Marketing Health to Blacks and Hispanics - US

Published by: Mintel International Group Ltd.

Published: Jan. 1, 2011 - 127 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Sources

Consumer survey data

Consumer Expenditure Survey

Advertising

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Expenditure on healthcare

Attitudes toward personal health

Ailments and medical treatments

Weight and diet

Herbal supplements and nontraditional medications

Over-the-counter remedies

Prescription remedies

Health insurance

Marketing strategies

U.S. Black and Hispanic population

EXPENDITURE ON HEALTHCARE

Key points

CATEGORY EXPENDITURES

Blacks and Hispanics under-index for healthcare expenditures

Figure 1: Average annual CU expenditures—Hispanics vs. non-Hispanics, 2009

Figure 2: Average annual expenditures, indexed to all CUs—Hispanics vs. non-Hispanics, 2009

Figure 3: Average annual CU expenditures—by Blacks vs. other races, by expenditure category, 2009

Figure 4: Average annual expenditures indexed to all CUs, by Blacks vs. other races, 2009

Figure 5: Average annual expenditures, by Black CUs in current dollars, 2007-09

HEALTHCARE

Hispanics index higher on medical services than on health insurance

Figure 6: Average annual CU expenditures on healthcare, by Hispanic vs. non-Hispanic, 2009

Figure 7: Average annual healthcare expenditures indexed to all CUs, by Hispanic vs. non-Hispanic, 2009

Blacks spend highest percentage on health insurance

Figure 8: Distribution of average annual CU healthcare expenditures, by Blacks vs. other races, 2009

ATTITUDES TOWARD PERSONAL HEALTH

Key points

Attitudes toward personal health

Hispanics’ and Blacks’ perception of health may differ from reality

Figure 9: Attitudes toward personal health, by Blacks and Hispanics, October 2010

Black respondents least likely to feel they should exercise more or try to eat healthier

Figure 10: Attitudes toward health and diet, by race/Hispanic origin, April 2009-June 2010

Black and Hispanics aged 35+ indicate willingness to “pay anything” for health

Figure 11: Attitudes toward health and diet, by race/Hispanic origin, April 2009-June 2010

AILMENTS AND MEDICAL TREATMENT

Key points

Type of ailments consumers have

Blacks and Hispanics less likely than Whites to report being sick in last 12 months

Figure 12: Type of ailments consumers have had in the last 12 months, by race/Hispanic origin, April 2009-June

2010

Black women report higher instances of illness

Figure 13: Type of ailments Black consumers have had in the last 12 months, by age and gender, April 2009-

June 2010

Hispanics aged 55+ suffer more from health problems, good opportunity to educate youth through families

Figure 14: Type of ailments Hispanic consumers have had in the last 12 months, by age and gender, April 2009-

June 2010

Flu most common for Spanish-dominant Hispanics

Figure 15: Type of ailments Hispanic consumers have had in the last 12 months, by language spoken in the

home, April 2009-June 2010

Physical exams

Hispanics are less likely to have had a physical when compared to Blacks

Figure 16: Frequency of medical physical, by race/Hispanic origin, October 2010

Affluent Hispanics still show relatively low instances of having had a physical

Figure 17: Frequency of medical physical, by race and household income, October 2010

Hispanics less likely to get physicals, regardless of language

Figure 18: Frequency of medical physical by Hispanics, by language spoken in the home, October 2010

Who accompanies you during medical treatments?

Blacks and Hispanics visit the doctor alone most often

Figure 19: Who accompanies consumers during medical treatments, by race/Hispanic origin, October 2010

Spanish-dominant Hispanics do not bring translators

Figure 20: Who accompanies the Hispanic consumer during medical treatments, by language spoken in the

home, October 2010

Younger Blacks are accompanied by family members, good opportunity to educate

Figure 21: Who accompanies the Black consumer during medical treatments, by age, October 2010

