RACIAL PROFILING

MATTHEW ENIS

Most branding campaigns address racial differences delicately, if at all.

Not GenSpec Labs; the company in February launched a line of "Genetically Specific" multivitamins tailored to "the unique metabolic needs of African-Americans, Hispanics and Caucasians." By targeting deficiencies that are statistically common in these groups, these supplements can help defeat statistically common chronic illnesses as well, claims founder Joseph Lander.

Race and genetics are currently raising some of the thornier issues in the world of health care. For example, how can insurance agencies ethically use genetic and racial statistics to assess future health risks as this type of information becomes more widely understood?

But retailers know that different ethnic groups shop differently. This may be especially true when shopping for health, since people are naturally more conversant with health concerns of family members.

The Food Marketing Institute's recent Shopping for Health study found that African-Americans are more likely than other consumers to manage existing health conditions through diet, and are significantly more likely, as a group, to suffer from both high blood pressure and high cholesterol.

By contrast, Hispanics are slightly more inclined toward preventing future health issues by watching what they eat, but are statistically more likely to suffer from diabetes than other consumers.