Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Obesity - US - August 2013

“Despite consumers’ interest in eating healthier, they also want food that tastes good. While government, food manufacturers, and restaurants try to provide healthier options to Americans, these organizations are up against several challenges, especially regarding how to market healthy items.”

– Emily Krol, Health and Wellness Analyst

Some questions answered in this report include:

  • What opportunities exist for food companies that want to help curb the obesity epidemic?
  • How is the obesity epidemic driving change in the foodservice category?
  • How are food retailers responding to the obesity epidemic?

 

Obesity is a major public health issue that has reached epidemic proportions. According to the Gallup-Healthways Well-Being Index, 27.1% of Americans are obese in 2013, while an additional 35.6% are overweight. This puts nearly two thirds of Americans at unhealthy weight levels. Obesity can lead to a variety of diseases, such as hypertension, heart disease, type 2 diabetes, and various forms of cancer. According to the Centers for Disease Control and Prevention (CDC), obesity contributes to $147 billion in healthcare costs per year. The American Medical Association (AMA) voted in June 2013 to define obesity as a disease, rather than a condition or epidemic, which will likely have an impact on programs to help manage obesity.

The incidence of obesity is impacted by a variety of factors including genetic disposition, family history, age, economic situation, behaviors, culture, preexisting conditions (i.e., hypothyroidism), medications, and metabolism. Lack of exercise and poor diet are also leading causes of obesity. Being able to get food anywhere, anytime, as well as larger portion sizes, and a trend toward eating out rather than cooking at home have helped to increase the number of calories people consume. While all of the factors that contribute to obesity are important, this report will focus specifically on how a poor diet relates to obesity and offer opportunities for brands in the food service, food manufacturing, and food retailing industries.

Understanding consumer struggles with these issues, as well as potential solutions, will be useful to brands that operate in this space. This report will discuss consumers’ struggles with weight management, as well as tactics people use or are interested in using to manage their weight. The report will focus on solutions for those who are overweight, obese, and extremely obese.

This report examines consumer attitudes and behaviors toward reducing weight. It includes consumer and company efforts to help consumers manage their weight. The report focuses on packaged food and drink products as well as foodservice outlets and food retailers.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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

                      • The market
                        • Incidence of obesity
                          • Figure 1: Concern with weight, by BMI calculations on self-reported height and weight, May 2013
                        • Responsibility for obesity epidemic
                          • Figure 2: Responsibility for obesity epidemic, May 2013
                        • Market factors
                          • Age
                            • Figure 3: BMI calculations on self-reported height and weight, by age, May 2013
                          • Gender
                            • Ethnicity
                              • Household income
                                • Geography
                                  • Unhealthy lifestyles of Americans
                                    • The consumer
                                      • Health information sources
                                        • Figure 4: Health and weight management information sources, by BMI calculations on self-reported height and weight, May 2013
                                      • It’s not a diet, it’s a lifestyle
                                        • Figure 5: Strategies to manage weight – currently do, by BMI calculations on self-reported height and weight, May 2013
                                      • Attitudes toward weight management
                                        • Figure 6: Attitudes toward health and weight management, by BMI calculations on self-reported height and weight, May 2013
                                      • What we think
                                      • Issues and Insights

                                          • What opportunities exist for food companies that want to help curb the obesity epidemic?
                                            • The issues
                                              • The implications
                                                • How is the obesity epidemic driving change in the foodservice category?
                                                  • The issues
                                                    • The implications
                                                      • How are food retailers responding to the obesity epidemic?
                                                        • The issues
                                                          • The implications
                                                          • Trend Applications

                                                              • Trend: Accentuate the Negative
                                                                • Trend: Guiding Choice
                                                                    • Figure 7: Example of traffic-light label
                                                                  • Mintel Futures: Brand Intervention
                                                                  • Market Factors

