Healthy Lifestyle.  TOP TREND
ENINNOVA IntellectualCapital Lab
 
 “ Obesity will be in a short time  the number one factor of leading cause of death. “
 
Key facts
 
·      Worldwide obesity has more than doubled since 1980.
·      In 2008, 1.5 billion adults, 20 and older, were overweight. Of these over 200 million men and nearly 300 million women were obese.
·      65% of the world's population live in countries where overweight and obesity kills more people than underweight.
 
The risk for these non communicable diseases increases, with the increase in BMI.
 
Childhood obesity is associated with a higher chance of obesity, premature death and disability in adulthood. But in addition to increased future risks, obese children experience breathing difficulties, increased risk of fractures, hypertension, early markers of cardiovascular disease, insulin resistance and psychological effects.
 
 
In US
 
For the first time in history, the number of obese people now outweighs the number of malnourished people. Several factors are adding to that statistic: the inactive state of most people caught in the electronic age. Now, with the zealous use of cell phones, lap tops, video games, home PC, people are actually being encouraged to be inactive. 
Fast food restaurants are on the rise, “Would you like to super size that today?”  Eating improperly, either because you just don’t have the time, or you aren’t well-versed in how to eat the right foods all leads someone down the obesity path.
In the United States alone, obesity weighs as the number two factor of the leading cause of death. Obesity in the United States takes more lives than AIDS, cancers and accidents combined.
Today, more children are overweight, causing the medical field grave concern about the health issues developing in these young children. A first-time convention was arranged recently by the American Medical Association to study and discuss the implications of childhood obesity.
 
 
In UK
 
More than 30,000 lives are being lost each year because of weight-related diseases, warned Health Secretary John Reid.
 
Highlighting the appalling death toll from Britain's worsening obesity crisis, he said the problem was affecting children as young as 13.
 
"Obesity levels are rising at an alarming rate," said Dr Reid as he launched a national consultation on public health.
 
"The cost of obesity to the Health Service is estimated to be £500million a year.
"Most alarmingly, over a third of children are overweight or obese and there are increases in cases of Type II diabetes in children."
 
ShowerScale® 
 
ShowerScale® development creates the first synergy between the bathroom space and health and disease prevention. So far the health effect by using different devices such as whirlpool bath they added a state of relaxation and beneficial for the muscular and nervous system. Using ShowerScale® system we get a quantum leap in health field applied to the elements of bathroom attacking the number one health problem in society “obesity”.
 
 Behavioral Factors
 
We found four types of behavior common to the National Weight Control Registry participants:
 
1) eating a low-fat, high-carbohydrate diet.
2) eating breakfast almost every day.
3) frequent self-monitoring of weight.
4) participation in a high level of physical activity.
                      
         
 
 
ENCOURAGING START
 
Bloomberg News
 
Tesco, Coca-Cola to Cut Calories in U.K. Obesity Fight 
 
Tesco Plc, Coca-Cola Co. and Asda, the U.K. supermarket chain owned by Wal-Mart Stores Inc., have pledged to cut portions and reformulate products as part of a U.K. government drive to curb obesity.
 
Nestle SA, the world’s biggest food company, and Premier Foods Plc, owner of the Hovis bread and Bisto gravy brands, are also among the 17 companies committing to reduce calories, the U.K. Department of Health said in a press release today.
 
“This pledge is just the start of what must be a bigger, broader commitment from the food industry,” Health Secretary Andrew Lansley said in the statement. “Eating and drinking too many calories is at the heart of the nation’s obesity problem.”
 
Coca-Cola Great Britain will invest 15 million pounds ($24 million) by 2014 to reformulate some of its soft drinks and cut the average number of calories per liter by at least 30 percent, the company said today in a press release on its website. It will also increase the marketing budget for its Diet Coke and Coca-Cola Zero products by 25 percent, it said.
 
More than 60 percent of adults and a third of 10 and 11 year olds are overweight or obese in England, the Department of Health said in the statement. The plan is designed to reduce consumption by 5 billion calories a day by reformulating products, reviewing portion sizes, educating consumers and boosting marketing of lower calorie options, it said.
 
 
 
 
‘Encouraging Start’
 
“This is a very encouraging start,” Dr. Susan Jebb, Cambridge, England-based head of diet and population health at the government-funded Centre for Diet and Activity Research, said in a statement. “I am impatient to make progress. I know some other companies are already developing their plans, but we need everyone, all companies -- from all sectors and all sizes - - to step up and act for the good of the nation’s health.”
 
U.S. policy makers are also seeking to reduce an obesity rate that the Centers for Disease Control and Prevention says has more than doubled since 1980 to 72 million people. The administration said Jan. 25 that school lunch counters will start replacing breaded patties and canned fruit with fresh tomatoes and chef salad while Michelle Obama has enlisted companies including Wal-Mart to fight childhood obesity.
 
U.K.-based Premier Foods will reduce calories across one- third of its portfolio by 2014 and provide consumers with lower calorie choices in at least 30 percent of the company’s new products as part of the initiative, it said in a statement on its website today.
 
“Premier Foods calorie plans will focus on the company’s power brands including Ambrosia, Batchelors, Hovis, Loyd Grossman, Mr. Kipling and Sharwood’s,” the company said.
 
