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Adult Obesity - US - August 2011

According to the Centers for Disease Control and Prevention (CDC), overweight and obese are labels for ranges of weight that are greater than what is generally considered healthy for a given height. The terms also identify ranges of weight that have been shown to increase the likelihood of certain diseases and other health problems.

For the purposes of this report, Mintel uses BMI calculations to analyze overweight/obesity in the U.S. Consumer research is conducted among adults of all weights to provide a basis for comparison.

This report covers products and services for those who are considered overweight/obese, and compares the retail experience of overweight/obese adults to that of healthy weight adults.

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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

                    • Obesity epidemic is driven by multiple factors
                      • Uptick in calorie consumption
                        • Graying society increases chances for obesity
                          • Blacks and Hispanics more at risk for obesity
                            • The link between sedentary lifestyle and weight
                              • Other factors
                                • Innovations in meal-replacement products
                                  • Weight loss tablet makers mostly follow a familiar marketing route
                                    • Self-weight assessment and BMI
                                      • Treatment in retail stores
                                        • Treatment in restaurants
                                          • Eating habits, limitations and attitudes toward food
                                            • Attitudes toward health and weight
                                              • Responsibility for obesity epidemic
                                                • Impact of race/Hispanic origin
                                                • Insights and Opportunities

                                                  • Blacks should be targeted more for obesity awareness
                                                    • Increasing accessibility to places to exercise
                                                      • Scientific changes to the food we eat
                                                      • Inspire Insights

                                                          • Trend: The Big Issue
                                                          • Market Drivers

                                                            • Calorie consumption rises
                                                                • Figure 1: Average per capita consumption in pounds and daily calorie consumption, 1970-2003
                                                                • Figure 2: Reasons for watching diet, types of foods bought when watching diet, by gender, October 2009-December 2010
                                                              • Stagnant economy can translate to poorer dietary choices
                                                                • Obesity risk increases with age
                                                                  • Figure 3: Rate of adult obesity, by age, 2010
                                                                  • Figure 4: Population, by age, 2006-16
                                                                • Age and obesity translate to risk for chronic illness
                                                                  • Blacks and Hispanics more likely than whites to be obese
                                                                    • Figure 5: Population by race and Hispanic origin, 2006-16
                                                                  • Many consumers lead sedentary lives
                                                                    • Figure 6: Mean one-way commute durations in the U.S., by gender, 1985, 1995, 2005
                                                                    • Figure 7: Participation in leisure-time aerobic and muscle-strengthening activities that meet the 2008 federal physical activity guidelines for adults 18 years of age and over, 1998 and 2009
                                                                  • Other factors contributing to obesity
                                                                  • Innovations and Innovators

                                                                    • Many turn to meal replacements for weight control
                                                                      • Figure 8: Products used for weight control, by gender, October 2009-December 2010
                                                                    • Flavor is the future of drinks
                                                                      • Natural ingredients are increasingly popular
                                                                        • Protein is in demand
                                                                        • Marketing Strategies

                                                                          • Overview of the brand landscape
                                                                            • Figure 9: Use of OTC vs. Rx weight loss drugs, by age and gender, October 2009-December 2010
                                                                          • Brand analysis: alli
                                                                            • Figure 10: Brand analysis of alli, 2011
                                                                          • Online initiatives
                                                                            • TV presence
                                                                              • Figure 11: alli television ad, 2010
                                                                            • Brand analysis: Jillian Michaels
                                                                              • Figure 12: Brand analysis of Jillian Michaels, 2011
                                                                            • Online initiatives
                                                                              • TV presence
                                                                                • Figure 13: Jillian Michaels television ad, 2010
                                                                              • Brand analysis: Hydroxycut
                                                                                • Figure 14: Brand analysis of Hydroxycut, 2011
                                                                              • Online initiatives
                                                                                • TV presence
                                                                                  • Figure 15: Hydroxycut television ad, 2010
                                                                                • Brand analysis: Mega-T
                                                                                  • Figure 16: Brand analysis of Mega-T, 2011
                                                                                • Online initiatives
                                                                                  • TV presence
                                                                                    • Figure 17: Mega-T television ad, 2010
                                                                                  • Brand analysis: SlimQuick
                                                                                    • Figure 18: Brand analysis of SlimQuick, 2011
                                                                                  • Online initiatives
                                                                                    • TV presence
                                                                                      • Figure 19: SlimQuick television ad, 2011
                                                                                  • Self-Weight Assessment and BMI

