Children and Obesity - US
Report description
The role of environment in childhood obesity, including lack of nutritious foods in many schools; a dearth of safe and adequate places to exercise in many low-income areas; and poor nutrition and exercise regimes in many homes
The gradual increase in portion sizes over the years and the proliferation of fast-food chains, which market aggressively to kids
The higher costs of healthy foods and how that impacts children’s nutrition when many parents are struggling with tighter household budgets
How potential underreporting of childhood obesity can occur and how parents may be unwilling to recognize the problem in their own kids
Innovations in food manufacturing and advertising that may contribute to a solution
Marketing strategies of companies that are making inroads, large and small, into helping the anti-obesity cause
Table of contents
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Insights and opportunities
Childhood obesity statistics
Why are kids obese?
Most people blame people
The impact of race/Hispanic origin
Parents’ assessment of kids’ weight
Innovations and innovators
Restaurants start to fall in line
New food and drink labeling expected to increase healthy food choices
MyPlate
Marketing strategies during an obesity epidemic
Children’s eating habits and limitations
Parents’ attitudes toward kids’ diets
Children’s exercise
Promoting health to kids
Health strategies for kids
Information sources for childhood obesity
Insights and Opportunities
Shift in criteria for foods advertised to kids may spell opportunity
Prenatal anti-obesity
More sleep, less weight?
Foster homes as healthy environments
Insurance companies get involved
Inspire Insights
Trend: Life Coaching
Childhood Obesity Statistics
Key points
Rate of childhood obesity triples between 1980 and 2008
Figure 1: Let’s Move! ad, 2011
Obesity underreporting very likely
Figure 2: Parents’ assessment of children’s weight, by age of child, April-May 2011
Figure 3: Prevalence of obesity among children/teens aged 2-19, 1976-2008
Figure 4: Child population by age, 2006-16
The future for obese kids
Figure 5: Rate of adult obesity, by age, 2010
Why combating obesity matters
Why Are Kids Obese?
Quick Service Restaurants - US - September 2011 -Key points
Too many calories and too little exercise
Poor food and beverage choices on school campuses
Figure 6: Availability of various foods on school campuses, October 2009-December 2010
Lack of adequate daily exercise and safe, appealing places to exercise
Increasing portion sizes
Figure 7: Average per capita consumption in pounds and daily calorie consumption, 1970-2003
Limited access to healthy and affordable foods, and greater access to calorie-rich foods and sugary drinks
Figure 8: Use of fast food restaurants and reasons for use, October 2009-December 2010
Figure 9: McDonald’s Happy Meals ad, 2010
The influence of media
Stagnant economy can translate to poorer dietary choices
Most say people themselves responsible for obesity epidemic
Figure 10: Responsibility for the obesity epidemic, April-May 2011
Figure 11: Responsibility for the obesity epidemic, by presence of children in the household, April-May 2011
Blacks and Hispanics are more prone to obesity than whites
Figure 12: U.S. black child population, by age, 2006-16
Figure 13: U.S. Hispanic child population, by age, 2006-16
Innovations and Innovators—How the Food and Beverage Industry and the Government Are Helping
Restaurants join the cause
Food and beverage industry revamps labeling to help inform consumers
USDA unveils new dietary guidelines icon
Some healthful food product health/weight-related claims increase
Figure 14: Top 10 health/weight-related claims as percent of total food and nonalcoholic drink launches marketed for children aged 5-12, 2006-11*
Marketing Strategies During an Obesity Epidemic
Overview of the brand landscape
Brand analysis: Chef Boyardee
Figure 15: Brand analysis of Chef Boyardee, 2011
Online initiatives
TV presence
Figure 16: Chef Boyardee Beefaroni, TV ad, 2010
Brand analysis: Nutella
Figure 17: Brand analysis of Nutella, 2011
Online initiatives
TV presence
Figure 18: Nutella TV ad, 2010
Print and other
Brand analysis: Nintendo Wii
Figure 19: Brand analysis of Nintendo Wii, 2011
Online initiatives
TV presence
Figure 20: Nintendo Wii TV ad, 2011
Print and other
Children’s Eating Habits and Limitations
Key points
A quarter of child respondents use diet/lite products
Figure 21: Children’s dieting habits, by gender and age, October 2009-December 2010
Six in 10 kids say breakfast is the most important meal
Figure 22: Attitudes toward healthy and unhealthy eating, by gender and age, October 2009-December 2010
As kids age, parents less likely to control food types their kids eat
Figure 23: Limitations on children’s eating, by age of child, April-May 2011
Parents’ Attitudes toward Kids’ Diet
Key points
Parents weigh in on kids’ eating habits
Figure 24: Children’s eating habits, by age of child, April-May 2011
Majority of parents say controlling diet for kids aged 2-5 easier at home
Figure 25: Eating habits of children aged 2-5, by gender of parent, April-May 2011
As kids age, parents more likely to trust their nutritional choices
