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Both female and male A+E Networks® viewers say they tend to overeat during the holidays. Most women like to enjoy the season and have a hard time saying no to treats.

Women find the holiday season a tough time for healthy eating. More than half of female A+E Networks viewers say they tend to overeat and have a hard time sticking to their diet. About six in 10 say they tend to put on weight during the holidays.

Healthy Eating During the Holidays Is a Challenge for Women and Men

This is according to new A+E Networks research on our viewers and food.

Sixty-four percent of women said that they tend to overeat during the holidays compared to 60 percent of men. Fifty-nine percent of women find it hard to follow their usual diets during the holidays compared to 43 percent of men. And 66 percent of women said they have a hard time turning down holiday treats compared to 54 percent of men. Only 24 percent of women said they usually decline holiday sweets, even if they’re free.

In terms of food, female viewers like to get into the holiday season. Eighty-three percent don’t think it hurts to enjoy desserts during the holidays, and 71 percent like to bake cookies, cakes or other desserts for the season. But women don’t like brands to rush things. Fifty-nine percent don’t like when ads for Thanksgiving products start before Halloween.

Table with pumpkin pie and fresh baked bread

They like ads that encourage healthy eating, acknowledge the struggle to eat well during the holidays and give permission to indulge. Sixty percent of female viewers said they like ads that encourage enjoying holiday foods in moderation, and 60 percent said they like ads with tips to make holiday classics healthier. Fifty-three percent said they dislike ads that reject holiday sweets. Fifty-three percent also said they dislike ads that feature only actors with slim and fit body types. Consider marketing holiday foods in a more inclusive way: 62 percent of women said they like ads that promote body positivity and an appreciation of all body types.

Source: A+E Networks Viewer Panel Study (HISTORY Makers, A&E Access, Lifetime Loyals), October 2018. Total Sample A18+ viewers of HISTORY®, A&E® and/or Lifetime® n=790.

For more information on our researchSheReports@aenetworks.com.

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