The modern, often hectic, 20th century lifestyle is characterised by little time to contemplate balanced, healthier dietary options and reduced physical activity levels. Contemporary consumer dependence on convenience foods and increasingly sedentary lifestyles, mean that worldwide people are becoming heavier and there is a growing awareness of the need for weight management.
Although a relatively healthier diet keeps developed Asian nations apart from Western countries like the United States, that are facing an obesity pandemic, the countries are still in the unhealthy zone, and are no exception to global trends. According to a 2012 World Health Organisation report, 19.6% of Japan’s population is overweight, 3% obese. China reports 18.7% of its population overweight, 3.4% obese, Malaysia reports 29.6% overweight, 6.9% obese. The Philippines reports 19.7% overweight and 4.3% obese.[1] With the multiple health risks associated with being overweight, such as diabetes or metabolic syndrome for example, it is good news then that the continent’s inhabitants are increasingly conscious of their weight.
Weight management is not just about weight loss, but more importantly, it is about maintaining a healthy weight as well as preventing unhealthy weight gain. In many cases, weight gain is gradual, with a typical adult gaining around one kg per year over the course of their lifetime. It has been estimated that the increase in obesity rates in the United States between 1980 and 1994 was due to an intake of only 3.7 kcal above maintenance per day in women and 12.7 kcal above maintenance in men (calculated based on 35 year old adults)[2]. Eating just a few calories less per day or burning a few more calories could make the difference between a healthy or unhealthy body weight.
Today, consumers are actively seeking healthier, more natural products that satisfy and taste good. This provides food manufacturers with an opportunity to develop food products that address the consumer’s desire for indulgence while maintaining a healthy weight.