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gotbeer
Mon, Aug-09-04, 11:22
Summer 2004

RESEARCH REPORT

The Economics of Obesity

By Inas Rashad & Michael Grossman

http://www.thepublicinterest.com/current/article3.html

Hardly a day goes by that we do not read about the dire consequences of the increase in obesity. In March, the Centers for Disease Control and Prevention predicted that obesity will overtake smoking as the leading cause of preventable deaths in the United States by next year if current trends continue. “This is a tragedy,” Julie Gerberding, director of the Centers, told the Washington Post. “We’re looking at this as a wakeup call.” The obesity problem is real, Gerberding’s melodrama notwithstanding, and seems to be worsening each year. The percentage of adults who are obese has doubled since the late 1970s, and tripled among children. From increases in the size of coffins, to increases in the size of pets, to the appearance of new diets and new surgical techniques to lose weight, and to a patent for an in-car system for dieters that weighs them and tells them when they have strayed, the evidence of America’s obesity problem is everywhere.

Obesity and sedentary lifestyles accounted for approximately 400,000 deaths in 2000 compared to 435,000 from cigarette smoking, 100,000 from alcohol abuse, and 20,000 from illegal drug use. Obesity costs more in annual medical care expenditures than cigarette smoking — around $75 billion in 2003 — because of the long and costly treatments for its complications. A large percentage of these costs are borne by Medicare, Medicaid, private health-insurance companies, and ultimately by the population at large rather than by the obese. The so-called “cheeseburger bill” to curb lawsuits against the fast-food industry, which passed the House of Representatives in March, might fend off at least some new costs to the non-obese for the obesity problem, but these costs have grown by more than 3 percent per year during the past few years and show no signs of stopping. To make matters worse, Americans spend $33 billion annually on weight reduction products. There are often serious health risks associated with some of these products, which can further increase the costs of obesity.

Obesity is measured by the body mass index (BMI), defined as weight in kilograms divided by height in meters squared (kg/m2). To calculate body mass index using pounds and inches, multiply weight in pounds by 704.5, then divide the result by height in inches, and divide that result by height in inches a second time. According to the World Health Organization and the National Heart, Lung, and Blood Institute, a BMI value of between 20 and 22 is “ideal” for adults regardless of gender in the sense that mortality and morbidity risks are minimized in this range. Persons with a BMI greater than or equal to 30 are classified as obese. An overweight child (the term “obese” is reserved for adults) is defined as having a BMI above the 95th percentile based on growth charts for children and adolescents in the first National Health and Nutrition Examination Survey (NHANES I), conducted between 1971 and 1975.

As shown by the data in Table 1 for adults and in Table 2 for children, obesity and overweight rates remained steady from approximately 1960 until about 1980. Since then they have spiraled almost out of control. Between 1980 and 2000, the percentage of obese adults grew from 14 percent to 30 percent, and the percentage of overweight children rose from 5 percent to 14 percent. If we are to grapple effectively with today’s obesity problem we need to understand how and why obesity became a problem in the first place.

Some possible causes

Obesity has a large genetic component, and this plays an important role in explaining why a given individual is obese. But genetic characteristics in the population change very slowly, and so they clearly cannot explain why obesity has increased so rapidly in recent decades. Researchers have instead sought to explain obesity by looking at technological changes, changes in taste and consumer habits, and at changes in the social environment. Economists have taken the lead in these efforts. Not surprisingly, they have emphasized the role of prices.

According to the economists Darius Lakdawalla and Tomas Philipson, declines in the real prices of grocery food items caused a surge in caloric intake that can account for as much as 40 percent of the increase in the body mass index of adults since 1980. Technological advances in agriculture caused grocery prices to fall, the authors show, and these declines caused consumers to demand more groceries. Government policy only heightened the effect by encouraging overproduction. Journalist Michael Pollan points to a shift in the early 1970s toward direct farming subsidies as another source of the rise in caloric intake. The old system, an agricultural-support arrangement designed to discourage overproduction of corn and other storable commodities, had much smaller effects on producers’ decisions. But the new system “free[d] them to dump their harvests on the market no matter what the price.”

