Black Consumers' Diet and Wellness - US - March 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Black consumers and poor health
Figure 1: Prevalence of obesity among U.S. adults aged 20 and over, obese, or extremely obese, by gender and race/Mexican origin, 1999-2010
Increased awareness about monitoring diet for blood sugar and salt intake
Figure 2: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
Top contributors to a poor diet
Figure 3: Black consumers’ attitudes toward factors that contribute to a poor diet, October 2012
Actual weight and perception of own weight
Figure 4: Black consumers’ perception of own weight, by gender, October 2012
Women are the primary shopper of OTC medication
Figure 5: Primary shopper of OTC medication in the household, by gender and household income, October 2012
Reasons for taking over-the-counter (OTC) medication
Figure 6: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
Doctors and pharmacist, top influencers in buying OTC medication
Figure 7: Influencers that contribute to purchases of over-the-counter remedies or vitamins/minerals, October 2012
The consumer
U.S. Black population
Figure 8: Population, by race/Hispanic origin, 2008-18
Household income
Figure 9: Median household income, by race and Hispanic origin of householder, 2011
Source: Mintel/U.S. Census Bureau, Current Population Survey, Annual Social and Economic Supplement
Black purchasing power is increasing
Figure 10: Purchasing power, by race/Hispanic origin, 1990-2017
What we think
ISSUES IN THE MARKET
Why should marketers work to change the status quo?
How can marketers fill the gap between perception and behavior regarding attributes of healthy lifestyle?
How does Black consumers’ low spending on healthcare products affect wellness marketers?
INSIGHTS AND OPPORTUNITIES
Marketing health and wellness to Black women
Figure 11: Yoplait Today, a print advertising effort targeting Black women and featuring actress/singer Tisha Campbell-Martin, 2010
Hairdo help can motivate more Black women to exercise
Black Baby Boomers offer opportunity for food and wellness products
Figure 12: Coricidin Maximum Strength Flu Suppressant for people with high blood pressure, 2008
Figure 13: Six versions of Coricidin HBP for people with high blood pressure, 2013
TREND APPLICATIONS
Trend: Carnivore, Herbivore…Locavore
Trend: Influentials
2015 Trend: Brand Intervention
BLACKS AND DIETARY BEHAVIOR
Key points
Likelihood of watching one’s diet
Black consumers are less likely than the average consumer to watch their diet
Figure 14: Likelihood of watching one’s diet, by race/Hispanic origin, April 2011-June 2012
Trends in Black consumers’ likelihood of watching their diet
Figure 15: Trended data on the likelihood of Black consumers watching their diet, April 2007-June 2012
Reasons for watching one’s diet
Black consumers are more likely to watch their diet to monitor blood sugar and salt intake
Figure 16: Reasons for watching one’s diet, by race/Hispanic origin, April 2011-June 2012
Trended data on reasons why Black consumers watch their diet
Figure 17: Trended data on reasons Black consumers watch their diet, April 2007-June 2012
Black women more likely to watch their diet for weight loss
Figure 18: Black consumers’ incidence and reasons for watching one’s diet, by gender, April 2011-June 2012
Likelihood of watching diet increases with age, primarily to monitor health conditions
Figure 19: Black consumers’ incidence and reasons for watching one’s diet, by age, April 2011-June 2012
Household income plays a role in health issues
Figure 20: Black consumers’ incidence and reasons for watching one’s diet, by household income, April 2011-June 2012
Contributors to a poor diet
Figure 21: Black consumers’ attitudes toward factors that contribute to a poor diet, by age, October 2012
Types of foods purchased when watching one’s diet
Low-sodium and low-cholesterol foods more popular among Black consumers
Figure 22: Types of food purchased when watching one’s diet, by race/Hispanic origin, April 2011-June 2012
Figure 23: Trended data on foods purchased by Black adults when watching one’s diet, April 2007-June 2012
Younger Black adults more conscious about calories
Figure 24: Type of foods purchased by Black adults when watching one’s diet, by age, April 2011-June 2012
HEALTH AND HEALTHCARE
Key points
Ailments
Hypertension, diabetes more prevalent among Black adults
Figure 25: Incidence of being diagnosed with different ailments, by race/Hispanic origin, April 2011-June 2012
Older Black adults more likely to have ailments
Figure 26: Incidence of being diagnosed with different ailments among Black adults, by gender and age, April 2011-June 2012
Healthcare and medical expenses
Black households spend more on health insurance, less on medical services
Figure 27: Distribution of average annual expenditures for healthcare, by race of reference person, 2011
About a quarter of all income brackets spending more on medical expenses
Figure 28: Changes in household spending on medical expenses, by household income, October 2012
HEALTHY LIFESTYLE
Key points
Attitudes and behavior toward healthy lifestyle
Black consumers are less likely to exhibit attitudes toward a healthy lifestyle
Figure 29: Attitudes toward health, by race/Hispanic origin, April 2011-June 2012
Older Black adults are more conscious of what constitutes a healthy lifestyle
Figure 30: Blacks consumers’ attitude toward health, by gender and age, April 2011-June 2012
Factors that contribute to healthy living
