Latino Obesity

Breakfast Food Giant Blames Lack of Exercise

A "healthy" breakfast of Rice Krispies or Frostees is clearly not enough to stem the rising tide of Latino Obesity.

That's one of the results that emerged from a recent survey by breakfast food giant, Kellogg, though it's one message the company is not exactly shouting from the rooftops. Instead, you'll find it buried between the lines of a Kellogg media statement released in July 2004. For decades, nutritionists have stressed the importance of a healthy breakfast in combatting obesity. Breakfast food companies like Kellogg have seized on this relentlessly to market their ever expanding line of products ... many of them coated with fat-producing sugar.

So, it must have come as something of a shock to discover in their survey of Latino families that 64% of respondents indicated that breakfast was the most important meal of the day, with 65% saying they eat breakfast daily.

And the most common choice for breakfast?...

Yup, you've guessed it - cereal! So, if so many Latinos have been following the "healthy" breakfast cereal routine, why are Latino obesity levels on the rise? Kellogg blames this on a lack of exercise.

Now, exercise is certainly an important factor. A very important factor.

But don't tell me that the fact many Latino families have been starting their day on a sugar high hasn't had just a teensy-weensy bit to do with Latino obesity levels.

That said, the survey does make some important points.

So why not judge for yourself...

Kellogg Press Release on Latino Obesity

Battle Creek, MI—(HISPANIC PR WIRE)—July 6, 2004 - An online survey conducted in May 2004 for Kellogg by La Opinión/El Diario de la Prensa Market Research Center, indicates that the majority of Latinos surveyed understand that the combination of exercise and a balanced diet are crucial to good health and a greater number indicated that it is the best thing to do to ensure the health of children.

Despite these findings more than half of those surveyed stated they exercise less than an hour a week and 74 percent reported that they rarely or never exercise with family members. The prevalence of overweight and obese Latinos in the U.S. continues to increase disproportionately to other ethnic groups according to reports by the Centers for Disease Control and the U.S. Surgeon General.

“The Kellogg survey clearly shows that we are not exercising enough and tells Latino parents that they need to make exercise a priority for the health of their families,” said Dr. Aliza Lifshitz, noted author, television commentator and expert on Latino community health.

Family Activity Key to Breaking the Cycle of Latino Obesity

Kellogg is helping to generate awareness with an exciting and easy way for Latinos to get moving with Zumba, a fusion of salsa and aerobics to a Latin beat. A Zumba videotape can be popped into a VCR during family time. Families can Zumba together in the comfort of their living rooms and get started on the road to physical fitness. To learn how to obtain a Zumba video, log on to kelloggsenespanol.com.

“A key to breaking the cycle is Latino family activity. Since time and motivation are major obstacles, eating a balanced and healthy breakfast – considered the most important meal of the day – and incorporating a fun exercise activity like Zumba can help jump-start families to healthier lifestyles,” Dr. Lifshitz said.

Kellogg Survey Findings

The Kellogg Online Survey of 419 respondents was conducted by the La Opinión/El Diario de la Prensa Market Research Center.

-- 50% of respondents exercise less than one hour per week.

-- 74% indicated that they rarely or never exercise with family.

-- 46.7 % indicated that time was their biggest barrier to exercising, with 20 percent citing motivation.

-- 33.2% indicated that “fun” activities would motivate them to exercise with other family members with 29% saying that more time would be the key.

-- 22.9% stated that team sports and walking were the most fun, followed by 22.2 % of respondents who consider dancing to be the most enjoyable form of exercise.

-- 64% of respondents indicated that breakfast was the most important meal of the day with 65% saying they eat breakfast daily.

-- Cereal is the most common choice for breakfast (64%) followed by eggs (35%).

-- Almost 50% of respondents indicated that breakfast is the most convenience and practical choice.

-- 75% indicated that exercise and eating a healthy and balanced diet are the best things that you can do for your health and 81% indicated this combination is best to ensure the health of children.

What do You Think?