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Through a Wide Lens:

How a Culture of Obesity

Affects Marketing

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The world is widening

Estimated 300 million obese adults worldwide in 2000

Two-thirds of Americans are overweight or obese

16% of U.S. children ages 6-17 are overweight

Source: CDC

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Today’s discussion

Dig deeper into the consumer mindset regarding obesity and weight management

Top 10 takeawaysfor marketers

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Obesity weighs heavily on consumers

Weight perception % of respondentsThe right weight 31%Overweight 63%Underweight 3%

Source: Mintel/Harris Online Poll, Adults 18+

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It’s viewed as the key barrier to “perfect health”…

Barriers to good health% of

respondentsOverweight 25%Don’t exercise 13%Major health problems/illness

11%

Minor health concerns 9%High blood pressure 9%Always room for improvement

5%

Yankelovich 2005 Preventative Health and Wellness Study

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…and critical to maintaining good health

Preventative healthservices most important % of respondentsBlood pressure control 38%Weight management 33%Fitness 32%Diet/nutrition 32%Cholesterol control 32%Stress management 28%

Yankelovich 2005 Preventative Health and Wellness Study

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There have never been more ways to lose it

Let Me Help

Myself

Just GiveIt To Me

DoctorMe

WorkWith Me

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Yet most consumers choose to go it alone…

Source: Mintel/Harris Poll Online, Mintel/Simmons NCS

Type of weight loss plan % of respondentsPersonally designed 82%Commercial diet 10%Doctor directed 4%

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Top 10 takeawaysfor marketers

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Linked with at least 30 chronic health conditions, including: Type 2 diabetes

High blood pressure

Heart disease

Stroke

Gallbladder disease

Breathing problems

Some cancers

Infertility

1. Obesity impacts health & quality of life

Source: American Obesity Association, Mintel 2006 Diet Trends

Cost of Obesity:

Total $177 Billion

Annually (U.S.)

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2. Childhood obesity takes center stage

Schools are feeling the pressure School menus

Vending machines

Push to reinstate physical education

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3. Government and business go on the attack

Congress increases oversight New dietary supplement bills in Congress require greater

reporting of adverse effects

Proposed federal oversight of school food sales

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Products and goods get ‘super-sized’ Average dress size now 14

Plus-size designer labels

Ambulances and wheelchairs now wider

Seat-belt extenders

4. Growing industry around supporting obesity

P L U S

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5. Diet fads will come… and go

Popularity is a fleeting word

1980’s

Liquid Diet

1990’s

Low Sugar

High Protein

1950’s

One-FoodDiets

1960’s

CarbCutting

1970’s

High Protein

Master Cleanse

2000’s

Low Carb

‘Right’ Carbs

MasterCleanse

Cookie Diet

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6. The food/diet/health connection will grow

Familiar foods have taken on new roles

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7. ‘Better for You’ expands beyond weight loss

Blurring of the lines for foods under the ‘Better For You” banner

Weight ControlWeight Control

Freerange

All Natural

HealthierHealthier Less BadLess Bad

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SurgicalSurgical

PharmaPharma

8. More consumers turn to medical options

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9. Weight loss has ‘come out of the closet’

Anorexia and bulimia taboos are being broken Diseases now in the mainstream

‘Extreme thinness’ no longer the standard

New BMI guidelines for models

November 2006

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10. Weight management enters the digital age

Consumers are online information seekers—including health-related matters

Health sourcesconsulted regularly

% ofresponde

nts

Doctor/physician 57%

Health information website

37%

Search engines 33%

Friends and family 27%

Pharmacist 18%

Source: Yankelovich 2005 Preventative Health and Wellness Study

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In summary…

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Summary

When marketing and selling in a culture of obesity:

Capitalize on opportunities… but don’t exploit

Inform and educate

Create a positive environment

Connect with consumers

Personalize the experience

Acknowledge the difficulty of theweight loss journey

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“Alan thought he was being funny.”

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Thank You!