Americans are overweight and the extra pounds are going to cost Big Business.
11:00 PM, Dec 1, 2003 • By IRWIN M. STELZER
BY NOW, we will have consumed the leftovers from our Thanksgiving feasts, which saw us dispose of 45 million turkeys, perhaps 200 million sweet potatoes, and at least 50 million pies of various sorts. Add in stuffing made from white bread, cranberry sauce loaded with sugar, and carrots roasted in brown sugar and butter, and you have a dieter's nightmare--one estimate puts the carb content of a typical Thanksgiving meal at what Atkins would call "a whopping" 200 grams. Just to make certain that none of this vast intake is offset by exercise, most American men plunked down on couches to watch the traditional football game, many wearing clothes from the "relaxed" (read extra-large) section of the Gap and other clothing stores.
For most, the gorging continued through last weekend. Two-thirds of American companies closed on the Friday following Thanksgiving, giving their workers time to refill their platters between visits to the shopping malls on that busiest of all shopping days.
When the precursor of this holiday was first celebrated in 1621 by Pilgrims who had come to America to escape oppression in Britain, it was to give thanks for a harvest sufficiently bountiful to see that hardy band through the coming winter. Since these Pilgrims had suffered a very lean time indeed, one can imagine the joy and relief of a slightly emaciated group of early settlers at the prospect of a winter of adequate meals.
Which surely distinguishes them from the already obese Americans who tucked away this years' feasts. America is suffering what some like to call an obesity epidemic. That artful formulation--nothing much a victim can do about being stricken during an epidemic--relieves the nation's fatties from responsibility for the expansion of their waistlines. The extra weight becomes something imposed on them by outside forces beyond their control.
THAT'S WHAT the ambulance-chasing members of the legal profession would have the courts believe as they attack various segments of the food industry. McDonald's is an obvious target. So several obese New Yorkers went to court to prove that they had quite innocently become addicted to Big Macs and fries, addiction being a key element of a complaint admittedly designed to mimic the successful suits brought against the tobacco companies. The judge was unimpressed, but that didn't stop the assault on Kraft, Dole, Kellogg, and assorted beer and soft drink companies, especially from advocacy groups aware that the incidence of obesity and its frequent accompaniments (diabetes, high blood pressure, and joint pain) is higher among the poor.
All in all, one-third of adult Americans--over 60 million people--are considered clinically obese. To fall within that definition a 5' 5" woman must weigh at least 180 pounds.
OBESITY IS HAVING profound effects on many American companies, not all of them in the food sector. Automakers and theater owners are struggling to redesign seats to accommodate the more ample rear ends of drivers and passengers (airlines continue to provide seats about five inches narrower than do theaters), health care providers have launched expensive obesity-prevention programs, doctors now offer bariatric surgery to children and teenagers to permanently reduce their stomach sizes, clothing retailers now earn almost one out of every four dollars by selling so-called "plus sizes" to the fatties they once ignored, and, adds the Washington Post, casket makers are turning out increasingly wide models.
But it is the food industry and its regulators that are making the biggest adjustments. Coca-Cola, eager to maintain its sales to teenagers who tend to form lifetime brand preferences, has agreed not to sell its carbonated drinks in elementary schools during the school day, confining itself to juices and milk products. Vending machines in high schools will be removed from cafeterias, but not corridors, and timers placed on them to limit the hours during which they operate.
The 277,208 fast-food outlets in America--1 for every 1,000 people according to consultants Technomic Inc.--are also changing the way they do business, while continuing to multiply. According to the Wall Street Journal, Starbucks opens a new store every 11 hours, and Subway Restaurants, which specializes in gargantuan sandwiches, opens a new store every three hours, on average.