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Adult Obesity and Diabetes - US - August 2009

More than 150 million adults in the US are overweight or obese, and this affects businesses in diverse categories, including food service, supermarkets, airlines, healthcare, and weight loss. Understanding the needs, desires, and motivations of the overweight and obese population is essential to the success of countless corporations.

At the same time, the number of Americans with diabetes has increased some 44% in the last ten years, to 36.4 million in 2008, according to the CDC. An additional 57 million Americans are pre-diabetic, according to the ADA. Along with the growing number of obese adults, we will continue to see growth in the number of people with diabetes.

This report examines:

  • The many causes contributing to the obesity epidemic, including increased caloric consumption, suburban sprawl, and depression
  • Specific strategies that companies can use to meet the needs of the overweight, obese, and people with diabetes
  • Attitudes that overweight and obese respondents have towards shopping, diet, weight loss products, etc., along with specific recommendations for addressing their concerns and increasing sales
  • Suggestions for new products and strategies for reaching these demographics

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Snapshot of obesity epidemic
                      • Snapshot of diabetes in America
                        • Insights and Opportunities
                          • The consumer perspective and fitting in
                            • The role of obesity in diabetes diagnosis
                              • Managing diabetes
                                • Dieting and diabetes
                                  • Preventing diabetes
                                  • Insights and Opportunities

                                    • More products wanted
                                        • Figure 1: Interest in diabetes-related products/support, by gender, May 2009
                                      • A growing appetite for healthy fast food
                                        • Reaching blacks and Hispanics
                                          • An apple a day
                                            • Prevention pays
                                            • Inspire Insights

                                                • Trend: Ego Is All
                                                  • What's it about?
                                                    • The ego and the obese
                                                      • Denial is the road to disaster
                                                        • Implications
                                                          • Trend: Simplicity and Convenience
                                                            • What’s it about?
                                                              • A new diet for an obese America
                                                                • Implications
                                                                • Overweight and Obesity Statistics and Trends

                                                                  • Key points
                                                                    • The obesity epidemic spreads
                                                                        • Figure 2: Age-adjusted prevalence of overweight and obesity among U.S. adults aged 20+, 1988-2006
                                                                      • A regional epidemic becomes a national one
                                                                        • Figure 3: Changes in obesity rates, by year and states, 1998-2007
                                                                      • The role of age and gender
                                                                        • Figure 4: Overweight/obesity rates, by age, 2006
                                                                      • Obesity and education
                                                                        • Figure 5: Most fit and educated cities, 2009
                                                                      • Obesity and minorities
                                                                        • Figure 6: Obesity rates for whites, blacks, and Hispanics, by gender, 2006
                                                                      • Looking ahead
                                                                      • Diabetes Statistics and Trends

                                                                        • Key points
                                                                          • Diabetes slowly on the rise
                                                                              • Figure 7: Increase in age-adjusted diabetes among adults aged 20+, by gender, 1988-2006
                                                                            • Diabetes and the graying of America
                                                                                • Figure 8: Incidence of diabetes among adults aged 20+, by age, 2003-06
                                                                              • Diabetes and at-risk populations
                                                                                • Figure 9: Incidence of age-adjusted diabetes among adults aged 20+, by race/Hispanic origin, 2006
                                                                              • Looking ahead
                                                                              • Market Drivers

                                                                                • Key points
                                                                                  • Consuming more calories
                                                                                      • Figure 10: Average daily per capita calorie consumption, by food type, 1970-2007
                                                                                    • Suburban sprawl proves dangerous to health
                                                                                      • Figure 11: Commute times in the U.S., 1990 and 2000
                                                                                    • Obesity, diabetes and depression often go together
                                                                                      • The effect of environment—or monkey see, monkey do
                                                                                        • Other factors contributing to obesity
                                                                                          • Diabetes and the graying of America
                                                                                            • Figure 12: Population, by age, 2004-14
                                                                                        • Innovation and Innovators

                                                                                          • Health clinics and workshops
                                                                                            • OTC products for weight loss and diabetes
                                                                                              • Prescription products for diabetes treatment
                                                                                                • Outreach efforts
                                                                                                • Brands and the Advertising Landscape

                                                                                                  • Overview of the brand landscape
                                                                                                    • Brand analysis: Alli
                                                                                                      • Figure 13: Brand analysis of Alli
                                                                                                    • Alli online
                                                                                                      • Alli TV commercial
                                                                                                        • Figure 14: Alli, television ad, 2009
                                                                                                      • Brand analysis: OneTouchDiabetes
                                                                                                        • Figure 15: Brand analysis of OneTouchDiabetes
                                                                                                      • Creative efforts reach out to Hispanic sufferers
                                                                                                        • Figure 16: LifeScan OneTouch Ultra Test Strips, television ad, 2009
                                                                                                      • Brand analysis: Bayer Diabetes Care
                                                                                                        • Figure 17: Brand analysis of Bayer
                                                                                                      • Reaching a younger generation
                                                                                                        • Figure 18: Bayer Ascensia Contour Meter, television ad, 2009
                                                                                                    • Consumer Health: A Look at Respondent BMI

