Healthy State Of Mind! New Study Examines The African-American Consumer & Fitness

March 6, 2015  |  

A new survey by Nielsen looked at African Americans and their attitudinal views on health and wellness priorities and financial management behaviors. And the results could help marketers reach this untapped consumer–the African-American fitness buff.

According to the study, 92 percent of the African-Americans said they felt it’s important to live a healthy lifestyle, and they’re doing so by adopting healthier habits. Also, African Americans are more likely than the general population to reduce what they may consider unhealthy or bad habits, such as fatty foods, reports Target Market News.

And when African Americans get on a health kick, they go all the way. They take greater efforts to reduce their alcohol intake and decrease cigarette consumption.

So it makes sense that African-Americans’ (age 18 to 54) participation in fitness activities go hand-in-hand with their health goals. The most popular fitness activities are:  running, swimming, and biking, where African Americans have reported activity levels of 40 percent, 34 percent and 30 percent, respectively, in 2014. There was also an increase by health conscious Blacks in yoga/pilates, jogging, tennis, soccer, and camping.

With the collective buying power of African Americans projected to reach $1.1 trillion this year, that’s a lot of money to spend on fitness.

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