Important technological changes in the home kitchen seem to have fostered more caloric intake, too. Economists David M. Cutler, Edward L. Glaeser, and Jessie M. Shapiro, present evidence that the tools responsible for reductions in the time we spend preparing meals at home — at least for certain groups in the population — have contributed to an increase in caloric consumption. Microwaveable meals and other foods that are easy to cook are desirable because they are quicker to prepare; they are also fattier and higher in caloric content.

Other factors that have contributed to the growth in obesity include the decline in physical activity and urban sprawl. Physical exercise has declined since 1980, and that decline is a proximate cause of the increase in body weight. Statisticians Reid Ewing, Tom Schmid, Richard Killingsworth, Amy Zlot, and Stephen Raudenbush have attributed part of the increase in obesity to the degree of urban sprawl, or how conducive a city is to exercise. Urban sprawl is defined as the process through which the spread of development across the landscape outpaces population growth. Those urban areas that offer more transportation choices, are more compact, and have a variety of stores and activity centers within reach have lower rates of obesity. Government spending on roadwork and infrastructure may thus have an influence on the obesity rate by subsidizing sprawl.

Restaurants, anti-smoking, and obesity

While these various factors all clearly matter, we have found in our research with colleagues Shin-Yi Chou and Henry Saffer that several others seem to be more important in explaining trends in obesity. First and foremost, eating out at fast-food restaurants and full-service restaurants seems to be the most important factor in explaining the rise in obesity.

According to our research, as much as two-thirds of the increase in adult obesity since 1980 can be explained by the rapid growth in the per capita number of fast-food restaurants and full-service restaurants, especially the former. It’s not hard to imagine how the explosive growth in these restaurants could fuel the obesity epidemic. Food served in these restaurants has extremely high caloric density, and almost certainly has contributed to obesity. We also found that the very modest growth in the per capita number of fast-food and full-service restaurants accounts in large part for the stability of adult weight in the period from 1960 to 1980, before the first major obesity upswing. During that period, the per capita number of full-service restaurants actually fell. Indications point to restaurant growth as the primary cause of increased obesity after 1980.

What caused this explosive restaurant growth? The principal driver seems to have been the increases in rates of labor force participation by women. As nonwork time for women became increasingly scarce and valuable over the last few decades, time devoted to at-home meal preparation decreased. Families began eating out more often. Indeed, the economists Patricia M. Anderson, Kristin F. Butcher, and Phillip B. Levine find that the rise in average hours worked by mothers can account for as much as one-third of the growth in obesity among children in certain families. In part, the rise in obesity seems to have been an unintended consequence of encouraging women to become more active in the workforce.

We have also unmasked a second and perhaps more surprising culprit in the alarming rise in obesity: the crackdown on smoking via tax increases. Higher cigarette taxes and higher cigarette prices have caused more smokers to quit — but these smokers seem to have begun eating more as a result. According to our research, each 10 percent increase in the real price of cigarettes produces a 2 percent increase in the number of obese people, other things being equal.

Clearly, those who curtail their habit or quit smoking altogether typically gain weight as the appetite-suppressing and metabolism-increasing effects of smoking come to an end. This is no small effect: The inflation-adjusted price of cigarettes has risen by approximately 164 percent since 1980. This large growth resulted in part from four federal excise tax hikes, a number of state tax hikes, and the settlement of the state lawsuits filed against cigarette manufacturers to recover Medicaid funds spent treating diseases related to smoking. The rise in the real price of cigarettes is the second-most important factor next to the growth in restaurants in the trend in the post-1980 obesity trend. We estimate that it accounts for almost 20 percent of the growth in obesity.

Our findings underscore the idea that social action can have unintended consequences: Oftentimes, there is a tradeoff involved in achieving goals that society favors, such as increased food production, more workforce participation by women, and fewer smokers. Lower real food prices have significantly increased living standards. Expanded labor market opportunities for women have increased families’ command of real resources and increased equality of opportunity. Cigarette smoking is still the largest cause of premature death among Americans; pushing smokers to quit will have obvious health benefits. But our results and those of other economists also suggest that these efforts contribute to the rising prevalence of obesity. Whether public policies should be pursued that offset this ignored consequence of previous public policy to discourage smoking, increase market opportunities, and make cheaper food available depends on the costs and benefits of these policies.

A public concern?

