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Healthy Fast Food? Women Are Buzzing About McDonald’s
Jan. 27 2011 - 1:24 pm | 3,391 views | 0 recommendations | 3 comments
By JENNA GOUDREAU While many may deem “healthy fast food” an oxymoron, a recent report finds that fast food and sugary brands with new health initiatives are gaining women’s approval.
Marketing research group Women at NBCU tracks the top 500 brands that are most important to women each month by following what they search for and talk about online. In the last six months, several fast food brands shot up in the rankings.
Burger-and-fries chain McDonald’s climbed 10 places to become the 14th most popular brand among women. The surge comes after a partnership with social game FarmVille, likely an effort to align the brand with fresh farm produce.
Meanwhile, fast-food company Wendy’s ascended into the top 100 brands, taking the No. 96 spot, after rolling out four new salad options. Domino’s Pizza leaped up 140 notches in December alone following a major ad push about its fresh ingredients, like farm-grown tomatoes and real cheese. Chocolate-maker Nestle and syrupy soda Sierra Mist also shot up the index after announcing new health initiatives.
“With the national obesity crisis at an all-time high, women are clearly taking notice,” said Melissa Lavigne-Delville, VP of trends and strategic insights for Women at NBCU, in a statement.
The news comes on the heels of this week’s release by The National Academy of Sciences that links obesity with America’s poor life expectancy rate relative to other rich countries. According to the report, 35% of American women are now obese–almost twice as many as in 1978. Less than 5% of Japanese women are obese.
Interestingly, Lavigne-Delville notes that women are more excited about junk food brands investing in healthier alternatives than they are about the brands more commonly associated with health and...

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