Healthy food ads combat obesity

According to World Health Organization (WHO) 2023 recent statistics about Oman, approximately 49 per cent of adults are overweight or obese, with higher rates among women (53 per cent) compared to men (more than 45 per cent).

This issue is primarily attributed to poor diet and nutritional habits. A national NCD survey conducted in 2017 revealed that 67 per cent of the adult population reported poor dietary habits, contributing to the high prevalence of overweight and obesity.

While government initiatives play a crucial role, the responsibility ultimately falls on individuals to make healthy food choices. Wise consumers directly contribute to society’s well-being, as society is a unified combination of individuals, where edified consumers can constitute a better community.

To tackle this challenge researchers at Sultan Qaboos University’s Marketing Department researched the antecedents and outcomes of Consumer Wisdom. Their research, published in the prestigious European Journal of Marketing, explores the role of healthy food advertising in cultivating consumer wisdom and promoting healthy eating attitudes.

Healthy food advertising serves as a strategic bridge between awareness and action, demonstrating considerable benefits in obesity prevention. The researchers emphasise the importance of prevention, noting that addressing obesity before it begins is more effective than attempting to reverse it.

A positive attitude towards healthy eating is crucial, and they highlight that educating individuals about the long-term benefits of nutritious food can lead to positive changes in eating habits. Furthermore, the researchers' findings highlight the importance of aligning healthy food advertising with consumers' existing lifestyles and cultural preferences.

In the context of Oman, this means showcasing traditional Omani dishes that are naturally healthy and contribute to keeping the person fit and healthy. By promoting healthy dishes as attractive and convenient options through targeted healthy food advertising, consumers can be encouraged to adopt healthier eating habits.

Vibrant images of traditional favourites can be featured on billboards and social media feeds, positioning them as healthy choices that resonate with cultural sensibilities. This approach can effectively nudge individuals towards nutritious options, building on the foundation of positive attitudes towards healthy eating established through education and awareness.

By leveraging cultural preferences and traditional cuisine, healthy food advertising can become a powerful tool in preventing obesity and fostering a healthier society. Building on the idea of aligning healthy food advertising with cultural preferences, the researchers emphasise the need for clear and concise information about nutritional value in advertisements. This involves moving beyond generic 'healthy' claims and instead providing specific details about ingredients, calorie content, and potential health benefits.

In Oman, healthy food advertising can leverage captivating visuals and storytelling to make healthy food more appealing, while also highlighting the pleasure and enjoyment associated with healthy eating. For instance, TV and social media commercials can showcase the vibrant colours and fresh ingredients used in Omani salads or emphasise the energy-boosting properties of dates – a staple in Omani culture.

By combining informative content with engaging visuals, healthy food advertising can effectively communicate the benefits of healthy eating while resonating with consumers' desire for enjoyment and satisfaction. This approach can further reinforce the positive attitudes towards healthy eating established through education and awareness, ultimately fostering a healthier society.

Moreover, while healthy food advertising by restaurants is a vital step toward promoting healthy eating habits, a comprehensive approach to obesity prevention necessitates collaborative efforts from multiple stakeholders.

The researchers underscore the critical role of government involvement in this endeavour, highlighting the need for public awareness campaigns that educate consumers about the importance of balanced diets and the risks associated with unhealthy eating.

To maximise impact, these campaigns can be tailored to resonate with the Omani population by incorporating local cultural contexts, languages, and familiar faces, thereby building on the foundations established through healthy food advertising and education. By leveraging a multi-faceted approach that combines government initiatives, restaurant advertising, and education, Oman can foster a society that values and prioritises healthy eating, ultimately mitigating the prevalence of obesity and related health issues.

Furthermore, in addition to public awareness campaigns, the research underscores the significance of clear and understandable food labeling, including the provision of detailed nutritional information on restaurant menus and other food products.

This empowers consumers to make informed choices, a crucial aspect of combating obesity. Indeed, addressing this issue requires a comprehensive approach that encompasses government initiatives, responsible advertising, and enhanced consumer awareness.

By implementing the research's insights, Oman can pave the way for a healthier future, where healthy food advertising plays a pivotal role in transforming attitudes towards healthy eating and empowering individuals to make informed choices.

By strategically crafting and implementing healthy food advertising, Oman can create a synergistic effect that reinforces the benefits of healthy eating, ultimately contributing to a society that values and prioritises well-being.