Magazine article ADWEEK

Reading in the Aisles, Doing-It-Herself, Etc

Magazine article ADWEEK

Reading in the Aisles, Doing-It-Herself, Etc

Article excerpt

GIVEN THE TREND IN AMERICANS' WEIGHT, one wonders whether they read the labels on food packaging purely for amusement. Still, 56 percent of respondents to an ACNielsen poll said they "regularly" check the fat content listed on packaged-food labels. Fifty percent check the calories. Among other nutrients with high readership: sugar (48 percent), sodium (42 percent), trans fat (40 percent) and carbohydrates (40 percent). Fewer check for protein (30 percent), fiber (28 percent) or preservatives (24 percent). One nice touch: People are more likely to read the label when trying to lose weight (23 percent) than when buying stuff for their kids (12 percent).

IF ONLY ALLERGENS WERE CONSUMER BRANDS with ad budgets that match their impact on people. Consumers certainly react to them. Drawing on a study involving more than 10,000 people age 6-59, a report from the National Institutes of Health says 54 percent "had a positive skin test response to at least one of the 10 allergens tested." The leading offenders were dust mires, rye, ragweed and cockroaches, "with about 25 percent of the population testing positive to each allergen."

ONCE REGARDED (RIGHTLY OR NOT) ASA MALE PRESERVE, the do-it-yourself market now recruits more and more women. In a reader poll by All You magazine, 66 percent of women said they've used a power drill; 61 percent have put up a shelf; 41 percent have finished a piece of furniture. With all due respect to the respondents, it's a bit scary to learn that 14 percent of them have rewired a lamp. …

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