It is now widely accepted that unhealthy eating behaviours and sedentary lifestyles have contributed to the current obesity epidemic in the US. However, there does not appear to be any homogeneity between overweight individuals, with a wide variety of lifestyle choices, demographics and attitudes within this group. A single approach to tackling overweight and obesity may therefore not be suitable.

Market segmentation is used by the food industry to target products towards specific groups of consumers with similar attitudes, demographic or lifestyle characteristics. Research has also emphasized the importance and effectiveness of tailoring messages and incentives to meet the needs of different population segments. Segmentation strategies may therefore have potential for identifying ways to change consumer behaviour in relation to unhealthy foods and lifestyles.

The Social Learning Theory, the Health Belief Model and their derivations have been suggested as suitable theoretical frameworks for the application of market segmentation in studies of consumer health behaviour. These models typically include both personal and environmental variables. Qualitative focus group research is another approach for understanding how to communicate health-related messages to consumers. Identifying segments within the overweight US population could help target suitable and effective health strategies.

A study by Kolodinsky and Reynolds¹ used cluster analysis to identify different segments of US overweight consumers based on food choices, activity, food knowledge, overweight and other environmental variables. Data on a wide range of characteristics and behaviours were drawn from the Social Learning Theory, the Health Belief Model and other studies. 5 clusters were identified: highest risk (19%), at risk (22%), right behaviour/wrong results (33%), getting best results (13%) and doing OK (12%). The findings also showed that 99% of those in the highest risk cluster were overweight, watched the most television and exercised the least. The results highlight segments of the US population that may be responsive to social marketing messages aimed at more healthy weights and behaviour patterns.
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¹ Kolodinsky, J; Reynolds, T (2009). Segmentation of overweight Americans and opportunities for social marketing. International Journal of Behavioral Nutrition and Physical Activity 6 (March) 11-pp.

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