Hispanic Adult Millennials: Wanting to eat Healthy, and sometimes Succeeding. [INSIGHT]

In last week’s blog post, we shared that practicality is often an attribute among Hispanic Adult Millennials – but convenience can be a distraction that derails their pragmatism. When it comes to nutrition, there is a similar dynamic at work. Eating well is really important to them – but that doesn’t always translate to a healthy diet. Sometimes they choose food that’s easy to get or prepare. And sometimes they just like to indulge in unhealthy treats.

Tr3s uncovered this insight as part of its 2012 research study, Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty. The following are key findings about Hispanic Adult Millennials and nutrition:

The nutritional experts of the household are most often female. About 7 in 10 Hispanic Adult Millennials live in a household where a female knows the most about nutrition – and this could be the mom, grandma, or a female 18 to 29. However, this is even more prevalent among foreign-born Hispanic thirty-somethings – 85% of household nutritional experts are female.

Healthy eating is important to everyone. About 3 out of 4 Hispanic Adult Millennials and foreign-born Hispanics in their thirties eat whole grain products. Hispanics 18 to 29 are almost as likely as foreign-born thirty-somethings to buy organic meats, fruits, vegetables, or dairy (61% bicultural 18-29s, 68% foreign-born 30-39s).

Two out of three Hispanic Adult Millennials are reducing their fat intake. They’re mostly doing this by cutting down on fat by purchasing reduced fat or skim milk, or by using vegetable or olive oil instead of butter or lard.

Almost 60% are trying to consume less sugar. This is mostly through changing their beverage choices – limiting or skipping regular soda and either drinking less juice or choosing sugar-free juices.

Though healthy eating is often a stated goal, Hispanic Adult Millennials really do enjoy unhealthy food. Nearly 8 out of 10 say they love sweets, close to 60% eat what they like regardless of calories, over half feel there’s nothing wrong with occasionally indulging in fattening foods, and almost 40% like to treat themselves to foods that aren’t good for them.

Convenience often motivates their food choices. Hispanic Adult Millennials are more likely than foreign-born Hispanics in their thirties to seek out convenient foods – many are busy and tend to eat on the run. They’re open to frozen and prepared foods and interested in gourmet food if it fits their budget. Foreign-born thirty-somethings, on the other hand, are more likely to buy fresh ingredients, focus on nutrition, and avoid junk food.

When buying food, price is of course most important – after that, they look for food that’s healthy, tasty, and of high quality. Taste is more important to Hispanics (and non-Hispanics) 18 to 29, while foreign-born Hispanics in their thirties seek out quality.

Hispanic Adult Millennials are adventuresome eaters. Close to 60% like to try out new food products – compared with 43% of foreign-born thirty-somethings.

Source: Tr3s 2012 “Hispanic Adult Millennials Living the Next Normal: Age of Uncertainty”; Experian Simmons Summer 2012 NHCS Adult Survey 12-month