Table of Contents
Executive Summary
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- More than half of Hispanics are proactive in regards to diet and wellness
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- Figure 1: Hispanic diet and wellness segments, January 2016
- The issues
- Hispanics are a healthy bunch
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- Figure 2: Hispanics’ perception of their own health – Very healthy vs very unhealthy, January 2016
- Hispanics have a variety of reasons to live healthy lifestyles
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- Figure 3: Motivations for living a healthy lifestyle, Hispanics vs all, January 2016
- The will has the power
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- Figure 4: Barriers preventing Hispanics from achieving diet and wellness goals, January 2016
- The opportunities
- Teaching Hispanics how to fish
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- Figure 5: Hispanics’ attitudes toward healthy lifestyles – proactiveness, by level of education, January 2016
- Keeping Hispanics engaged
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- Figure 6: Hispanics’ attitudes toward healthy lifestyles – impulse, by gender and age, January 2016
- Understanding the role of acculturation in diet and wellness
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- Figure 7: Incidence of Hispanics seeing themselves as very healthy, by level of acculturation, January 2016
- What it means
The Market – What You Need to Know
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- Hispanics approach diet and wellness in four ways
- Diet and wellness trends affecting the Hispanic market
- Structural market factors may affect Hispanics’ diet and wellness attitudes
Hispanics’ Diet and Wellness
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- Hispanics’ diet and wellness segmentation
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- Figure 8: Hispanic diet and wellness segments, January 2016
- Healthy Picky Eaters (26%)
- Characteristics
- Opportunities
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- Figure 9: Profile of Hispanic Healthy Picky Eaters, January 2016
- Healthy Omnivores (26%)
- Characteristics
- Opportunities
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- Figure 10: Profile of Hispanic Healthy Omnivores, January 2016
- Unmotivated Victims (21%)
- Characteristics
- Opportunities
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- Figure 11: Profile of Hispanic Unmotivated Victims, January 2016
- Apathetic Wellbeings (27%)
- Characteristics
- Opportunities
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- Figure 12: Profile of Hispanic Apathetic Wellbeings, January 2016
Market Perspective
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- The value of health
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- Figure 13: Attitudes toward the price of health, Hispanics by language spoken at home vs all, July 2014-September 2015
- The need for a diet change
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- Figure 14: Attitudes toward healthy diet, Hispanics by language spoken at home vs all, July 2014-September 2015
- The impact of hectic lifestyles
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- Figure 15: Hispanics’ attitudes toward busy lifestyles, by gender and age, July 2014-September 2015
- Figure 16: Attitudes toward busy lifestyles, Hispanics by language spoken at home vs all, July 2014-September 2015
- Calorie counting can be a foreign concept
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- Figure 17: Attitudes toward calories, Hispanics by language spoken at home vs all, July 2014-September 2015
Market Factors
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- Hispanics, a young population but not immune to aging
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- Figure 18: Hispanic share of US population, by generation, 2016
- Improving labor market for Hispanics can allow Hispanics to shift priorities
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- Figure 19: Hispanic unemployment, January 2007-December 2015
- Larger household size can encourage or challenge healthy lifestyles
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- Figure 20: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
Do’s, Don’ts and What’s to Come – What You Need to Know
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- Build trust; don’t bluff
- Give Hispanics a break
- Lack of time and willpower are significant challenges
- It has to get interesting…
What’s Working?
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- Hispanics want the real thing
- Helping Hispanics to take it easy
What’s Challenging?
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- Finding the time and willpower
What’s Next?
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- Experience can make the difference
The Consumer – What You Need to Know
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- Hispanics see themselves healthy
- Eating healthy is an aspiration, but there is some confusion
- From feeling better to wanting to look better, Hispanics have many reasons to live healthy lifestyles
- Education increases awareness
- Sense of achievement important to continue
- Hispanics can’t do it alone
- Hispanics and sports
- Healthy lifestyle challenges include…
Hispanics’ Perception of Overall Health and Weight
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- The majority of Hispanics consider themselves healthy
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- Figure 21: Hispanics’ perception of their own health – Very healthy vs very unhealthy, January 2016
- The perception of being very healthy decreases with acculturation
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- Figure 22: Incidence of Hispanics seeing themselves as very healthy, by level of acculturation, January 2016
- Hispanic parents try to set an example
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- Figure 23: Incidence of Hispanics seeing themselves as very healthy, by presence of children in the household, January 2016
- The majority of Hispanics don’t see a problem with their weight
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- Figure 24: Hispanics’ perception of their own health – Very overweight vs very underweight, January 2016
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- Figure 25: Incidence of Hispanics seeing themselves as very overweight, by gender and age, January 2016
Hispanics’ Attitudes toward Diet and Eating Healthy
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- What does eating healthy mean?