Medical advice for specific health conditions

Black men turn to spouse and friends for health advice

Figure 22: Sources Black consumers turn to for medical advice for specific health conditions, by age and

gender, October 2010

Hispanic men aged 18-34 are least interested in health information

Figure 23: Sources Hispanic consumers turn to for medical advice for specific health conditions, by age and

gender, October 2010

Spanish-dominant Hispanics turn to media for health advice

Figure 24: Sources Hispanic consumers turn to for medical advice for specific health conditions, by language

spoken in the home, October 2010

WEIGHT AND DIET

Key points

Overweight

Fat is the new norm: Blacks and Hispanics do not recognize weight issues

Figure 25: Consumers who are overweight (30 lbs. or more), by race/Hispanic origin, April 2009-June 2010

Find ways to encourage black women to eat healthfully while still celebrating their curves

Figure 26: Hispanic and Black consumers who are overweight (30 lbs. or more), by age and gender, April 2009-

June 2010

Likelihood and reasons for watching one’s diet

Blacks less likely to be watching diet to lose weight

Figure 27: Consumers watching their diet and reasons, by race/Hispanic origin, April 2009-June 2010

Acculturation causes a desire to lose weight

Figure 28: Reasons why the Hispanic consumer is watching their diet, by language spoken in the home, April

2009-June 2010

Black women watching their diet to lose weight

Figure 29: Reasons why the Black consumer is watching their diet, by age and gender, April 2009-June 2010

Sources for diet and nutrition information

Young Black women are particularly interested in diet and nutrition information

Figure 30: Sources Black consumers turn to for information on diet and nutrition, by age and gender, October

2010

Hispanic consumers turn to friends for information on nutrition

Figure 31: Sources Hispanic consumers turn to for information on diet and nutrition, by age and gender, October

2010

More than a third of acculturated Hispanics do not seek out nutrition information

Figure 32: Sources Hispanic consumers turn to for information on diet and nutrition, by language spoken in the

home, October 2010

HERBAL SUPPLEMENTS AND NONTRADITIONAL MEDICATIONS

Key points

CONSUMPTION OF VITAMINS AND MINERALS

Likelihood of usage by Blacks and Hispanics

Figure 33: Likelihood of taking vitamin/mineral tabs/caps/liquid, by race/Hispanic origin, April 2009-June 2010

Black and Hispanic women take vitamins and minerals at higher rates than men

Figure 34: Likelihood of Hispanic and Black consumers taking vitamin/mineral tabs/caps/liquid, by age and

gender, April 2009-June 2010

Type of vitamins and minerals consumed

Blacks have greater need for vitamin D, but take it at lower levels

Figure 35: Type of vitamin/mineral tabs/caps/liquid taken, by race/Hispanic origin, April 2009-June 2010

Advice on herbal supplements/nontraditional medications

Middle-aged Black women are potential market for alternative medicines

Figure 36: Sources Black consumers turn to for advice on herbal supplements/nontraditional medications, by

age and gender, October 2010

Partner with alternative medical practitioners to promote wellness for Hispanic women

Figure 37: Sources Hispanic consumers turn to for advice on herbal supplements/nontraditional medications, by

age and gender, October 2010

English-dominant respondents report highest instances of engaging a curandera

Figure 38: Sources Hispanic consumers turn to for advice on herbal supplements/nontraditional medications, by

language spoken in the home, October 2010

OVER-THE-COUNTER REMEDIES

Key points

Consumption of OTC remedies

Blacks and Hispanics use OTC remedies much more often than they report suffering from the illnesses treated

by those remedies

Figure 39: Usage and type of OTC remedies, by race/Hispanic origin, April 2009-June 2010

Black women report using OTC medicines at high rates

Figure 40: Usage and type of OTC remedies used by Black consumers, by age and gender, April 2009-June

2010

Marketers of OTC medications should target Hispanic women with families, as well as Hispanic men who are

“manly”

Figure 41: Usage and type of OTC remedies used by Hispanic consumers, by age and gender, April 2009-June

2010

Advice on OTC remedies

Black respondents turn to pharmacists for advice on OTC meds, opportunity for pharmacists to advise on other

health issues

Figure 42: Sources Black consumers turn to for advice on OTC remedies, by age and gender, October 2010

Hispanics turn to friends and family, as well as pharmacists when seeking advice on OTC remedies

Figure 43: Sources Hispanic consumers turn to for advice on OTC remedies, by gender and age, October 2010

