Americans Point Finger at Themselves for Obesity Problem; Consumers Do Not Blame Food Industry, New National Survey Reveals.

News Editors/Health/Medical Writers

SAUSALITO, Calif.--(BUSINESS WIRE)--Feb. 10, 2004

Americans are remarkably clear about who is responsible for their expanding waistlines, and it isn't the food and beverage industry, reports a new national survey. What to do about it, however, is another matter.

When asked about the cause of obesity, an overwhelming 90 percent of those surveyed say that they, and not food and beverage companies, are responsible for what they eat and drink and how it affects their health, according to the survey conducted in January 2004 by Context Marketing, Sausalito, California.

Four in five agree that Americans are eating too much and becoming more obese. The survey also reports that the vast majority (77 percent) do not think food and beverage companies should be held legally responsible for making Americans overweight.

If Americans are clear on the problem, they seem uncertain about their ability to do something about it, notes Bob Kenney, Context Marketing president, who reports that the survey also shows:

-- 54 percent consider themselves to be overweight, but only one

in four (26 percent) considers themselves to be a dieter.

-- 59 percent are concerned about their weight but only 44

percent worry about how much they eat.

-- 42 percent say they would like to eat healthier food but find

it difficult to do so.

"Clearly, many people are conflicted on the issue of obesity," said Kenney. "While most Americans have a heightened awareness of the problem, they also express a diminished ability to change the behaviors that cause it."

"Consumers seem to be sending a message that they are open to help in dealing with obesity," Kenney said. "There is an opportunity for companies to respond to consumers both in terms of the products offered and in educating them about how to enjoy those products in a healthy diet. This may in part explain the low-carb product phenomenon. People are looking for ways to improve their diet and health, and companies are offering new products that meet this need."

The survey also reported that a majority of Americans (62 percent) do not think the media are exaggerating the country's obesity problem. When asked, six in 10 Americans cite both obesity and diabetes as leading health concerns. In total, nearly half see obesity as a societal problem.

The survey was conducted in January 2004 for Context Marketing by the B/R/S Group, a research firm specializing in consumer attitudinal research. The national online survey included 1,057 people, aged 18 and older.

Note: To obtain a copy of the survey, contact Mary Hancock of Context Marketing, [phone] or [e-mail].

Obesity Survey Highlights

Following are highlights of the national survey on consumer attitudes toward obesity, conducted in January 2004 by Context Marketing, a Sausalito, California-based marketing and public relations firm. The online survey included 1,057 people, aged 18 and older.

Americans acknowledge the growing problem of obesity and its negative health effects:

-- 6 out of 10 list both the increase in the number of obese

Americans and the growing rate of diabetes as major concerns.

-- 4 in 5 agree that Americans are becoming more obese.

-- 4 in 5 agree that Americans are eating too much.

More than half of all Americans consider themselves to be overweight (54%) and even more are concerned about their weight (59%):

-- Yet just 44% say they worry about what they eat.

-- Only 1 in 4 consider themselves dieters.

Americans generally do not blame marketing or the media:

-- 62% do not think the media are exaggerating America's obesity

problem.

-- Just 41% think advertising causes us to eat more than we

should.

Americans overwhelmingly agree that they, and not the food industry, are responsible:

-- 90% think they are responsible for what they eat and how it

affects their health.

-- 77% do not think food and beverage companies should be held

responsible for making Americans overweight.

Americans associate the obesity problem more with adults than with children:

-- 65% connect the problem with adults.

-- 23% connect it with children.

-- 12% connect it with teens.