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A new survey by Meredith Corp. and NBC Universal looks at women’s health and wellness priorities, and suggests that while they are more focused on these issues than ever, they may not be doing everything possible for a comprehensive approach to living longer and better.

Among the findings:

• Women are more concerned about diet/weight (56 percent) and eating right (36 percent) than they are about cancer (23 percent), cardiovascular/heart health (20 percent), and diabetes (18 percent) .

• Many women are skipping important medical examinations, including annual physicals and cancer screenings . Less than two-thirds (59 percent) of all women get an annual physical, even lower among Gen Y women (44 percent), and nearly one-third of Boomer women are not getting their important annual mammograms, cholesterol checks or physicals; just 62 percent of women regularly give themselves a breast self-examination, while only 14 percent of all women get a skin cancer screening at least once a year.

• Four in 10 women report that they are more than 20 pounds overweight , with Gen Y women more likely than Gen X and Boomer women to say they are at their ideal weight (29 percent vs. 9 percent, 7 percent respectively). More than three quarters of women say that they would consider improving their diets and doing some exercise in order to lose weight.

• When it comes to achieving a healthy lifestyle, more women opt for simple strategies like “drinking more water” and “eating more fruits and vegetables” than more disciplined approaches like “exercising three times a week”, “lowering calorie intake”, “watching their sugar intake” and “using portion control.”

• While most women like who they are inside and are satisfied with their “identity and development as an individual” (68 percent), only 4 in 10 women say they are satisfied with their physical appearance (40 percent) and/or energy levels (37 percent).

• The majority of moms acknowledge that their children eat junk food, however, most (72 percent) will tell you it’s “not while I’m around.” Only 11 percent of moms say their children eat healthy all the time while 17 percent of moms say their children eat too much junk food.

• Most women feel the battle against the obesity epidemic starts young, and in the schools with healthier choices for children (76 percent), mandated nutrition education starting at an early age (66 percent) and adequate funding of physical education programs (62 percent).

KC's View:
Let’s first be clear about one thing. Men are no better at this stuff than women. Probably worse.

That said, it would appear from the results that there is a certain amount of self-deception going on. (What was the great Jeff Goldblum line – penned by Lawrence Kasdan - from “The Big Chill”? “I don't know anyone who could get through the day without two or three juicy rationalizations. They're more important than sex … Ever gone a week without a rationalization?”

There are probably more women who are overweight than are admitting it, certainly more things they could do to take care of themselves, positively more of their kids eating crappy food than they care to concede, and they probably shouldn't be suggesting that the battle against the obesity epidemic starts in the schools.

Not sure what retailers and manufacturers can do about this, except to clearly and consistently provide good and useful information to shoppers. The good news here is that people probably are getting more, not less, informed about issues like health and wellness. Which means that customers more and more will be seeking out stores that are a resource for information as well as a source of product.