The Diet of the Black Consumer - US

Published by: Mintel International Group Ltd.

Published: May. 1, 2011 - 133 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Sources

Consumer survey data

Advertising

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Weight loss and the Black consumer

Weight loss is particularly challenging for Black women

Black consumers and dieting

Diet trends

Black male attitudes toward weight loss

Weight-loss products and programs

Weight-management products

Breakfast/nutritional drinks

Energy/diet snacks and bars

Vitamins and minerals

INSIGHTS AND OPPORTUNITIES

Awareness of weight issue is key in gaining results

Understanding the importance of the right role models

Helping Black children avoid obesity

Facing the challenge of bringing the soul food diet into the 21st century

INSPIRE INSIGHTS

OBESITY AND THE BLACK CONSUMER

Key points

OBESITY IN THE U.S.

Overweight and obesity levels by state

Figure 1: Top 15 obese or overweight U.S. states and territories, ranked by BMI, 2009

Childhood obesity levels by state

Figure 2: Top 10 U.S. states for childhood obesity, 2007-09

HEALTH AND OBESITY AMONG AFRICAN AMERICANS

Black adult obesity levels by state

Figure 3: Top 10 U.S. states for Black adult obesity, 2007-09

African Americans view body size and quality of their diet differently

Black women and media imagery

Celebrity weight-loss role models

It's about a lifestyle change

CHALLENGES TO EFFECTIVE WEIGHT LOSS BY AFRICAN AMERICANS

Denial of weight and health issues is a significant problem

Figure 4: Consumers who believe they are overweight (30 lbs. or more), by race/Hispanic origin, April 2009-June

2010

Norming up

Poverty and environmental factors

Figure 5: Selected nutritional information about McDonald’s Big Mac Extra Value Meal, 2011

Pharmacology reliance/dependency

Influence of genetic factors and lifestyle

Cultural factors

Reliance on religion

Figure 6: Beliefs about the role of God in health outcomes, 2007-08

Social factors including peer pressure

High rate of television viewing

Figure 7: Average hours per month spent viewing television, by race/Hispanic origin, 2010

Inaccurate perception of body size

Defeatist attitude

ATTITUDES TOWARD A HEALTHY DIET

Figure 8: Attitudes toward a healthy diet, by race/Hispanic origin, July 2009 -Sept. 2010

Age is not necessarily a factor in healthy eating behaviors

Figure 9: Attitudes toward a healthy diet among Black adults, by age and gender, July 2009-Sept. 2010

Higher education levels may positively impact healthy eating behaviors

Figure 10: Attitudes toward a healthy diet among Black adults, by level of education, July 2009 -Sept. 2010

Attitudes toward food and diet

Figure 11: Attitudes toward food and diet, by race/Hispanic origin, July 2009 -Sept. 2010

Black women's eating behaviors affect the entire family

Figure 12: Attitudes toward food and diet, by age and gender, July 2009 -Sept. 2010

Income not a factor in unhealthy eating behaviors of Black women

Figure 13: Attitudes toward food and diet among Black women, by household income July 2009 -Sept. 2010

ATTITUDES TOWARD FOOD AND DIET AMONG TEENS

Figure 14: People of respect among urban teens, 2008

Family focus may be key to eliminating obesity among Black teens

Figure 15: Teen attitudes toward diet and food, by race/Hispanic origin, April 2009 -June 2010

THE ROLE OF FAST FOOD IN OBESITY

Fast food consumption is often unavoidable in Black neighborhoods

Figure 16: Attitudes toward fast food, by race/Hispanic origin, July 2009 -Sept. 2010

Black teens today are more likely to have been raised on fast food

Figure 17: Teens’ attitudes toward fast food, by race/Hispanic origin, July 2009-Sept. 2010

BLACK CONSUMERS AND DIETING

Key points

EATING BEHAVIORS AND ATTITUDES OF BLACK ADULTS

Figure 18: Perception of personal eating behavior, Black adults, by age and gender, October 2010

Household income does not necessarily impact healthy eating behaviors

Figure 19: Likelihood of limiting types and amounts of food eaten, by household income, October 2010

REASONS FOR LIMITING AMOUNT AND/OR KINDS OF FOOD EATEN

Figure 20: Reasons for limiting amount and/or kind of food eaten, by age and gender, October 2010

POUNDS TO SHED

Figure 21: Number of pounds consumers would like to shed, by gender, October 2010

There may be some generational differences in weight-loss goals

Figure 22: Number of pounds consumers would like to shed, by age, October 2010

DIETING BEHAVIORS AND ATTITUDES

Key points

LIKELIHOOD OF DIETING

Figure 23: Likelihood of dieting, by race/Hispanic origin, July 2009 -Sept. 2010

Culturally based nutritional education is vital to weight-loss efforts

REASONS FOR DIETING

More Black adults who watch their diet do so for health-related reasons

Figure 24: Reasons for dieting, by race/Hispanic origin, July 2009 -Sept. 2010

More young Black adults lose weight to improve their appearance

Figure 25: Reasons for dieting, Black adults, by age and gender, July 2009 -Sept. 2010