                                                                                    • Key points
                                                                                      • Self-weight rating
                                                                                        • Figure 20: Self-weight rating, by gender, April-May 2011
                                                                                      • Middle-aged/older respondents more likely to report overweight
                                                                                        • Figure 21: Self-weight rating, by age, April-May 2011
                                                                                      • BMI calculations on self-reported height and weight
                                                                                        • Figure 22: BMI calculations on self-reported height and weight, by gender, April-May 2011
                                                                                      • Rate of obesity based on BMI highest among 35+
                                                                                        • Figure 23: BMI calculations on self-reported height and weight, by age, April-May 2011
                                                                                      • Self-weight rating by BMI
                                                                                        • Figure 24: Self-weight rating, by BMI classification, April-May 2011
                                                                                    • Treatment in Retail Stores

                                                                                      • Key points
                                                                                        • Obese/extremely obese shoppers more likely to be treated differently
                                                                                          • Figure 25: How treated when shopping, by BMI classification, April-May 2011
                                                                                        • Younger obese respondents most likely to feel judged by salespeople
                                                                                          • Figure 26: How treated when shopping, among those who are overweight/obese, by age, April-May 2011
                                                                                      • Treatment in Restaurants

                                                                                        • Key points
                                                                                          • Obese/extremely obese less likely to report friendly restaurant wait staff
                                                                                            • Figure 27: Treatment at restaurants, by BMI classification, April-May 2011
                                                                                          • 18-24s with weight problems most likely to feel judged by wait staff
                                                                                            • Figure 28: Treatment at restaurants, among those who are overweight/obese, by age, April-May 2011
                                                                                          • Presence of children can mean less helpful wait staff
                                                                                            • Figure 29: Treatment at restaurants, among those who are overweight/obese, by presence of children in the household, April-May 2011
                                                                                          • Midwesterners most likely to be treated like everyone else at restaurants
                                                                                            • Figure 30: Treatment at restaurants, among those who are overweight/obese, by region, April-May 2011
                                                                                        • Eating Habits, Limitations and Attitudes toward Food

                                                                                          • Key points
                                                                                            • Overweight and obese/extremely obese most likely to limit diet
                                                                                              • Figure 31: Eating habits and food limitations, by BMI classification, April-May 2011
                                                                                            • Men far more likely to report no diet limitations
                                                                                              • Figure 32: Eating habits and food limitations, among those who are overweight/obese, by gender, April-May 2011
                                                                                            • Age impacts diet limitations in a range of settings
                                                                                              • Figure 33: Eating habits and food limitations, among those who are overweight/obese, by age, April-May 2011
                                                                                            • Overweight, obese/extremely obese most likely to try to limit junk food
                                                                                              • Figure 34: Eating habits and attitudes toward food, by BMI classification, April-May 2011
                                                                                            • Women with weight issues more likely to adopt some weight-loss tactics
                                                                                              • Figure 35: Eating habits and attitudes toward food, by gender and BMI classification, April-May 2011
                                                                                          • Attitudes toward Health and Weight

                                                                                            • Key points
                                                                                              • Most obese/extremely obese want to exercise more but do not know how
                                                                                                  • Figure 36: Attitudes toward health and weight, by BMI classification, April-May 2011
                                                                                                • Men with weight issues more likely than women to value exercise
                                                                                                  • Figure 37: Attitudes toward health and weight, among those who are overweight/obese, by gender, April-May 2011
                                                                                                • Seniors most likely to say moderation is key to a healthy life
                                                                                                    • Figure 38: Attitudes toward health and weight, among those who are overweight/obese, by age, April-May 2011
                                                                                                  • Those without children under 18 most likely to say moderation is key
                                                                                                    • Figure 39: Attitudes toward health and weight, among those who are overweight/obese, by presence of children in the household, April-May 2011
                                                                                                • Responsibility for Obesity Epidemic

                                                                                                  • Key points
                                                                                                    • Most say the responsibility for obesity epidemic is people themselves
                                                                                                        • Figure 40: Responsibility for the obesity epidemic, April-May 2011
                                                                                                      • Obese/extremely obese least likely to blame themselves
                                                                                                        • Figure 41: Responsibility for the obesity epidemic, by BMI classification, April-May 2011
                                                                                                    • Impact of Race and Hispanic Origin

