'Eating, eating is always there': food, consumerism and cardiovascular disease. Some evidence from Kerala, south India.

The state of Kerala, south India, has particularly high prevalence rates for cardiovascular disease (20%, Sugathan, Soman and Sankaranarayanan 2008) and Type II diabetes (16.3%, Kutty, Joseph, and Soman 1999). Although so-called 'lifestyle' diseases can be prevented and symptoms controlled by diet, exercise, and medicines, heart disease and diabetes have become the most common causes of suffering, disability and death. This article explores the social dynamics transforming consumer lifestyles as increased food consumption, reduced physical activity and social stress contribute to the burden of cardiovascular disease (CVD). It examines the centrality of food to ideas of the 'good life', to nurture social relationships and strengthen weak modern bodies, as the principle source of embodied pleasure and health. It explores the micro and macro politics of eating and feasting, limiting the extent to which 'individuals' (can) control food habits. Thus, despite widespread recognition of the relationship between diet, exercise and heart disease, the flow of food, the immediacy of pleasure, and associations between appetite and health override latent concerns about the negative impacts of dietary excesses on long-term health and chronic illness. Findings are discussed to highlight the inherent limitations of public health interventions focusing on education and individual choice.