If obesity were purely a cosmetic problem, the pressing need for answers as to why this has happened and solutions to reverse it would not seem necessary. Yet obesity has been linked to various medical conditions such as hypertension, high cholesterol, coronary heart disease, type 2 diabetes, psychological disorders such as depression, and various types of cancer. Clearly, obesity carries a high personal cost. But does it carry a high enough social cost to make it a concern of public policy? The answer is no if consumers are fully informed, and if the obese bear all the consequences of their actions. The answer is yes if consumers do not have full information or something that reasonably approximates it, or if third parties like Medicare, Medicaid, private health insurance companies and ultimately the non-obese end up bearing significant amounts of the costs.

It would seem, then, that obesity is a matter for public concern. Clearly, the non-obese do subsidize the obese. Health and life insurance premiums paid by the latter do not fully reflect their higher medical care costs and their higher probability of death. The economists Willard G. Manning, Emmett B. Keeler, Joseph P. Newhouse, Elizabeth M. Sloss, and Jeffrey Wasserman show that this external cost is partially, but not fully, offset by the smaller pension benefits, including Social Security payments, received by the obese, since they die sooner. Raising premiums for the obese could correct this externality, but would raise considerable equity concerns given that obesity has such a large genetic component. Imposition of taxes on “junk food,” fast food, or food with a high caloric content might be viewed as a substitute, since the consumption of these types of food is a conscious choice made by individuals. But this policy imposes costs on people who consume these types of food in moderation, too.

Such market externalities generally require correction. An externality arises when the public price of a good is not fully accounted for in the private price. This could come in the form of a positive externality, as in the case of a flu shot that should be cheaper because it benefits society and not simply the person receiving the flu shot. It could be a negative externality, such as when a steel factory emits pollution and does not include the cost of the pollution it is releasing in the price of steel. In these cases, the government might choose to subsidize flu shots and tax the polluting factory in order to correct the externalities or diminish their effect.

Like pollution, obesity should be viewed as a negative externality whose real cost exceeds its market price. Food taxes are one means of correcting this obesity externality, but a better solution than food taxes would be to encourage and reward exercise. Giving benefits to people who exercise and subsidizing facilities and programs for them might be a more promising approach.

The question of whether the government should take an active role in reversing the obesity trend clearly demands more research, but at least a few pros and cons to government action are already apparent. Obesity is at first glance a personal problem, one involving self control and trade-offs between current and future utility. Should the government step in to change incentives and influence decisions? When a person walks into a restaurant intending to order a salad rather than fries but ends up ordering the latter, is it for the government to decide that the person’s future utility would be increased if the option to buy fries were somehow not available or not as accessible?

Considering that Medicare and Medicaid finance about half the medical costs associated with obesity, one might be tempted to say that obesity has, by definition, become a public concern. Yet government intervention would seem to have more justification in cases pertaining to children, not adults, since the government is already deeply involved in children’s lives as things stand. Through its sponsorship of school programs, school lunches, and recreational facilities, it can more easily and immediately affect the choices of children than adults. The fact that obese children are extremely likely to become obese adults, and that children are less likely to have information about the consequences of their actions or to heavily discount these consequences only strengthens the case. Of course, one would still need to consider the degree of government involvement that is merited. This would depend on the size of the negative external costs that obese adults impose on others, the size of the external benefits of curtailing childhood obesity, the costs of implementing alternative policies, and the issue of whether it is fair to punish the obese for the costs that they impose on others.

Unintended consequences

The dramatic increase in obesity since 1980 has caused a surge in social-science research on its determinants. Would the people of the past, who toiled through their workdays and often did not have enough food, have predicted this problem? Would those who once dreamed of ending poverty and supplying enough food for all have even imagined that being too fat would become the predominant health risk nationwide?

The main message of contemporary research is that there is no free lunch, that with benefits come costs. Positive changes such as increases in technology, reduced smoking, and increased female participation in the labor force have also carried unforseen negative consequences. Was the anti-smoking campaign a mistake if it also encouraged obesity? Of course, we do not believe people should start smoking in order to become thin, substituting one type of unhealthy behavior for another. This was simply one of the unintended consequences of social change and government action. Nor do we suggest that women abandon the labor force to provide their families with home-cooked meals. Whether public policies should be pursued that offset the ignored or unanticipated consequence of previous policies that contributed to the rise in obesity will depend, in the end, on these policies’ costs and benefits over time.