                                                                                                      • Key points
                                                                                                        • Asian/Pacific Islanders most likely to self-asses as the right weight
                                                                                                          • Figure 42: Self-weight rating, by race/Hispanic origin, April-May 2011
                                                                                                        • Asians/Pacific Islanders most likely to be healthy weight, blacks least likely
                                                                                                          • Figure 43: BMI calculations on self-reported height and weight, by race/Hispanic origin, April-May 2011
                                                                                                        • Hispanics least likely to cite personal responsibility for obesity epidemic
                                                                                                          • Figure 44: Responsibility for the obesity epidemic, among those who are overweight/obese, by race/Hispanic origin, April-May 2011
                                                                                                      • Cluster Analysis

                                                                                                          • Absolvers
                                                                                                            • Demographics
                                                                                                              • Characteristics
                                                                                                                • Opportunity
                                                                                                                  • Blamers
                                                                                                                    • Demographics
                                                                                                                      • Characteristics
                                                                                                                        • Opportunity
                                                                                                                          • Moderators
                                                                                                                            • Demographics
                                                                                                                              • Characteristics
                                                                                                                                • Opportunity
                                                                                                                                  • Cluster characteristic tables
                                                                                                                                    • Figure 45: Adult obesity clusters, April-May 2011
                                                                                                                                    • Figure 46: Self-weight rating, by adult obesity clusters, April-May 2011
                                                                                                                                    • Figure 47: Treatment in restaurants, by adult obesity clusters, April-May 2011
                                                                                                                                    • Figure 48: Attitudes toward health and weight, by adult obesity clusters, April-May 2011
                                                                                                                                    • Figure 49: Responsibility for the obesity epidemic, by adult obesity clusters, April-May 2011
                                                                                                                                    • Figure 50: BMI calculations on self-reported height and weight, by adult obesity clusters, April-May 2011
                                                                                                                                  • Cluster demographic tables
                                                                                                                                    • Figure 51: Adult obesity clusters, by gender, April-May 2011
                                                                                                                                    • Figure 52: Adult obesity clusters, by age, April-May 2011
                                                                                                                                    • Figure 53: Adult obesity clusters, by household income, April-May 2011
                                                                                                                                    • Figure 54: Adult obesity clusters, by race/Hispanic origin, April-May 2011
                                                                                                                                  • Cluster methodology
                                                                                                                                  • Custom Consumer Groups

                                                                                                                                      • Key points
                                                                                                                                        • Older women with weight issues treated better in retail settings
                                                                                                                                            • Figure 55: How treated when shopping, among those who are overweight/obese, by gender and age, April-May 2011
                                                                                                                                          • Older women with weight issues treated better at restaurants
                                                                                                                                              • Figure 56: Treatment at restaurants, among those who are overweight/obese, by gender and age, April-May 2011
                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                            • Self-weight assessment and BMI
                                                                                                                                              • Figure 57: Self-weight rating, by household income, April-May 2011
                                                                                                                                              • Figure 58: Self-weight rating, by presence of children in the household, April-May 2011
                                                                                                                                              • Figure 59: Self-weight rating, by region, April-May 2011
                                                                                                                                              • Figure 60: BMI calculations on self-reported height and weight, by household income, April-May 2011
                                                                                                                                            • Treatment in retail stores
                                                                                                                                              • Figure 61: How treated when shopping, among those who are overweight/obese, by presence of children in the household, April-May 2011
                                                                                                                                            • Attitudes toward health and weight
                                                                                                                                              • Figure 62: Attitudes toward health and weight, among those who are overweight/obese, by household income, April-May 2011
                                                                                                                                            • Responsibility for obesity epidemic
                                                                                                                                              • Figure 63: Responsibility for the obesity epidemic, among those who are overweight/obese, by gender, April-May 2011
                                                                                                                                              • Figure 64: Responsibility for the obesity epidemic, among those who are overweight/obese, by age, April-May 2011
                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • American Heart Association, Inc.
                                                                                                                                            • American Obesity Association
                                                                                                                                            • Atkins Nutritionals, Inc.
                                                                                                                                            • Burger King Corporation
                                                                                                                                            • Centers for Disease Control and Prevention
                                                                                                                                            • Centers for Medicare & Medicaid Services
                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                            • Grocery Manufacturers Association (GMA)
                                                                                                                                            • Kellogg Company of GB Limited
                                                                                                                                            • Social Security Administration
                                                                                                                                            • Weight Watchers International Inc.

                                                                                                                                            Adult Obesity - US - August 2011

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