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Informing Health & Wellness Programs with Multicultural Insights

FMI 2010 (May 10 - 13), features in-depth education on health and wellness issues and a related exhibitor spotlight. This is just one of six educational paths and exhibit focus areas for the industry's biennial education and exhibit event.

One educational session that exemplifies the conference's goal of cross-pollinating ideas between health and wellness experts and retailer attendees is Building Health and Wellness through Ethnic Marketing Programs, presented by Thomas Tseng, principal and co-founder of multicultural marketing intelligence firm New American Dimensions.

America's demographic profile continues to undergo significant change, according to Nielsen and U.S. Census projections. By 2050, more than half of the U.S. population will be non-white (African-American, Asian, Hispanic).

"This dynamic growth represents not only significant cultural shifts, but also one of the more remarkable marketing opportunities in history," comments Tom Pirovano, Director of Industry Insights for Nielsen.

The American health and wellness craze, now decades old, continues to expand as well. At the state and local levels, as well as at Federal agencies, controls and tax disincentives are being devised to address our food choices. Meanwhile, Americans are hooked on reality shows such as "The Biggest Loser" that have built awareness regarding the obesity epidemic. And "Food Revolution," a new ABC debut, will feature chef-celebrity Jamie Oliver as he battles poor eating habits among America's youth.

The good news for consumers is that, over the last decade, healthy food options have become well integrated into conventional supermarket aisles. However, according to Tseng of New American Dimensions, retailers and food marketers tend to take a much too generic approach to their health and wellness marketing, merchandising and product development. If considered from the vantage point of ethnicity, he believes, customized approaches can be developed that would strike a personalized chord with shoppers and be more beneficial to them.

Tseng suggests that there are two basic health and wellness approaches to consider: treatment of ailments and conditions with Western medicine, and holistic health maintenance.

"In a Western modal approach, supermarkets and other retail outlets provide pharmaceuticals and over-the-counter remedies that treat health conditions and diseases in isolation," says Mr. Tseng. "For many ethnic populations, this is considered, essentially, a reactionary approach, and does not deal with the root causes of health issues holistically. For marketers to effectively resonate with ethnic consumers, a holistic, comprehensive perspective is necessary.

"In a holistic modal view, health is managed preventively through proper eating and smart lifestyle choices. While a relatively new concept for most Americans, holistic living has ancient roots in many immigrant cultures."

As David Morse, Mr. Tseng's partner at New American Dimensions, points out in his new book, Multicultural Intelligence, ethnic assimilation is a two-way street: "Immigrants are transformed by America, but America is also transformed, even redefined, by immigrants." Asian immigrants are largely responsible for the rise of holistic practices in this country; while new mainstream trends toward home cooking and use of locally produced ingredients can be attributed to the culinary influence of many immigrant cultures.

Mr. Tseng says that retailers and marketers, with a better understanding of eating and self-medication patterns among immigrant groups, can begin to tie multiculturalism to localized health and wellness programs.

Some ethnic cooking traditions, such as from-scratch cooking and use of herbal remedies, can sync up easily with health and wellness programs, whereas other eating preferences and misconceptions about proper treatment of ailments, of course, will need to be discouraged.

Regardless, Mr. Tseng says, deep cultural insights are the key.

"By looking at the particular ethnic make-up of a community, a case can be built for health and wellness programs that demonstrate the retailer's sensitivity to cultural preferences, guide the consumers in a healthy direction, and inspire greater store and brand loyalty."

Attend FMI's inaugural Supermarket Health & Wellness Conference held in conjunction with FMI 2010.
Explore health and wellness issues and opportunities in more depth through a robust education program, "quick-hit" appointments between retailers, suppliers and service providers, and strategic planning meetings with business partners. Separate registration is required, but attendees have a value-added bonus: full access to FMI 2010.