Contents:

Introduction and Abbreviations Introduction Data for this report Definition Other relevant reports Abbreviations and terms Abbreviations Terms Executive Summary One in eight Americans are black Blacks concentrated in cities, the South The role of the black woman Black income rising Education changing health attitudes Health insurance penetration lower among blacks Blacks visit doctors less often than average Market potential in optical aids for black people Blacks potentially valuable to pharmaceutical market Blacks like sweets, and don’t feel guilty Blacks’ attitudes differ by demographics and within demographics Background Factors Size of the black population Figure 1: U.S. population, by race/ethnicity, 2006 Spending power Figure 2: Earned income of blacks, 1999-2004 Figure 3: Forecast of blacks’ earned income, at current and constant prices, 2004-09 Figure 4: Graph: Forecast of blacks’ earned income, at current and constant prices, 2004-09 Rising number of affluent black households Figure 5: Household income, by race/ethnicity, 2005 Figure 6: Graph: Household income, by race/ethnicity, 2005 Black population increasing faster than population as a whole Figure 7: Population, by race and Hispanic origin, 2001-11 Concentration of the black population Figure 8: U.S. population, by rural or urban area, by race/ethnicity 2004 The new suburban community The black population skews young Figure 9: Age distribution of the population, by race/ethnicity, 2006 The black household and the importance of the black woman Figure 10: Households, by race/Hispanic origin of householder and presence of children, 2004 Figure 11: Black households, by type of household and presence of children, 2004 Figure 12: Households with children, by age and race/Hispanic origin of householder, 2004 Teen pregnancy Increasing home ownership Figure 13: Home ownership, by race and Hispanic origin, 2005 Figure 14: Homeowners, by race and Hispanic origin, 1995-2005 Educational attainment Figure 15: Percentage of blacks (aged 25+) who have completed high school and college, 1990-2004. Marketing to blacks Blacks and advertising Health Challenges Facing the Black Community Overview Obesity Figure 16: Overweight and obese people aged 20+, by race/Hispanic origin, by gender, 1988-94 and 1999-2002 Children and obesity Figure 17: Prevalence of overweight in children aged 6-19, by age and race/ethnicity, 2002 Hypertension Figure 18: Hypertension among over-20s, by gender, age, and race/Hispanic origin, 1988-94 and 1999-2002 Diabetes Figure 19: Diabetes among over-20s, by gender, age, and race/Hispanic origin, 1988-94 and 1999-2002 Sexually transmitted diseases HIV/AIDS Glaucoma Cancer Cardiovascular disease Kidney disease Health and Other Insurances Health insurance Figure 20: Health insurance coverage, by race and Hispanic origin, 2003 Consumer input regarding health and life insurance penetration Figure 21: Life and health insurance penetration, by race/ethnicity, May 2004-May 2005 Figure 22: Life and health insurance penetration, by household income—all respondents and blacks, May 2004-May 2005 Differences by demographic groups Other types of insurance Figure 23: Types of insurance owned, by race/ethnicity, March 2006 Reasons for not having insurance Figure 24: Reasons for not having health insurance, by race/ethnicity, March 2006 Doctor’s visits Figure 25: Health professionals consulted in last 12 months, by race/ethnicity, May 2004-May 2005 Figure 26: Graph: Health professionals consulted in last 12 months, by race/ethnicity, May 2004-May 2005 Figure 27: Behavior regarding illness, medicine and doctors—blacks, by demographics, May 2004-May 2005 Access to mental health services Marketing Opportunities in Specific Health Problems Introduction Impaired vision, hypertension, obesity, and diabetes Figure 28: Ailments, by race/ethnicity, May 2004-May 2005 Figure 29: Graph: Ailments, by race/ethnicity, May 2004-May 2005 Asthma Figure 30: Diagnosis of asthma, by race/ethnicity, January 2005 Cigarettes Figure 31: Black smokers, by region, May 2004-May 2005 Differences by demographic groups Eyeglasses and contact lenses Potential for aspirational consumers Figure 32: Amount spent on glasses or contact lenses, by race/ethnicity, March 2006 Figure 33: Extra glasses purchases, by race/ethnicity, March 2006 Reasons for not trying contact lenses Figure 34: Reasons for not trying contact lenses, by race/ethnicity, March 2006 Type of eyeglasses worn Figure 35: Type of eyeglasses worn, by race/ethnicity, May 2004-May 2005 Type of contact lenses worn Figure 36: Preference for contact lenses, by race/ethnicity, May 2004-May 2005 Figure 37: Graph: Preference for contact lenses, by race/ethnicity, May 2004-May 2005 Conclusions OTC and Prescription Medication Attitudes towards prescription, OTC, and alternative medication Figure 38: Attitudes towards medication, physicians, and herbal remedies, by race/ethnicity, January 2005 Figure 39: Graph: Attitudes towards medication, physicians, and herbal remedies, by race/ethnicity, January 2005 Figure 40: Attitudes towards ailments, insurance, and OTC medications, January 2005 Figure 41: Graph: Attitudes towards ailments, insurance, and OTC medications, January 2005 Figure 42: Attitudes towards medication branding, vitamins and minerals, and collecting information about health, by race/ethnicity, May 2004-May 2005 Figure 43: Graph: Attitudes towards medication branding, vitamins and minerals, and collecting information about health, by race/ethnicity, May 2004-May 2005 Use of OTC medication Figure 44: Use of OTC remedies, by race/ethnicity, May 2004-May 2005 Figure 45: Graph: Use of OTC remedies, by race/ethnicity, May 2004-May 2005 Figure 46: Use of cold/allergy/sinus remedies by black respondents, by household income, May 2004-May 2005 Vitamins Figure 47: Use of vitamins, by race/ethnicity, May 2004-May 2005 Summary Diet and Exercise Diet Attitudes and habits concerning diet Figure 48: Attitudes towards current diet, by race/ethnicity, May 2004-May 2005 Figure 49: Graph: Attitudes towards current diet, by race/ethnicity, May 2004-May 2005 Figure 50: Attitudes towards the healthfulness of foods, by race/ethnicity, May 2004-May 2005 Figure 51: Graph: Attitudes towards the healthfulness of foods, by race/ethnicity, May 2004-May 2005 Figure 52: Food choices, by race/ethnicity, January 2005 Figure 53: Graph: Food choices, by race/ethnicity, January 2005 Blacks display heightened beverage consumption Figure 54: Drinking habits, by race/ethnicity, January 2005 Figure 55: Graph: Drinking habits, by race/ethnicity, January 2005 Salty snacks Figure 56: Salty snacks eaten in household, by race/ethnicity, May 2004-May 2005 Figure 57: Average number of servings of salty snacks eaten in past 30 days, by race/ethnicity, May 2004-May 2005 Black teens and salty snacks Figure 58: Teens’ usage of salty snacks, by race/ethnicity, May 2004-May 2005 Exercise Figure 59: Engagement in a regular exercise program—blacks, by demographics, May 2004-May 2005 Attitudes of blacks who exercise differ from those who do not Figure 60: Attitudes towards health and looking younger, by whether respondent exercises, May 2004-May 2005 Figure 61: Attitudes towards doctors and pharmaceuticals, by whether respondent exercises, May 2004-May 2005 Conclusions: a difficult market Attitude and Behavior by Black Demographics Overview African-American men and women Differences by age Differences by income Education Region Appendix: Trade Associations