                                                                    • Key points
                                                                      • Obesity rates continue to rise
                                                                        • Figure 8: American adults, by weight category, as determined by body mass index (BMI), 2008-June 20, 2013
                                                                      • Various demographic factors affect the rate of obesity
                                                                        • Aging population could drive obesity up
                                                                          • Figure 9: Population, by age, 2008-18
                                                                        • Population of non-white Americans growing
                                                                          • Figure 10: Population, by race and Hispanic origin, 2013-18
                                                                        • Decline of median income makes eating healthy difficult
                                                                          • Figure 11: Median household income, in inflation-adjusted dollars, 2001-11
                                                                        • Obesity prevalent in certain areas
                                                                          • Figure 12: BMI calculations on self-reported height and weight, by region, May 2013
                                                                        • Unhealthy habits of Americans
                                                                          • Overweight more likely to use fast food restaurants
                                                                            • Figure 13: Usage of fast food/drive in restaurants, by overweight, January 2012-March 2013
                                                                          • Incidence of childhood obesity
                                                                              • Figure 14: Prevalence of obesity among children and teens aged 2-19, 1971-2010
                                                                          • BMI and Concern with Weight

                                                                            • Key points
                                                                              • Men outweigh women
                                                                                • Figure 15: BMI calculations on self-reported height and weight and concern with weight, by gender, May 2013
                                                                                • Figure 16: Currently dieting, by gender, January 2012-March 2013
                                                                              • Likelihood of being overweight/obese increases with age
                                                                                  • Figure 17: BMI calculations on self-reported height and weight and concern with weight, by age, May 2013
                                                                                • Higher-income households less likely to be obese
                                                                                  • Figure 18: BMI and concern with weight, by household income, May 2013
                                                                                • Levels of weight concern bode well for reducing obesity
                                                                                  • Figure 19: Concern with weight, by BMI calculations on self-reported height and weight, May 2013
                                                                              • Awareness of Health Initiatives

                                                                                • Key points
                                                                                  • Increasing awareness of health initiatives could help with obesity
                                                                                    • Figure 20: Awareness of health initiatives, by gender and age, May 2013
                                                                                  • Let’s Move! resonates with extremely obese consumers
                                                                                    • Figure 21: Awareness of health initiatives, by BMI calculations on self-reported height and weight, May 2013
                                                                                  • Let’s Move!
                                                                                    • Calorie disclosure laws
                                                                                      • Facts Up Front
                                                                                        • Figure 22: Facts Up Front label icon
                                                                                      • “Great for You” labels
                                                                                        • Figure 23: Walmart “Great for you” label icon
                                                                                      • Choosemyplate.gov
                                                                                        • Figure 24: Choosemyplate icon
                                                                                      • Alliance for a Healthier Generation
                                                                                      • Innovations and Innovators

                                                                                          • New product innovations continue to increase
                                                                                            • Figure 25: Share of weight-loss product launches, by subcategory, 2008-13
                                                                                          • Top claims of “slimming” products
                                                                                              • Figure 26: Share of weight-loss product launches, by claim, 2008-13
                                                                                            • Branded products dominate “slimming” introductions
                                                                                              • Figure 27: weight-loss product launches, by branded/private label, 2008-13
                                                                                            • Examples of product introductions with “slimming” claim
                                                                                              • Social media
                                                                                                • Retailers
                                                                                                  • Foodservice
                                                                                                  • Marketing Strategies

                                                                                                    • Overview of the brand landscape
                                                                                                      • Strategy: Positioning products
                                                                                                        • Figure 28: Trop50, “For a slimming feel,” 2013
                                                                                                      • Strategy: Partnering with a sports team
                                                                                                          • Figure 29: Miller64, “64 calories of beer,” 2013
                                                                                                        • Strategy: Educating consumers
                                                                                                            • Figure 30: Coca-Cola, television ad, 2013
                                                                                                            • Figure 31: Coca-Cola, television ad “Be Okay”, 2013
                                                                                                          • Strategy: Changing product offerings
                                                                                                            • Figure 32: McDonald’s, television ad, 2013
                                                                                                          • Strategy: Scare tactics
                                                                                                            • Figure 33: Blue Cross and Blue Shield of Minnesota, “Eating out,” 2012
                                                                                                            • Figure 34: New York City soda ban subway advertisement, 2012
                                                                                                        • Responsibility for Obesity Epidemic

