New Study Reveals that More Americans Feel They Are Overweight

01/05/06 ST. PETERSBURG, Fla. -- As diet products continue to hit the market at alarming rates, a new study published by HealthFocus International entitled, The National Study of Public Attitudes and Actions Toward Shopping and Eating, concludes that even though more shoppers describe themselves as overweight, fewer are dieting to lose weight.

One of the reasons people may be more comfortable with excess weight is because of an evolving trend that shows consumers are moving away from defining "health" based on only physical parameters, but rather overall "Wellness." Consumers indicated that Wellness is related to, but distinct from health. Wellness is about physical, emotional, mental, social and spiritual well being. Nutrition is only one part of Wellness and consumers feel that "balance" is key, not just in diet but in life overall.

"This simplification of 'Wellness' to the 'Power to Be Happy' is part of a larger social trend to embrace personal pleasures and comforting values," observes Barbara Katz, General Manager of HealthFocus International. "Consumers anticipate that being happy makes them healthier, and that when they take better care of their health, they are better able to be happy."

So what does that mean for companies when they are marketing or developing healthy products and communicating their benefits? HealthFocus International advises that companies need to speak to weight loss as a means of managing the "consequences" of being overweight. These "consequences" could be social, health related, financial or as simple as realizing the positive results of losing weight. For instance, communicating that a product can help manage tiredness or can help achieve benefits such as increased energy, are stronger messages than the promise of "losing pounds."

"Manufacturers must also realize that consumers today feel a strong sense of entitlement. They want great taste and better nutrition, luxury and affordability, natural with convenience, and fresh and fast," added Ms. Katz. "Companies must make the 'healthy' choice the irresistible choice rather than the virtuous choice."

HealthFocus also advises that when communicating "health benefits," marketers need to connect with consumers on an attitudinal or emotional level, not just on a physical or rational level. For instance, more often shoppers will look for "fresh meal" solutions at their grocery store because these items are not only providing ease of preparation; they are also giving families the opportunity to have more time for things they care about. Most importantly, however, is that this "home cooked style" delivers some of the emotional reward of playing a part in the meal's preparation.