Obesity: Child's play
Childhood obesity is not a new topic. Technological advancements and the increased accessibility
of computer-based entertainment for children means the digital age is often cited as a major
factor in the prevalence of childhood obesity in certain markets. So, how worried are we?
Nearly a third (32%) of all respondents agree that they are worried about the issue of childhood
obesity in their own home, with the strongest level of agreement coming from Brazil (82%), Chile
(76%) and Egypt (75%). Over half (58%) of respondents agree that they are worried about the issue
of childhood obesity in their country with the leading nations again being Chile (95%), Brazil
(90%) and Egypt (80%).
Commented Rafael Céspedes, Managing Director of Synovate in Chile: "Childhood obesity has become
a problem in Chile. In fact, it is one of the countries with the highest prevalence of child
obesity, which is contributing to a number of chronic diseases. So much so that the National
Congress is debating whether there should be a tax on the sale of unhealthy food."
According to Egypt's El Nagger: "With Egypt having a fairly young population (a third is younger
than 15 years old), kids constitute a large segment for food companies, and an overwhelming majority
of food commercials revolve around beverages & snacks. Egyptian parents are becoming more conscious
of this potential impact."
On the other end of the scale, respondents in Denmark (83%), The UK (81%) and the US (80%) have the
highest levels of disagreement with the statement 'I am worried about the issue of childhood obesity
in my own home', yet they do agree that they are worried about childhood obesity in their country
(71%, 66% and 69% respectively).
Said Telford in the UK: "There is a lot of press coverage on childhood obesity in the UK, giving
the impression that it is a major problem. This might explain the apparent contradiction in home
and country perceptions of the problem by magnifying the latter."
Added Chu in the US: "Childhood obesity appears to be one of those problems which people have an
easier time recognising as a general problem than as a real issue at home. The term itself is one
that many parents are reluctant to place on their own children."
Overall, 61% of respondents agree that food companies can help prevent childhood obesity. This was
highest in Colombia (88%), Chile (84%), UK (73%).