Copyright of The Public Interest, Issue #156 (Summer 2004), National Affairs, Inc.

Inas Rashad is assistant professor of economics at the Andrew Young School of Public Policy Studies of Georgia State University.Michael Grossman is Distinguished Professor of Economics at the City University of New York Graduate Center, and Health Economics Program Director at the National Bureau of Economic Research.

Dodger
Mon, Aug-09-04, 12:30
According to the economists Darius Lakdawalla and Tomas Philipson, declines in the real prices of grocery food items caused a surge in caloric intake that can account for as much as 40 percent of the increase in the body mass index of adults since 1980. Technological advances in agriculture caused grocery prices to fall, the authors show, and these declines caused consumers to demand more groceries. Government policy only heightened the effect by encouraging overproduction. Journalist Michael Pollan points to a shift in the early 1970s toward direct farming subsidies as another source of the rise in caloric intake. The old system, an agricultural-support arrangement designed to discourage overproduction of corn and other storable commodities, had much smaller effects on producers’ decisions. But the new system “free[d] them to dump their harvests on the market no matter what the price.”
If the cost of food controls how much people eat, then poor people would be thin and rich people would be fat.

Nancy LC
Mon, Aug-09-04, 12:52
LOL! So true, Dodger!

Everyone tries to find THE cause of obesity and pin it on one thing. Something tells me they're tilting at windmills.

gotbeer
Mon, Aug-09-04, 13:24
Everyone tries to find THE cause of obesity and pin it on one thing. Something tells me they're tilting at windmills.

Well, this article suggests that the growth of obesity rates has at least 3+ sources, not one: 40% from the declining cost of food, 66% from (especially fast-food) restaurant growth, and 20% from the decline of tobacco use.

Now, these sources add to 126%, which indicates that there is considerable source overlap. If you are a poor person who gave up smoking and takes advantage of McDonald's dollar menu, watch out.

TombRaider
Mon, Aug-09-04, 14:04
If the cost of food controls how much people eat, then poor people would be thin and rich people would be fat.

That's actually not entirely true - I think one of the saddest paradoxes of American health is that the foods that have seen the most dramatic price drops have been the most detremental to our health. If you take a look around at a grocery store, what are the cheap, filling, high volume foods that are out there? They are generally things like white bread, pasta, high-fructose corn-syrup laden drinks such as soda, etc. The corn and sugar industries are two of the most heavily subsidies agricultural products. People who have less money often end up having to fill up their diets with these things.

The generally far more expensive foods, fresh vegetables for example, are often also the healthiest things available. I bought a little carton of fresh blueberries yesterday for $4.00 - that would buy 4 lbs of dry pasta.

Here in Chicago, obesity is most rampant among the low-income sectors of the population. The wealthiest are often the only ones who can afford to eat high quality healthy foods.

Nancy LC
Mon, Aug-09-04, 15:24
Someone else posted something about how choice makes you eat more. That you'll eat 52 M&M's if you have a bowl of 10 colored M&M's in front of you, versus 30 if they're only in 8 colors.

Seems like a crazy idea, but perhaps some of the issues with obesity is simply that we have an absolutely enormous array of choices so we eat more as a result.

Protein and veggies are not inexpensive compared to pasta, rice, beans, bread and so on.

Saigo
Mon, Aug-09-04, 15:28
If the cost of food controls how much people eat, then poor people would be thin and rich people would be fat.

How MUCH people eat, maybe. But not what they eat. The foods that lower income families use to stretch meals are often full of starch. Macaroni and cheese is a cheap way to feed and fill up the family. The same can be said of a jar of Ragu and a box of pasta. Hamburger Helper is cheap. Ramin noodles are cheap. White bread is cheap.

edit: fixed a typo

DebPenny
Mon, Aug-09-04, 15:37
If the cost of food controls how much people eat, then poor people would be thin and rich people would be fat.
I'd have to disagree. The foods that have come down in cost are the high-starch and sugar foods -- potatoes, foods based on refined flours, sweets, etc. So it's not surprising that obesity is more prevalent in lower-income people. Higher-income people are the ones who can afford the healthier, low-starch foods and good proteins.

