Obesity the Food industry and consumer preferences
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- 1. A Publication of QEP Marketing Clinic Obesity The Food Industry and Consumer Preference
2. Table of Contents About&this&Book&&the&Company&and&the&Author& Chapter&1&&The&problem&of&Obesity& Chapter&2&&Fat&&Salt&&Sugar&&The&Villains& Chapter&3&&The&Food&Industry&&The&Elephant&&&the& Rollercoaster& Chapter&4&&Consumer&Learnt&Behavior&of&Obesity& Chapter&5&&EmoJons&and&Taste&&The&Real&Cause&of& Obesity& Chapter&6&&How&OvereaJng&AddicJon&Occurs& Chapter&7&&Changing&Consumer&Taste&Preference&&A& PotenJal&SoluJon& Conclusion& 3. About This Book This&book&is¬&a&diet&book&& Rather&it&is&an&analysis&of&why&and&how&obesity&occurs&from&an&emoJonal&and& sensory&taste&perspecJve&and&how&this&drives&consumer&preference&for&short& term&gain&for&potenJal&long&term&pain& &In&addiJon,&the&book&suggests&how&the&Food&industry&could&develop&healthier& food&and&beverages&which&appeal&to&consumer&preference& The&informaJon&in&this&book&is&derived&from&qualitaJve&research&over&the&last& 30&years&conducted&by&QEP&MarkeJng&Clinic&using&our&proprietary&methodology& and&systems.& These&insights&are&drawn&from&over&7,000&groups,&each&run&on&average&for&two& hours&in&duraJon,&amongst&a&total&of&well&over&35,000&research&respondents& covering&more&than&5,000&dierent&food&and&beverage&exisJng&brands,&products& or&new&product&development&concepts.& This&experience&has&provided&a&wealth&of&pracJcal&insight&and&knowledge&into& understanding&the&emoJons&behind&taste&and&delivering&consumer&preference& from&that&understanding.& 4. About QEP Marketing Clinic Based&in&the&US&and&UK&we&are&a&food&and&drink&market&research&company&that& helps&large&global&brand&owners&to&gain&compeJJve&advantage&by&understanding& why&and&how&consumers&make&their&taste&choices&through&emoJonal& preference.& Our&company&has&over&30&years&experience&researching&over&7,000&food&and&drink& products,&helping&to&gain&consumer&preference&for&companies&globally&such&as& Kra[,&CocaCola,&Kelloggs,&PepsiCo,&Mars&and&Diageo&amongst&others.& By&using&proprietary&qualitaJve&and&tools&and&methodology,&including&our&recently& introduced&global&Mobile&and&Web&based&market&research&tools&we&understand& the&posiJve&and&negaJve&emoJons&in&a&products&taste&and&texture&to&deliver& compeJJve&advantage&in&exisJng&and&new&brands.& For&more&informaJon&visit& www.qepmarkeJngclinic.com& We&also&publish&a®ular&blog&on&Consumer&Preference&of&EmoJon&and&Sensory& Taste&h_p://blog.qepmarkeJngclinic.com/blog&& QEP&MarkeJng&Clinic&is&the&branded&trademark&of&QEP&Research&Inc&and&QEP& Research&Ltd.& 5. The Author About&the&Author:&&Derek&Roberts& Derek&started&his&long&and&acJve& career&in&FMCG&markeJng&as&a& graduate&trainee&with&Cadbury& Schweppes.&A[er&a&number&of& promoJons&he&progressed&to& an&internaJonal&markeJng&role& in&Smith&Kline&Beecham&(the& precursor&to&GSK).& He&then&became&NPD&Director& for&Bass&brewers,&the&UKs& largest&brewer.&& In&this&la_er&role&he&became&personally&aware&of&QEP& MarkeJng&Clinic&and&recognized&and&acJvely&used&its& unique&methodology&on&several&projects&with&success&as&a& client.& He&subsequently&joined&the&company&in&2001&and&now&runs&the& internaJonal&arm&of&the&company&including&the&Mobile&and&Web& service,&based&out&of&Chicago&and&London& 6. CHAPTER ONE The Problem 7. The Problem World Statistics According&to&the&WHO,&worldwide&obesity&has&doubled&since& &1980&&www.who.int/en/& In&2008&more&than&1.4&billion&adults,&20&and&over,&were&overweight,&of& these&500&million&were&obese& .&& More&than&10&%&of&the&worlds&populaJon&was&obese& Overweight&and&obesity&are&the&[h&leading&risk&for&global& &deaths.&& At&least&2.8&million&adults&die&each&year&as&a&result&of&being& &overweight&or&obese.