Introduction
Obesity is the number one health trend affecting the food and drinks industry in terms of NPD and marketing. The condition is so widespread that as many as 66% of the US adults and almost half of Europeans were overweight in 2004. To effectively target this group players must understand the gap between attitude and behavior in eating patterns, to develop successful products and marketing.

Scope
Unique consumer insight into the gaps between consumers' attitudes to health and diet and their behavior segmented by consumer weight groups.
Market sizes for key diet food and drink categories as well as per head expenditure by country and category.
Comprehensive data on levels of obesity among adults and children and segmentation of the population according to BMI.
Actionable recommendations on how to effectively target overweight consumers and a review of best-practice new product development.
Highlights
66% of all US adults were overweight or obese in 2004, compared to only 51% of Europeans.

Within the diet foods sector, products containing no fat or reduced levels thereof have accounted for more diet food new product development (NPD) than those making any other 'lesser evil' claims. In 2001, 7.4% of food NPD claimed to contain reduced levels of fat, rising to 10.4% in 2005.

On average, 46.5% of consumers find health more important than taste, with a further 25.7% being of the opposite point of view. However the depth of conviction differs: 13.2% of consumers consider taste to be significantly less important than taste, with no consumers at all claiming to find taste significantly more important.

Reasons to Purchase
Gain unique insight the differences between overweight consumers' attitudes to health and diet and their behaviours.
Learn about best practice NPD spearheading the trend away from dieting towards healthy eating.
Access detailed data on attitudes, behaviours and population distribution by Body Mass Index and expenditure on key diet food and drink categories.

Introduction
Obesity is the number one health trend affecting the food and drinks industry in terms of NPD and marketing. The condition is so widespread that as many as 66% of the US adults and almost half of Europeans were overweight in 2004. To effectively target this group players must understand the gap between attitude and behavior in eating patterns, to develop successful products and marketing.

Scope
Unique consumer insight into the gaps between consumers' attitudes to health and diet and their behavior segmented by consumer weight groups.
Market sizes for key diet food and drink categories as well as per head expenditure by country and category.
Comprehensive data on levels of obesity among adults and children and segmentation of the population according to BMI.
Actionable recommendations on how to effectively target overweight consumers and a review of best-practice new product development.
Highlights
66% of all US adults were overweight or obese in 2004, compared to only 51% of Europeans.

Within the diet foods sector, products containing no fat or reduced levels thereof have accounted for more diet food new product development (NPD) than those making any other 'lesser evil' claims. In 2001, 7.4% of food NPD claimed to contain reduced levels of fat, rising to 10.4% in 2005.

On average, 46.5% of consumers find health more important than taste, with a further 25.7% being of the opposite point of view. However the depth of conviction differs: 13.2% of consumers consider taste to be significantly less important than taste, with no consumers at all claiming to find taste significantly more important.

Reasons to Purchase
Gain unique insight the differences between overweight consumers' attitudes to health and diet and their behaviours.
Learn about best practice NPD spearheading the trend away from dieting towards healthy eating.
Access detailed data on attitudes, behaviours and population distribution by Body Mass Index and expenditure on key diet food and drink categories.