Wildcard
Mon, Aug-09-04, 18:25
I'd have to disagree. The foods that have come down in cost are the high-starch and sugar foods -- potatoes, foods based on refined flours, sweets, etc. So it's not surprising that obesity is more prevalent in lower-income people. Higher-income people are the ones who can afford the healthier, low-starch foods and good proteins.


not only that, but the wealthy have always been able to afford all they wanted to eat, so a drop in prices probably led to a zero increase in consumption for them.

fitchic
Wed, Aug-11-04, 14:01
Well, this article suggests that the growth of obesity rates has at least 3+ sources, not one: 40% from the declining cost of food, 66% from (especially fast-food) restaurant growth, and 20% from the decline of tobacco use.

Now, these sources add to 126%, which indicates that there is considerable source overlap. If you are a poor person who gave up smoking and takes advantage of McDonald's dollar menu, watch out.

For some reason, I have a hard time buying that. I'm no expert or anything, but don't you think that there's a connection between being overly reliant on automobiles and the increased rate of inactivity to obesity?? I think that should have been presented into the equation a little more.

I was also unaware that the cost of fast food was down... interesting stuff, though i can't say that i agree.

adkpam
Thu, Aug-12-04, 07:45
When I was a child, "dinner" had a salad, a meat, a starch, and a veggie. Along with bread, of course (this was the midwest) and sometimes dessert. But at least you had the meat & veg!

Under the influence of the food pyramid, "dinner" is now a lot of macaroni or rice, with maybe some meat in it, and sure you're supposed to have a salad, and how many people do? And then it's iceberg.

Take a look at the advertising from the '50's and now, showing a family sitting down at a meal. Just eyeballing it, I'd say the proportion of carbs has gone up by 30%. Maybe more.

Has inactivity REALLY increased so much in the last 30 years? After all, in the sixties there were television and automobiles, too. I still say it's the way people were encouraged to eat over the past few decades that has made the biggest difference.

After all, I haven't changed my activity level. I've actually upped my calories a bit. Yet just by changing the way I eat I have lost 40 pounds.

Either I'm a mutant, or the answer lies there.

K Walt
Thu, Aug-12-04, 08:14
ADKPAM:

Either I'm a mutant, or the answer lies there.

I agree, as a kid in the 60's my family would have thought it silly to make a meal of only pasta or macaroni. Those were side dishes. Even our low-cost, day-before-payday spaghetti dinners, were more about the meatballs than the spaghetti. Making a meal of ONLY veggies would be just as odd.

And the portion sizes.

I was looked at only family photos the other day. One was a whole extended family around Thanksgiving dinner, circa 1959. The portions on the plates looked positively meager, compared to today.

Angeline
Thu, Aug-12-04, 11:13
I was looked at only family photos the other day. One was a whole extended family around Thanksgiving dinner, circa 1959. The portions on the plates looked positively meager, compared to today.

We can thank McDonald for supersizing American's plates

Groggy60
Thu, Aug-12-04, 12:29
This is not meant to be a put down on Americans...

One of the constant refains I hear from fellow Canadians that visit the USA is that the portions at restaurants are huge. Typically, a single portion seems enough to feed two or three people. There is also shock at how much more overweight Americans are on the whole compared to Canadians. I do not see very many really obese people here in Ottawa, and I don't suppose that has changed much over the years. There are probably more overweight people.

Canadians are getting fatter but not at the rate and proportion of our American neighbours. We have McDonald's, Wendy's, super sizing, HCFS, transFats, high carb foods, working mothers, eat out and so on. Most the what the article stated is true of Canada as well.

Based on the difference of restaurant portons between the two countries, I wonder if Americans mostly just eat more.

kyrasdad
Thu, Aug-12-04, 14:49
This is not meant to be a put down on Americans...

One of the constant refains I hear from fellow Canadians that visit the USA is that the portions at restaurants are huge. Typically, a single portion seems enough to feed two or three people. There is also shock at how much more overweight Americans are on the whole compared to Canadians. I do not see very many really obese people here in Ottawa, and I don't suppose that has changed much over the years. There are probably more overweight people.

Canadians are getting fatter but not at the rate and proportion of our American neighbours. We have McDonald's, Wendy's, super sizing, HCFS, transFats, high carb foods, working mothers, eat out and so on. Most the what the article stated is true of Canada as well.

