plate of our nation
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T W E N T Y T W ELVE
S U M M A RY R E PORT AU S T R A L I A
Food is my passion and my philosophy is simple – cook with love
and laughter. Ask any chef what the most rewarding part of the job is
and I think it will be hearing that you have inspired someone to cook
and try your food at home.
Over the past few years I’ve observed some saddening trends; we’ve
swapped fresh for fast, quality for convenience and our knowledge
of food and cooking skills are in decline. With more technology
in our lives we are becoming less active. Combine this with more
demanding and stressful lifestyles and Australia is simply not giving
food and mealtimes the respect they deserve.
It’s time for us to take action and turn this around. Together with
contributions from a variety of experts from differing backgrounds
and approaches, I am delighted to lead the Weight Watchers’ Plate of
our Nation movement, to rally this country and positively influence
this issue and the growing obesity epidemic in this country.
* Australian Bureau of Statistics, Media Release: One in four Australian adults obese, May 2011** Accelerating Progress in Obesity Prevention: Solving the Weight of the Nation Project, May 2012
PETE EVANS Renowned Chef
and health advocate
You only have to switch on the television or open a newspaper to
understand that obesity is one of the greatest health issues facing
the developed world today; more than half of all Aussies are either
overweight or obese.*
The impact obesity has on our health, life-expectancy and quality
of life is substantial; for the first time, the next generation will have a
shorter life expectancy than the one that lived before them.** The
situation seems dire, but the good news is it’s entirely preventable.
As a leader in weight management we want to take a bold stand
and help lead Australia to a healthier future. We are delighted to
announce the launch of Plate of our Nation; a social movement that
will put our attitudes to food and exercise under the microscope in a
bid to get our nation healthy again.
We are putting our experience and scientific research behind Plate of our Nation to affect real change. This movement will begin with
consumer research outlined in this summary report, giving a real
insight into our attitudes, beliefs and values in relation to the obesity
crisis. The research confirms how gradual changes in the way we
eat, move and live our lives, have crept up on us over the last fifty
years, however Australians are not completely aware of this.
Armed with this knowledge, we want to spark debate and
give Australians a voice on the nation’s future. We want
Aussies to throw their social weight – in other words use their
Facebook and twitter connections - and discuss the issue on
www.plateofournation.com.au. Everyone can have their say
because we truly believe that the public can collectively help us
create positive solutions and changes among Australian families
and homes.
This journey to a healthier future is just starting and we want
everyone to get involved.
JOSEPH SAADManaging Director
Weight Watchers Australasia
PAG E 2
PAG E 3
More than 3,000 Australians* were questioned on everything from
food choices and knowledge, cooking skills, body image, activity
levels, generational differences, impact of technology, work and
lifestyle, together with the many other factors that have contributed
to this obesity issue.
For this unique and rigorous research piece, we consulted with,
and received analysis and interpretation from a number of relevant
experts:
• Pete Evans, Renowned Chef and health advocate
• Martha Lourey-Bird, Exercise Scientist
• Anna Peeters, President, Obesity & Population Health Expert,
Baker IDI
• Emma Stirling, APD and Weight Watchers Nutrition Advisor
• Dr Cindy Nour, Clinical Psychologist
• Kathleen Alleaume, Independent Exercise Physiologist
and Nutritionist
• Tara Diversi, Behavioural Change Expert
• Jeff Lack, Stylist and Fashion Expert
• Philip Cox, Architect
• Joy Evans, Pete Evans’ mum
The findings of the Weight Watchers Plate of our Nation research
are undeniable. We know that the nation’s obesity problem has not
happened overnight, it is something that has slowly deteriorated,
with subtle changes in Australia’s everyday habits and behaviours.
A steady increase in the size of plates, the amount of hours per day
spent being active and the fact that technology is all-pervading,
has led to a society that is largely sedentary, and one that has lost
touch with the value of fresh food and the importance of savouring
mealtimes. Most worryingly, it is the younger generation who is most
at risk.
