Marketing Health to Asians - US

Published by: Mintel International Group Ltd.

Published: Oct. 1, 2011 - 96 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Advertising

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Asian American household income and buying power

Attitudes toward personal health

Ailments and medical treatments

Watching one’s diet

Weight loss

Herbal supplements and nontraditional medications

Over-the-counter remedies

Health insurance

Prescription remedies

Marketing strategies

U.S. Asian American population

INSIGHTS AND OPPORTUNITIES

Practice Cultural Competency

Asian fast-food chains offer convenience and relative health benefit

Target Asians online

INSPIRE INSIGHTS

Trend: “A Simple Balance for Health”

Trend: “Influentials”

ASIAN AMERICAN HOUSEHOLD INCOME AND BUYING POWER

Key points

More than one third of Asian American households earn more than $100K

Figure 1: Household income distribution, by race and Hispanic origin, 2009

Income

Figure 2: Household income distribution for all households and Asian households, 2009

Asian affluence, by nationality/ancestral group

Figure 3: Median household income, by top 10 Asian nationality/ancestral groups, 2000

Purchasing power

Figure 4: Purchasing power, by race/Hispanic origin, 2010

Asian cities and metropolitan areas

Figure 5: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07

Figure 6: Percentage of Asian nationality/ancestral group, by city, 2000

ATTITUDES TOWARD PERSONAL HEALTH

Key points

Most Asian Americans consider themselves in good or excellent health

Figure 7: Attitudes toward personal health, by gender and age, July 2011

Asians interested in learning more about health from doctors and online

Figure 8: Attitudes toward health, by race/Hispanic origin, February 2010-March 2011

Nearly three out of four Asian Americans try to eat healthier foods

Figure 9: Attitudes toward diet, by race/Hispanic origin, February 2010-March 2011

AILMENTS AND MEDICAL TREATMENT

Key points

Asians have less ailments overall, though more likely to suffer from flu and hepatitis B

Figure 10: Ailments currently have, by race/Hispanic origin, February 2010-March 2011

Modesty can keep Asian women from discussing important health issues

Figure 11: Ailments Asian Americans currently have, by gender, February 2010-March 2011

Half of Asian American respondents received a physical in past year

Figure 12: Frequency of medical physical, by age and gender, July 2011

Non-U.S. born Asian Americans less likely to have had a physical

Figure 13: Frequency of medical physical, by place of birth, July 2011

Asians surveyed less likely to consult specialists

Figure 14: Medical professionals consulted, by race/Hispanic origin, February 2010-March 2011

Family members accompany less acculturated Asians when seeking medical treatments

Figure 15: Who accompanies consumers during medical treatments, by association to Asian culture, July 2011

Asians turn to the internet to research specific health information

Figure 16: Sources Asian consumers turn to for medical advice for specific health conditions, by age and gender, July 2011

Asians with high association to Asian culture turn to outside sources

Figure 17: Sources Asian consumers turn to for medical advice for specific health conditions, by level of association to Asian culture, July 2011

WATCHING ONE’S DIET

Key points

One third of Asians dieting to maintain weight

Figure 18: Likelihood and reason for watching ones diet, by race/Hispanic origin, February 2010-March 2011

Age has opposite effect on dieting trends of Asian men and women

Figure 19: Likelihood of watching ones diet, Asians by gender and age, July 2011

More than half of Asian females diet to lose weight

Figure 20: Reason for watching diet, by gender, February 2010-March 2011

Asian dieters most likely to buy natural or organic foods

Figure 21: Food products bought when watching diet, by race/Hispanic origin, February 2010-March 2011

Low- and non-fat foods most important to dieting Asians

Figure 22: Food products bought by Asians when watching diet, by gender, February 2010-March 2011

Online most popular form of diet and nutrition research

Figure 23: Sources Asian consumers turn to for information on diet and nutrition, by age and gender, July 2011

Non-English speaking Asians more likely to get information from TV than physician

Figure 24: Sources Asian consumers turn to for information on diet and nutrition, by language spoken in the home, July 2011

WEIGHT LOSS

Key points

Asians half as likely as other respondents to be overweight

Figure 25: Likelihood of being overweight, by race/Hispanic origin, February 2010-March 2011

Asian women surveyed slightly more likely than males to be overweight

Figure 26: Likelihood of being overweight, Asians by gender, February 2010-March 2011

Reducing candies most popular among Asian respondents

Figure 27: Nonprescription products used when watching diet, by race/Hispanic origin, February 2010-March 2011

Asian women more likely than Asian men to use dieting products

Figure 28: Nonprescription products Asians use when watching diet, by gender, February 2010-March 2011

HERBAL SUPPLEMENTS AND NONTRADITIONAL MEDICATIONS

Key points

Asians most likely group to use vitamins and herbal supplements

Figure 29: Vitamin and types used, by race/Hispanic origin, February 2010-March 2011

More than half of Asians use “other brands” of nontraditional medicine

Figure 30: Brands of vitamins used, by race/Hispanic origin, February 2010-March 2011

Asians turn to online sites for information on nontraditional medicine

Figure 31: Sources Asian consumers turn to for information on herbal supplements/nontraditional medications, by age and gender, July 2011

Non-English speaking Asians turn to family and friends

Figure 32: Sources Asian consumers turn to for information on herbal supplements/nontraditional medications, by language spoken in the home, July 2011

OVER-THE-COUNTER REMEDIES

Key points

Asian Americans least likely to take over-the-counter remedies

Figure 33: Usage of over-the-counter remedies in the past 12 months, by race/Hispanic origin, February 2010-March 2011