                                                                                                      • Key points
                                                                                                        • BMI calculations
                                                                                                            • Figure 19: Health status of respondents, by gender and age, May 2009
                                                                                                          • Younger adults use non-prescription products to manage weight
                                                                                                              • Figure 20: Use of medication for controlling weight, by age, October 2007-December 2008
                                                                                                          • Fitting In

                                                                                                            • Key points
                                                                                                              • Wishing for more room
                                                                                                                • Figure 21: Difficulty with seating, by BMI, May 2009
                                                                                                              • More space, please
                                                                                                                • Figure 22: Difficulty with seating, among those aged 55+, by BMI, May 2009
                                                                                                            • Clothing Concerns and Shopping Attitudes

                                                                                                              • Key points
                                                                                                                • Obese females have a hard time finding clothing that fits
                                                                                                                  • Figure 23: Difficulty finding clothing that fits, among women, by BMI, May 2009
                                                                                                                • Overweight/obese males find shopping less difficult than females
                                                                                                                  • Figure 24: Difficulty finding clothing that fits, among men, by BMI, May 2009
                                                                                                                • Obese have most negative perceptions
                                                                                                                  • Figure 25: Treatment perceptions, by BMI, May 2009
                                                                                                              • Diabetes Diagnosis

                                                                                                                • Key points
                                                                                                                  • An information/reality gap with male respondents
                                                                                                                    • Figure 26: Diabetes status, by gender, May 2009
                                                                                                                  • Obese more likely to be diabetic
                                                                                                                    • Figure 27: Diabetes status, by BMI, May 2009
                                                                                                                  • Overweight/obese females more likely to be tested
                                                                                                                    • Figure 28: Diabetes status among overweight/obese adults, by gender, May 2009
                                                                                                                • Diabetes Severity

                                                                                                                  • Key points
                                                                                                                    • Most describe diabetes symptoms as mild to moderate
                                                                                                                      • Figure 29: Diabetes severity, by gender, October 2007-December 2008
                                                                                                                    • Less affluent have more severe symptoms
                                                                                                                      • Figure 30: Diabetes severity, by HH income, October 2007-December 2008
                                                                                                                  • Managing Diabetes

                                                                                                                    • Key points
                                                                                                                      • Females interested in new products
                                                                                                                        • Figure 31: Attitudes towards diabetes, by gender, May 2009
                                                                                                                      • Young use non-prescriptions, older use prescriptions
                                                                                                                        • Figure 32: Medications used for diabetes, by age, October 2007-December 2008
                                                                                                                      • Food management and diet control
                                                                                                                          • Figure 33: Managing diabetes and food, by gender, May 2009
                                                                                                                      • Dieting and Diabetes

                                                                                                                        • Key points
                                                                                                                          • Weight and cholesterol top dieting reasons, diabetes importance increases with age
                                                                                                                              • Figure 34: Reasons for watching diet, by age, October 2007-December 2008
                                                                                                                            • Diet habits of those watching for diabetes
                                                                                                                              • Figure 35: Reasons for watching diet, among those watching for diabetes v. those not, October 2007-December 2008
                                                                                                                              • Figure 36: Types of food purchased when watching diet, among those watching for diabetes v. those not, October 2007-December 2008
                                                                                                                          • Taking Steps to Prevent Diabetes

                                                                                                                            • Key points
                                                                                                                              • Obese, concerned, and sedentary
                                                                                                                                • Figure 37: Healthy habits and actions to prevent diabetes, among non-sufferers, by BMI, May 2009
                                                                                                                              • Overweight and (some) making an effort
                                                                                                                                • Figure 38: Healthy habits and actions to prevent diabetes, among non-sufferers, by BMI and gender, May 2009
                                                                                                                              • Affluent, proactive, and concerned
                                                                                                                                • Figure 39: Healthy habits and actions to prevent diabetes, among non-sufferers, by household income, May 2009
                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                              • Key points
                                                                                                                                • Severity challenges among black and Hispanic adults
                                                                                                                                  • Figure 40: Overweight and obesity incidence and severity, by race/Hispanic origin, October 2007-December 2008
                                                                                                                                • Promoting prevention among minority populations
                                                                                                                                  • Figure 41: Healthy habits and actions to prevent diabetes, among non-sufferers, by race/Hispanic origin, May 2009
                                                                                                                              • Cluster Analysis