Based on the difference of restaurant portons between the two countries, I wonder if Americans mostly just eat more.

I don't take it as a put-down; Americans are fatter than Canadians, and fatter than most every other country in the world on average. Stating that obvious truth shouldn't offend anybody.

I think there are a number of factors that made us fatter, and that at least some of those factors are making their way north, and into the rest of the world, as well. I think some of these factors, such as massive restaurant servings, haven't been in Canada as long as they have the United States. The cumulative effect probably isn't as deeply felt because it hasn't had the time to settle in.

Looking at it now, when they trot out a plate of fried chicken big enough to feed at least thee people as a single serving, what they have done is redefined what a serving is. People in America may have started to adjust their eating habits to fit what restaurants were doing.

We were fat before the low-fat disaster hit us in the 80's and 90's, but it accelarated since then; low carb is undoing some of that damage, but it will take many years to see if it has any good effect on a large portion of Americans.

It does boil down to Americans eating more, as you say. Why we eat more is the real question. I suspect Canada has had all these factors as well, and could be affected just as badly by them over time. It may be that cultural differences will help Canadians not to make the mistakes we have. We can hope, and we can also hope that the mistakes we have made, now apparent, can be avoided in Canada.

fitchic
Thu, Aug-12-04, 15:08
We can thank McDonald for supersizing American's plates

If you're going to make a blanket statement like that, can you explain yourself??

I can't buy the fact that McDonald's is supposely singlehandedly responsible for increasing portion sizes around the country. There's got to be more to it than that.

Angeline
Thu, Aug-12-04, 17:53
Maybe some may correct me, if I'm wrong, but I believe McDonald were the first to come out with the supersize concept. All the other fast food companies soon followed suit and the idea of "supersize" became part of the American Culture.

So they don't have sole responsibility for American's obesity any more than the FDA, but their ideas and concepts started something that eventually snowballed into a huge problem.

LilaCotton
Thu, Aug-12-04, 22:45
Macaroni and cheese is a cheap way to feed and fill up the family. The same can be said of a jar of Ragu and a box of pasta. Hamburger Helper is cheap. Ramin noodles are cheap. White bread is cheap.

I disagree--they APPEAR to be cheap but when push comes to shove really aren't. Meat and veggies will fill a stomach and keep it happy for many hours while a little meat, veggies and starches will overfill a stomach then result in more hunger coming along within another couple of hours. Been there, done that.

adkpam
Fri, Aug-13-04, 06:50
It's foolish to blame McD's for supersizing when they were simply the first to fill a need. Consumers were hungry. They wanted more.

I think that's the fact behind the increase in portion sizes. Carbs make you hungry, and a vicious cycle is born.

Why else are there Taco Bell, and others, focusing their commercials on the theme "We make you full."?

kyrasdad
Fri, Aug-13-04, 09:02
You can blame McDonald's for helping being instrumental in setting up the circumstances that made so many of us so fat, but you can't blame them specifically for making us fat. They didn't do much to make me fat; I've maybe been in there half a dozen times in the last decade, usually taking a niece or something.

Angeline
Fri, Aug-13-04, 10:04
It's foolish to blame McD's for supersizing when they were simply the first to fill a need. Consumers were hungry. They wanted more.

I disagree Pam. They didn't fill a need, they CREATED a need. It was and still is a clever marketing strategy. By allowing you to "supersize" your meal for a few pennies more they gave the illusion of providing more value to the customer. When offered the chance of getting more for their money, most people will say yes, why not. Especially if this is a novel idea. They have proven this in studies; people who are offered more food will eat more. I guess that's a no-brainer.

After McDonald started this trend, all the other fast food companies jumped in not to be undone. Offering smaller portions at this point was to risk appearing cheap to your customer. Restaurant followed suit, followed by manufacturers with portion sizes. American business and people came to equate value with quantity. Bigger is Better.

This sets up a vicious circle where eating bigger portions increases your appetite. So maybe at first your supersize meal is too much to eat but it won't take long till you gobble it up and still have room for dessert.

So it's my opinion that McDonalds started the movement that lead to American's portions becoming disproportionately large, which in turn contributed to the obesity epidemic.

