1998 Fall Issue

More than three-quarters (76%) of Americans are overweight today, up from 58% in 1983. Over a quarter (28%) are considered obese (20% or more above their recommended weight). However, only one in six Americans diets annually.

According to Marketdata Enterprises here is what's hot and what's not in today's diet options:

Not Exercise Phen-fen and Redux Mandatory purchase of branded diet food Fresh frozen diet food delivered to home Franchising Diet soft drinks Low calorie dinner entrées Nutri/System

Retailers can now divide the Baby Boomer generation into two separate groups based on their views and needs. The first wave of boomers (born 1946-'55) is more brand-loyal than the younger group (born 1956-'64). The older group is less likely to change brands to save money, but will switch for the sake of variety. The younger group (64%) finds a lower price enough incentive to switch.

Approximately 15.6 million adult Internet users (43%) go online regularly for healthier information. Seventy-seven percent of these seeking health information reportedly want online information from their own physicians. However, most doctors (3:1) prefer to provide information via traditional printed material rather than the Internet.

During 1977, the number of consumers searching online for alternative medicine increased 175%. That same year, the number of consumer-owned health and medical information Web sites jumped from 8% to 26% of all consumer-oriented health/medical sites.

According to a study by Roper Starch Worldwide, protecting the family is the top guiding principle of Americans. It is also at the top for people in 22 other countries around the world. The following chart lists the top guiding principles in America.

1. Protecting the family
2. Honesty
3. Stable personal relationships
4. Self Esteem
5. Freedom, friendship and respecting ancestors (3-way tie)

A recent survey shows sleep high on the list of American's greatest pleasures. The only two activities beating out sleep are watching television and checking the mail. Sleep is an indulgence for some and therapy for others when they feel sad or depressed. Many adults feel that a good night's sleep is the most important thing they do to look and feel better. This "beauty rest" attitude increases with age and income level.

Influentials (70%) rank going to sleep as the top thing they look forward to in comparison with 38% of blue-collar workers. Those with household incomes of $75,000 or more are twice as likely as the average person to claim that lack of sleep affects them significantly.

Percent of adults who say getting a good night's sleep is very important in helping them to look their best.

Influentials		75%
$50,000+ income		73%
aged 60+		70%
Women		68%
All Adults		62%
Men		60%
Under $15,000 income		55%

Bullets

• In 1998, the cost of owning and operating a new vehicle is 46.1 cents per mile. This is up 1.3 cents from 1997.
• Less than half (48%) of individuals receiving large amounts of money (from retirement plans, inheritances, insurance settlements, etc.) feel happy or excited. Twenty-four percent feel anxiety, numbness or guilt and 27% feel nothing.
• Most (72%) of country music listeners live in cities.
• The average American consumes 53 pounds of bread per year.
• The cost of shoplifting and heightened security in stores adds about $300 per year to the average American family's cost of living.
• According to the National Restaurant Association, restaurants where the average check size is $8 or less get 80% of sales from repeat customers.
• An American family will spend $178,840 to $353,130 to raise a child born in 1997 to age 18.
• The average American gets her/his first kiss at age 13.
• Last year, traditional physicians sold approximately $120 million worth of nutritional supplements. Chiropractors, homeopaths, naturopaths and other alternative practitioners sold about $680 million.
• Two Barbie dolls are sold somewhere in the world every second.
• Three-fifths (60%) of Americans regard cigar smoking as a disgusting habit; 30% see it as a status symbol.
• Young professionals - responsible for driving up sales of gourmet items such as coffee, ice cream and bottled water - now demand premium chocolates. Retail sales of gourmet chocolate increased 14% from $651 million in 1996 to $740 million in 1997. As chocolate consumers age, tastes shift from milk to darker chocolate.
• In 1998, more than half (54%) of American businesses have a Website compared to 39% in 1997.
• Thirty-seven percent of U.S. households use electronic bill payment. This represents approximately one billion payments per year.
• Martinis are now America's favorite standard cocktail. Second and third place are held by tonic drinks and margaritas, respectively.
• When it comes to online shopping, men spend more than women. A man's order averages $82.18 compared to a woman's at $78.83.
• The average American home has 2.4 TV sets and 2.6 persons.
• Only 62% of Americans know that the national anthem is the "Star Spangled Banner."
• Friends are most likely consulted before family for decisions related to places to visit, restaurants, new foods, videos, hotels and brand recommendations. When it comes to advice about saving, investing, retirement planning and toys for kids, people turn to their family members first.
• Twenty-three percent of Americans have lied about their weight; 20% have lied about their age.
• A large majority (72%) of all TV watching involved other activities (eating, talking, reading, chores) in 1996. This behavior, termed "TV-plus," is up from 64% in 1994. Prime time and late night viewing are less likely to be accompanied by other activities.
• Over half (57%) of leading characters in films released from 1991-1996 smoked. During the 1960's films, someone smoked every five minutes of film time. In the 1970s and '80s films someone lit up every 10-15 minutes. When counting all characters in the 1990s films, someone smoked as often as every three minutes.
• Pew Research Center reports that one in five Americans uses the Web each week as a news source. This is up from 6% in 1996.
• Currently, 4,700 of the U.S.'s 6,000 hospitals are under fraud investigation.
• Nearly a quarter of Americans (23%) think smoking should be illegal. These individuals include 13% of current smokers and 23% of former smokers.