| 39% of US adults are either normal or underweight, while 61% are overweight or obese Underweight/normal women give up comfort for fashion*, while overweight/obese women opt for comfort* Visits to fast food restaurants increase with Body Mass Index, with obese adults eating at fast food restaurants more than any other group
*Comfort: Women who agreed a lot with the statement "Comfort is the most important factor in clothes"
Fashion: Women who agreed a lot with the statement "I like to keep up with the latest fashions" |
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Experian Simmons' Waistband Segments give clients unparalleled insight on the differences and similarities between consumers based on their body characteristics: food preferences, self-image, health, psychographic profiles, lifestyle characteristics, and media usage preferences.
Based on CDC/NIH guidelines, Experian Simmons classifies respondents based on their BMI. Experian Simmons' Waistband Segments provide an in-depth understanding of consumers by four body types:
- Underweight
- Normal
- Overweight
- Obese
Clients can learn about customers by observing behavior:
Learn the life styles of Plus Size People
Market to this group based on their needs, not just their demographics
Understand media consumption of consumers by segments to better target marketing and promotion
Develop a more efficient advertising plan
Applications:
Apparel retailer: better meet consumer needs and expectations in terms of size mix and styles
Quick-service restaurant: tailor menu and specials based on food preferences and health concerns
Healthcare: determine which segments are most at risk for specific health ailments
Automotive: understand how auto preferences differ based on physical characteristics
Travel: find which segments are the most likely candidates for specialty destination trips
Magazines: use the segments to understand how to target health and nutrition advertisers
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