EATING OUT AND THE IMPACT OF WEIGHT GAIN CONCERNS

WHO declared
obesity an epidemic in 2000 warning that between 1995 and 2000 the number of obese
people in the world increased from an estimated 200 million adults worldwide to
over 300 million. The obesity epidemic is not restricted to industrialized societies;
it is often growing more rapidly in developing markets - China now has more obese
and overweight people than North America.

People all over the world, are increasingly outsourcing the task of preparing and
serving food to the fast food industry, restaurants, street sellers, cafes and convenience
stores. There is a positive correlation between an increase in buying out of home
and obesity rates, although it does not explain the total rise. The increase in
the amount of food prepared and eaten outside of home has been linked to obesity
in popular media such as the movie 'Super size me', and 'Fast Food Nation' and by
consumers themselves.

This paper, summarizing over 80 focus groups in over 20 markets, of which 13 were
in the Asia region, looks at the habits people have in out-of-home eating, the heuristics
underlying them, and how they change when obesity or weight gain becomes a concern.
It demonstrates that by using new qualitative research techniques, it is possible
to identify the heuristics (mental rules) that underpin sensitive or complex behaviors
like out-of-home food choice, and that these techniques therefore offer us opportunities
to better understand how consumers prioritize complex choice issues and communicate
effective dietary guidance.

Contact information: 34th Floor, United Center Plaza, 323 Silom Rd, Bangkok,
Thailand. Tel: +66 22311931 ext 488.

Fax: +66 22311927. E-mail: fiona.cameron@acnielsen.com


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