& &In&addiJon,&44%&of&the&diabetes&burden,23%&of&the&coronary&heart& disease&burden&and&between&7%&and&41%&of&certain&cancer&burdens&are& a_ributable&to&overweight&and&obesity&according&to&WHO&studies& This&problem&is&increasing&in&the&young&& In&2011,&more&than&40&million&children&under&the&age&of&ve&were& overweight& 8. The Problem Developing Worldwide Once&considered&a&highincome&country&problem,&overweight&and& obesity&are&now&on&the&rise&in&low&and&middleincome&countries,& parJcularly&in&urban&selngs&according&to&the&WHO& Globally,&more&people&die&of&obesity&related&causes&than&starvaJon&& &More&than&30&million&overweight&children&under&5&are&living&in& developing&countries&and&10&million&in&developed&countries.& China&has&opened&its&rst&clinics&for&dealing&with&childhood&obesity& and&the&problem&is&increasing&in&other&developing&countries& Where&there&is&a&growing&auent&middle&class&such&as&China,&India& and&Brazil&a&caloric&high&Western&diet&follows&.&and&so&does& obesity& 9. The Problem Obesity BMI Definition Overweight&and&obesity&are&dened&as&abnormal&or&excessive&fat&& accumulaJon&that&may&impair&health.& Body&mass&index&(BMI)&is&a&simple&index&of&weightforheight&that&is& &commonly&used&to&classify&overweight&and&obesity&in&adults.&& It&is&dened&as&a&person's&weight&in&kilograms÷d&by&the&square&& of&their&height&in&meters&(kg/m2).& The&WHO&deniJon&is:&a&BMI&greater&than&or&equal&to&25&is&& overweight&a&BMI&greater&than&or&equal&to&30&is&obesity& &BMI&provides&the&most&useful&&populaJonlevel&measure&of& overweight&and&obesity&as&it&is&the&same&for&both&sexes&and&for&all&ages& of&adults.&& However,&it&should&be&considered&a&rough&guide&because&it&may¬&& correspond&to&the&same°ree&of&body&fat&in&dierent&individuals.& 10. The Problem The Home of Obesity In&America,&considered&to&the&home&of&obesity&the&American&Heart& FoundaJon&www.heart.org/HEARTORG/& &state&that:& 66%&(144&million)&of&all&US&ciJzens&are&overweight&or&obese&based&on&the& BMI&scale&& Of&these&33%&(71&million)&are&obese& 1&in&3&children&(5&to&19yo)&are&overweight&or&obese& These&gures&are&a&higher&%&in&low&income,&low&educaJon,&high& unemployment&areas&reecJng&the&general&US&populaJon&trends&in& obesity& Compared)to)a)historical)study)conducted)in)1973)and)1974))a)study) conducted)in)2008)and)2009)showed)that)5)=mes)as)many)children) were)obese)in)the)US) Caloric&consumpJon&is&increasing,&in&addiJon&the&evidence&is&that&these& calories&are&empty&&i.e.&low&in&nutrients,&which&aects&general&health& 11. The Problem Public Attempts to Change Many&health&authoriJes,&government&and&consumer&bodies&frequently& appear&in&the&media&staJng&the&size&of&the&problem&so&the&general&public& are¬&ignorant.& &Many&celebriJes&campaign&for&healthier&eaJng,&parJcularly&for&the& young&including&in&the&US,&Michelle&Obama&who&heads&a&naJonal&US& campaign&to&champion&healthier&eaJng.&& This&has&resulted&in&Federal&grants&to&encourage&healthier&school&meals& despite&claims&of&higher&wastage&and&less&school&meals&being&consumed& due&to&childrens&resistance&to&the&healthier&food& There&are&also&plans&to&bring&clearer&labeling&&for&processed&food&&& beverage&packaging&to&assist&consumers.& Such&public&authoriJes&receive&excellent&publicity&from&the&media&for& their&good&work.& In&turn&there&are&a&plethora&of&diets&and&schemes&to&assist&in&dieJng&and& healthy&eaJng,&although&these&o[en&seem&to&vary&and&conict&in&advice.& Many&consumers&religiously&follow&the&latest&fads&and&fashion&in&healthy& eaJng&and&dieJng& 12. The Problem The Obvious Answer To&avoid&being&overweight&or&obese&&the&physical&answer&is&simple.&& Balance&the&calories&you&eat&with&the&calories&you&expend&in&energy& form&through&acJvity:&energy&in&&energy&out& &Ideally&the&calories&you&take&in&are&in&a&balanced&format&of&healthier& nutriJous&sources&such&as&fruit,&vegetables,&pulses,&grains,&with&some& dairy&and&meat/&sh&protein&according&to&the&WHO& So&the&&quesJon&must&be&asked&&if&the&problem&is&idenJed&&and& serious&and&its&cause&is&known&&&why&is&it&sJll&a&problem?