MAM
Huge opportunity in weight-management industry: TNS study
MUMBAI: Asian women differ in their perception of being overweight but there is a huge potential in the weight-management industry. These are the primary findings of a study by TNS, one of the world’s leading market information groups, providing market measurement, analysis, insight and advice in more than 110 countries.
The findings of a study on obesity in Asian women conducted by the healthcare arm of global market information company TNS indicate that women in China and Hong Kong think they are heavier than they actually are; women in Malaysia and Indonesia are heavier than they think.
The survey, which was conducted amongst women between the ages of 15 and 64 in China, Hong Kong, Malaysia and Indonesia, sought to determine Asian women’s perception of their actual weight versus their ideal weight.
TNS Healthcare Asia Pacific regional director Stephen Potts was quoted as saying: “Asia clearly presents huge opportunities to companies involved in weight management. Only if these companies truly understand the mindset of the customer in each country and tailor their marketing approach to the needs of each market will they be able to capitalise on these opportunities.”
A press release issued by TNS says that almost half (44 per cent) of the women interviewed in China and Hong Kong felt that they were overweight. However, based on a calculation of their Body Mass Index (BMI), only a quarter were overweight or obese according to the World Health Organisation’s Asian guidelines, which meant a BMI of 23 kg/m2 or more. Furthermore, a fifth of the respondents were actually found to be underweight, highlighting a worrying trend in these countries for excessive weight loss.
The opposite was true in Indonesia and Malaysia, where whilst only 25 percent of women interviewed thought they were overweight, BMI calculations indicated that over a third actually were. TNS believes that education is required in these countries to inform women of the weight that they should attain and the risks associated with excess weight.
Although Chinese and Hong Kong women were often dissatisfied with their weight, only about one in 10 had done something about it. However, a quarter claimed that they would try to lose weight within the next six months. In contrast, Malaysian and Indonesian women were more satisfied with their weight, but about one in five of those who were unhappy with their weight tended to take steps to lose weight.
The TNS note also states that the main methods used to lose weight were reducing calorific intake, snacking less and exercising more. Hong Kong (74 per cent) and Chinese (79 per cent) women were most likely to exercise and this represents a huge opportunity for gyms and fitness centres in these countries. Women in Indonesia seemed less keen on exercise (21 per cent). Slimming teas (33 per cent) and OTC weight-loss pills (26 per cent) are big business in China, as are international weight-loss programs (15 per cent).
Interestingly, says the TNS study, for the pharmaceutical industry, one in 10 Hong Kong women and one in eight Chinese women intended to consult their doctor about weight loss within the next six months. The study also points out that the Slim 10 scandal in Asia has clearly hit confidence in OTC weight-loss pills. If the manufacturers of prescription anti-obesity drugs could tap into this consumer trend; and further convince consumers that prescription anti-obesity drugs are safe, they may enjoy some success in these countries.
Overall, the research among women in the four countries showed that China and Hong Kong present very different opportunities for manufacturers of anti-obesity products than Malaysia and Indonesia. Although Chinese and Hong Kong women were less likely to be overweight or obese, they were more likely to believe that they were.
In these countries, companies offering weight-loss services and products must be particularly careful to promote their anti-obesity products ethically and not encourage excessive weight loss. Interestingly, other research by TNS Healthcare revealed that doctors across the world, including China and Indonesia, believe that currently available prescription anti-obesity preparations are relatively ineffective. The challenge for the industry is to develop products that are more effective – and remain effective in the long term.
In contrast to Hong Kong and China, obesity levels in Indonesia and Malaysia were high and work needs to be done to educate and motivate overweight women to lose weight for health reasons.
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
