnosed health conditions in the last 12 months, by race/Hispanic origin, April 2011-June 2012
- Hispanic women aged 55+ likely to report being diagnosed with illnesses
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- Figure 12: Diagnosed health conditions of Hispanics in the last 12 months, by gender and age, April 2011-June 2012
- Spanish-dominants more likely to be diagnosed with the flu
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- Figure 13: Diagnosed health conditions of Hispanics in the last 12 months, by language spoken in home, April 2011-June 2012
Attitudes and Contributors to Healthy Living
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- Key points
- Attitudes toward diet and health
- Hispanic women aged 55+ likely to agree with healthy living statements
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- Figure 14: Hispanics’ attitudes toward diet and health, by gender and age, April 2011-June 2012
- Spanish-dominant respondents likely to agree with healthy eating statements
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- Figure 15: Hispanics’ attitudes toward diet and health, by language spoken in home, April 2011-June 2012
- Hispanic consumers’ agreement with healthy living statements wanes slightly in last five years
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- Figure 16: Attitudes toward diet and health, April 2007-June 2012
- Factors that contribute to a healthy lifestyle
- Positive mental state seen as strongest contributing factor to a healthy life
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- Figure 17: Factors that contribute to a healthy lifestyle, by level of contribution, October 2012
- Hispanic men aged 55+ see mental state and sleep as important healthy living factors
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- Figure 18: Factors that contribute to a healthy lifestyle, by gender and age, October 2012
- Spanish-dominants most likely to say sleep, diet, and exercise contribute to a healthy life
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- Figure 19: Factors that contribute to a healthy lifestyle, by language spoken in the home, October 2012
- Slightly overweight individuals looking to exercise and eat right
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- Figure 20: Factors that contribute to a healthy lifestyle, by body type of Hispanic consumers, October 2012
Contributors to Diet Choice
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- Key points
- Likelihood of watching diet
- Hispanics least likely to be watching diet when compared to other races
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- Figure 21: Likelihood of watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- More than half of Hispanic women aged 35+ are watching their diet
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- Figure 22: Hispanics’ likelihood of watching diet, by gender and age, April 2011-June 2012
- English-dominant respondents most likely to be watching diet
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- Figure 23: Hispanics’ likelihood of watching diet, by language spoken in home, April 2011-June 2012
- Reasons for watching diet
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- Figure 24: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- Older Hispanics are watching diet due to health concerns
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- Figure 25: Hispanic consumers’ reasons for watching one’s diet, by gender and age, April 2011-June 2012
- Acculturation level affects why Hispanics are watching their diet
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- Figure 26: Hispanic consumers’ reasons for watching one’s diet, by language spoken in home, April 2011-June 2012
- Food purchased when watching diet
- Low-in messaging does not resonate with Hispanic consumers
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- Figure 27: Types of foods purchased when watching one’s diet, by race/Hispanic origin, April 2011-June 2012
- Hispanic men aged 55+ highly likely to buy fat-free and sugar-free foods
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- Figure 28: Types of foods purchased by Hispanics when watching one’s diet, by gender and age, April 2011-June 2012
- More consumers purchase low-fat than fat-free products
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- Figure 29: Types of foods purchased by Hispanics when watching one’s diet, by language spoken in home, April 2011-June 2012
- Top contributors to a poor diet
- Fat, sugar, and processed foods seen as top contributors to poor diet
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- Figure 30: Top three contributors to a poor diet, by age, October 2012
- English-dominants most likely to say processed foods contribute to poor diet
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- Figure 31: Top three contributors to a poor diet, by language spoken in the home, October 2012
Purchase and Consumption of Prescription Products and OTC
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- Key points
- Likelihood of using prescription products
- Hispanics least likely to use prescription products when compared to other ethnic groups
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- Figure 32: Likelihood of using prescription for health condition, by race/Hispanic origin, April 2011-June 2012
- Hispanic women aged 55+ most likely to use prescription products
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- Figure 33: Likelihood of using prescription for health condition, by gender and age, April 2011-June 2012
- Prescription use down slightly in last year
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- Figure 34: Hispanics’ likelihood of using prescription for health condition, April 2007-June 2012
- Likelihood of using nonprescription products
- Hispanics less likely to use nonprescription products
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- Figure 35: Likelihood of using nonprescription for health condition, by race/Hispanic origin, April 2011-June 2012
- Young Hispanic women most likely to use nonprescription products
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- Figure 36: Hispanics’ likelihood of using nonprescription for health condition, by gender and age, April 2011-June 2012
- Women are the primary OTC shopper
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- Figure 37: Hispanics’ likelihood of purchasing OTC, by gender, October 2012
- OTC to prevent illness
- Three fourths of Hispanic women aged 35-54 take vitamins to prevent illness
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- Figure 38: OTC taken to prevent illness, by gender and age, October 2012
- English-dominant respondents least likely to take vitamins to prevent illness
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- Figure 39: OTC taken to prevent illness, by language spoken in the home, October 2012
- OTC to treat a pain/symptom
- Hispanic women likely to use OTC pain medications
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- Figure 40: OTC taken to treat pain/symptom, by gender and age, October 2012
Health Information Sources
