The analysis revealed that people with excess weight display a high level of interest in nutrition claims, namely, short and immediately recognised messages. Conversely, obese individuals assign less importance to marketing attributes (price, brand, and flavour) compared with normal weight consumers.
Generally people that engage with products marketed as “diet” options are more likely to be people that want to improve their diet. In turn those people are more likely to be overweight. And people that are not overweight are more likely to select based on other product attributes.