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SURVEY SHOWS LATINO FAMILIES NOT EXERCISING AT RECOMMENDED LEVELS AS OBESITY RATES CONTINUE TO RISE
Jul 2, 2004
SURVEY SHOWS LATINO FAMILIES NOT EXERCISING AT RECOMMENDED LEVELS
AS OBESITY RATES CONTINUE TO RISE
Family Activity Key to Breaking the Cycle of Obesity

BATTLE CREEK, Mich. - An online survey conducted in May 2004 for Kellogg by La Opinión/El Diario de la Prensa Market Research Center, indicates that the majority of Latinos surveyed understand that the combination of exercise and a balanced diet are crucial to good health and a greater number indicated that it is the best thing to do to ensure the health of children.

Despite these findings more than half of those surveyed stated they exercise less than an hour a week and 74 percent reported that they rarely or never exercise with family members. The prevalence of overweight and obese Latinos in the U.S. continues to increase disproportionately to other ethnic groups according to reports by the Centers for Disease Control and the U.S. Surgeon General.

“The Kellogg survey clearly shows that we are not exercising enough and tells Latino parents that they need to make exercise a priority for the health of their families,” said Dr. Aliza Lifshitz, noted author, television commentator and expert on Latino community health.

Kellogg is helping to generate awareness with an exciting and easy way for Latinos to get moving with Zumba, a fusion of salsa and aerobics to a Latin beat. A Zumba videotape can be popped into a VCR during family time. Families can Zumba together in the comfort of their living rooms and get started on the road to physical fitness. To learn how to obtain a Zumba video, log on to www.kelloggsenespanol.com.

“A key to breaking the cycle is Latino family activity. Since time and motivation are major obstacles, eating a balanced and healthy breakfast - considered the most important meal of the day - and incorporating a fun exercise activity like Zumba can help jump-start families to healthier lifestyles,” Dr. Lifshitz said.

Survey Findings
The Kellogg Online Survey of 419 respondents was conducted by the La Opinión/El Diario de la Prensa Market Research Center.

  • 50% of respondents exercise less than one hour per week.
  • 74% indicated that they rarely or never exercise with family.
  • 46.7% indicated that time was their biggest barrier to exercising, with 20 percent citing motivation.
  • 33.2% indicated that “fun” activities would motivate them to exercise with other family members with 29% saying that more time would be the key.
  • 22.9% stated that team sports and walking were the most fun, followed by 22.2% of respondents who consider dancing to be the most enjoyable form of exercise.
  • 64% of respondents indicated that breakfast was the most important meal of the day with 65% saying they eat breakfast daily.
  • Cereal is the most common choice for breakfast (64%) followed by eggs (35%).
  • Almost 50% of respondents indicated that breakfast is the most convenience and practical choice.
  • 75% indicated that exercise and eating a healthy and balanced diet are the best things that you can do for your health and 81% indicated this combination is best to ensure the health of children.

With 2003 sales of nearly $9 billion, Kellogg Company (NYSE: K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crusts, and ice cream cones. The company’s brands include Kellogg’s, Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, Plantation, Ready Crust, and Kashi. Kellogg products are manufactured in 17 countries and marketed in more than 180 countries around the world. For more information, visit Kellogg’s web site at www.kelloggcompany.com.

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