Spanish-dominant respondents turn to friends for advice on OTC remedies

Figure 44: Sources Hispanic consumers turn to for advice on OTC remedies, by language spoken in the home,

October 2010

PRESCRIPTION REMEDIES

Key points

Usage of prescription remedies

Blacks and Hispanics much less likely than Whites to take prescription drugs

Figure 45: Usage of prescription drugs in the past 12 months, by race/Hispanic origin, April 2009-June 2010

More-affluent Hispanic and Black consumers are more likely to take prescription drugs

Figure 46: Usage of prescription drugs in the past 12 months, by race/Hispanic origin, April 2009-June 2010

Less-acculturated Hispanics report low instances of taking prescription medications

Figure 47: Usage of prescription drugs in the past 12 months by Hispanics, by language spoken in the home,

April 2009-June 2010

Advice on prescription remedies

Middle-aged Hispanic women seek information about prescription drugs at high rates

Figure 48: Sources Hispanic consumers turn to for advice on prescription remedies, by age and gender,

October 2010

Acculturated Hispanics are more comfortable conversing with doctors and pharmacists

Figure 49: Sources Hispanic consumers turn to for advice on prescription remedies, by language spoken in the

home, October 2010

Black women trust doctors for information about prescription remedies

Figure 50: Sources Black consumers turn to for advice on prescription remedies, by age and gender, October

2010

Highly educated Black consumers turn to friends and family for advice on prescription remedies at higher rates

than less-educated Blacks

Figure 51: Sources Black consumers turn to for advice on prescription remedies, by educational attainment,

October 2010

Attitudes toward advertising of prescription remedies

Black respondents are receptive to advertising about prescription remedies

Figure 52: Attitudes toward advertising of prescription remedies, by race/Hispanic origin, October 2010

Spanish-dominant respondents interested in ads for prescription remedies

Figure 53: Attitudes of the Hispanic consumer toward advertising of prescription remedies, by language spoken

in the home, October 2010

Blacks from all income brackets pay attention to ads about medical problems they suffer from

Figure 54: Attitudes of the Black consumer toward advertising of prescription remedies, by household income,

October 2010

HEALTH INSURANCE

Key points

Ownership of health insurance

Hispanics report being uninsured at high levels

Figure 55: Ownership of health insurance by Black and Hispanic consumers, by race, October 2010

Hispanics access public programs like Medicare/Medicaid at lower rates than Blacks

Figure 56: Ownership of health insurance by Black and Hispanic consumers, by race and household income,

October 2010

Acculturation is an indicator for whether Hispanics have insurance

Figure 57: Ownership of health insurance by Hispanic consumers, by language spoken in the home, October

2010

Reasons for not having health insurance

Blacks and Hispanics cite cost of individual health insurance as primary reason they are uninsured

Figure 58: Reasons why Black and Hispanic consumers do not have health insurance, October 2010

Spanish-dominant respondents may not understand that health insurance provides a safety net for future

tragedies

Figure 59: Reasons why Hispanic consumers do not have health insurance, by language in which survey was

taken, October 2010

Individual health insurance priced too high even for Blacks earning $75K+

Figure 60: Reasons why Black consumers do not have health insurance, by household income, October 2010

Things consumers would look for when purchasing their own health insurance

Low premiums and low co-payments important for both Blacks and Hispanics

Figure 61: Features Black and Hispanic consumers would look for if they were to purchase their own health

insurance, October 2010

English-dominant Hispanics are interested in choice of doctor when buying health insurance

Figure 62: Features Hispanic consumers would look for if they were to purchase their own health insurance, by

language spoken in the home, October 2010

Black women concerned with choice of doctor and low premiums

Figure 63: Features Black consumers would look for if they were to purchase their own health insurance, by age

and gender, October 2010

MARKETING STRATEGIES

Key points

TELEVISION

Ads targeting the Hispanic consumer

Women’s health at Walgreens

Figure 64: Walgreens “at Walgreens there’s a way to being well,” Television ad, May 2010

OneTouch blood sugar readers for the sophisticated

Figure 65: LifeScan OneTouch UltraMini Meters, Television ad, March 2010

Ads targeting the Black consumer

Have a “chat” with your Walgreens’ pharmacist

Figure 66: Walgreens “there’s a way to find answers” Television ad, September 2010

