If you think more Americans are overweight these days, you’re right. According to
Business 2.0, “more than 60 million Americans are obese, up from 23 million in 1980. Another 28 million are expected to join their ranks by 2013.” And while this is a serious health crisis, it is also a marketing opportunity. It turns out, for example, that urbanites earning over $ 60,000 and the fasting, ahem, growing segment of the obese population. While it seems obvious that marketers in the weight-lost industry are thriving (to the tune of $ 49 billion per year,) other companies are adapting products and services to accommodate larger consumers. Oversize clothing is low hanging fruit, but more inventive companies are modifying plumbing fixtures like toilet seat covers and furniture to carry a heavier load. Of course, meeting the unique needs of any vertical marketing is a marketing opportunity worth investigation.
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