OBESITY IN AMERICA
AN EPIC AMERICAN TALE OF SELF-IMPROVEMENT THROUGH UNDERSTANDING AND CHANGING ONE'S ORIENTATION TO FOOD
PAST AND PROJECTED OVERWEIGHT RATES
Can the obesity problem be solved?
Soaring obesity rates make the US one of the fattest countries on the planet. Overweight and obesity rates have increased steadily since the 1980s in both men and women. Three out of four people are projected to be overweight or obese within 10 years.
WEIGHT MANAGEMENT SEGMENTATION
As obese consumers become more advanced weight managers, they become more comfortable with their obesity
TRUE WEIGHT MANAGERS
20% INTUITIVE EATERS
“I’m intentional “In charge of eating Eating for nourishment and to feel good.
33% IMPULSIVE EATERS
"I eat what I want"
Eating is dominated by cravings
Driven by instant gratification of moods, tastes, hunger
47% CONFLICTED EATERS
Struggling to control cravings Gratification is negotiated ('Soda now, means running later”)
Obesity doesn't carry the same cultural stigma it once used to
As American waistlines expand, there is a diminished sense of urgency to lose weight because their social networks, on average, are heavier.
"The shame factor for weight has diminished these days."
"Who's able to look like all those models anyway? They are the minority!"
Distribution of Adult Consumers According to self-assessed weight
Most Americans see themselves as being overweight