                                                                                                          • Key points
                                                                                                            • People themselves are most responsible for obesity
                                                                                                                • Figure 35: Responsibility for obesity epidemic, May 2013
                                                                                                              • Younger consumers take responsibility, but also hold others responsible
                                                                                                                • Figure 36: Responsibility for obesity epidemic – any responsible, by gender and age, May 2013
                                                                                                              • How others can help
                                                                                                                  • Figure 37: Responsibility for obesity epidemic – any responsible, by BMI calculations on self-reported height and weight, May 2013
                                                                                                                  • Figure 38: Responsibility for obesity epidemic – any responsible, by concerns with weight, May 2013
                                                                                                              • Information Sources

                                                                                                                • Key points
                                                                                                                  • Consumers at healthy weight levels turn to a variety of sources
                                                                                                                    • Those with a higher BMI turn to professional sources
                                                                                                                      • Information and entertainment sources could help motivate consumers
                                                                                                                        • Figure 39: Health and weight management information sources, by BMI calculations on self-reported height and weight, May 2013
                                                                                                                      • Awareness of health initiatives
                                                                                                                        • Figure 40: Health and weight management information sources, by awareness of health initiatives, May 2013
                                                                                                                    • Behaviors to Manage Health

                                                                                                                      • Key points
                                                                                                                        • Nutrition information and labels help consumers manage weight
                                                                                                                          • Figure 41: Strategies to manage weight – limiting food/reading labels, May 2013
                                                                                                                        • Managing food intake more popular than exercise to manage weight
                                                                                                                            • Figure 42: Strategies to manage weight – other activities, May 2013
                                                                                                                          • Behaviors of overweight consumers
                                                                                                                            • Figure 43: LesserEvil – Crunchy Dill Pickle Chia Crisps
                                                                                                                            • Figure 44: Strategies to manage weight, by BMI calculations on self-reported height and weight (overweight), May 2013
                                                                                                                          • Obese consumers need an extra push
                                                                                                                              • Figure 45: Strategies to manage weight, among those who are obese, based on BMI calculations on self-reported height and weight, May 2013
                                                                                                                            • Behaviors of extremely obese consumers
                                                                                                                              • Figure 46: Strategies to manage weight, among those who are extremely obese, based on BMI calculations on self-reported height and weight, May 2013
                                                                                                                            • Create tools for those with a lower household income
                                                                                                                              • Figure 47: Strategies to manage weight – currently do, by household income, May 2013
                                                                                                                          • Tools to Help Manage Weight

                                                                                                                            • Key points
                                                                                                                              • Help consumers make healthy choices
                                                                                                                                • Bans and taxes may not be as effective
                                                                                                                                    • Figure 48: Usefulness of tools to manage weight, May 2013
                                                                                                                                  • Extremely obese want products to keep them full
                                                                                                                                    • Figure 49: Usefulness of tools to manage weight – any useful, by BMI calculations on self-reported height and weight, May 2013
                                                                                                                                  • Using claims to help people manage weight
                                                                                                                                    • Figure 50: Food products bought when dieting, by currently dieting and overweight, January 2012-March 2013
                                                                                                                                  • How age can impact program usefulness
                                                                                                                                    • Figure 51: Usefulness of tools to manage weight – any useful, by age, May 2013
                                                                                                                                • Struggles with Health/Weight Management

