Health Country

Ethnic minorities in America, traditionally a relatively neglected segment in some markets, present a huge opportunity for marketers of natural health products. Here are three ways you can be part of this growth market:

1. Address the differing health concerns of different races.

Nonwhites are disadvantaged by most measures of health and wellness. For example:

–Black women have about a 60% higher risk of heart disease than white women.
–Blacks and other US minorities face greater colorectal cancer risks than whites.
–Diabetes rates for Hispanics and blacks in Los Angeles County were nearly double the rates for whites and Asians/Pacific Islanders in 2005, according to Los Angeles County Department of Public Health officials.

Traditional health services have not been adequately responsive to the needs of these groups. Of course, serious health problems should be managed by a doctor. Yet, natural health products have an important role in prevention and maintenance, and this market is wide open to specialized attention to minorities.

2. Grab this beautiful opportunity: beauty products for nonwhites.

According to Anupreeta Das in a Reuters article, “As the size and spending power of minorities in the United States grow, beauty companies are creating new lines of shampoos and skin-care products aimed at African-American, Asian-American and Hispanic women…. [A] bevy of multicultural models have been hired to promote new products by companies that have traditionally targeted white women and their beauty concerns. Analysts say the strategy is a permanent trend that could drive growth across the many fashion and beauty segments.”

As I discuss in my article “5 Reasons Why the Natural Health Market Needs to Target Women,” the natural beauty products industry is booming. With downsides to traditional beauty products that include high cost and chemical sensitivities, natural beauty products are a welcome solution. The possibilities include hair products, skincare products, spa products, and mineral makeup, among others. Anyone wanting to find a lucrative niche in the natural health market should seriously explore this one.

3. Tailor your marketing materials speak to a variety of ethnicities.

Simply reworking your online and print materials to address the special needs and concerns of different ethnicities will help you tap into this market. For example:

–Create tailored websites, autoresponders, and ads.
–Feature members of different ethnicities in your graphic images.
–Offer educational and informational products that address the needs of each group.

With minority populations expected to grow, and with their improving economic status, this is where natural health products companies will want to be–marketing to minorities.

Be sure to team up with a copywriter who’s passionate about the natural health business!

By: Lisa J. Lehr

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. This entry was posted on Saturday, August 1st, 2009 at 1:00 am and is filed under Health County. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.