© 2008. Synovate Ltd. All rights reserved.

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Diet and Weight Loss: Poll in 16 Countries

• Prepared for: Readers Digest• Date: October 28, 2009

Executive Summary

© Synovate 2008 2

Executive Summary

• The majority of respondents in half of the countries have made a weight loss attempt in their lifetime. Fewer than half of the continental European and Asian respondents make the same claim.

- Women in all countries are significantly more likely than men to have attempted weight loss.

• Across all countries the main reasons for weight loss are to be healthier and to look and feel better.- Women are more likely to cite looking better and improving self-esteem as reasons to lose weight, while men

are more likely to do so because of a doctor’s recommendation.

• Healthier eating habits and physical exercise are included in most respondent’s action plans for losing weight.- Women are more likely than men to diet. They are also more likely to use weight-loss pills.

• The predominant thought is that both genders struggle equally when overweight.- However, women are more likely to feel that it is more difficult for women to be overweight, while men feel it

is more difficult for men.

• Across all countries, most respondents feel that being overweight can seriously interfere with one’s health and self-esteem.

- In most countries, women are significantly more likely than men to cite the effects of extra weight on feeling good about oneself and looking good in clothes.

- Men, on the other hand, are more likely than women to mention the effects weight can have on their sex life.

• Lack of physical activity is one of the most frequently mentioned reasons for becoming overweight in all countries.- Women are more likely than men to cite stress as a reason.

• In 10 out of the 16 countries surveyed, at least half agree that too much emphasis is placed on weight.- The US, India and Brazil – the countries that are most likely to feel that too most emphasis is placed on

weight – are also the countries where respondents are most likely to want their spouse to lose weight.

• Interestingly, in the countries where respondents are less likely to say that they have attempted to lose weight (India, Russia, China, etc.), these respondents are more likely to indicate that their children should lose weight.

• The health risks most commonly associated with being overweight are consistent across countries – Heart Attack, Hypertension and Diabetes.

Research Overview

© Synovate 2008 4

Methodology

• Objective : To conduct a multi-country poll of attitudes and behaviors regarding diet and weight loss

• Methodology: Synovate’s Global Omnibus was used to conduct interviews in 16 countries:- Telephone interviews were conducted in conducted via Computer Assisted

Telephone Interviewing (CATI) networks in China, France, Germany, Mexico, Hungary and Russia

- Face to face interviews are conducted door to door in India and Philippines

- Online interviews among nationally representative sample drawn from Synovate’s Consumer Opinion Panels were conducted in Australia, Brazil, Canada, Finland, Switzerland, U.K and U.S.

© Synovate 2008 5

Methodology

• Tabulation: Tabulations are provided in weighted format. Weights are derived individually for each country based upon appropriate demographic variables and information provided by its statistical bureau

Key Findings

© Synovate 2008 7Q1. Have you ever tried to lose weight.

The majority of respondents in half of the countries have made a weight loss attempt in their lifetime

• However, fewer than half of the continental European and Asian respondents make the same claim

Total

© Synovate 2008 8Q1. Have you ever tried to lose weight.

Women in all countries are significantly more likely than men to have attempted weight loss

Males

Females

© Synovate 2008 9

Across the world the main reasons for weight loss are clear –to be healthier and to feel and look better

174255502442635764311412*1516More satisfying love life

22252220234615211911152439142729Because your Dr. told you to

50448268627022633043296640444843To improve your self esteem

61768767547729594430357056446160To have more energy

73879590749574817478579493607775To feel better

74749087707960875863657261637677To look better

82937984759566736947658574728485To be healthier

REASONS FOR TRYING TO LOSE WEIGHT

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHN PHIL INDIA AU S

Base: Have tried to lose weight (721) (714) (644) (405) (443) (737) (708) (912) (401) (235) (462) (712) (365) (381) (213) (865)

To advance in your career 4 2 4 4 9 1 1 2 4 3 24 6 33 33 41 4

To make more friends 2 4 3 2 8 1 2 1 9 3 12 4 35 35 14 5

Q2. Which of the following are reasons why you tried to lose weight?

