Over the past year ThinkNow Research conducted several nationally representative surveys focused on Hispanics and their attitudes towards diet and exercise and we decided to mine the data to see if we could shed some light as to why diabetes is so prevalent in the Hispanic community.

First off, Hispanics know they have a problem with obesity and diabetes. When asked if they were concerned about getting an illness or condition in the future diabetes tops the list among both Millennial Hispanics and those 35+ with 42% and 44% of them respectively expressing concern. Therefore, it isn’t a matter of awareness that’s leading to higher rates of diabetes. If Hispanics are aware of the risk of diabetes and concerned about it why are they 133% more likely to be diagnosed with diabetes than non-Hispanic whites? Perhaps the answer lies in their perceptions of the healthfulness of dietary choices. For example, 24% of Hispanic Millennials say they avoid calories but only 15% say they avoid sugar. In fact, Hispanic mothers felt much more favorably about giving their kids sugary snacks as treats then non-Hispanics.

Over-consumption of processed and fast foods could also be leading to higher rates of diabetes. While recent Hispanic immigrants express a preference for whole foods and making meals from scratch, U.S. born and highly acculturated immigrants prefer QSR’s and processed food. Processed meats and cold cuts, for example, were considered to be “Good for you” by 31% of Hispanics vs. 22% of non-Hispanic Whites and 17% of Asians aged 18-34. 62% of Hispanic Millennials eat fast food every week as compared to just over 50% of non-Hispanic Whites and Asians.

Hispanics are also very optimistic when compared to other groups. 70% of 18-34 year old Hispanics say they’re optimistic or extremely optimistic about the future vs. 52% of their non-Hispanic White cohorts who say the same. This optimism may be leading them to think that they and their diets are healthier than they, in fact, are and impact their decision as to whether it’s necessary to visit a doctor on a regular basis. 58% of Millennial Hispanics stated that they “don’t need to get a check-up or see a doctor unless it’s absolutely necessary” while only 29% of non-Hispanic White Millennials felt that way. Diabetes is a slowly progressing illness that’s easier to treat if caught early and Hispanics offer fewer opportunities to diagnose and treat it early.

So what should we do? Firstly, retailers can help. Hispanic Millennials are more likely to shop for groceries at big box retailers like Walmart for groceries than their non-Hispanic cohorts. Some of these retailers have done a great job of introducing fresh fruits and vegetables to their grocery offerings but the sheer volume of processed food offerings surrounding the fresh foods may make it difficult for consumers to stay focused on healthy offerings. Recently, a study from the Journal of Nutrition Education and Behavior found that partitioned grocery carts - marked with sections for fresh foods and less healthful ones led consumers to make better food choices. The larger the section in the cart that was labeled as fresh fruits and vegetables the more those items were purchased. Changes in the way healthy foods are displayed in the store or other subtle suggestions that nudge consumers towards healthier options may also help.

There have been several government led initiatives recently to get Americans to eat healthier and exercise more. While the message they communicate is sound it does not appear that it’s making it through to all consumers, especially Hispanic consumers who worry about diabetes but don’t necessarily make the connection that the food they’re eating has the potential to make them sick. Making sure that these campaigns not only target Hispanics but do so in a culturally relevant and effective way is key. Understanding the underlying differences and assumptions Hispanics have about diet and exercise is a positive step towards that goal.