the Weight Loss Industry?

birthdaytestAI and Robotics

Nov 17, 2013 (3 years and 4 months ago)

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Why Aren’t Counsellors the Heavy
Weights in Meeting Consumer Demand in
the Weight Loss Industry?


Presented by


Philip Armstrong FACA

CEO of ACA



Snap Shot of the
Counselling Industry

in

Australia



Self
-
regulated


Multiple professional bodies


No rebates against National Health System
(Medicare)


Some recognition by Private Health Funds


Some recognition by State Governments


Counselling is seen as an Adjunctive skill by
the Federal Government









XX
XXXXX


Public/Employer/Government are
confused


Employment potential is good


Low paying profession


Private Practice is extremely competitive


Training comes from both Vocational and
Higher Education sectors


Registration is seen as necessary by public
and employment sectors

EXPECTATIONS OF ACA MEMBERS

Top 5 in order of demand:


1.
Government recognition

2.
Increase employment opportunities

3.
Increase market potential and consumer
demand for Private Practice

4.
Standards

5.
Ethics and Code of Practice





Snap Shot of the Weight
Loss Industry



Three Primary Commercial Providers in
Australia









What do they
offer?

Commercial Value


Global Weight Management Market
is estimated to be worth USD 385.1
billion



Canada
approx

6 Billion annually



USA over $310 Billion per year



Australia over $1 Billion is annually
spent



How have they positioned
themselves to dominate the
market with products that
simply do not work?

Marketing
-

Expenditure

Food manufacturers
are reported to spend
a significant

amounts of money on
advertising


In 1999 food
manufacturers in the US spent almost $7.3
billion
on direct
consumer advertising
.


In Australia spending was reported to be
estimated
at $400
million on
advertising (2003)
and
food ranked
number five in
the top ten product categories advertised
.


Food
companies which produced high
-
fat and

high sugar foods that were highly processed and packaged

spent most of this money in both the US and Australia.


Media Influence

The
media
has been
identified by consumers as an
important source
of nutrition information
(1,2)
and this has
important implications
, as
many consumers rely on this
information
to make
their food
decisions
(3)
.


Studies have
found that processed
foods are
the most
commonly advertised food form
among those
advertisements identified as containing a
healthy eating
message.


Canned
and bottle foods were the most
commonly
advertised products
(4)
.



1. Australia
New Zealand Food Authority. Food labelling
issues
-

consumer qualitative research. Canberra: Australia

New Zealand Food Authority; 2001.

2. .
Goldberg J. Nutrition and health communication: the
message and
the media over half a century.
Nutr

Rev.

1992;50:71
-
7.

3.
Lohmann

J, Kant AK. Effect of the food guide pyramid
on advertising
. J
Nutr

Educ. 1998;30(1):23
-
8
.

4
. Pratt
CA, Pratt CB. Comparative content analysis of
food and
nutrition advertisements in Ebony, Essence, and Ladies'

Home Journal. J
Nutr

Educ. 1995;27(1):11
-
7.


Priming Effects of Television Food Advertising on Eating
Behavior


Jennifer L. Harris, John A.
Bargh
, and Kelly D. Brownell Yale University
. (Health
Psychol

2009)



Health authorities
believe that the accumulation of unhealthy
messages communicated to
children through
food advertising is a
leading cause of unhealthy consumption (Brownell &
Horgen
, 2004
;
IOM, 2006).


Every
day, children view, on average, 15 television food
advertisements (
Federal Trade Commission, 2007), and an
overwhelming 98% of these ads promote
products high
in fat,
sugar, and/or sodium (Powell,
Szczpka
,
Chaloupka
, &
Braunschweig
,
2007
).


Moreover
, food advertising to children portrays unhealthy eating
behaviors

with
positive outcomes.


Children consumed 45% more when exposed to food advertising.
Adults consumed
more of
both healthy and unhealthy snack foods
following exposure to snack food advertising
compared to
the other
conditions.

Consumer Needs


Foundations of
Theory in
Health
Promotion and
Health
Behavior

Not all health programs and initiatives
are equally
successful, however. Those
most likely
to achieve
desired outcomes
are based
on a clear understanding
of
targeted health
behaviors
, and the
environmental
context
in which they occur.


Practitioners use
strategic planning models to
develop
and
manage these programs,
and continually
improve
them
through meaningful
evaluation.


Theory
gives planners tools for
moving beyond
intuition to design and
evaluate health
behavior

and
health
promotion interventions
based on
understanding
of
behavior
.



U.S
. DEPARTMENT OF HEALTH AND HUMAN SERVICES

How can health professionals meet consumers’

needs better?

Anthony
Worsley BSc(Hons),
PhD Department
of Public Health, University of
Adelaide,
South
Australia

1.
Realise
that there may be more important things in
the lives
of consumers than the pursuit of health
.


2.
Recognise
that people may find it difficult to
separate
healthy
eating from the rest of their lives. Particular
solutions to
consumers’ lifestyles will have to be found
.


3.
Take
a flexible approach to education and counselling


there
are probably many healthy lifestyles and food
consumption patterns.


4.
Distinguish
nutrition science from general beliefs
and moral
positions and, whenever possible, seek sound
scientific
evidence
for their advice and teaching
.











xxxxxxxxx

How can health professionals meet consumers’

needs
better?