This report marks out four key issues uncovered by the research:
1. Impact of Obesity: Australia’s lack of recognition of the
reality of the obesity issue
2. 21st Century Lifestyle: Australians are busier than ever
before, but increasingly sedentary. The basic equation of
energy in, energy out isn’t adding up
3. Food Values: Australians know what they eat affects their
health, but many simply do not realise the importance of
how they eat
4. Cooking Skills: The knowledge of food and appreciation for
cooking is fast disappearing
Weight Watchers is committed to helping all Australians reach
a healthy weight range. With Plate of our Nation, the aim is to
complement and build on recent Government efforts to encourage
our nation to make healthy lifestyle choices.
In July 2012 Weight Watchers commissioned multi-layered research as part of the Plate of our Nation movement.
* Weight Watchers has grouped the 3,130 Australian surveyed into generations. These are outlined as: • Generation Z – those Australians born from the 1990s onwards • Generation X&Y – those Australians born between 1960 and 1990 • Baby Boomers – those Australians born between 1940 and 1960 • Silent Generation – those Australians born between 1920 and 1940
A B O U T T H E P L AT E O F O U R N AT I O N R E S E A R C H
The majority of Australians are obese and overweight, but oblivious to the reality of the issue.Worldwide obesity has more than doubled since 1980 and more
than 1.4 billion adults globally are overweight.* In Australia, 61% of
adults are either overweight or obese.**
Obesity is an issue that is regularly discussed in the media, from why
it occurs to the effect on the individual, but only 49% of Australians
are personally concerned about the obesity crisis.
Opinions on obesity seem to be split by generation. One in five of
Generation Z believe that being overweight is unavoidable while
38% believe seeing overweight people on TV makes it seem normal.
In addition, 38% believe the Government should take responsibility
for the obesity crisis.
The Silent Generation is more vocal on the issue of obesity; over three
quarters view obesity as a critical issue for Australia. Interestingly,
72% believe being overweight is the fault of the individual and only
12% believe the Government should take responsibility.
Australian healthcare and medical professionals also continue to
voice their concern with regards to the levels of obesity in Australia,
as the effects of obesity are not just limited to the impact on the
body. Several studies have found excess weight to be linked with
depression and other measures of psychological distress. In fact,
once a person reaches the 100kg mark, they begin to rate certain
lifestyle aspects - friends, travel, body image - as less important
than those who are at a healthy weight.
* World Health Organisation, Overweight and Obesity Key Fact Sheet, May 2012
** Australian Bureau of Statistics, Media Release: One in four Australian adults obese,May 2011
“The effect of obesity can be quite profound and people can often become depressed and experience low self esteem, which can lead to disengaging from others and rating friendships as not so important.”
Dr Cindy Nour, Clinical Psychologist
PAG E 4
I M PA C T O F O B E S I T Y
Base: Australian Population, n=3,130
Base: Australian Population, n=3,130Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=235
Base: Australian Population, n=3,130 Weight over 100kgs n=480
What is Australia’s current weight?
Importance in LifeHow important is health, weight and body image to Australia?
9%6%12%17%21%19%13%4%
Over 110kgs100-109kgs
90-99kgs80-89kgs70-79kgs
60-69kgs50-59kgsLess than 50kgs
Body Image
28%Weight
42%Health
74%
Total Australia Over 100kgs
52%
51%
30%
28%
19%
43%
46%
25%
18%
15%
FRIENDS
EDUCATION
TRAVEL
BODY IMAGE
LATEST TECHNOLOGY
Australians seem to have forgotten one of life’s basic equations,
balancing healthy nutritious food, including plenty of fresh fruit
and vegetables, together with physical activity. Instead the nation
is over fuelling and underusing their energies, all contributing
to an unhealthy lifestyle. In fact, only one in four Australians eat
because they are hungry while 43% will continue eating until they
are overfull.
Today technology does so much for us at work and at home. The
result is that Australians spend more time sitting. This is in direct
comparison to older generations who used to burn off energy
throughout the day including walking to work or hand washing
clothes. Even with obesity at alarming levels it is clear Australians
do not understand what it takes to burn off energy in today’s
society. Only 15% of the day is spent being active with almost one
in five Australians saying they have no motivation to exercise and
another one in five saying they are just too lazy.
Compounding this problem is high kilojoule food, which is much
more readily available then fifty years ago. What was once viewed
as a treat is now available in any convenience store.
This could explain why 71% claim to eat for pleasure rather than for
survival and just under three quarters of Australians eat treats on a
weekly basis.