Jennifer Hudson says “you can, too”

Figure 67: Weight Watchers “because it works,” Television ad, October 2010

PRINT

Ads targeting the Hispanic consumer

NyQuil promotes a different kind of beauty

Figure 68: NyQuil, Magazine ad

Gardasil reaches out to Hispanic girls and boys

Figure 69: Gardasil, Magazine ad

Ads targeting the Black consumer

Coricidin targets HBP market segment

Figure 70: Coricidin HBP Advertising, Magazine ad

Magic Johnson says “don’t super size”

Figure 71: Aetna, Magazine ad

Online

Community Vitality from Aetna

First Lady Michelle Obama’s Let’s Move campaign

U.S. BLACK AND HISPANIC POPULATION

Key points

U.S. POPULATION BY RACE/HISPANIC ORIGIN

Figure 72: U.S. population, by race and Hispanic origin, 2005-15

Figure 73: Population, by race/Hispanic origin, 1970-2020

Figure 74: Asian, Black, and Hispanic populations, 1970-2020

U.S. POPULATION BY AGE

Total U.S. population

Figure 75: Total U.S. population, by age, 2005-15

Black population by age

Figure 76: U.S. Black population, by age, 2005-15

Hispanic population by age

Figure 77: U.S. Hispanic population, by age, 2005-15

Hispanics by generation

Figure 78: Generations—Hispanics vs. non-Hispanics, 2009

HOUSEHOLDS

Size of Black and Hispanic households

Figure 79: Average household size, by Hispanic origin/race of householder, 2001 and 2008

Presence of children in the household

Figure 80: Households with children, by race/Hispanic origin of householder, 2009

GEOGRAPHIC CONCENTRATION

Blacks by geographic concentration

Figure 81: Black geographic concentration, by region, 2007

Black population by state

Figure 82: States with largest Black population, 2008

Figure 83: States with the highest share of Black residents, 2008

Black metros

Figure 84: Metropolitan status of Black households, 2001 and 2007

Figure 85: Top 10 metropolitan areas with the largest number of Black residents, 2006-08

Hispanics by geographic concentration

Figure 86: Hispanic population, by region, by country of origin/ancestry, 2006-08

Hispanic population by region

Figure 87: Graph: Hispanic population, by region, 2006-08

Hispanic population by state and country of origin

Figure 88: Hispanic population in top five states, by country of origin, 2006-08

States with greatest Hispanic population growth

Figure 89: Hispanic population, states with greatest percentage increase, 2000 and 2006

Key Hispanic metropolitan areas

Figure 90: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-

08

Purchasing power

Household income distribution

Figure 91: Median household income, by race and Hispanic origin of householder, 2009

Purchasing power by race/Hispanic origin

Figure 92: Purchasing power, by race/Hispanic origin, 2008

Black income

Figure 93: Household income distribution for all households and Black households, 2008

Hispanic purchasing power

U.S. household income distribution

Figure 94: Median household income, by race and Hispanic origin of householder, 2009

Hispanic income levels

Figure 95: Largest Hispanic states, by Hispanic disposable income, 2005

COUNTRY OF ORIGIN/HERITAGE

The Black population

African immigrants

Figure 96: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000

Caribbean immigrants

Top five countries of origin

Geographic location

Neighborhood characteristics

The Hispanic population

Figure 97: Hispanic population, by country of origin/ancestry, 2006-08

Figure 98: Graph: Hispanics, by country of origin/heritage, 2006-08

ACCULTURATION OF HISPANICS

What is acculturation?

Why is level of acculturation important?

Levels of acculturation

Figure 99: Hispanics, by acculturation and assimilation level, 1998-2008

What is retro-acculturation?

APPENDIX: ADDITIONAL EXPENDITURE CONSUMER TABLES

Figure 100: Distribution of average annual healthcare expenditures, Hispanics vs. non-Hispanics, 2009

Figure 101: Distribution of average annual healthcare expenditures, by Blacks vs. other races, 2009

Figure 102: Average annual expenditures on healthcare, by Blacks vs. other races, 2009

Figure 103: Average annual healthcare expenditures indexed to all CUs, by Blacks vs. other races, 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

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