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MarTech  Search Results Doc
ID: 2574
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Title:
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Obesity in America: Understanding Weight Management from a Consumer Perspective |
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ID:
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2574 |
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Publisher:
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The Hartman Group, Inc. |
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Publication
Date:
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2004-03-15 |
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Pages:
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156 |
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Report
Type:
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Market Research |
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Region:
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North America
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| While public health officials, policy analysts, nutritionists, the media, retailers and manufacturers watch the number of overweight and obese individuals increase, they remain unable to answer a very important question. How is it that most overweight individuals appear unable to address their "problem"?
In contrast, the consumer perspective is this: being overweight is not a physical health problem. That is the belief of the majority of U.S. consumers, according to this latest research from The Hartman Group. In fact, the majority of consumers regard their body type as "normal" – despite BMI measurements that show 66% of Americans are overweight or obese. This is largely due to the finding that consumers do not use objective measurements, such as body weight and BMI, to asses their body size. Rather, they compare themselves to the people they live and work around every day. Not surprisingly, being "somewhat overweight" is now seen as the normal state of affairs and the collective consumer sense of what constitutes "normal" weight has crept upward.
"Obesity in America" includes in-depth analysis of the following topics:
· Body Perceptions, Body Image and Language - Insights for effectively communicating with consumers about weight management and obesity.
· Consumers' Daily Habits, Goals and Barriers - In-depth examination of consumers' weight management practices, including weight loss triggers, exercise and dieting behavior.
· Use of Information Sources including Social Networks - This section provides insights into consumer perceptions of the trustworthiness, credibility and usefulness of manufacturer and third-party information sources.
· Implications of Food Habits, Occasions, Meal Settings and Portion Sizes - Findings concerning the tacit and sometimes unconscious nature of everyday eating behavior at home and away from home. These findings point to opportunity areas for how to position weight management foods within the context of eating occasions.
Methodology: This study is the result of hundreds of hours of one-on-one consumer interviews and a nationwide quantitative online survey of 5,000 nationally representative households. Qualitative interviews were conducted with people in their homes, at the grocery store, at restaurant meals, and with their social networks in four major metropolitan areas: Los Angeles, Seattle, Cleveland and New Orleans. Together with online focus groups and extensive secondary research, this is the most in-depth report available on obesity from a consumer perspective. |
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©
2003 MarTech. All rights reserved.
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