                                                                                                                                  • Space Seekers
                                                                                                                                    • The Fitless
                                                                                                                                      • Sizeable, yet Satisfied
                                                                                                                                        • Cluster characteristics
                                                                                                                                          • Figure 42: Adult obesity clusters, May 2009
                                                                                                                                          • Figure 43: BMI, by adult obesity clusters, May 2009
                                                                                                                                          • Figure 44: Food consumption habits, by adult obesity clusters, May 2009
                                                                                                                                          • Figure 45: Difficulty with seating, by adult obesity clusters, May 2009
                                                                                                                                          • Figure 46: Difficulty finding clothing that fits, by adult obesity clusters, May 2009
                                                                                                                                          • Figure 47: Treatment perceptions, by adult obesity clusters, May 2009
                                                                                                                                        • Cluster demographics
                                                                                                                                          • Figure 48: Adult obesity clusters by gender, May 2009
                                                                                                                                          • Figure 49: Adult obesity clusters by age, May 2009
                                                                                                                                          • Figure 50: Adult obesity clusters by HH income, May 2009
                                                                                                                                          • Figure 51: Adult obesity clusters by race/Hispanic origin, May 2009
                                                                                                                                        • Cluster methodology
                                                                                                                                        • Custom Consumer Groups

                                                                                                                                          • Health risks of overweight adults
                                                                                                                                            • Figure 52: Top 5 ailments overweight adults feel at risk for, October 2007-December 2008
                                                                                                                                            • Figure 53: Healthy (and not so healthy) eating habits of those who are overweight, October 2007-December 2008
                                                                                                                                          • Diabetes not enough to drive commitment to health
                                                                                                                                            • Figure 54: Healthy (and not so healthy) attitudes of those with diabetes, October 2007-December 2008
                                                                                                                                        • Appendix: Other Useful Consumer Tables

                                                                                                                                          • Overweight
                                                                                                                                            • More affluent with milder symptoms
                                                                                                                                              • Figure 55: Degree to which respondents suffered as a result of being overweight, by household income, October 2007-December 2008
                                                                                                                                            • Moms more likely to use prescription and non-prescription products alike
                                                                                                                                              • Figure 56: Medications used for controlling weight, females, by presence of children in HH, October 2007-December 2008
                                                                                                                                            • Diabetes
                                                                                                                                              • Separated and with diabetes
                                                                                                                                                • Figure 57: Incidence of diabetes testing and diagnoses, by marital status, May 2009
                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Abbott Laboratories
                                                                                                                                              • American Diabetes Association
                                                                                                                                              • American Dietetic Association (ADA)
                                                                                                                                              • American Heart Association, Inc.
                                                                                                                                              • American Medical Association (AMA)
                                                                                                                                              • American Obesity Association
                                                                                                                                              • Bayer Corporation
                                                                                                                                              • Centers for Disease Control and Prevention
                                                                                                                                              • Centers for Medicare & Medicaid Services
                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                              • Eli Lilly and Company
                                                                                                                                              • Food and Drug Administration
                                                                                                                                              • Gallup Organization, The
                                                                                                                                              • GlaxoSmithKline (USA)
                                                                                                                                              • GlaxoSmithKline Plc
                                                                                                                                              • Greenfield Online
                                                                                                                                              • Humana Inc
                                                                                                                                              • Jenny Craig Inc.
                                                                                                                                              • Juvenile Diabetes Research Foundation International (JDRF)
                                                                                                                                              • Kellogg Company
                                                                                                                                              • Lifescan, Inc.
                                                                                                                                              • Los Angeles Times
                                                                                                                                              • Macy's, Inc.
                                                                                                                                              • McDonald's U.S.A.
                                                                                                                                              • MySpace.com
                                                                                                                                              • National Basketball Association
                                                                                                                                              • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                              • National Institutes of Health
                                                                                                                                              • NutriSystem, Inc.
                                                                                                                                              • Slim-Fast Foods Company
                                                                                                                                              • Social Security Administration
                                                                                                                                              • Supervalu Inc
                                                                                                                                              • Technogym UK Ltd
                                                                                                                                              • The Bureau of Transportation Statistics
                                                                                                                                              • The Kroger Co.
                                                                                                                                              • The New York Times Company
                                                                                                                                              • U.S. Bureau of the Census
                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                              • U.S. Department of Transportation
                                                                                                                                              • UAL Corporation (United Airlines)
                                                                                                                                              • Unilever USA
                                                                                                                                              • UnitedHealth Group Incorporated
                                                                                                                                              • Walgreen Co
                                                                                                                                              • Washington Post Company (The)
                                                                                                                                              • Weight Watchers International Inc.
                                                                                                                                              • World Health Organization
                                                                                                                                              • Zappos.com Inc.

                                                                                                                                              Adult Obesity and Diabetes - US - August 2009

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