Better for you brands will have an opportunity to play a pivotal role in helping to reshape the habits of consumers over the next couple of decades. This could be a huge factor in the USA’s health as the CDC predicts that obesity will continue to rise and affect 42% of Americans by 2030. That’s up from 34%. Currently, it’s estimated that 35.7% of American adults — 78 million people — and 16.9% of U.S. children and adolescents — 12.5 million kids — are obese. This means they have a BMI of over 30. According to Duke University global health professor Eric A. Finkelstein, co-author of the report on obesity, “The Weight of the Nation,” The new projections capture several trends in American society: the swelling population of Latino adults, among whom obesity is a growing problem, the transition into adulthood of a population of obese children — especially African American boys — who stand a high likelihood of becoming obese adults, and the aging of overweight and obese adults.