                                                                                                                                  • Key points
                                                                                                                                    • Knowledge is key
                                                                                                                                      • Obese consumers struggle with temptations
                                                                                                                                        • Is it expensive to eat healthy?
                                                                                                                                          • Figure 52: CSPI image promoting healthy foods
                                                                                                                                          • Figure 53: Attitudes toward health and weight management, by BMI calculations on self-reported height and weight, May 2013
                                                                                                                                        • Overeating can be associated with emotion
                                                                                                                                            • Figure 54: GrubHub advertisement
                                                                                                                                            • Figure 55: Opinions about diet and health (any agree), by dieting and overweight, January 2012-March 2013
                                                                                                                                          • Make choices easier for busy people
                                                                                                                                            • Figure 56: Opinions about diet and health (any agree), by dieting and overweight, January 2012-March 2013
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanic and black respondents tend to have a higher BMI than white respondents
                                                                                                                                              • Figure 57: BMI calculations on self-reported height and weight, by race/Hispanic origin, May 2013
                                                                                                                                              • Figure 58: Currently dieting, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                            • Non-white respondents hold various “others” responsible for obesity
                                                                                                                                              • Figure 59: Responsibility for obesity epidemic – any responsible, by race/Hispanic origin, May 2013
                                                                                                                                            • Awareness of health initiatives higher among non-white respondents
                                                                                                                                              • Figure 60: Awareness of health initiatives, by race/Hispanic origin, May 2013
                                                                                                                                          • Appendix – Other Useful Consumer Tables

                                                                                                                                              • BMI and concern with weight
                                                                                                                                                • Figure 61: BMI calculations on self-reported height and weight and concern with weight, by gender and age, May 2013
                                                                                                                                                • Figure 62: Concern with weight, by gender and age, May 2013
                                                                                                                                              • Awareness of health initiatives
                                                                                                                                                • Figure 63: Awareness of health initiatives, by household income, May 2013
                                                                                                                                              • Health and weight management information sources
                                                                                                                                                • Figure 64: Health and weight management information sources, by gender, May 2013
                                                                                                                                                • Figure 65: Health and weight management information sources, by gender and age, May 2013
                                                                                                                                                • Figure 66: Health and weight management information sources, by age, May 2013
                                                                                                                                                • Figure 67: Health and weight management information sources, by household income, May 2013
                                                                                                                                              • Behaviors to manage health
                                                                                                                                                • Figure 68: Strategies to manage weight – currently do, by gender, May 2013
                                                                                                                                                • Figure 69: Strategies to manage weight – currently do, by age, May 2013
                                                                                                                                                • Figure 70: Strategies to manage weight – currently do, by race/Hispanic origin, May 2013
                                                                                                                                              • Tools to help manage weight
                                                                                                                                                • Figure 71: Usefulness of tools to manage weight – any useful, by gender, May 2013
                                                                                                                                                • Figure 72: Usefulness of tools to manage weight – any useful, by gender and age, May 2013
                                                                                                                                                • Figure 73: Usefulness of tools to manage weight – any useful, by concerns with weight, May 2013
                                                                                                                                                • Figure 74: Health and weight management information sources, by awareness of health initiatives (Part 1), May 2013
                                                                                                                                                • Figure 75: Health and weight management information sources, by awareness of health initiatives (Part 2), May 2013
                                                                                                                                                • Figure 76: Usefulness of tools to manage weight – any useful, by race/Hispanic origin, May 2013
                                                                                                                                              • Struggles with health/weight management
                                                                                                                                                • Figure 77: Attitudes toward health and weight management, by gender, May 2013
                                                                                                                                                • Figure 78: Attitudes toward health and weight management, by age, May 2013
                                                                                                                                                • Figure 79: Attitudes toward health and weight management, by concerns with weight, May 2013
                                                                                                                                                • Figure 80: Attitudes toward health and weight management, by household income, May 2013
                                                                                                                                                • Figure 81: Attitudes and opinions about food (any agree), by overweight, January 2012-March 2013
                                                                                                                                            • Appendix – Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • Coca-Cola Company (The) (USA)
                                                                                                                                              • CVS Caremark Corporation
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Jamba Juice Company
                                                                                                                                              • McDonald's Corporation
                                                                                                                                              • Tropicana Products Inc.
                                                                                                                                              • U.S. Department of Agriculture
                                                                                                                                              • Walgreen Co
                                                                                                                                              • Walmart Stores (USA)
                                                                                                                                              • YouTube, Inc.

                                                                                                                                              Obesity - US - August 2013

                                                                                                                                              £3,199.84 (Excl.Tax)