“While this self-awareness of how they rate their healthy living seems to contradict statistics on
child and teen obesity published by the CDC and other agencies, it shows that there is a foundation
or predisposition for turning awareness into actual healthy lifestyle patterns,” said Steve Seraita, Executive Vice President, Scarborough Research.

Parents Know Best

Using the internet is an integral part of teen activity, but it ranks second as a source for where teens go for health information. 63 percent of teens say that when they have questions about health or nutrition, the seek out their parents or guardians, while half turn to the internet. In both cases, girls are more likely to use either source. Seriata notes that healthcare social marketing efforts designed to reach teens might have an even greater impact if their parents were targeted as well.

When teens do go to the web for information on health, they’re more likely to rely on a search engine than they are a social network.

“Teens are considered to be at the forefront of social networking, but, when it comes to seeking health information, we can see the power of search outweighs that of social networking,” said Seraita.”However, with half of all teens going to the Internet for health information, marketers must create a comprehensive and diversified online marketing plan — otherwise they will miss reaching half of their target audience.”

Download Scarborough’s Teen Health Perceptions Study.

According to NielsenHealth, U.S. households with at least one obese member spend 9% more than the average American household on over-the-counter medications, 10% more on health and beauty care products, and almost 17% more on total medications and remedies. 

Obesity sufferers tend to live in low-income households, with incomes of less than $20,000/year, and are more likely to be middle-aged (45 to 64 years old).  These households tend to be located in less affluent towns and rural areas (39%). 

On average, households with obese members are more willing to buy generic or private label brands.  They also purchase 20% more low calorie carbonated soft drinks than the average U.S. household, and are more willing to buy prescription drugs from outside the U.S. in order to save money.

As marketers turn their attention to this once-overlooked demographic, Americans are also turning an eye inward to examine the causes of the country’s obesity epidemic.

According to a 2008 Nielsen survey cited in the November issue of Nielsen’s “Consumer Insight” online newsletter, 81% of U.S. consumers “agreed” or “strongly agreed” that weight gain can be attributed to eating too much and not exercising enough. 

What’s more, 68% of consumers “disagreed” or “disagreed strongly” with the statement that they cannot find healthy food in their grocery store.

Consumers also told Nielsen they hold food companies and their advertising partially responsible for America’s obesity epidemic.  Almost three-quarters of consumers believe that advertising by food companies encourages people to eat less-healthy food, and that these companies should provide healthier food.  In comparison, consumers did not identify the fast-food industry as a major player in the obesity blame game.

Learn more about U.S. consumers’ perceptions of obesity.

Read more about marketers’ efforts to reach obese consumers in the November issue of Nielsen’s “Consumer Insight” online newsletter.

Read coverage of Nielsen’s findings in Adweek.