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Black Consumers' Diet and Wellness - US - March 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Despite evidence to the contrary, most rate themselves as healthy, overall
Figure 1: Self-perceptions of overall health, by BMI categorization, December 2015
Blacks disproportionately impacted by obesity and other chronic diseases
Figure 2: 10 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
Some obstacles to wellness more prevalent in the Black community
Costs of wellness – Time and money – May not be affordable
Figure 3: Role money and time have on achieving diet goals, by gender, December 2015
The opportunities
Focus on the positive, benefits, offer encouragement to motivate healthy changes
Figure 4: Basing health on how they feel, living longer as motivation for health, December 2015, July 2015
Recognizing messages that resonate…
Figure 5: Emotional factors that contribute to wellness and appearance as an indicator of health, by gender, December 2015
…and delivering that message through the right channels
Figure 6: Sources Blacks use to learn about diet and wellness – Online vs doctor, December 2015
Provide a starting point and help to map out goals
Figure 7: Challenges to achieving diet and wellness goals – Needing guidance, December 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Blacks’ “live in the moment” attitude brings challenges
Health issues related to weight more prevalent in the Black community
Challenges of urban living and social issues impact health
MARKET FACTORS
Urban environments can lead to health issues
Unemployment improves, though still relatively high versus the total
Figure 8: Unemployment – All and Black, January 2007-December 2015
Obesity and other chronic diseases remain an issue
Figure 9: 15 leading causes of death for the total population, Black to White age-adjusted ratio, 2013
MARKET PERSPECTIVE
Blacks have a joie de vivre attitude toward life
Racial tension and discrimination can impact overall health
KEY TRENDS – WHAT YOU NEED TO KNOW
Highlighting diversity, positively recognizing what makes them unique
Adopting healthy habits, lack of resources are a challenge
Wellness a goal for all aspects of life, tech may help
WHAT’S WORKING?
Celebrating differences
Tapping into positive self-perceptions
Figure 10: Blacks’ self-perceptions of overall health – Indexed to total population, by BMI, July-December 2015
WHAT’S CHALLENGING?
Bad habits are hard to break
Snacking convenience and desire to indulge
Favored activities are often sedentary, include eating
External factors present challenges to overall wellness
Food deserts and lack of healthy options
Urban environments and lack of green spaces
WHAT’S NEXT?
Wellness expands beyond diet and physical fitness
Wearable tech to track wellness, help consumers reach goals
Coming to a TV near you … 24-hour “fitness centers”
THE CONSUMER – WHAT YOU NEED TO KNOW
As with beauty, “health” is in the eye of the beholder
Physical health not exclusively tied to exercise and fitness
Blacks maintain a positive perception of their emotional health
Dietary health is a challenge
Distinct segments require different strategies and messages
SELF-PERCEPTIONS OF OVERALL HEALTH
Majority of Blacks believe they are healthy, even if it’s not the reality
Figure 11: Self-perceptions of overall health, December 2015
Baby Boomers just as likely as Millennials to say they’re healthy
Figure 12: Self-perceptions of overall health, by generation, December 2015
Lower-income Blacks significantly less likely to say they’re healthy
Figure 13: Self-perceptions of overall health, by household income, December 2015
Two thirds of obese Blacks say they’re healthy
Figure 14: Self-perceptions of overall health, by BMI categorization, December 2015
Blacks are less likely than the average to say they’re healthy
Figure 15: Blacks’ self-perceptions of overall health – Indexed to total population, by gender, July-December 2015
Being healthy is a state of mind, and it’s personal
Figure 16: Blacks’ motivations for living a healthy lifestyle – Indexed to total population, July 2015
The sky’s the limit when it comes to looking and feeling healthy
Figure 17: Blacks’ attitudes toward diet and wellness – Indexed to total population, July 2014-September 2015
PHYSICAL HEALTH
Physical health weighs heavily on overall health
Figure 18: Self-perceptions of physical health and overall health, December 2015
Beauty rest is key to physical health, especially for Black women
Figure 19: Importance of sleep and relaxation to physical health, by gender, December 2015
Eating a balanced diet more important to women than to men
Figure 20: Importance of diet and exercise to physical health, by gender, December 2015
Women more likely than men to believe in getting regular check-ups
Figure 21: Importance of medical check-ups, prescriptions, and herbal supplements to physical health, by gender, December 2015
Black men work out three times/week on average, on par with other men
Figure 22: Average number of times Black men work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
Black men significantly more likely than other men to play ball
Figure 23: Top 10 sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
Black women work out at similar rate as other women, opportunity for fitness centers
Figure 24: Average number of times Black women work out a week and where they work out, by race/Hispanic origin, July 2014-September 2015
Although less than other women, walking is the leading activity for Black women
Figure 25: Top 10 sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
EMOTIONAL HEALTH
Majority of Blacks feel emotionally healthy
Figure 26: Self-perceptions of emotional health and overall health, December 2015
Managing stress, prayer key to emotional health, especially for women
Figure 27: Emotional/mental factors that contribute to overall wellness, by gender, December 2015
Comfortable with who they are, appearance speaks volumes for men
Figure 28: Attitudes toward confidence and appearance, by gender, December 2015
Being healthy gives Blacks a sense of pride
Figure 29: Attitudes toward living a healthy lifestyle – Indexed to the total population, July-December 2015
Being happy at work plays a part in overall wellness
Figure 30: Work-related contributors to overall wellness, by gender, December 2015
Being social is important – But not as important as spending time alone
Figure 31: Social-related contributors to overall wellness, by gender, December 2015
Issues in the Black community are taxing on emotional health
Figure 32: Attitudes toward social factors impacting wellness, by gender, December 2015
DIETARY HEALTH
Perception of dietary health less correlated to overall health
Figure 33: Self-perceptions of dietary health and overall health, December 2015
Willpower, time, and money biggest challenges in achieving goals
Figure 34: Factors preventing achievement of diet and wellness goals, December 2015
Food is a reward/treat, difficult to resist temptation
Figure 35: Attitudes toward diet, food, and cooking, by gender, December 2015
Higher cost of more of a barrier than time required to prepare meals
Figure 36: Time and money as barriers to healthy eating, by gender, December 2015
DIET AND WELLNESS INFORMATION SOURCES
Media – Especially health websites – Leading source for diet and wellness
Figure 37: Sources Blacks use to learn about diet and wellness, December 2015
Women turn to media even more so than men
Figure 38: Sources Blacks use to learn about diet and wellness, by gender, December 2015
DIET AND WELLNESS SEGMENTS
Different marketing messages required to reach each segment
Figure 39: Diet and wellness segments, December 2015
Bare Minimalists – Doing the minimum paying off…at least for now
Demographics
Characteristics and opportunities
Figure 40: Bare Minimalists’ self-perceptions of health – Indexed against the total Black population, December 2015
Conscious Health Seekers – True to themselves, seeking improvements
Demographics
Characteristics and opportunities
Figure 41: Conscious Health Seekers’ self-perceptions of health – Indexed against the total Black population, December 2015
Healthy Mavens – Health experts who are a work in progress
Demographics
Characteristics and opportunities
Figure 42: Healthy Mavens’ self-perceptions of health – Indexed against the total Black population, December 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – CONSUMER
Figure 43: Attitudes toward diet and wellness, by race/Hispanic origin, July 2014-September 2015
Figure 44: Sports men participate in every chance they get, by race/Hispanic origin, July 2014-September 2015
Figure 45: Sports women participate in every chance they get, by race/Hispanic origin, July 2014-September 2015

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