Anthony Worsley BSc(Hons), PhD Department of Public Health, University of Adelaide, South
Australia

5.
Support consumers, provide clear explanations when they
require them
.


6.
Equip
consumers with general principles
(
schema)
that
will enable them to assimilate
new information.


7.
Encourage
food companies and health agencies
to work
together to meet consumers’ needs. There is a need for
companies (and government and non
-
government
agencies) to cooperate in the public interest; for example,
in the
promotion of healthy
food
consumption patterns
.


8.
Develop
policy positions that can be taken to
government
to assist the many sorts of
consumers to
lead healthy
lives
.



What does the research
say?

Research

Other interesting examples of research on context
suggest
:



Seeing someone eating tends to encourage you to eat more

• Obese individuals eat more in the presence of other obese
individuals


We
consume more when we are served more food regardless of
our body
size or the food served (portion size has a strong affect)

• The easier access is to food the more likely we are to consume it
and consume more
of
it








xxxxxxxx

Research




A recent study found that eating a snack while
watching TV results in greater intake of the food
and also a marked decrease in the ability to
determine just how much was consumed
.



Across
the board TV viewing affected the ability
to accurately recall just how much was eaten and
increased total intake


The longer a meal is the more we will tend to
consume











xxxxxxxx



Research


We spend more money on food when appealing music is
played



The more people we are with during a meal increases consumption
(not to mention the impact of each individual on our intake)



Impact on Unborn Babies

PREGNANT

women

who

eat

junk

food

program

their

unborn

babies

to

be

addicted

to

an

unhealthy,

high
-
fat

and

high
-
sugar

diet,

research

suggests
.


University

of

Adelaide

researchers

found

a

diet

high

in

junk

food

causes

children

to

have

a

preference

for

junk

food

once

they

have

been

weaned

-

the

first

time

the

addiction

has

been

found

to

be

present

at

such

a

young

age
.


Study

leader

from

the

university's

FOODplus

Research

Centre

Dr

Bev

Muhlhausler

said

it

was

likely

the

addiction

-

similar

to

an

opiod

habit

-

was

present

at

birth
.


Dr

Muhlhausler

said

this

meant

children

born

to

a

mother

who

ate

a

diet

high

in

junk

food

would

need

to

eat

more

fat

and

sugar

to

experience

the

same

good

feeling,

similar

to

someone

addicted

to

opioids

who

needs

to

consume

more

of

the

drug

to

feel

the

same

sensation
.



Research Review of Body Image Programs

Psychology Department, University of Melbourne 2002

In
the United States a
survey
found 56% and 43% of
women and men respectively reported body
dissatisfaction.


Body image dissatisfaction and extreme dieting is
associated with depression in adolescents and
adults.


Through its effects on eating behaviour and physical
activity, body dissatisfaction is likely to contribute to
the development of overweight. For example, high
body dissatisfaction and dieting predict binge
eating.


Binge
eating, especially when combined with reduced
physical activity, can lead to unhealthy weight gain.

Research

Science
reveals why you can't eat one potato chip

Do you suffer from hedonic
hyperphagia
? That means ‘eating to excess for pleasure rather than
hunger’ and it plagues millions around the world
.


The scientific secrets underpinning that awful reality about potato chips


eat one and you're
apt to scarf '
em

all down


began coming out of the bag in research presented at the 245th
National Meeting & Exposition of the American Chemical Society, the world's largest scientific
society.


Tobias Hoch, Ph.D., who conducted the study, said the results shed light on the causes of a
condition called "hedonic
hyperphagia
“.


"That's the scientific term for 'eating to excess for pleasure, rather than hunger,'" Hoch said. "It's
recreational over
-
eating that may occur in almost everyone at some time in life. And the chronic
form is a key factor in the epidemic of overweight and obesity that here in the United States
threatens health problems for two out of every three people."


Does Socioeconomic Status Count?

The Victorian Lifestyle and Neighbourhood Study (2007),
found
a definite link between where you live and
what you
eat
. The
study found that compared to people living in a high SES
(
socioeconomic status
) area, those in low SES areas were less
likely to:

• Purchase groceries that were low in fat
,
high in fibre, low in
salt
and
sugar

• Purchase fruit

• Exercise at levels sufficient for health

• Spend time
walking


Fast

food

outlets

are

more

common

in

low
-
to
-
mid

SES

areas,

consequently

individuals

in

low

SES

areas

were

also

more

likely

to

buy

and

consume

fast

foods

at

home
.

Urban Myths

Detox:

It is
difficult to find any large and recent peer
-
reviewed
studies that
have
tested the claims of detox kits.

A
group of early
-
career scientists, part of the group the
Voice of Young Science, published a "detox dossier" that
reviewed a bunch of popular detox products in 2009.

They found none of the product manufacturers were able to
provide evidence for their kits' claims, or even give a
comprehensive definition of what they meant by "detox".


Putting it all
together

What should an Effective
Program Include!

1.
Psycho
-
education (including marketing
strategies)

2.
Nutrition

3.
Address Behavioural Issues, Habits and
Emotional Triggers

4.
How to Develop Exercise Routines

5.
Life Skills

6.
Support/Counselling

7.
Meditation


The Team

Multidisciplinary:


0

Counsellor

0

Sports Psychologist

0

Nutritionist

0

Policy Writer

0

Clinical Psychologist

0

Physician

0

Entrepreneur

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