Agenda

Obesity epidemic status quo

What caused obesity epidemic

Why government intervention is needed

Obesity epidemic status quo
Obesity is poised to surpass
smoking as the principal
preventable cause of death
Obesity epidemic status quo

One of the most serious public health problems of the 21st century, which

is on the World Health Organization’s list of main health concerns

Obesity is perceived as a symbol of wealth and fertility at other times in

history, and still in many parts of Africa

More obese and morbidly obese people and diabetics in developed countries

Over 300 million people worldwide are affected by obesity

The total cost in health care expenditures of obesity is estimated to be over

US$50 billion.
Obesity epidemic status quo

Obesity related disease

Excessive body weight is associated with various diseases

cardiovascular diseases

type 2 diabetes

obstructive sleep apnea

certain types of cancer

Osteoarthritis

Obesity has been found to reduce life expectancy.

Obesity epidemic status quo

Prevalence in adults and children

In Australia, the prevalence of obesity in children and adolescents has

jumped markedly in all age groups and for both boys and girls
over the past few decades.

The major long-term consequence of childhood obesity is its

continuation into adulthood.

Obesity epidemic is considered a vital
health problem across the countries
and has a big impact on quality of
world citizens’ living.
What caused obesity epidemic
What caused obesity epidemic
Increased family income/ well- being

Below 10% of a family’s income is spent on food,

compared to over 70% in the past

Low-income households often have unhealthy dietary

food habits such as consuming low price but high fat and high
sugar foods.

High-income households can afford to seek more nutritious

and healthier foods.
What caused obesity epidemic
Life style
Prosperity, the good life and less active lifestyle

Increasing sedentary lifestyles

the most popular leisure activities reported by children aged 5–14

years were watching TV and videos (96.9%) and playing
electronic or computer games (68.9%) (ABS 2001).

Increasing use of cars

Decreased walking, cycling and transport-related physical activity

What caused obesity epidemic
Life style

Increased energy intake

Ready availability of energy-dense foods and drinks

Larger serving sizes

Reduced time for cooking

Meals eaten away from the home

What caused obesity epidemic
Consumption drivers

Source: De-Marketing Obesity

What caused obesity epidemic
Marketing & corporate social responsibility (CSR) issues

Advertising
Misleading health claim
Ads on sedentary products other than food
Viral marketing / online marketing

Packaging
Increased portion size

Promotion
Bulk purchasing
Easy-to-reach store display for snacks (e.g. end-of-shopping candies at
cashiers)

Profits
Unhealthy ingredients in food products for higher profits e.g. trans fats.
Obesity Epidemic is a multi-facet
social problem caused by multi-
sectional drivers
Why government intervention is needed
A free market is profit-driven

Reason: Obese people represent more potential revenue

for the food industry.

Result: Many marketing efforts are being invested to lure

obese people to buy more food products

So government intervention is essential !

Food safety is hard to monitor in a less
intervened market !
Reasons:
Less interventionist in making public policy on food supplies
(since the 1980s)
Let market forces determine the direction of change and
distribution.
Results:
Food safety concerns started rising around the world.
Governments in many countries are not prepared for this
new direction.

So government intervention is essential !

Industry self regulation is segmented and
insufficient
Reason: multiple stakeholders within the food industry at

many levels in the supply chain.

Result: coordination and agreement among them for the

implementation of any public policy are hard to achieve.

Food-related public policy such as the promotion of

domestic commodities, research support, surveillance, and
food safety have all contributed to the obesity problem

So government intervention is essential !

 Conclusion
It’s not a simple marketing issue, it’s a social issue.

Need to do more obesity tracking study (market research on a

more macro level)

Industry self regulation should be aligned with the

government policy.

Government and non-profit organizations must embrace social

marketing as a means for multi-sectoral collaboration.

Thank you
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