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Uncovering Big Opportunities in the Market for Obese Consumers

As obesity rates rise, with 35.7% of the U.S. population classified as obese in 2010, a significant opportunity emerges to cater to this underserved market. Companies like Southwest Airlines and Extend-Its are identifying unique challenges and needs for obese customers, such as the necessity for larger seating options and specialized products. This presents an avenue for growth in industries like travel, automotive, and lifestyle goods. By understanding and addressing the needs of this demographic, businesses can tap into a vast market segment that remains largely untouched.

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Uncovering Big Opportunities in the Market for Obese Consumers

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Presentation Transcript

  1. Big Market, Big Opportunities Shanna Carrow Amy Wilson

  2. The Big Opportunity • Southwest airlines seatbelt problem • New Opportunity: Target market • Obese people • Extend-Its.com

  3. Statistics • 2006: 60 million Americans qualified as obese • 2010: 35.7% of the US population considered obese • 2010 census: 308,745,538 Americans • 308,745,538 X .357 = 110,222,157 • Non-Hispanic blacks have the highest rates of obesity (44.1%) compared with Mexican Americans (39.3%), all Hispanics (37.9%) and non-Hispanic whites (32.6%) • Since the 1880's America has started to grow at a rapid rate

  4. New Opportunity • http://www.extend-its.com/ • http://www.scale-it.com/ • http://news.consumerreports.org/cars/2010/08/plussize-models-best-cars-for-larger-drivers.html (cars) • Toilet seats, cars, furniture

  5. New Market

  6. Airlines and Traveling • Southwest’s Policy for Obese/Overweight • Customer of Size • Two-Seat purchase • http://www.southwest.com/html/generated/help/faqs/extra_seat_policy_faq.htm • Travelocity • http://www.youtube.com/watch?v=R_DeHNSLlaU

  7. Happy Getaways or Not? • Freedom Paradise • Resort for overweight • Large robes • Large rooms • Success? • "At some point you've just got to live.” • Butterfly Lounge • High stools • Elevated tables • Success?

  8. How to Market? • How to market without pointing out the obvious? • Offer but don’t market? • Dove • Trial and error • Offer heavy duty chairs • Mistaken for normal chairs

  9. Class Discussion • What other opportunities/products are available to market? • Do you think its a fairly untouched market segment that has potential? • Is not advertising the best policy? • Is marketing to the obese contributing to a problem or just accepting it?

  10. Sources • Cdc.gov • Money.cnn.com

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