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Diet, Health and Obesity - Consumer Attitudes and Perceptions
Leatherhead Food International, July 2004
In spite of all the negative media coverage blaming the government, the food industry and the advertising industry for the obesity problem in the UK; consumers reveal in this latest publication that they feel people and their lifestyles were largely to blame for increasing levels of obesity. With rising levels of affluence and improved availability and food choice, most felt that people could easily follow a healthier diet with a little motivation and effort. It was pointed out, 'the food manufacturers don’t put the food in your mouth'.
In the UK 22% of men and 23% of women are obese and two-thirds of men and half of women are overweight, and the problem is increasing faster than in most other European countries. If prevalence continues to rise at the current rate, more than one in four adults will be obese by 2010. This would significantly increase the incidence of associated diseases, such as coronary heart disease, and would cost the economy over £3.5 billion a year by that date.
- These are only a few of the numerous alarming statistics concerning the health of the UK population, others include;
- Two-thirds of Britons are now so inactive that they are at risk of getting cancer, diabetes and heart disease.
- The number of obese children in the UK has doubled since 1982. Ten per cent of six-year-olds and 17% of fifteen-year olds are now classed as obese.
- Nine out of ten teenage girls think they are overweight and need to diet. Many blame their mothers for teaching them that certain foods are 'bad' and that dieting is 'good' and 67% are willing to consider diet pills or plastic surgery to correct 'flaws' in their appearance.
- Forty percent of 5-year-olds in England and Wales have at least one rotten tooth, rising to 50% in Scotland, reflecting both an increase of sugar in the diet and the frequency with which children eat sugary foods.
- High salt intake linked to high blood pressure is a contributory factor in over 170,000 deaths a year in the UK.
- Two percent of the adult population in Britain are severely underweight and girls as young as 6 are receiving treatment for anorexia in the UK.
There are very real concerns over the levels of fat, salt and sugar consumed on a daily basis by both adults and children in the UK, as well as attitudes towards diet and health. The government recently published the first hard evidence blaming TV advertising for the excessive consumption of junk food that is causing obesity among young people.
The new report provides essential information not readily available elsewhere for government and consumer bodies that are investigating the health of the nation. It also provides valuable information for the food industry, which is under increasing pressure to lower the fat, salt and sugar content of some of the foods it produces, as well as promoting a healthier eating message.
Aims of the Report
The major aim of the research is as follows:
To assess consumer attitudes towards diet health and obesity in England.
Objectives
This broad aim is broken down into the following research objectives:
To examine consumer perceptions of the diet and health of the nation as a whole.
To identify consumers’ own diet and health concerns, including obesity and heart disease.
To examine consumer attitudes to fat, salt, sugar, fruit, vegetables and fibre.
To assess consumers’ lifestyle concerns.
To examine consumer attitudes to food choice.
To explore consumer attitudes to food education and advertising.
To assess consumer attitudes on how the diet, health and obesity problem should be tackled in England.
To explore children’s attitudes to rising obesity and other diet related diseases amongst children in England.
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