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- Key points
- Where consumers gather health information
- About half of Hispanics say they gather health information from their doctor
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- Figure 41: Health information sources, by race/Hispanic origin, April 2011-June 2012
- Percentage of Hispanics gathering health information online is up over last five years
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- Figure 42: Health information sources, April 2007-June 2012
- Hispanics with high school education least likely to gather health information online
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- Figure 43: Health information sources, by education, April 2011-June 2012
- Hispanic women aged 18-34 highly likely to go online for health information
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- Figure 44: Health information sources, by gender and age, April 2011-June 2012
- Spanish-dominant respondents more likely to rely primarily on doctor in medical matters
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- Figure 45: Health information sources, by language spoken in home, April 2011-June 2012
- Influencers when choosing OTC products
- Conventional doctor strongest influence on OTC decisions
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- Figure 46: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, October 2012
- Family and friends influence OTC decisions of Hispanic women aged 18-34
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- Figure 47: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, by gender and age, October 2012
- English-dominant respondents less influenced by various sources
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- Figure 48: What influences Hispanic consumers when choosing an over-the-counter remedy or vitamin/mineral, by language spoken in the home, October 2012
Marketing Strategies
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- Key points
- TV advertising
- Goya
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- Figure 49: Goya, TV ad, 2012
- CVS
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- Figure 50: CVS, TV ad, 2011
- Centrum
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- Figure 51: Centrum, TV ad, 2012
- Nopalina
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- Figure 52: Nopalina, TV ad, 2011
- Cheerios
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- Figure 53: Cheerios, TV ad, 2012
- V8
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- Figure 54: V8, TV ad, 2012
- Online strategies
- CVS
- United Healthcare
U.S. Hispanic Population
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- Key facts
- Hispanics make up the largest U.S. minority group
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- Figure 55: Population, by race/Hispanic origin, 2008-18
- Figure 56: Population, by race/Hispanic origin, 1970-2020
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- Figure 57: Asian, Black, and Hispanic populations, 1970-2020
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 58: U.S. Hispanic population, by age, 2008-18
- Figure 59: U.S. Population, by age, 2008-18
- The Hispanic and total U.S. population by gender
- Women
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- Figure 60: Hispanic women, by age, 2008-18
- Figure 61: Total U.S. women population, by age, 2008-18
- Men
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- Figure 62: Hispanic men, by age, 2008-18
- Figure 63: Total U.S. men population, by age, 2008-18
- Generations
- Hispanics by generation
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- Figure 64: Generations—Hispanics vs. non-Hispanics, 2011
- Hispanic purchasing power
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- Figure 65: Purchasing power, by race/Hispanic origin, 1990-2017
- Figure 66: Graph: Purchasing power, by race/Hispanic origin, 1990-2017
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- Figure 67: Top 10 states ranked by share of Hispanic buying power, 2012
- Figure 68: Top 10 states ranked by value of Hispanic buying power, 2012
- U.S. household income distribution
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- Figure 69: Median household income, by race/Hispanic origin of householder, 2011
- Hispanic income levels
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- Figure 70: Largest Hispanic states, by Hispanic disposable income, 2010
- The Hispanic household
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- Figure 71: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
- Figure 72: Households, by number of people in the household—Hispanics vs. all households, 2011
- Hispanics by country of origin/heritage
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- Figure 73: Hispanic population, by type, 2000-10
- Figure 74: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 75: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 76: Hispanic population, by region of residence, 2000-10
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- Figure 77: Graph: Hispanic population, by region, 2010
- Figure 78: 10 places* with highest number of Hispanics, 2010
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- Figure 79: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 80: States ranked by change in Hispanic population, 2000-10
- Figure 81: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 82: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
- Figure 83: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 84: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retroacculturation?
Appendix – Other Useful Information
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- Figure 85: Likelihood of watching one’s diet, by Hispanic origin and age, April 2011-June 2012
- Figure 86: Reasons for watching one’s diet, by Hispanic origin and age, April 2011-June 2012
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- Figure 87: Hispanics’ likelihood of watching one’s diet, April 2007-June 2012
- Figure 88: Hispanics’ reasons for watching one’s diet, April 2007-June 2012
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- Figure 89: Reason for consuming OTC, October 2012
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- Figure 90: OTC taken to prevent illness, by body type of Hispanic consumers, October 2012
- Figure 91: OTC taken to treat pain/symptom, by language spoken in the home, October 2012
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- Figure 92: Attitudes towards health and medicine, by Hispanic origin and age, April 2011-June 2012
- Figure 93: Hispanics’ likelihood of using nonprescription for health condition, by language spoken in home, April 2011-June 2012
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- Figure 94: Hispanics’ likelihood of purchasing OTC, by language spoken in the home, October 2012
- Figure 95: Likelihood of considering their condition to be moderate, by race/Hispanic origin, April 2011-June 2012
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Appendix – Trade Associations
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