26th June 2019

Perceptions that diets are a quick fix solution means obesity rates will continue to rise

FMCG Gurus research in 2018 shows that across the globe, consumers are unhappy with their waistlines. A total of 52% of consumers say that they want to lose weight. This is despite 61% of consumers saying that they are of normal weight and 27% classifying themselves as being overweight. When it comes to changes in the last twelve months, a total of 18% say that they have put weight on.

When it comes to perceptions about waistlines, it is worth noting that only 59% of respondents say that they know what their recommended waist is. This means that there is a very real possibility that a significant proportion of consumers who classify themselves as normal weight are in fact not.

Despite worries about waistlines, consumers are not being over productive when it comes to addressing the issue. Indeed, only around half the number of those unhappy with their waistlines say that they are currently on a diet (27%). The data showed that for many consumers, this was not their first attempt trying to lose weight and that in the past it has proved too much of a challenge. The reality is that despite their best intentions, many consumers cannot stick to a diet in the long-term.

One of the key reasons why consumers may struggle with diets can be linked to attitudes towards what is considered a diet. Research shows that changing eat/drinking habits in the short term (37%) is a considerably more popular answer than sticking to a rigid diet plan (27%). If respondents do not demonstrate a long-term approach to healthy eating – and instead associate a healthy diet with being a quick fix solution – then obesity rates will continue to rise.

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