A Hartman Group National Syndicated Study

HOW America EATS 2010

THE CRUCIAL ROLE OF FOOD CULTURE INSIDE WEIGHT MANAGEMENT

Despite legislation, food bans, product

reformulations, new product introductions,
menu adjustments, endless hours of
debate and millions of advertising dollars to
promote healthier eating, nothing has
worked: the majority of America’s
consumers continue to be overweight.

Why?
Companies and policy makers fail to
Study Timeline
understand the dynamic of FOOD CULTURE
Qualitative ethnographic and
and EATING OCCASIONS that absolutely
quantitative research conducted
affects change in eating behavior. Q4 2010
Final report delivered Q1 2011
HOW America EATS 2010 syndicated study builds on
The Hartman Group’s foundational 2004 report, Obesity
in America, providing unique new revelations into the
roles consumers expect food companies, policy makers
and health care providers to play that will lead them on
the path toward healthier eating habits and lifestyles.
www.hartman-group.com
HOW America EATS 2010 SYNDICATED STUDY

Purpose
The Hartman Group has examined the Culture of Food in America
for more than 20 years and is the undeniable leader in providing a IT’S NOT NECESSARILY WHAT
better understanding of food consumption behavior inside and PEOPLE EAT
outside the home. Since 2004, when The Hartman Group
conducted its foundational study on obesity in America from the Non-obese consumers (BMI under 30) eat foods
popularly known as “junk food” as frequently as
consumer perspective, much and little has changed in the
obese consumers
marketplace: hundreds (perhaps thousands) of products and many
policies have been introduced targeting weight management yet the
number of overweight Americans has not declined.

Looking through the lens of food culture the 2010 HOW America
EATS syndicated study will provide fresh new perspectives on
consumers attitudes and behaviors surrounding healthy weight
management and the role they expect food manufacturers,
retailers, restaurants, food service companies, marketers, health
care providers and policy makers to play in helping them attain their
weight management aspirations and goals.

How America Eats 2010 will be your guide to help navigate the 59% of adult eatings are Instrumental Occasions
murky waters of weight management. It will provide new (those occasions when consumers are often
revelations that will shape the future of: distressed or bored and given to mindless munching)
• Food and beverage product innovation
• Menu items
• Policy-making
• Marketing and messaging

Primary Research Areas

Source: Hartman Eating Occasions Compass Study, Jun 2010
How America Eats explores weight management within food culture
in a wide variety of topic areas. Study areas may include:
• World of Weight Management (how do consumers define obesity and being overweight; self-assessment;
dieting and exercise habits; quality of life; consumer understanding and use of BMI)
• Kids (parental and/or peer influence; kids own views on obesity and overweight; decision-making)
• Consumer expectations (of companies, health care providers, marketers, policy makers, etc.)
• Consumer behavior and aspirations (eating occasions aligned with obesity; eating in isolation; snacking
anytime)
• Demographics and culture (income, ethnicity, parental and/or peer influence)
• Products and brands (help or hinder)
• Packaging (portion control size; nutritional information)
• Ingredients (seek or avoid)
• Information sources (most influential, trusted or misleading)
• Marketing and messaging (believable or hype)
• Shopping (retailers and retail experience; in-store cues)
• Dining out (nutritional information on menus/menu boards, portion sizes and healthy options)
• Policy and legislation (level of government involvement: federal, local)

 2010, The Hartman Group, Inc. 2

HOW America EATS 2010 SYNDICATED STUDY

Have a Specific Question or Area of Interest?

For those with specific interests there is the option (for an additional fee) to ask proprietary questions, which
will not appear in the general report, but will be presented in a customized supplemental report. For
example, we can do data runs by key retail customers (e.g., Walmart, Target, Kroger, Walgreens, etc.).

Costs will be determined based on complexity and scope of the request. Among other factors, this can
include oversampling for a specific demographic group (e.g., Boomers, Hispanics, etc.) or in-depth querying
on a narrow product/ingredient category (e.g., fiber, whole grain).

Contact us for a quote on the following types of proprietary questions:

Qualitative
Closed-ended survey question
Open-ended survey question
Oversampling

Methodology & Timing

How America Eats surveys over 1,500 adult U.S. consumers and integrates ethnographic research from two major
market areas. Qualitative ethnography is scheduled to begin October 2010.* Online survey will field approximately six
weeks from the beginning of qualitative fielding. Final report, including in-depth analysis and strategic implications, will be
published early Q1 2011.
*Please note that a minimum number of sponsors will be needed in order to field this study and follow the schedule as outlined
above.

Cost & Deliverables

As a syndicated study, How America Eats has evolved over the years and builds on the 2004 Obesity in
America research. Its purpose is to provide current, comprehensive consumer data and deep, relevant insights
that inform, influence and inspire.

How America Eats 2010 is available to clients according to the following sponsorship site license levels:

Global Corporate site license (multiple brands and business divisions) $17,500

Single User site license (single company, brand, consultancy or agency) $15,000

Institution site license (academic or government agency) $13,000

Sign up by August 31 and save $5,000 off the cost of a site license

Benefit of early sponsorship (in addition to cost saving) is input to help shape study scope and questionnaire
design to insure your areas of interest are covered. Final full report deliverable is a high-impact PowerPoint
detailing the qualitative and quantitative findings (with accompanying data tables in Excel format) with
executive summary and strategic implications supported with key visuals. Final deliverable includes a
summarized version of the report as a PowerPoint presentation.

About Hartman Group

Hartman Group, the predominant consumer consultancy, located in Bellevue, Washington, blends leading-edge customized primary
qualitative, quantitative and trends research with a unique brand of analysis to understand the subtle complexities into how consumers
live, shop and use brands, products and services. For more than 20 years, Hartman Group has been listening loudly to the underlying
motivations and behaviors to deliver the most comprehensive insights that inform and inspire innovation, strategy and, most of all, move
the needle for clients. For more: www.hartman-group.com.

 2010, The Hartman Group, Inc. 3

HOW America EATS 2010 SYNDICATED STUDY

Sponsorship Order Form and Site License Agreement

To participate in this syndicated study, please fill out the form below and email/fax back to:

Blaine Becker
Director, Marketing & Communications (425) 452 0818, ext. 124
FAX (425) 452 9092 blaine@hartman-group.com

 Global corporate site license $17,500

 Single user site license $15,000
 Institution site license $13,000

Sign up by August 31 and save $5,000 off site license

Customization: Proprietary questions

 Qualitative question request quote

 Closed-ended survey question request quote

 Open-ended survey question request quote

 Oversampling request quote

Total $

 I am interested in an onsite or webinar presentation of the study for my organization, please contact me
to discuss costs and scheduling

Name

Title

Company

Address

City / State / Zip

Phone

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Signature

Date Signed

 2010, The Hartman Group, Inc.