Obesity - Hysteria or Hype ?

Clearly globally obesity has reached epidemic proportions.

Today, obesity is a major contributor to the global burden of chronic disease and disability. Ironically it often coexists in the developing countries with under-nutrition. Obesity is a complex condition with serious social and psychological dimensions, affecting virtually all ages and socioeconomic groups.

Saudi Arabia has become a victim to this trend. Though the obesity level is lower compared to developed countries like USA & UK, it is significantly high when compared to the developing countries.

The modest Saudi traditional style of dress for both sexes - flowing robes - may make it less obvious, but over 40% of Saudis are hiding their expanding waistlines. An oil-fueled plush lifestyle, the replacement of a fiber-rich diet by fast food & red meat, millions of Asian workers brought in to do the manual work, and a lack of exercise are all responsible for this wave of obesity.



Today's largely indoor lifestyle with addictions to TV and computers, the desire to avoid heat and humidity, discourage Saudi men from exercising outdoors, say, power-walking on their cities' walking trails. And a conservative society influenced by scholars and clerics deter the womenfolk from exercising outside their homes, though of course no law actually prevents them form doing so.



Delving deeper into this issue of obesity, through the TNS Worldpanel™ in Saudi, amongst Nationals only, obesity has reached alarming proportions - with over 17% being clinically obese; and these levels of obesity are the same across Riyadh, Jeddah & Dammam. Obesity increases with age, with 8% obese below the age of 20 years, increasing to 24% amongst 31 to 40 years, 28% amongst 41 to 50 years, and over one third amongst 51+ years.

When questioned, many housewives across the Saudi Panel reported being driven by health conscious purchasing decisions on occasion and wanting to take active steps to improve their health.

The study indicates that the obese and overweight are mainly amongst the more affluent locals, with large households of 5+ members living in villas with the luxury of servants. Though exercising is not a priority, they do not mind spending extra on expensive natural products. The findings show that 78% are predisposed to buy natural products even if they are more expensive, with 85% ready to pay a higher price for healthier foods. Though a very high 95% would like to keep themselves in good shape, a far lower proportion (less than 60%) say they are currently confident about their health.

Interestingly the healthier, correct weight, segment of the population consists of smaller households with only 2 or 3 members, and no children. They are mainly to be found in Jeddah, living in apartments, without the support of any domestic help. The study shows that a majority of those did not show a high inclination towards buying expensive health food: a high proportion (over 70%) were confident about their health and half of them claimed to exercise regularly for better health.

In over 80% of Saudi homes in our sample there is the presence of an overweight family member. People are concerned about obesity but they want an easy, off-the-shelf, solution as a willingness to exercise is not always evident. While this is not a long term solution and obesity is a real concern, it is this state of mind which will potentially add to the bottom line of the healthcare and well-being industry in Saudi Arabia. Such companies there need to understand local consumers' mindsets in each region, to adapt their marketing activities to the need of the local market. This knowledge will help them capitalize on the huge opportunity today's situation represents.