More than 150 million adults in the US are overweight or obese, and this affects businesses in diverse categories, including food service, supermarkets, airlines, healthcare, and weight loss. Understanding the needs, desires, and motivations of the overweight and obese population is essential to the success of countless corporations.

At the same time, the number of Americans with diabetes has increased some 44% in the last ten years, to 36.4 million in 2008, according to the CDC. An additional 57 million Americans are pre-diabetic, according to the ADA. Along with the growing number of obese adults, we will continue to see growth in the number of people with diabetes.

More than 150 million adults in the US are overweight or obese, and this affects businesses in diverse categories, including food service, supermarkets, airlines, healthcare, and weight loss. Understanding the needs, desires, and motivations of the overweight and obese population is essential to the success of countless corporations.

At the same time, the number of Americans with diabetes has increased some 44% in the last ten years, to 36.4 million in 2008, according to the CDC. An additional 57 million Americans are pre-diabetic, according to the ADA. Along with the growing number of obese adults, we will continue to see growth in the number of people with diabetes.

This report examines:

The many causes contributing to the obesity epidemic, including increased caloric consumption, suburban sprawl, and depression

Specific strategies that companies can use to meet the needs of the overweight, obese, and people with diabetes

Attitudes that overweight and obese respondents have towards shopping, diet, weight loss products, etc., along with specific recommendations for addressing their concerns and increasing sales

Suggestions for new products and strategies for reaching these demographics