Angeline
Fri, Aug-13-04, 10:06
You can blame McDonald's for helping being instrumental in setting up the circumstances that made so many of us so fat, but you can't blame them specifically for making us fat. They didn't do much to make me fat; I've maybe been in there half a dozen times in the last decade, usually taking a niece or something.

But your expectation of a normal portion size was directly influenced by what they started. While you might not have frequented McDonalds very often, you have been impacted, like everyone else, by portion size distortion

fitchic
Fri, Aug-13-04, 10:13
I disagree Pam. They didn't fill a need, they CREATED a need. It was and still is a clever marketing strategy. By allowing you to "supersize" your meal for a few pennies more they gave the illusion of providing more value to the customer. When offered the chance of getting more for their money, most people will say yes, why not. Especially if this is a novel idea. They have proven this in studies; people who are offered more food will eat more. I guess that's a no-brainer.

After McDonald started this trend, all the other fast food companies jumped in not to be undone. Offering smaller portions at this point was to risk appearing cheap to your customer. Restaurant followed suit, followed by manufacturers with portion sizes. American business and people came to equate value with quantity. Bigger is Better.

This sets up a vicious circle where eating bigger portions increases your appetite. So maybe at first your supersize meal is too much to eat but it won't take long till you gobble it up and still have room for dessert.

So it's my opinion that McDonalds started the movement that lead to American's portions becoming disproportionately large, which in turn contributed to the obesity epidemic.

2 points to add onto this:

The first -- is McDonald's really making that much money off of the super size option?? Maybe they are, but still just because its offered doesn't mean that people have to eat it. I blame collective personal irresponsibility and inadequate health research, rather than McDonald's directly. I think that the issue is maybe more complicated than you give it credit for.

The second -- if you're going to blame McDonald's for creating the circumastances to harbor an obesity epidemic, you're also going to have to blame Henry Ford for developing the automobile and making it very easy for many to live an inactive lifestyle. His product eliminated a lot of the physical activity that was needed just to get around day to day. Following your logic, there are many, many other people who's products have helped "create the circumstances for unhealthy lifestyles."

Again, just because its offered, doesn't mean you have to buy it.

Saigo
Fri, Aug-13-04, 10:32
Meat and veggies will fill a stomach and keep it happy for many hours while a little meat, veggies and starches will overfill a stomach then result in more hunger coming along within another couple of hours. Been there, done that.

That doesn't change the fact that it's going to be cheaper to feed a family a dinnertime meal of macaroni and cheese with hamburg patties, or a skillet full of hamburger helper with maybe an iceberg lettuce salad on side, than it would be to feed the family on roast beef, or steaks, or potroast and fresh veggies (particularly without plenty of potato). If that's not true for you then you must be getting extremely good prices on your cuts of meat.

People who struggle daily to put food on the table are not looking at how a lower carb, higher fat diet is going to keep the family feeling fuller longer. They're looking at how they can feed their families for a few dollars a day. And, understandably, plates full of nutritionally empty starch is going to often be the choice made for stretching their dollars.

HamHox
Fri, Aug-13-04, 11:32
Well it depends on where you buy your food. I think that because most of us are fairly privileged, we purchase our food from a nice, expensive supermarket. The truth is, you can buy plenty of veggies, whole grains, meats and fruits from places like wal-mart, etc. without spending so much money. The truth is a banana and a piece of whole wheat toast (obviously, if you are not LC) will run you less than 50 cents, while a pop tart and bottled Tang will cost over 3 dollars. If you are informed, it is much easier to eat in a healthy manner. I think it is important to inform people of these facts, rather than just blame the processed foods. There is a time and a place for everything. We should not blame the food when it is the consumers fault for buying too much.

edited to fix spelling error...

Angeline
Fri, Aug-13-04, 11:49
The first -- is McDonald's really making that much money off of the super size option?? Maybe they are, but still just because its offered doesn't mean that people have to eat it. I blame collective personal irresponsibility and inadequate health research, rather than McDonald's directly. I think that the issue is maybe more complicated than you give it credit for.

Well are they making profit off the supersize option, I couldn't say, but like all marketing, the goal is to increase market share. And judging from their success I'd say their marketing strategy worked.

I'll certainly agree with you that the issue is more complicated, or multifaceted than that ! However no one can deny that portions sizes contributed to the obesity epidemic. My initial reply was more off the cuff than anything else. I never meant to imply, that McDonalds bears the sole blame for the obesity epidemic. However they played their part, mostly in introducing or promoting the supersize concept.