Figure 26: Eating habits of children aged 6-9, by gender of parent, April-May 2011
For kids aged 10-12, parents still feel controlling diet easiest at home
Figure 27: Eating habits of children aged 10-12, by gender of parent, April-May 2011
The role of household income among parents with kids aged 10-12
Figure 28: Eating habits of children aged 10-12, by household income, April-May 2011
For kids aged 13-15, parents leaving more nutritional choices up to them
Figure 29: Eating habits of children aged 13-15, by gender of parent, April-May 2011
Most parents say nutrition up to kids by age 16-17
Figure 30: Eating habits of children aged 16-17, by gender of parent, April-May 2011
The role of household income among parents with kids aged 16-17
Figure 31: Eating habits of children aged 16-17, by household income, April-May 2011
Children’s Exercise
Key points
Adequate weekly physical activity fades as kids age
Figure 32: Children’s exercise habits, by age of child, April-May 2011
Time spent exercising increases for younger kids between 2009 and 2011
Figure 33: Average amount of activity per week, by child/ren’s age, December 2008
A vast majority of kids aged 6-11 play sports
Figure 34: Top 20 sports children participated in the last 12 months, by gender and age, October 2009-December 2010
Promoting Health to Kids
Key points
Promoting healthy eating for kids is the top priority
Figure 35: Importance of promoting health for children, by gender of parent, April-May 2011
Younger respondents most likely to say nutrition/exercise are important
Figure 36: Importance of promoting health for children, by age of parent, April-May 2011
All parents agree on promoting kids’ health
Figure 37: Importance of promoting health for children, all parents vs. those with overweight children, April-May 2011
Health Strategies for Kids
Key points
Interest in health/weight strategies could be higher
Figure 38: Interest in health-promoting strategies, April-May 2011
Women more likely to be interested in recipe/meal plans and informational programs
Figure 39: Interest in health-promoting strategies, by gender of parent, April-May 2011
Younger parents more invested in health strategies
Figure 40: Interest in health-promoting strategies, by age of parent, April-May 2011
All parents more interested in strategies than parents of overweight kids
Figure 41: Interest in health-promoting strategies, all parents vs. those with overweight children, April-May 2011
Information Sources for Childhood Obesity
Key points
Most rely on doctor/nurse practitioner for kids’ health information
Figure 42: Children’s health Information source rating, April-May 2011
Younger parents most likely rate all information sources favorably
Figure 43: Children’s health Information source “very good” rating, by age of parent, April-May 2011
Older parents more likely to call information sources “OK”
Figure 44: Children’s health Information source “OK” rating, by age of parent, April-May 2011
Cluster Analysis
Health-Driven Parents
Demographics
Characteristics
Opportunity
Health-Disinterested Parents
Demographics
Characteristic
Opportunity
Self-Sufficient Parents
Demographics
Characteristics
Opportunity
Cluster characteristic tables
Figure 45: Children obesity clusters, April-May 2011
Figure 46: Importance of promoting health for children, by clusters, April-May 2011
Figure 47: Interest in health-promoting strategies, by clusters, April-May 2011
Figure 48: Children’s health Information source rating, by clusters, April-May 2011
Cluster demographic tables
Figure 49: Children obesity clusters, by parents’ gender, April-May 2011
Figure 50: Children obesity clusters, by parents’ age, April-May 2011
Figure 51: Children obesity clusters by household income, April-May 2011
Cluster methodology
Custom Consumer Groups—Parent’s BMI
Key points
Obese/extremely obese more likely to say their kids 6-17 are overweight
Figure 52: Weight rating of children, by age, by BMI of parent, April-May 2011
Overweight and obese/extremely obese most likely to endorse diet/meal plans for kids
Figure 53: Interest in health-promoting strategies, by BMI of parent, April-May 2011
Appendix—Other Useful Consumer Tables
Parents’ attitudes toward kids’ diet
Figure 54: Eating habits of children under age 2, by household income, April-May 2011
Figure 55: Eating habits of children aged 2-5, by age of parent, April-May 2011
Figure 56: Eating habits of children aged 2-5, by household income, April-May 2011
Figure 57: Eating habits of children aged 6-9, by household income, April-May 2011
Figure 58: Eating habits of children aged 10-12, by age of parent, April-May 2011
Figure 59: Eating habits of children aged 13-15, by household income, April-May 2011
Promoting health to kids
Figure 60: Importance of promoting health for children, by household income, April-May 2011
Figure 61: Importance of promoting health for children, by marital status of parent, April-May 2011
Health strategies for kids
Figure 62: Interest in health-promoting strategies, by household income, April-May 2011
Figure 63: Interest in health-promoting strategies, by marital status of parent, April-May 2011
Appendix—Trade Associations
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