Back in college, I remember a friend using a phrase that seemed to ring true for many aspects of our lives. He said, “If it weren’t for the last minute nothing would get done.” It would seem many Americans employ this same last-minute strategy when it comes to managing their waistlines as eating better doesn’t usually start until well after new years’ resolutions have been made.
I’m just as guilty of this as everyone else. I go to the gym throughout the year and January is a most-frustrating time to be there because all of the sudden there are lines to use machines and even the water fountain! But in terms of watching what I eat, like most people I hold off on that behavior until the weather starts to get a little warmer.
Our Nutrient Intake Service evaluates the overall health of consumers’ intake based on how much they eat certain foods and avoid other substances, like fat and sodium. It reveals a greater percentage of consumers typically achieve healthier intakes during March, April, and May. Common wisdom would say consumers behave like this right after the New Year when resolutions are still fresh, but it seems there is a lag period that coincides with the coming of bathing suit season – spring and warmer weather. Conversely, December through February is when consumers are least healthy when it comes to food choices. It seems that when there are more layers of clothing to wear, consumers are less concerned with staying trim!
Leading up to New Year’s Eve, I’ve seen postings about great tasting healthy recipes that help people lose weight all over the internet. Of course this is wise of those marketers to tap into the intentions of consumers as they are fresh in their minds. These marketers would be even wiser to maintain their presence in consumers’ minds throughout winter as it takes about this long for intentions to turn into behaviors.