Asian women buy more over-the-counter remedies than do Asian men

Figure 34: Usage of over-the-counter remedies in the past 12 months, Asian consumers by gender, February 2010-March 2011

Asians surveyed turn to pharmacist for information on OTC remedies

Figure 35: Sources Asian consumers turn to for information on over-the-counter remedies, by age and gender, July 2011

English-speaking Asians turn to conventional doctor for information on OTC remedies

Figure 36: Sources Asian consumers turn to for information on over-the-counter remedies, by language spoken in the home, July 2011

PRESCRIPTION REMEDIES

Key points

Fewer than four in 10 Asians surveyed have taken prescription drugs

Figure 37: Usage of prescription drugs in the past 12 months, by race/Hispanic origin, February 2010-March 2011

Older Asians are more likely to use prescription drugs

Figure 38: Usage of prescription drugs by Asians in the past 12 months, by age and gender, February 2010-March 2011

Seeking information on prescription drugs, Asians trust their doctor

Figure 39: Sources Asian consumers turn to for information on prescription remedies, by age and gender, July 2011

Non-English speaking Asians are less likely to see a traditional doctor

Figure 40: Sources Asian consumers turn to for information on prescription remedies, by language spoken in the home, July 2011

Asians have positive mix of attitudes toward advertising of prescription remedies

Figure 41: Attitudes of the Asian consumer toward advertising of prescription remedies, by age and gender, July 2011

HEALTH INSURANCE

Key points

Almost all of Asian Americans surveyed own health insurance

Figure 42: Health insurance or life insurance coverage and type of insurance, by race/Hispanic origin, February 2010-March 2011

Kaiser Permanente succeeds with focus on Asian communities

Figure 43: Companies consumers have health insurance with, by race/Hispanic origin, February 2010-March 2011

Majority of Asian’s covered by employer health insurance

Figure 44: Ownership of health insurance by Asian consumers, by race, July 2011

What consumers look for when purchasing their own health insurance

Figure 45: Features Asian consumers would look for if they were to purchase their own health insurance, by household income July 2011

MARKETING STRATEGIES

Key points

TELEVISION

Marketing strategy: Emphasize Asian employees

BlueCross/BlueShield

Figure 46: BlueCross/BlueShield Ad, November, 2009

UnitedHealthcare; Chinese

Figure 47: United Healthcare Insurance Company Ad, Chinese, November 2009

Marketing strategy: Appeal to Asian cultural practices

Chinese Community Health Care Plan

Figure 48: Chinese Community Health Care Plan Ad, April, 2010

United Healthcare; Indian

Figure 49: United Healthcare Insurance Company Ad, Indian, October, 2010

ONLINE

Kraft integrates online marketing with in-store demos

U.S. ASIAN AMERICAN POPULATION

Key points

Asian demographics

U.S. population diversity

Figure 50: Population, by race/Hispanic origin, 1970-2020

Figure 51: Asian, Black, and Hispanic populations, 1970-2020

Figure 52: Population, by race and Hispanic origin, 2005-15

U.S. Asian population

Asian population by age

Figure 53: U.S. Asian population, by age, 2005-15

Figure 54: Total U.S. population, by age, 2005-15

Figure 55: Generations, by race/Hispanic origin, 2009

Identifying Asian Americans

U.S. Asian geographic concentration

Figure 56: Asian geographic concentration, by region, 2008

Figure 57: Top 10 states, by total Asian population and percentage of state total population, 2008

Asian purchasing power

Figure 58: Median household income, by race and Hispanic origin, 2009

Asian buying power by state

Figure 59: Top 10 states, by Asian buying power, 2009

Generational insights among Asian consumers

The Asian household

Average household size

Figure 60: Average household size, by Hispanic origin/race of householder, 2001 and 2008

Average Asian household size by nationality/ancestral group

Figure 61: Average Asian family and household size, by nationality/ancestral group, 2000

Marital status of Asians

Figure 62: Marital status of Asians, by age, 2008

Figure 63: U.S. population marital status, by age, 2008

Top ethnicities

Figure 64: U.S. Asian population, by nationality/ancestral group, 2008

Asian cities and metropolitan areas

Figure 65: Top 10 metropolitan areas with the largest number of Asian residents, 2005-07

Figure 66: Percentage of Asian nationality/ancestral group, by city, 2000

Asian Americans and education

Asians’ educational attainment

Figure 67: Educational attainment of Asians, 2004

Asians’ educational attainment by nationality

Figure 68: Educational attainment of Asians, by detailed nationality/ancestral group, 2000

APPENDIX—ADDITIONAL TABLES

Attitudes toward personal healthy association with Asian culture

Figure 69: Attitudes toward personal health, by level of association with Asian culture, July 2011

Vitamin and mineral use by race/Hispanic origin

Figure 70: Vitamin and mineral use, by race/Hispanic origin, February 2010-March 2011

Figure 71: Impact of selected influencers on choice of financial services, by level of association with Asian culture, September 2010

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:

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Mintel Research Consultancy

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Abstract

The term “Asian American” encompasses more than 14 million Asian citizens who cannot all fit nicely into a one-size-fits-all approach to marketing health to this consumer group. The Asian population is segmented by levels of acculturation and ethnic groups that include Chinese, Japanese, Indian, Filipinos, Middle Eastern, Vietnamese, and Korean Americans, among others, each with their own distinct cultural habits, tastes, and health issues. Brands that understand the nuances between Asian groups can practice cultural competency in their marketing efforts, which will ultimately help them build trust and loyalty among the various segments of Asian consumers.

Distinctions between Asian populations can be as simple as different preferences for foods or as complex as long-held cultural beliefs regarding color, emotion, and health.

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