I will tell you my two cents of why as an Italian. The culture is (was) different. Fast food wasn't popular and neither was sugar crap. We have plenty of unhealthy foods but it simply isn't consumed in the same volume or frequency. At lunch time people dont go to Mcdonalds or KFC or Subway, they go home if they can and have lunch with the family. They way people eat in Italy is reminiscent of more traditional values where people sit down at lunch/dinner and have proper food rather than ready meals or takeaway. That said, that attitude is dying with the younger generation. What has changed except marketing and popular culture? Yes the blame with being obese is with the people but as you say, the companies are responsible with the increase in obesity and if we want to target this we have to target them to make things easier for people to remain healthy.