&& Surely&responsible&minded&logical&&consumers&will&appreciate&the& problem&and&act&accordingly&in&their&behavior&to&avoid&obesity?& &Why&is&the&problem&sJll&growing?&Somebody&must&be&to&blame!& Perhaps&it&is&all&the&Food&Industries&fault&who&manipulate&the&poor& consumer&to&do&the&industries&whim&so&that&huge&prots&can&be&made& &or&maybe&there&is&more&to&it&than&that!&& 13. The Problem Causes The&causes&of&obesity&are&highlighted&as&being&:& The&increased&consumpJon&of&high&caloric&processed&and&fast&food& containing&sugar,&fat&(and&salt)&& The&general&decline&in&manual&labor&as&society&changes&to&more& sedentary&oce&based&occupaJons&using&less&physical&acJvity& The&food&industry&has&come&into&much&criJcism&as&they&are&accused&of& oering&food&and&beverage&which&encourage&obesity&& They&also&seem&to&oer&confusing&advice&/&direcJon&to&consumers&by&the& use&of&obtuse&labeling&on&packs& Indeed,&there&are&many&calls&for&the&Food&industry&to&be&forced&to&limit&fat& &salt&&sugar&&levels&from&public&and&private&health&bodies&around&the& globe& Plus)declare)the)unhealthy)ingredients)clearly)on)the)pack)in)the)form)of) a))health)warning.)Such)an)ini=a=ve)may)seem)fanciful)but)thats)what) the)cigareHe)industry)also)thought)years)ago!) 14. CHAPTER TWO Fat Salt Sugar = The Villains 15. Fat Salt Sugar Fat Fat&/&Salt&/&Sugar&are&at&the&core&of&excessive&eaJng&and&the&problem& of&obesity.&& Consumers&who&are&overweight&are&mainly&unhealthy&as&a&result&of& consuming&too&much&calories&through&sugar&and&fat.& As&part&of&this&process&the&food&they&eat&also&has&high&level&of&salt& which&can&lead&to&high&blood&pressure&problems&& The&big&problem&is&that&singly&or&in&combinaJon,&fat&&salt&&sugar&are& major&carriers&of&taste&in&a&food& Not&only&do&they&carry&the&taste&through&the&mouth&they&also&have&a& taste&of&their&own&plus&bring&out&the&best&taste&in&other&ingredients& In&addiJon&sugar&and&fat&have&also&a&major&contribuJon&to&enhancing& mouthfeel&texture&of&products&in&conjuncJon&with&helping&the& product&ow&through&the&mouth& 16. Fat Salt Sugar Different types of Fat Looking&at&the&problem&of&fat,&certain&fats&are&more&unhealthy&than& others&and&can&cause&higher&levels&of&heart&disease& Generally&the&consensus&is&that&monounsaturated,&polyunsaturated&and& omega&3&found&in&oily&sh&are&benecial&to&physical&and&to&a&certain& extent,&emoJonal&health.& Even&saturated&fat&&found&in&red&meat&and&certain&dairy&products,&has& been&found&to&have&benecial&properJes&and¬&the&villain&it&was&once& thought&&but&again&there&is&some&debate&over&this&& Monounsaturated&fats&are&found&in&olive,&canola,&peanut&and&sesame&oil& as&well&as&certain&nuts,&avocados&and&olives& Polyunsaturated&fat&is&found&in&soybean,&corn,&saower&oil,&soymilk&and& tofu& Saturated&fats&are&found&in&red&meat&and&many&dairy&products&such&as& cheese&!& 17. Fat Salt Sugar Trans Fats - A Villain What&is&clear&and&unequivocal&is&that&the&villain&of&fat&is&trans&fat&which&is&a& normal&fat&molecule&that&has&been&altered&during&a&process&called& hydrogena+on.!During&this&process,&liquid&vegetable&oil&is&heated&and& combined&with&hydrogen&gas&This&makes&food&more&stable&and&less&likely&to& spoil,&which&is&ideal&for&food&distribuJon&and&prolonged&shelf&life&& The&scienJc&view&is&that&no&amount&of&trans&fats&is&healthy.&Trans&fats& contribute&to&major&health&problems,&from&heart&disease&to&cancer.& &However,&the&primary&source&of&trans&fats&comes&from&various&processed& and&fast&food&such&as:& Baked&goods&&cookies,&crackers,&cakes,&muns,&pie&crusts,&pizza&dough,& and&some&breads&like&hamburger&buns& &Fried&foods&&doughnuts,&French&fries,&fried&chicken,&chicken&nuggets,&and& hard&taco&shells&& Snack&foods&&potato,&corn,&and&tor