Evidence that "companies have gotten better at hitting people's reward centers to drive more consumption and thus profits" is a plausible explanation:
1. Companies are motivated to increase profits. [1]
2. Increasing consumption is one way to increase profits. [2]
3. Generally applicable techniques for increasing easily measurable business statistics have been developed and improved. [3]
4. Consumption is one such statistic. [4]
5. People are more likely to eat food they enjoy, even if they know it's unhealthy. [5]
Thus it is plausible that companies have found ways to increase consumption by "hitting people's reward centers".
6. People get fat when they eat more. [6]
Therefore this plausible statement provides an explanation for increased obesity.
I hope this is enough evidence for you. Note that I don't think citations are the be all and end all of evidence. They are a useful tool in academic discussion, but in more informal settings, appealing to common knowledge is usually enough, unless it's that common knowledge itself that is under doubt.
When you eventually provide evidence for your claim that people exercise their willpower less, I won't require citations for everything. I'd like to see a well-reasoned argument, however.
[1] Henry Hazlitt, "Economics in One Lesson", pp. 141: The Function of Profits
[2] Elementary mathematics: if you make a certain profit on each item sold and consumed, increased consumption increases profit.
[3] e.g. https://www.mv-research.com/research/pricing
[4] If you keep books on your sales, you have already measured it.
[5] http://www.sciencedirect.com/science/article/pii/S0278431915...
[6] http://ajcn.nutrition.org/content/early/2009/10/14/ajcn.2009...