Black adults aged 55 and over face more urgent priorities when dieting

Figure 26: Reasons for dieting of Black adults aged 55 and over, by gender, July 2009-Sept. 2010

FOOD AND DIET TRENDS

Figure 27: Interest in food/diet trends among Black adults, by age and gender, October 2010

ATTITUDES TOWARD DIETING

Key points

DIETING CHALLENGES

It's important that healthier foods provide a delicious taste

Younger Black women face multiple challenges to healthy eating

Figure 28: Factors that make dieting difficult, by age and gender, October 2010

ATTITUDES TOWARD DIETS

Young Black women are more likely to feel discouraged about dieting to lose weight

Figure 29: Attitudes toward diets, by age and gender, October 2010

Educational attainment has some positive impact on dieting attitudes

Figure 30: Attitudes toward diets, by educational attainment, October 2010

WEIGHT-LOSS TRENDS

Key points

DIET TRENDS/WEIGHT-LOSS PRODUCTS AND SERVICES

Black consumers use functional foods to address health concerns

More young Black men and women interested in weight-loss pills or surgery

Figure 31: Interest in different weight loss/diet trends, Black adults, by gender, October 2010

TYPES OF DIET PROGRAM/PRODUCT USED

Meal replacement programs not popular among Black adults

Figure 32: Type of diet program currently being used, by race/Hispanic origin, July 2009 -Sept. 2010

Black men aged 35+ rely on nonprogram weight-loss strategies

Figure 33: Type of diet program currently being used, Black adults, by gender and age, July 2009 -Sept. 2010

Diet pills are appealing to Black men, women with lower household income

Figure 34: Type of diet program currently being used, Black adults, by gender and household income, July 2009

-Sept. 2010

TEENS AND DIETS

Figure 35: Current dieting status, teens, by race/Hispanic origin, April 2009 -June 2010

Black teens unlikely to use meal replacement diet plans due to the cost

Figure 36: Type of diet program currently being used by teens, by race/Hispanic origin, April 2009 -June 2010

WEIGHT-MANAGEMENT PRODUCTS

Key points

OPPORTUNITIES IN THE BLACK CONSUMER MARKET

Ensure

Figure 37: Ensure Rich Dark Chocolate Shake Immune Balance

EAS AdvantEdge

Figure 38: EAS AdvantEdge Complete Nutrition Shake

Muscle Milk

Figure 39: CytoSport Muscle Milk Nutritional Shake

Kellogg's Special K

Figure 40: Kellogg’s Special K Protein Shake Weight Control

Designer Whey

Figure 41: Designer Whey Weight Control Protein Supplement

NUTRITIONAL DRINKS

Key points

USAGE AND FREQUENCY

Figure 42: Usage of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, July 2009-

Sept. 2010

Household income is a significant factor in liquid supplement use

Figure 43: Usage of liquid breakfast and/or nutritional supplements used, Black adults, by gender and household

income, July 2009 -Sept. 2010

Household income impacts consumption

Figure 44: Type of liquid breakfast and/or nutritional supplements used, by race/Hispanic origin, July 2009 -Sept.

2010

Black men and women use liquid breakfast and/or nutritional supplements for different reasons

Figure 45: Type of liquid breakfast and/or nutritional supplements used, Black adults, by gender, July 2009-Sept.

2010

BRANDS PREFERRED BY CONSUMERS

Black households use products that help manage blood sugar levels

Figure 46: Brands of liquid breakfast and/or nutritional supplements used by consumers, by race/Hispanic origin,

July 2009 -Sept. 2010

Black men and women use liquid breakfast and/or nutritional supplements for different reasons

Figure 47: Brands of liquid breakfast and/or nutritional supplements used by Black households, by gender, July

2009 -Sept. 2010

ENERGY/DIET SNACKS AND BARS

Key points

USAGE AND QUANTITY

Figure 48: Usage and average number of energy/diet snacks eaten, by race/Hispanic origin, July 2009 -Sept.

2010

PREFERRED BRANDS

Black men and women choose brands for different reasons

Figure 49: Preferred brand of energy/diet snacks eaten, Black adults, by gender, July 2009 -Sept. 2010

Black adults aged 35 and older are more likely use energy/diet snacks for weight loss

Figure 50: Preferred brand of energy/diet snacks eaten, Black adults, by age, July 2009 -Sept. 2010

VITAMINS AND MINERALS

Key points

USAGE AND FREQUENCY

Vitamin and mineral use is lower among Black adults

Figure 51: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, by

race/Hispanic origin, July 2009 -Sept. 2010

Fewer Black adults rely on their doctors' advice on medical/health matters

Figure 52: Attitudes toward vitamins and/or minerals, by race/Hispanic origin, July 2009 -Sept. 2010

Young Black men are less likely to take vitamins and/or minerals

Figure 53: Consumption of vitamins and/or minerals in tablets, capsules, or liquid form and quantity, Black

adults, by gender and age, July 2009 -Sept. 2010

Household income impacts attitudes toward vitamins and/or minerals

Figure 54: Attitudes toward vitamins and/or minerals, Black adults, by gender and household income, July 2009

