Within the African context, body shape preferences may be influenced by culture without necessarily taking into consideration health implications. Thus, fatness is culturally associated with beauty, prosperity, and prestige while thinness is perceived as a sign of ill‐health or poverty. Using a cross section of Makola market women, who traditionally are perceived as fat and affluent, our findings revealed that the perception of fatness as a sign of richness and beauty is changing due to women's access to knowledge and information on the health implications of fatness. The challenge for these women however, is adhering to healthy lifestyles despite living sedentary lives in the market place which is a conducive environment for one to become fat. We recommend that qualified professionals should encourage these women through continuous programmes on regenerative health and nutrition aimed at healthy lifestyle behaviour at the market places. The social groups that women belong to should be targeted, trained and equipped with the right information on healthy living so that they can disseminate this information to other members of their networks.