Marks & Spencer Group Plc, WM Morrisons Plc, J Sainsbury Plc, Waitrose Ltd., Kerry Foods Ltd., Kraft Foods Inc., Mars Inc., PepsiCo Inc., Unilever NV, Whitbread Plc’s unit Beefeater, Subway Restaurants and Compass Group Plc have also signed the initiative, according to the Department of Health.
 
 
 
SHOWERSCALE®
 
INTRODUCTION
 
It´s a cliché but it Works
 
Fresh and creative innovations are the only solution to survive in this economic scenario. The manufacture of unique new products that allow differentiation and exclusivity with respect to the competing companies is the answer. In the bathrooms industry, products change of shapes, styles, materials, designs, sizes, but all this really is more of the same;  water saving, touch controls, coloring , music, screens, those are not surprising news to the customers, only surprised by the high  prices of this devices. With the future development  ShowerScale® system we create a completely new and simple device without excessive extra costs, by integrating a weighing scale in the space of the shower and bathtubs, while adding other features such as time, date, timer, temperature.
 
We have a unique opportunity to help, improving comfort, information, design,  in the  bathroom space .  Opportunity to change the habits  of millions of people, we will save on space, time, discomfort. With  ShowerScale® we offer different  and new options and features in the Shower and Bath space and is designed specifically to encourage healthy lifestyle in adults and childrens because the percentage of overweight children just in Us is at alarming rate 1 out 3 kids now considered as overweight or obese. We can  create a modern and unique system of integrated weight scale.
 
Best Seller Domino Effect
 
 
Consumers:
 
We found that the choice of a shower tray, shower cabin or bathtub can make a difference if you include this unique feature. If the ShowerScale® system is logically decisive in buying, the remaining elements of the bathroom,  toilets, sinks, bathroom furniture, taps, should be bought in a high percentage of the same brand.
 
I mean that the choice or preference to buy the ShowerScale® system clearly represents an increase of sales of other products of licensed company brands.
Professionals:
 
As we found, any new product that generates added value, it is well accepted by professionals, without a significant cost overrun can amaze their customers. Both Decorators and developers can add the ShowerScale® system, in its marketing strategy with assets such as whirlpool tubs, shower enclosures etc…
 
According to Jorge Valles owner of "ESPACIOS VALLES" and recognized VALENCIA Developer. The ShowerScale® system define exactly what his business idea is,  all elements must be integrated in open and clean spaces. Style applied in its constructions in all areas of the house, kitchen and  bathrooms, living room and bedrooms. www.espaciosvalles.com
 
 
The Figures
 
 
The future  development of this exclusive system would absorb at least 30% of the total shower trays  market. If trade expansion grows enough, one of every two products  would be a ShowerScale® system.
 
I have the conclusion that the licensed company, will create brand recognition for many years. We are not introducing a toy, an accessory of the shower, but a new element, practical, useful and space saver.
 
Following my studies,  is that at present the amount of ordinary shower trays sold in the European Union varies around 0.4% and 1.1% of the total population by country in enviroment of small grow. In a positive scenario would be growth hovered around 1.5% of the total population by country.
 
In these studies  my team of experts  concluded that ShowerScale® should be launched by a company of the sizes and strategic position of the licensed company.
 
According to our numbers in the EU, U.S., Canada and Middle East sold about 5.5 millions of shower trays, in a conservative situation would sell around 8.5 million and a positive scenario would reach 12.1 million. These numbers represent a population of 1.200 million
 
We must remember we are talking just about this three areas, not  about the emerging countries that in this business I do not have reliable information.
 
But if we include countries such as Mexico, Brazil, Chile, Argentina, Japan, East Asia, Australia, NZ, South Africa, India and China minimum sales doubled. This is a scenario like the current one;  be sold  over 11 million units  and  growth over 24 million units.
 
 
I specify that we are only talking about shower trays and not baths where the ShowerScale®  can be integrated, and has the same functionality.
 
The selling units of bathtubs usually is slightly higher( 10% to 20%) than the number of shower trays sold.
 
Sales Short-term estimates of ShowerScale® would be around 0.25 to 0,5 million units a year at your existing markets ( just in the shower tray market not incluiding bathtubs and shower cabins),  we are talking about introducing an exclusive and unique innovation with its own collection, finishes, forms and options.
 
The presentation possibilities are enormous, from life-style magazines, health, sports, science and innovation, decoration, design houses publications. All these sectors would be involved. Also you can make a marketing campaign which will provide the buyer a discount if  delivers the old weigh scale to the store.
 
My intention is to license, sell or share the patents and the trade mark if required for a reasonable price, I´m not intended to realice a complete industrial Project, test, laboratorios as producer of the definitive product. From past experiencies, this kind of development must be performed by the company that will take the patents rights , saving considerable time and avoiding duplication of operations and costs. I would like to collaborate on the marketing and design of the system that are the areas that I´m more experimented.
ShowerScale®
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ShowerScale®

ShowerScale® system. We aim to get a quantum leap in health field applied to the elements of bathroom attacking the number one health problem in Read More
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