Greg Kitzmiller09.01.04
Who Really Is The Overweight/Obese Consumer?
Consumer research and careful communications about overweight and obesity will be key to future success.
By Greg Kitzmiller
Obesity is now a watchword in U.S. Government agencies such as the FDA and the National Institutes of Health (NIH) have obesity clearly on their radar screens. It is estimated that approximately two-thirds of all Americans are overweight or obese The question is what are business firms doing about this issue?
Many businesses are reacting to the declared “obesity epidemic.” Fast food chains and restaurants are revising menus and some will be declaring the calorie count of offerings. Some, of course, may be running scared—worried that government agencies will substantially force a change in their business model. The Food Guide Pyramid will likely be totally revised, as a panel has already changed the recommendation from eating ‘cereal’ to including more whole grains; and more changes are coming.
Exactly one year ago as I wrote about the low-carb trend a survey of supermarkets found a large number of low-fat food products yet few low-carb offerings. This situation has changed substantially in one year. There is a proliferation of low-carb foods as well as supplements for those following a low-carb regimen. The Wall Street Journal has reported that 1865 reduced-carb foods and beverages entered the market during the first half of 2004 alone (WSJ, July 26, 2004, p. B1). Industry sources suggest many of those will be gone in a year as the market saturates.
Recent information suggests that the true low-carb diet fad may have already peaked. The Hartman Group, Bellevue, WA, reports that 50% fewer dieters reach their weight loss goals on low-carb diets compared to all weight loss diets in general. Hartman’s president, Laurie Demeritt, tells us that strict low-carb diets are on the wane. It appears, however, consumers have simply adopted lower carbs into their everyday consumption pattern. By January of this year one-third of all Americans could be classified as “low carb weight managers,” according to Steve French, managing partner of the Natural Marketing Institute (NMI), Harleysville, PA. The majority of those consumers are cutting back on items like sugars or starch-based foods. Just fewer than 20% of these follow a specific low-carb diet, or less than 7% of all questioned.
Beware of Myths
The key to understanding how to approach consumers is solid research about Americans and their view of obesity. The Hartman Group has published a study of “Obesity in America” and has unveiled some interesting findings. The most compelling news may be their reference to debunking of what they call ‘myths’ about obesity and how consumers refer to it. Here are the myths and the truths as found in their research.
• It is a myth that consumers are concerned about obesity as it relates to them and their daily life. The reality is that most consumers find their weight average and are ambivalent about how to manage their weight. Since consumers can usually look around and see others larger than they are it is easy to see how they consider themselves “average.” Of course, average means too much weight.
• It is a myth that consumers look to media images to set standards for weight. Consumers tend to look more to their social networks, such as friends and relatives, to decide when it is time to gain or lose weight. Social groups are extremely important in individual behavior.
• Another myth may be that consumers blame manufacturers and retailers for the national obesity problem. There may be the occasional lawsuit, but most people think obesity is an issue of personal responsibility. However, they also use the word obesity only when describing someone they do not know well. They would refer to a very large person they see on an airplane or at the mall as obese and blame that person for his or her problem. However, they are not referring to themselves as obese.
• Of great importance is that some in industry may feel that consumers link obesity with potential health issues. In fact, most consumers do not perceive themselves at risk for a health problem even despite inflated personal weight. This lack of a link between personal weight and health has real implications for manufacturers.
• Health professionals and fitness “pros” use objective measurements such as body mass index (BMI) and body fat to assess weight. Consumers don’t. Consumers assess weight relatively. They are more likely to assess their own weight after looking in a mirror, seeing an old photograph or realizing a pair of slacks no longer fit! Thus weight is personal, as well as practical, and not clinical.
The Hartman study also found that when most consumers refer to methods to lose weight they are more likely to resort to physical exercise than change food intake. However, this does not mean that no one has altered their diet. Even FDA admits confusion over diet guidelines and package labeling. Thus, consumers simply link weight loss and exercise more clearly and directly than specific diet changes.
While we know a large percent of the population can be labeled obese most consumers will not use that word about themselves. The Hartman Group also discovered that there are five segments that emerge based on weight self-
assessment. Of these, only the top group would refer to themselves as obese. This group used the word because a physician or other health professional had told them they are obese. Others tend to use terms such as “my clothes are too tight,” “I’m big-boned,” or “I’m overweight but I’m healthy.”
Watch What You Say
The clearest implication from this research is to carefully structure communication about weight loss products. Some research indicates consumers are looking for long-term solutions as opposed to some of the quick fixes advertised. It would seem from available information that using the word “obesity” won’t work, but talking about fitting into a pair of jeans will. Reference to everyday life issues like seeing yourself in a mirror will likely go much further than making the long stretch (at least from the consumer vantage point) to health. Referring to everyday people such as friends and neighbors as opposed to stars may also be in keeping with consumer research findings. One important fact for those closest to the pharmaceutical industry is Hartman’s finding that consumers do not tend to go to their physician for weight loss solutions.
Linking a combination of weight loss products with exercise will likely make claims more believable since most consumers understand the connection between physical activity and weight loss. It is likely that those firms that provide long-term support and information will fare far better than those that only offer products.NW