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 praustralia@weightwatchers.com.au

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.