Following your logic, there are many, many other people who's products have helped "create the circumstances for unhealthy lifestyles."

Yup following my logic I'd certainly agree that Ford and many other factors contributed to the current unhealthy lifestyle. Like I said, I never meant to simplistically lay all the blame at one particular set of oversized clown feet.

Again, just because its offered, doesn't mean you have to buy it.

When you go to the restaurant, do you routinely leave half of it on the plate? When you used to drink a soda, did pour half of it down the drain? Unless you say yes, then you have been impacted by the supersizing of meals. The greatest impact of supersizing isn't on people who choose that option at Macdonald, it's on the global increasing of portions sizes that has touched every consumers.

In the same way, that the FDA's pyramid has impacted everyone, whether or not you followed it; supersizing has influenced everyone's expectation of what a portion should be.

So no, MacDonalds didn't set out to make America fat. But by the law of intended consequences they contributed to it. By making fast food such a popular and lucrative business they encouraged fast food franchises to develop all over. By making cheap food easily available, encouraged millions upon millions of people to make it their dining out experience of choice. By introducing supersizing, they contributed to increasing what people's perception of a normal portion size.

So are they solely to blame ? of course not. But they played their part in creating America's toxic food environment. Would it have happened anyway had Macdonald never existed? Maybe. Who can say. But denying that Macdonald played a part is just denying history

adkpam
Fri, Aug-13-04, 12:02
MacDonald's is a handy symbol of fast, cheap, non-nourishing food. I think that's important to point out.

When it comes to fast, cheap, non-nourishing food, American leads the way. How many people on this very board (I would guess 90% of the posters here started low carbing to lose weight, with the improved health as a great bonus) have at one time or another been guilty of the "I'm in a hurry, what can I cram in my mouth" way of thinking? How many people complain low carb means they have to cook? How many people complain they are bored with the food choices, when they wouldn't say that in their previous high carb life? When a big mac, fries, and a coke were their lunch almost EVERY day?

At a time when some of us are mourning the passing of Julia Child, it might be pertinent to remember what she said about food.

"Enjoyment in moderation."

I still maintain NO company CREATES a need or a desire. A company has to plug into an EXISTING need or desire to make a success of what they are offering.

That's just basic psychology. Or we would all STILL be wearing polyester with spangled iron-ons and six inch platforms. Hey, if those companies sold it to us once, why can't they sell it to us again?

ENJOYMENT in MODERATION.

I believe both of these principles are met in low carb living. And both are sacrificed in modern America.

fitchic
Fri, Aug-13-04, 12:20
Thanks we're clearing that up -- I think we're actually on the same page here.

And yes, I do often leave half of dinner on my plate (well, I usually take it home and eat the other half for lunch) and I don't drink soda. I understand the importance of portion control, so I eat until I get full. Never more than that.

kyrasdad
Fri, Aug-13-04, 12:35
I would think they make plenty on the supersize option. Imagine what the costs of a $4 regular combo are (and these are only a guess, and I am sure wildly inaccurate, but they illustrate a point):

* Food cost: $1.50
* Labor cost: $1.50
* Utilities, real estate: $.50
* Etc. costs (packaging, insurance, franchising fees, utilities), $.35

Leaves 15 cents for profit.

So, you add 15% more fries and a bigger Coke and charge 50 cents more...

* Food cost $1.70
* Labor cost: $1.50
* Utilities, real estate: $.50
* Etc. costs (packaging, insurance, franchising fees, utilities), $.35

Leaves 35 cents for profit.

Leaves 35 cents for profit. I am sure the ratios and expense lists could be better, but you can see the point: McDonald's only increases one of many factors involved in producing a meal by supersizing. It can charge more, and the money it charges extra is only hit by the slight increase in the number of fries. Packaging for supersize fries probably costs very little more than it does for regular fries. The worker isn't paid more to make it. Insurance and property costs and such don't increase. But the price can increase, and it probably increases well beyond the fractional cost of 30% more fries and a few more ounces of Coke. In fact, the larger cup for the Coke is more expensive than the actual Coke, but probably not a lot more expensive than the smaller cups.

So yeah, portion size is a profit thing, I would think.