Ah, that perfectly explains it; sorry for failing to notice that variable. :( (I was actually quite prepared to be told "actually, there isn't much money in those things", and had thereby been in the interim researching the market size of things like "weight loss"; I've been quite shocked to find out that, globally, it is only about three times as large as the market for "smartphones".)

That's definitely true. Also, preventing diseases is much harder to monetize than treating them.

An unhealthy diet plays a large role in obesity and diabetes (the other one being a sedentary lifestyle). Research has unsurprisingly shown that if people know how to create food from scratch and care about a healthy diet, their risk to become obese reduces significantly.

My startup appetico tries to create cooking apps that are as engaging as Instagram, Pinterest, Angry Birds etc. because otherwise kids most likely won't start cooking for themselves.

That is a really tough story to sell to investors in itself. People won't go back 20, 30 years later and pay us because they realize that they are not obese because we got them into healthy cooking. It's easier (but still hard...) to sell that cookbook publishing is a $1bn industry that is still growing despite falling sales for books overall.

Shameless plug: We're looking for seed investors and basically everyone else who would like to tackle this problem with us. Shoot me a mail at whateverhuis at gmail dot com!