© Synovate 2008 10

Looking better and improving self-esteem are more important reasons for losing weight for women than men

REASONS FOR TRYING TO LOSE WEIGHTUS CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHN PHIL INDIA AU S

Base: Have tried to lose weight (721) (714) (644) (405) (443) (737) (708) (912) (401) (235) (462) (712) (365) (381) (213) (865)

To be healthierMales 85 87 73 79 88 72� 54� 74� 72 73 94 81� 93� 89� 95 83Females 86 82 71 72 83 60 42 64 74 64 96 70 79 71 92 82

To look betterMales 68 72 50 49 63 54 56 46 82 36 81 65 72 88 74 63Females 82� 80� 72� 68� 79� 73� 69� 69� 90� 68� 78 74� 95� 91 74 83�

To feel betterMales 70 74 53 86 91 55 76 71 80 64 93 67 86 95 90 68Females 79� 79 66� 97� 95 59 79 76 81 77 96 79� 92 94 85 77�

To have more energyMales 55 59 38 62 74 38 32 39 57 36 80 53 80� 88 79 56Females 63 63 48� 53 66 32 29 48� 60 27 78 55 59 86 74 64�

To improve your self esteemMales 32 46 33 30 58 18 33 23 57 17 62 50 61 77 73 41Females 50� 49 52� 47� 71� 39� 51� 36� 66 23 77� 70� 72 86� 45 58�

Because your Dr. told you toMales 33 32� 17 47� 36� 16 14 24� 21 27� 45 30� 37� 26 15 25Females 27 23 12 34 16 13 10 15 21 11 47 18 11 19 32� 20

More satisfying love lifeMales 16 20� 10 14 35 5 6 7 38 5 50� 24 51 53 44 19Females 16 12 14 14 28 3 6 8 34 6 36 25 49 56 40 15

To advance in your careerMales 4 4 4 6 11 1 2 1 5 5 30� 8 40 34 52� 7�Females 3 1 3 3 8 1 1 2 4 3 20 5 29 32 31 2

To make more friendsMales 2 5 2 1 10 1 2 1 10 2 14 3 37 37 19 8�Females 2 3 4 3 7 1 1 1 9 3 12 4 34 34 10 2

Q2. Which of the following are reasons why you tried to lose weight? � Score significantly larger than opposite gender at 95% confidence.* Only asked of respondents age 18+

• Men, on the other hand, are more likely to be motivated by a doctor’s recommendation than women

© Synovate 2008 11

Healthier eating habits and physical exercise are included in most action plans for losing weight

• In general, diet pills and cigarettes are infrequently used methods of weight loss

20616373023102491012812171419Taking weight-loss pills

85498367659358808071778890718886Eating healthier, more nutritious food

WHAT’S BEEN DONE TO LOSE WEIGHT

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Have tried to lose weight (721) (714) (644) (405) (443) (737) (708) (912) (401) (235) (462) (712) (365) (381) (213) (865)

Becoming more physically active 75 79 68 67 82 64 79 77 70 38 86 65 89 78 78 82

Dieting 61 56 59 72 49 47 40 54 68 75 55 62 48 83 61 60

Smoking cigarettes 5 6 5 7 10 2 3 3 20 6 11 3 14 19 4 9

Q3. Which of the following have you done to lose weight?

© Synovate 2008 12

Women are significantly more likely than men to diet. They are also more likely to use weight-loss pills

WHAT’S BEEN DONE TO LOSE WEIGHT

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUSBase: Have tried to lose weight (721) (714) (644) (405) (443) (737) (708) (912) (401) (235) (462) (712) (365) (381) (213) (865)

Eating healthier, more nutritious food

Males 79 83 62 91 86 71 66 79 71 64 92 71� 65 88� 55 81

Females 90� 92� 77� 90 90 82� 74� 81 84� 56 95 61 69 80 45 87�

Becoming more physically active

Males 76 82 68 65 84 66 82 76 74 49� 89 72� 94 86� 79 81

Females 75 77 68 67 80 64 77 78 68 35 83 60 87 72 77 83

Dieting

Males 56 51 46 57 34 36 29 51 57 66 46 55 35 76 57 49

Females 64� 60� 68� 81� 60� 56� 48� 58� 74� 78 63� 68� 55� 88� 65 69�

Taking weight-loss pills

Males 14 11 9 3 6 7 7 4 22 3 14 15 18 7 7 14

Females 23� 16 23� 17� 9 15� 12� 12� 25 12 29� 41� 48� 22� 6 25�

Smoking cigarettes

Males 4 5 2 6 11 1 3 2 23 - 15� 2 30� 22 8� 9

Females 5 6 7� 7 9 3 3 4 18 7� 7 3 6 16 1 10

Q3. Which of the following have you done to lose weight? � Score significantly larger than opposite gender at 95% confidence.