Positive mental state tops when it comes to healthy living
Figure 31: Black consumers’ attitudes toward factors that either contribute or do not contribute to healthy living, October 2012
Older Black women have a greater understanding of the factors that contribute to healthy living
Figure 32: Black consumers’ attitudes toward factors that contribute to healthy living, by age and gender, October 2012
Slightly overweight more proactive about following healthy lifestyle
Figure 33: Black consumers’ attitudes toward factors that contribute to healthy living, by perception of own weight, October 2012
WEIGHT ISSUES AND PERCEPTION
Key points
Obesity rates
Obesity rates higher among Black adults
Figure 34: Prevalence of obesity among U.S. adults aged 20 and over, obese or extremely obese, 1988-2010
Perception of own weight
Black men, more so than women, tend to underestimate their weight
Figure 35: Black consumers’ perception of own weight, by gender, October 2012
OTC MEDICINE
Key points
Likelihood of using nonprescription OTC products
Figure 36: Likelihood of using a nonprescription product for health condition, by race/Hispanic origin, April 2011-June 2012
Reasons for taking OTC remedies
Figure 37: Reasons for which Black consumers take OTC medication, to prevent illness or treat a pain/symptom, October 2012
OTC medication used to prevent illness
Figure 38: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
OTC medication used to treat pain/symptoms
Figure 39: Incidence of using OTC medication used to prevent illness among Black adults, by gender and age, October 2012
Purchase of OTC medicine
Women are the primary shopper of over-the-counter medication
Figure 40: Primary shopper of OTC medication in the Black household, by gender and household income, October 2012
SOURCES USED TO OBTAIN INFORMATION
Key points
Sources for obtaining health information
Physicians are the top source of information
Figure 41: Source(s) of information used to seek health information, race/Hispanic origin, April 2011-June 2012
Black women are more likely than man to use various sources to obtain health information
Figure 42: Source(s) of information used to seek health information among Black adults, by age and gender, April 2011-June 2012
Sources for information on OTC
Doctors and pharmacist, top influences in buying OTC medication
Figure 43: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by gender and age, October 2012
Lower-income households are less likely to turn to any source for information
Figure 44: Influencers that contribute to purchases of OTC remedies or vitamins/minerals, by household income, October 2012
MARKETING STRATEGIES
Key points
TV advertising
Weight Watchers’ Jennifer Hudson becomes an inspiration for other Black women
Figure 45: Weight Watchers, TV ad, December 2012
YMCA
Figure 46: Let’s Connect, YMCA, TV ad, January 2012
DeKalb
Figure 47: Risking diabetes, DeKalb Health, TV ad, June 2012
Yoplait
Figure 48: Love my curves, Yoplait, TV ad, July 2012
American Diabetes Association
Figure 49: Worth the effort, ADA, TV ad, January 2013
American Stroke Association
Figure 50: American Stroke Association, TV ad, May 2012
Online strategies
Weight Watchers: Everyday women
Figure 51: Weight Watchers, Online ad, December 2012
Facebook destination “Healthy Black Women and Girls”
Figure 52: A humorous take on the word “calories” as a way to educate/inform the users of Facebook page Healthy Black Women and Girls, 2013
Figure 53: Healthy Black Women and Girls Facebook page main picture, 2013
U.S. BLACK POPULATION
Key points
U.S. population by race/Hispanic origin
Figure 54: Population, by race/Hispanic origin, 2008-18
Figure 55: Asian, Black, and Hispanic populations, 1970-2020
Black population by age
Figure 56: U.S. Black population, by age, 2008-18
Figure 57: U.S. Population, by age, 2008-18
U.S. Black geographic concentration
Figure 58: Black geographic concentration, by region, 2007
Population by geographic concentration
Figure 59: States (including District of Columbia) ranked with the highest share of Black residents, 2011
Black metros
Figure 60: Metropolitan status of Black households, 2006 and 2011
Figure 61: States ranked by change in black population, 2000-10
Figure 62: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black purchasing power
Black income
Figure 63: Median household income, by race and Hispanic origin of householder, 2011
Figure 64: Household income distribution for all households and Black households, 2011
Income of Black households versus total U.S. households
Figure 65: Share of Black households with incomes of $50K or more versus total U.S. households, 2001, 2006, and 2011
Purchasing power by race/Hispanic origin
Figure 66: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 67: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 68: Top 10 states/regions with the largest share of black buying power, 2012
Figure 69: Top 10 states, by rate of growth of Black buying power, 2000-12
Affluent Blacks
APPENDIX—ADDITIONAL CONSUMER TABLES
Figure 70: Type of foods purchased by Blacks when watching one’s diet, by household income, April 2011-June 2012
Figure 71: Type of foods purchased by Black adults when watching one’s diet, by gender, April 2011-June 2012
Figure 72: Type of foods purchased by Black adults when watching one’s diet, by household income, April 2011-June 2012
Figure 73: Black consumers’ attitude toward health, by gender, April 2011-June 2012
APPENDIX – TRADE ASSOCIATIONS