-Sept. 2010

Type of vitamins and/or minerals consumed

The Black consumer by gender

Figure 55: Type of vitamins and/or minerals in tables, capsules, or liquid form consumed, by gender, July 2009-

Sept. 2010

MARKETING STRATEGIES

Key points

TELEVISION

Gerber Graduates for Preschoolers a disappointment

Figure 56: Gerber Graduates Healthy Meals, TV ad, March 2010

UnitedHealthcare encourages the consumption of vegetables

Figure 57: United Healthcare, little boy and girl discuss vegetables, TV ad, June 2010

Weight Watchers and Jennifer Hudson, a powerful combination

Figure 58: Weight Watchers, Jennifer Hudson a jean size smaller, TV ad, April 2010

New York City Department of Health pulls no punches when it comes to obesity

Figure 59: New York City Department of Health, Are you pouring on the pounds? TV ad, January 2011

PRINT ADVERTISING

Ragu helps busy Black parents provide vegetables to their children

Figure 60: Ragu, Keisha, Magazine ad

Dreamfields is a good example for functional food marketers

Figure 61: Dreamfields, high fiber pasta products, Magazine ad

Boost Glucose Control ad provides valuable information

Figure 62: Boost Glucose Control nutritional drinks, Magazine ad

ONLINE

First Lady Michelle Obama’s Let’s Move campaign

Mama’s Health

Community Vitality from Aetna

CLUSTER ANALYSIS

Disinterested Weight-Watchless

Demographics

Characteristics

Opportunities

Interested Diet Watchers

Demographics

Characteristics

Opportunities

Somewhat Interested Limiters

Demographics

Characteristics

Opportunities

Characteristic tables:

Figure 63: Black diet clusters, October 2010

Figure 64: Attitudes about food consumption, by Black diet clusters, October 2010

Figure 65: Reasons for limiting food intake, by Black diet clusters, October 2010

Figure 66: Interest in food and diet trends, by Black diet clusters, October 2010

Figure 67: Interest in weight-loss or diet trends, by Black diet clusters, October 2010

Figure 68: Challenges to limiting food intake, by Black diet clusters, October 2010

Figure 69: Attitudes about nutrition and nutritional information, by Black diet clusters, October 2010

Demographic tables

Figure 70: Black diet clusters, by gender, October 2010

Figure 71: Black diet clusters, by age, October 2010

Figure 72: Black diet clusters, by household income, October 2010

Figure 73: Black diet clusters, by education attainment, October 2010

Figure 74: Black diet clusters, by employment, October 2010

Cluster methodology:

U.S. BLACK POPULATION

Key points

U.S. population by race/Hispanic origin

Figure 75: U.S. population, by race and Hispanic origin, 2005-15

Figure 76: Population, by race/Hispanic origin, 1970-2020

Figure 77: Asian, Black, and Hispanic populations, 1970-2020

U.S. Black population

Black population by age

Figure 78: U.S. Black population, by age, 2005-15

U.S. Black geographic concentration

Figure 79: Black geographic concentration, by region, 2007

Black population by state

Figure 80: States with largest Black population, 2008

Figure 81: States with the highest share of Black residents, 2008

Black metros

Figure 82: Metropolitan status of Black households, 2001 and 2007

Figure 83: Top 10 metropolitan areas with the largest number of Black residents, 2006-08

BLACK PURCHASING POWER

Black income

Figure 84: Household income distribution for all households and Black households, 2008

Income of Black households versus total U.S. households

Figure 85: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and

2008

Purchasing power by race/Hispanic origin

Figure 86: Purchasing power, by race/Hispanic origin, 2008

Figure 87: Top 10 states with the largest share of Black buying power, 2008

Figure 88: Top 10 states, by rate of growth of Black buying power, 1990-2008

BLACK HOUSEHOLDS

Figure 89: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008

COUNTRY OF ORIGIN/HERITAGE

African immigrants

Figure 90: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000

Caribbean immigrants

Top five countries of origin

Geographic location

Neighborhood characteristics

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

Primary Data Analysis

Sampling

Global Market Insite (GMI)

Secondary Data Analysis

Experian Simmons National Consumer Studies

Statistical Forecasting

Statistical modelling

Qualitative insight

The Mintel fan chart

Weather analogy

APPENDIX: WHAT IS MINTEL?

Mintel provides industry-leading market intelligence

Mintel Solutions:

Mintel Oxygen Reports

Mintel GNPD

Mintel Inspire

Mintel Beauty Innovation

Mintel Menu Insights

Mintel Research Consultancy

Mintel Comperemedia

Abstract

Foods and supplements consumed

Although Black Americans are bombarded daily by messages about dietary choices and healthy living, they continue to face an epidemic of obesity and poor health outcomes.

Mintel’s exclusive surveys on African Americans and obesity have revealed that Black respondents tend to view themselves and their dietary choices as better than they actually are. If Black consumers don’t believe that they are overweight or obese, or gain a better understanding of the health outcomes they are facing, they will not be motivated to take action because they feel that it doesn’t apply to them.

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