© Synovate 2008 13

It’s generally thought that both genders struggle equally when overweight. However, in most countries women are seen as having more difficulties than men • In China, the prevailing opinion is that it is not difficult to be overweight

WHICH IS MORE DIFFICULT?

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

To be an overweight man 2 3 4 6 2 3 3 5 6 2 4 4 12 8 10 4

To be an overweight woman 48 43 40 30 28 36 30 36 18 16 24 29 9 14 10 33

It is equally difficult to be overweight 44 45 47 51 56 52 57 47 61 62 69 58 18 71 78 56

It is not difficult to be overweight 5 6 7 10 7 9 7 10 8 9 3 8 57 6 1 5

Q4. Which of the following do you feel is more difficult?

© Synovate 2008 14

While the predominant thought is that both genders struggle equally when overweight …

• Women are generally more likely to claim it’s more difficult for women to be overweight than it is for men. The reverse applies for men.

WHICH IS MORE DIFFICULT?

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

To be an overweight man

Males 5� 6� 6� 5 1 4� 5� 8� 6 3� 3 8� 20� 10� 12 7�

Females 1 1 2 6 3 1 2 1 6 <1 4 1 4 7 8 1

To be an overweight woman

Males 37 34 33 29 29 32 28 28 21� 10 26 18 5 14 8 26

Females 58� 51� 46� 31 28 39� 31 45� 15 20� 22 39� 14� 14 12� 40�

It is equally difficult to be overweight

Males 51� 47 47 48 52 52 56 48 57 64 66 62� 15 67 79 58

Females 37 44 47 54 60� 52 59 45 65� 61 71 54 21� 74� 78 55

It is not difficult to be overweight

Males 5 10� 10� 13� 10� 10 8 12� 10 10 4 11� 57 8 1 6

Females 4 3 4 7 5 7 7 7 7 9 3 5 57 5 2 4

Q4. Which of the following do you feel is more difficult? � Score significantly larger than opposite gender at 95% confidence.

© Synovate 2008 15

Across the globe, most respondents feel that being overweight can seriously interfere with one’s health and self-esteem

76747088628043695260597660636874Looking good in clothes

5231444929521551222218453537*4346Having a good sex life

84796872767758866874668076748178Feeling good about yourself

91906593708873967884819091808787Being healthy

WHAT BEING OVERWEIGHT CAN INTERFERE WITH

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

Advancing in a career 41 33 24 48 57 14 34 19 34 15 36 9 49 56 67 38

Finding love 38 43 36 43 46 21 53 20 47 14 37 12 59 44 34 51

Making friends 24 25 19 23 42 7 18 6 13 9 20 4 41 27 29 33

Q5. Which of the following do you think being overweight can seriously interfere with?* Reduced base – Age 18+

© Synovate 2008 16

In most countries, women are significantly more likely than men to indicate that being overweight interferes with feeling good about oneself and looking good in clothes

WHAT BEING OVERWEIGHT CAN INTERFERE WITHUS CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

Being healthyMales 86 87 76 90 86 76 80 71 95 71 89 71 93 67 90 88

Females 89 88 84� 92 93� 85� 88� 84� 97 75 88 70 92 63 90 93�

Feeling good about yourselfMales 73 76 67 73 80 63 67 60 84 54 71 68 68 66 82� 77

Females 83� 84� 81� 79� 80 70� 80� 75� 88� 62� 82� 83� 76� 70 75 91�

Looking good in clothesMales 69 63 55 56 74 52 57 41 65 40 79 53 84 66 74 71

Females 78� 72� 72� 64� 78 66� 62 63� 72� 46 81 69� 92� 74� 75 81�

Having a good sex lifeMales 51� 49� 37 38� 46 19 25� 26� 53 21� 55 30 55� 47� 32 57�

Females 41 37 36 32 43 16 19 19 49 10 49 27 44 40 29 47

Advancing in a careerMales 38 32 21 44 53 13 28 14 31 16 33 9 46 52 67 37

Females 44 33 27 52� 62� 16 39� 25� 36 14 39 8 53 59� 67 39

Finding loveMales 40 46� 38 45 46 25� 55 18 45 16 36 9 56 42 36 54

Females 37 40 35 42 46 18 50 22 48 12 37 14� 61 46 32 49

Making friendsMales 25 25 20 24 40 8 16 6 14 9 18 3 41 28 31 33

Females 23 26 19 22 43 7 20 6 13 10 22 5 42 27 26 34

Q5. Which of the following do you think being overweight can seriously interfere with? � Score significantly larger than opposite gender at 95% confidence.* Only asked of respondents age 18+

• Men, on the other hand, are more likely than women to mention the effects weight can have on their sex life

© Synovate 2008 17

Lack of physical activity is the most frequently mentioned reason for becoming overweight

46817781387714453037375251333933They lack information about healthy diet

53799581365659825147688969425245They enjoy good food

58358274427244664529317557484751They don’t have will power

48375139426426613637335570314452Life is very stressful

43603865395826643854396979386272They eat too much fast food/They’ve adopted American eating habits

87757692758756816787769088748684They are not physically active

REASONS WHY PEOPLE BECOME OVERWEIGHT

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

They are born like that 20 24 15 38 61 20 25 21 70 28 35 13 47 36 50 22

Q6. In your opinion, which of the following are reasons why people become overweight or fat?

© Synovate 2008 18

More women than men tend to mention the stress of life as a reason why people become overweight

REASONS WHY PEOPLE BECOME OVERWEIGHTUS CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

They are not physically activeMales 83 85 70 88 89 78 86 61 80 59 86 74 90 74 76 84Females 85 87 79� 88 90 74 89 73� 83 53 88 75 94� 78 73 91�

They eat too much fast food/ adopted American eating habits

Males 71 64 42� 80 67 42� 57� 38 62 27 59 42 62 36 62 46�Females 72 60 35 77 71 35 51 38 66 26 56 37 69 40 59 40

Life is very stressfulMales 45 38 26 64 54 28 33 28 58 25 61 38 31 49 36 45Females 58� 49� 37� 75� 55 38� 41� 45� 63 27 66 47� 48� 54 37 51

They don’t have will powerMales 53 48 42 57 76 33 30 42 61 43 71 40 71 81 32 56Females 48 45 54� 56 74 29 28 49� 72� 46 73 44 77 84 38 60

They enjoy good foodMales 42 48 35 66 86 63 43 45 80 59 53 33 76 93 79 50Females 49 54 51� 72� 90 72� 50� 57� 85� 58 59 39 87� 97� 78 55

They lack information about healthy diet

Males 32 36 29 50 54 37 35 29 46 14 77 41 81 75 80 39Females 35 41 36� 52 50 37 39 31 45 14 77 35 82 79 82 53�

They are born like thatMales 23 24 15 35 62 23� 27 21 72 28 37 13 45 34 51 24Females 18 25 14 41 59 17 23 20 68 29 32 13 49 38 48 19

Q6. In your opinion, which of the following are reasons why people become overweight or fat? � Score significantly larger than opposite gender at 95% confidence.

© Synovate 2008 19

In 10 out of the 16 countries surveyed, at least half agree thattoo much emphasis is placed on weight

Q7. Do you think people in your country put too much emphasis on weight?

• Brazilians are by far the most weight conscious – Hungarians, the least

Total

© Synovate 2008 20

Women are more likely than men to feel that too much emphasis is placed on weight

Males

Females

Q7. Do you think people in your country put too much emphasis on weight?

© Synovate 2008 21

The countries where the most emphasis is placed on weight – the US, India and Brazil - are also the countries where respondents are most likely to want their spouses to lose weight

Q8. Do you think your spouse should loose weight? BASE: “DOES NOT APPLY” IS NOT SELECTED* In Switzerland, this country was only asked of respondents who were “married” or “in a partnership”

Total

© Synovate 2008 22

Men and women do not differ much in thinking their spouse should lose weight

Males

Females

Q8. Do you think your spouse should loose weight? BASE: “DOES NOT APPLY” IS NOT SELECTED* In Switzerland, this country was only asked of respondents who were “married” or “in a partnership”

© Synovate 2008 23

Respondents are much less likely to say that their school aged children need to lose weight. However, what is more interesting is that the countries where respondents are less likely to say they have tried to lose weight (India, Russia, China, etc.) are more likely to indicate that their childrenshould lose weight.