A lack of knowledge on health and exercise and living a far less active lifestyle is affecting Australia’s health.The life of the average Australian in the 21st Century has become increasingly sedentary. On any given day, only one in three Australians
do some form of exercise. This is compared to more than eight in 10 Australians who had time to watch television or use the Internet or a
computer.
“Less than half of Australians are as active as they should be and what we really need to appreciate is that food is fuel and it is there to be used.” Martha Lourey-Bird, Exercise Scientist
PAG E 6
T H E 2 1 S T C E N T U R Y L I F E S T Y L E
Snickers Bar Can of Coke
Too overweight I’m too lazyDon’t enjoy it I’m too stressed
Base: Australian Population, n=3,130
Base: Australian Population, n=3,130, Gen Z n=536, Gen x &Y n=1,212, Baby Boomers n=1,147, Silent Gen n=23
Reality figures denote actual time taken to burn off. Actual time calculated using Weight Watchers ProPoints and how many minutes of vigorous walking it takes to earn the same amount of ProPoints
No motivation
Sausage roll2 glasses of wine Handful of peanuts
85% OF THE TYPICAL DAY IS
SPENT INACTIVE
ON AN AVERAGE DAY, ONLY 37%OF
AUSTRALIANS EXERCISE
COMPARED TO 86% WHO WATCH TV
43% OF AUSTRALIANS WILL CONTINUE TO EAT UNTIL
THEY ARE OVERFULL
69.1mins
66.7mins
53.9mins
66.0mins
37.0mins
120mins
60mins
150mins
130mins
120mins
12%22% 23%4% 5%
74% 36% 21%52% 33% 20%
47% 33% 15%38% 24%
CHOCOLATE SOFT DRINK PANCAKES
CHIPS CHEESE POPCORN
BISCUITS NUTS CURED MEATS
LOLLIES CRACKERS
How many minutes of exercise does it take to burn off the kilojoules in these foods?
What do Australians eat for pleasure?
What are the main reasons Australians do not exercise more often?
Per
cep
tion
Rea
lity
The nation’s obesity problem didn’t happen overnight and one of the
key changes over the past 50 years is the size of Australia’s meals.
Not only have plate sizes increased by 30%, but 42% of Australians
also believe serving sizes were smaller growing up.
While increased portion sizes are not the sole contributor to
Australia’s obesity issue, large quantities of food have distorted the
nation’s perception of what a typical meal or snack is supposed to
look like. What is interesting is that 77% of Australians still finish
everything on their plates but 84% do not see the link between the
increase in portion size and gaining weight.
The cost of living is also impacting value of food with Australians
choosing quantity over quality with 55% believing that it is more
expensive to buy healthier food.
Combine this with Australia’s busy 21st Century lifestyles distracting
the country from enjoying meals and the relative worth of food is
vanishing fast. Three quarters of Australians do something else
while they eat, such as reading, texting or working. In fact, the
nation is eating fewer meals at the dinner table. As children, 99% of
Silent Generation ate dinner at the table, now only 52% of Generation
Z does. Worryingly, 33% of Australians even eat dinner on the sofa
and one in ten of Generation Z eat dinner in the bedroom.
Australia’s value of food is diminishing. Australians know what they eat affects their health, but many simply do not realise the importance of how they eat.
“With so much focus on size meaning ‘value’, we’ve entered a dangerous cycle. Plate size has now taken control of our rising culture of eating out and the idea of a normal serving size is no longer there.”
Kathleen Alleaume, Independent Exercise
Physiologist and Nutritionist
PAG E 8
F O O D VA L U E S
What proportion of food is normally on Australia’s dinner plate?
How many have vegetables in their evening meal eaten at home?
Base: Australian Population, n=3,130 Gen Z n=536 Base:Australian Population, n=3,130 Gen Z n=536, Silent Gen n=235
Base: Australian Population, n=3,130
Breads, cerals, rice, pasta, noodles
Fruit
Vegetables
Meat, fish, poultry, other seafood and eggs
Dairy (milk, yogurt, cheese etc.)
32%19.8%
What else do Australians typically do while eating dinner?
