Weight watchers test
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Transcript of Weight watchers test
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Through a Wide Lens:
How a Culture of Obesity
Affects Marketing
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The world is widening
Estimated 300 million obese adults worldwide in 2000
Two-thirds of Americans are overweight or obese
16% of U.S. children ages 6-17 are overweight
Source: CDC
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Today’s discussion
Dig deeper into the consumer mindset regarding obesity and weight management
Top 10 takeawaysfor marketers
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Obesity weighs heavily on consumers
Weight perception % of respondentsThe right weight 31%Overweight 63%Underweight 3%
Source: Mintel/Harris Online Poll, Adults 18+
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It’s viewed as the key barrier to “perfect health”…
Barriers to good health% of
respondentsOverweight 25%Don’t exercise 13%Major health problems/illness
11%
Minor health concerns 9%High blood pressure 9%Always room for improvement
5%
Yankelovich 2005 Preventative Health and Wellness Study
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…and critical to maintaining good health
Preventative healthservices most important % of respondentsBlood pressure control 38%Weight management 33%Fitness 32%Diet/nutrition 32%Cholesterol control 32%Stress management 28%
Yankelovich 2005 Preventative Health and Wellness Study
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There have never been more ways to lose it
Let Me Help
Myself
Just GiveIt To Me
DoctorMe
WorkWith Me
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Yet most consumers choose to go it alone…
Source: Mintel/Harris Poll Online, Mintel/Simmons NCS
Type of weight loss plan % of respondentsPersonally designed 82%Commercial diet 10%Doctor directed 4%
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Top 10 takeawaysfor marketers
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Linked with at least 30 chronic health conditions, including: Type 2 diabetes
High blood pressure
Heart disease
Stroke
Gallbladder disease
Breathing problems
Some cancers
Infertility
1. Obesity impacts health & quality of life
Source: American Obesity Association, Mintel 2006 Diet Trends
Cost of Obesity:
Total $177 Billion
Annually (U.S.)
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2. Childhood obesity takes center stage
Schools are feeling the pressure School menus
Vending machines
Push to reinstate physical education
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3. Government and business go on the attack
Congress increases oversight New dietary supplement bills in Congress require greater
reporting of adverse effects
Proposed federal oversight of school food sales
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Products and goods get ‘super-sized’ Average dress size now 14
Plus-size designer labels
Ambulances and wheelchairs now wider
Seat-belt extenders
4. Growing industry around supporting obesity
P L U S
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5. Diet fads will come… and go
Popularity is a fleeting word
1980’s
Liquid Diet
1990’s
Low Sugar
High Protein
1950’s
One-FoodDiets
1960’s
CarbCutting
1970’s
High Protein
Master Cleanse
2000’s
Low Carb
‘Right’ Carbs
MasterCleanse
Cookie Diet
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6. The food/diet/health connection will grow
Familiar foods have taken on new roles
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7. ‘Better for You’ expands beyond weight loss
Blurring of the lines for foods under the ‘Better For You” banner
Weight ControlWeight Control
Freerange
All Natural
HealthierHealthier Less BadLess Bad
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SurgicalSurgical
PharmaPharma
8. More consumers turn to medical options
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9. Weight loss has ‘come out of the closet’
Anorexia and bulimia taboos are being broken Diseases now in the mainstream
‘Extreme thinness’ no longer the standard
New BMI guidelines for models
November 2006
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10. Weight management enters the digital age
Consumers are online information seekers—including health-related matters
Health sourcesconsulted regularly
% ofresponde
nts
Doctor/physician 57%
Health information website
37%
Search engines 33%
Friends and family 27%
Pharmacist 18%
Source: Yankelovich 2005 Preventative Health and Wellness Study
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In summary…
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Summary
When marketing and selling in a culture of obesity:
Capitalize on opportunities… but don’t exploit
Inform and educate
Create a positive environment
Connect with consumers
Personalize the experience
Acknowledge the difficulty of theweight loss journey
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“Alan thought he was being funny.”
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Thank You!