Q9. Do you think any of your school-aged children should lose weight? BASE: “DOES NOT APPLY” IS NOT SELECTED

Total

© Synovate 2008 24

Men and women tend not to differ much in saying their children need to lose weight

Males

Females

Q9. Do you think any of your school-aged children should lose weight? BASE: “DOES NOT APPLY” IS NOT SELECTED

© Synovate 2008 25

The health risks most commonly associated with being overweight are consistent across countries – Heart Attack, Hypertension and Diabetes

3025355119569511717184733312525Osteoporosis

33646357155615492021134241403231Asthma

36182955385914433816212429363232Impotence

40165244194314281916273137362932Cancer

4963603923825584623264938464751Heart Burn

81519475276729854766388984727773Stroke

59809695909180899688899491527376Hypertension

91848589849570879576908890828588Diabetes

95929690939879889091849694919290Heart attack

HEALTH RISKS RAISED BY BEING OVERWEIGHT

US CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

Hair Loss 7 7 9 7 9 4 2 3 17 4 25 7 35 21 16 7

Q10. Please tell us if you think being overweight raises the risk of any of the following conditions.

© Synovate 2008 26

Among the top health risks most commonly associated with being overweight, women are more likely than men in half of the countries to cite diabetes

HEALTH RISKS RAISED BY BEING OVERWEIGHTUS CAN UK FRA GER NETH SWITZ FIN RUS HUN MEX BRZ CHINA PHIL INDIA AUS

Base: Total (1000) (1004) (1000) (1002) (1012) (1011) (1001) (1100) (1200) (1000) (1008) (1001) (1021) (1000) (1023) (1200)

Heart AttackMales 88 91 88 93 95 87� 91 90 88 79 97 93 90 97 92 92Females 91 94 94� 95 96 82 92 91 88 79 99 93 91 96 92 97�

DiabetesMales 85 82 75 86 86 87 72 92 84 69 95 83 89 85 85 89Females 91� 88� 88� 93� 89 93� 81� 97� 90� 71 95 84 89 86 82 84�

HypertensionMales 74 68 43 90 93 88 87 95 87 79 90 88 95 95 81 52Females 79 78� 61� 92 94 90 88 96 90 82 92 92 95 97 80 67�

StrokeMales 71 76 68 84 88 36 67 42 83 28 63 26 72 95 54 78Females 75 78 77� 84 90 39 69 52� 88� 29 70� 29 79 94 48 84�

Heart BurnMales 43 43 40 35 46 22 20 38 55 5 83 21 35 59 61 43Females 59� 50� 53� 40 51 30� 25� 54� 61� 6 81 24 44� 60 65 55�

ImpotenceMales 32 33 35 31 27 20 18 39 42 17� 59 41� 56 28 19 34Females 32 32 37 28 22 21 14 37 45 10 58 35 54 31 17 37

CancerMales 27 26 31 40� 31 26 16 14 31 14 45 20 44 54 14 37Females 36� 33� 41� 33 31 29 16 24� 26 14 41 19 44 51 19� 43

AsthmaMales 27 25 32 36 41 11 18 16 47 13 58 11 60 57 62 27Females 35� 39� 49� 45� 44 16� 24� 24� 50 16 55 18� 54 69� 66 39�

OsteoporosisMales 23 20 25 28 43 14 15 13 46 8 54 17 45 35 23 26Females 27 29� 37� 39� 50 23� 19 20� 55� 11 57 22 57� 34 28 34�

Hair LossMales 8 6 7 7 8 4 2 3 18 3 25 5 34 22 15 6Females 7 8 11� 8 10 5 3 3 16 4 25 8 35 20 17 7

Q10. Please tell us if you think being overweight raises the risk of any of the following conditions. � Score significantly larger than opposite gender at 95% confidence.