Base: Australian Population, n=3,130
Watch TV with some attention
Watch TV with full attention
Look at phone - using facebook, sending
text messages
Look at iPad/tablet device - watching video or reading
articles
56% 6% 3%13%
4.3%
6.1%37.9%
GENERATION Z EAT THE LEAST
VEGETABLES (30.8%) AND THE
MOST CARBS (23.9%)
AMOR LATER
9:00 27% 48%Gen Z Slient GenerationVS
29% OF GEN Z EATS
BREAKFAST AFTER
Twenty-five percent of Generation Z agree they do not cook because
they don’t know how to. While 22% cites time as a key issue,
whether they arrive home too late or believe that cooking is too
time consuming. Interestingly, 21% simply believe cooking is an
unpleasant task.
The appreciation for cooking has traditionally been passed down
from one family member to another, with cooking playing a central
role in the home. Teaching the nation how to create cooking
and eating routines that focus on a variety of healthy and fresh
ingredients is still critical. However, 48% of the country does not feel
confident about teaching others about healthy foods.
Interestingly while only 18% of Australians say media and advertising
influences them on what they eat, the rise in popularity of cooking
and healthy eating shows suggests otherwise. Cooking shows like
My Kitchen Rules have helped the country re-ignite its passion
for cooking and aids in the education of healthy eating. It seems,
however, Australians are still lacking in hands-on experience.
While the nation understands that healthy food can be delicious,
59% know cooking and eating healthier food takes planning. The
generational divide is also clear when it comes to fresh ingredients;
40% of the Silent Generation will use fresh ingredients on a daily
basis compared to only 20% of Generation Z. In reality 66% of
Generation Z will use pre-prepared ingredients at home more often
than any other generation.
There is less inclination to use fresh ingredients in every day meals,
and Australia’s general knowledge about nutritious and fresh
foods has declined. A quarter of Australians do not know where a
pumpkin is grown, only 65% of Australia can identify a leek and 20%
of Generation Z incorrectly named a zucchini a cucumber.
Australia’s knowledge of food and appreciation for cooking is disappearing fast.Australia’s busy lifestyles are making what to eat and cook less of a priority, especially for the younger generation. Although over half of the
nation cooks dinner at home up to five nights a week, 47% of Australians agree that young people do not know how to cook.
PAG E 1 0
“The key to good nutrition is knowledge. A lack of knowledge means a lack of confidence. And if we’re not confident about what we’re cooking then we won’t prepare nutritious food for ourselves or our kids.” Kathleen Alleaume, Independent Exercise Physiologist and Nutritionist
C O O K I N G S K I L L S
59 %OF GENERATION Z
CONSIDER HEATING CHICKEN NUGGETS
TO BE COOKING
Why does Generation Z not cook/not cook more often?
How much influence does each of the following have on what Australians eat today?
YOUR PARENTS COOKING SHOWS+ The media + Advertising
26% 18%
Base: Gen Z n=536
Base: Australian Population, n=3,130
Base: Australian Population, n=3,130 Gen Z n=536
13%19% 17% 13% 11%
I arrive home too late
I’m busy with after-school
activities/I have social plans
I don’t know how to cook many meals
It’s too time consuming
I don’t know how to cook
51% OF GENERATION Z CONSIDER PREPARING TWO MINUTE
NOODLES COOKING
OF GEN Z BELIEVES HEALTHY FOOD IS NOT AS DELICIOUS AS
LESS HEALTHY FOOD.
23%UP TO
R E S E A RCH R E PORT AU S T R A L I A
For more information about Plate of our Nation and Weight Watchers please contact:
Michelle DurhamWeight Watchers Australasia
Level 5, 1 – 3 Smail Street Ultimo, NSW 2007 Australia
Ph 02 9928 1300Email [email protected]
Published by Weight Watchers Australasia October 2012
©Weight Watchers Australasia 2012
Care is taken to ensure the accuracy of the information contained in this publication. Please contact Weight Watchers Australasia if you have any concerns. For more information on Plate of our Nation and Weight Watchers go to:
www.plateofournation.com.au or www.weightwatchers.com.au
About the Research
The Plate of our Nation study report was conducted among 3,130 Australians aged 15 – 74 years between Wednesday 11 July and Tuesday 17 July 2012. The study was conducted online amongst members of a permission-based panel.
The research was conducted by Jigsaw Strategic Research, who partnered with GMI for this study – a global provider that is adheres to the ESOMAR guidelines.