- Diet products may have a negative connotation
- With flavor comes temptation
- Dieting efforts limited to weight loss occasions
- Eating healthy harder for time-pressed younger Hispanics
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- Figure 26: Attitudes toward diet and eating healthy, Hispanics vs all, January 2016
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- Figure 27: Hispanics’ attitudes toward diet and eating healthy, by gender and age, January 2016
- Figure 28: Hispanics’ attitudes toward diet and eating healthy, by household income, January 2016
Hispanics’ Motivations for Healthy Lifestyles
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- Hispanics have a variety of reasons to live a healthy lifestyle
- The goal of feeling better
- The goal of looking better
- The goal of living longer
- The goal of being confident
- The goal of managing stress
- Being a good example for children
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- Figure 29: Motivations for healthy lifestyle, Hispanics vs all, January 2016
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- Figure 30: Hispanics’ motivations for healthy lifestyle, by gender and age, January 2016
- Figure 31: Hispanics’ motivations for healthy lifestyle, by level of acculturation, January 2016
Healthy Lifestyles – Commitment
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- Education empowers (and also confuses)
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- Figure 32: Hispanics’ attitudes toward healthy lifestyles – proactiveness, by level of education, January 2016
- Healthier Hispanics have more initiative
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- Figure 33: Hispanics’ attitudes toward healthy lifestyles - proactiveness, by perception of own health, January 2016
- Younger Hispanic women have a harder time following through
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- Figure 34: Hispanics’ attitudes toward healthy lifestyles – Impulse, by gender and age, January 2016
- Boredom can be barrier
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- Figure 35: Hispanics’ attitudes toward healthy lifestyles – Impulse, by perception of own health, January 2016
Healthy Lifestyles – Comparisons
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- Younger Hispanics more reliant on technology to evaluate performance
- In person conversations
- Social media conversations
- Use of technology
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- Figure 36: Hispanics’ attitudes toward healthy lifestyles – Evaluations, by gender and age, January 2016
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- Figure 37: Hispanics’ attitudes toward healthy lifestyles – Evaluations, by level of acculturation, January 2016
Healthy Lifestyles – Exercising vs Eating
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- Younger Hispanic men exercise more
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- Figure 38: Hispanics’ attitudes toward healthy lifestyles – Exercising vs eating, by gender and age, January 2016
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- Figure 39: Hispanics’ attitudes toward healthy lifestyles – Exercising vs eating, by household income, January 2016
- Hispanics are into (some) sports
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- Figure 40: Sports played or participated in the past 12 months, Hispanics vs all, July 2014-September 2015
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- Figure 41: Sports Hispanics played or participated in the past 12 months, by gender and age, July 2014-September 2015
- Figure 42: Sports Hispanics played or participated in the past 12 months, by language spoken in home, July 2014-September 2015
Barriers Preventing Diet and Wellness
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- It’s all about willpower
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- Figure 43: Barriers preventing Hispanics from achieving diet and wellness goals, January 2016
- Internal barriers
- The “power” of willpower
- Lack of time
- Not knowing where to begin
- Feeling overwhelmed by the end goal
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- Figure 44: Internal barriers preventing Hispanics from achieving diet and wellness goals, by gender and age, January 2016
- Figure 45: Internal barriers preventing Hispanics from achieving diet and wellness goals, by level of acculturation, January 2016
- External barriers
- Finances
- The difficulty of changing what families like
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- Figure 46: External barriers preventing Hispanics from achieving diet and wellness goals, by household income, January 2016
- Figure 47: External barriers preventing Hispanics from achieving diet and wellness goals, by perception of own health, January 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Terms
- A note on acculturation
Appendix – The Consumer
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- Market perspective
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- Figure 48: Hispanics’ attitudes toward diet and health, by gender, July 2014-September 2015
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- Figure 49: Hispanics’ attitudes toward diet and health, by age, July 2014-September 2015
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- Figure 50: Hispanics’ attitudes toward diet and health, by age and gender, July 2014-September 2015
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- Figure 51: Hispanics’ attitudes toward diet and health, by household income, July 2014-September 2015
- Sports
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- Figure 52: Sports Hispanics played or participated in the past 12 months, by gender, July 2014-September 2015
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- Figure 53: Sports Hispanics played or participated in the past 12 months, by age, July 2014-September 2015
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- Figure 54: Sports Hispanics played or participated in the past 12 months, by household income, July 2014-September 2015
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