Table of Contents
Executive Summary
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- Overview
- Dieting not as prevalent as obesity
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- Figure 1: Diet status, August 2014
- Factors affecting the diet market
- Dieters opt for exercise, cutting calories over traditional diets
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- Figure 2: Types of diets used, August 2014
- Dieters use multiple methods
- Boosting overall health top reason to diet
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- Figure 3: Reasons for dieting, August 2014
- Diet brand advertising should reflect struggle to lose weight
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- Figure 4: Diet Advertisement believability, August 2014
- Skepticism and temptations abound among dieters
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- Figure 5: Attitudes toward dieting, August 2014
- What we think
Issues and Insights
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- Consumers moving toward healthy eating, away from dieting
- The issues
- The implications
- Impact of technology helps people to be more proactive about their diet
- The issues
- The implications
- Obesity continues to increase in the US
- The issues
- The implications
Trend Applications
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- Trend: Prove It
- Trend: The Real Thing
- Trend: Guiding Choice
Diet Status
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- Key points
- Women more likely than men to diet
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- Figure 6: Diet status, by gender, August 2014
- Aging population will affect diet market
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- Figure 7: Diet status, by age, August 2014
- Figure 8: Population, by age, 2014-19
- Black respondents less likely to be dieting
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- Figure 9: Diet status, by race/Hispanic origin, August 2014
- Figure 10: Population, by race and Hispanic origin, 2009-19
Factors Affecting the Diet Market
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- Key points
- Obesity rates continue to increase
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- Figure 11: Percent of people aged 20 or older who are healthy weight, overweight, or obese, 2001-12
- Government/community initiatives aim to reduce obesity
- Programs
- Healthier food options
- Healthy eating habits and exercise overtaking diet programs
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- Figure 12: Attitudes toward diet and food, January 2013-March 2014
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- Figure 13: Diet products/methods, February 2007-March 2014
- Figure 14: Participated in a regular exercise program, by demographics, January 2013-March 2014
- Impact of prescription diet pills minimal
Leading Companies and Brands
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- Key points
- Ensure leading sales of weight control drinks
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- Figure 15: MULO sales of weight control powder/liquids, by select companies, rolling 52 weeks 2013 and 2014
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- Figure 16: MULO sales of weight control powder/liquids, by leading companies, rolling 52 weeks 2013 and 2014
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- Figure 17: Brands of liquid/powdered nutritional supplements or liquid breakfasts used, February 2007-March 2014
- Sales of “diet” frozen meals decline
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- Figure 18: Attitudes toward frozen meals, February 2007-March 2014
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- Figure 19: Lean Cuisine, “Diet reality check,” January 2014
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- Figure 20: Weight Watchers Smart Ones, “America Gets a Clean Slate,” March 2014
- Figure 21: MULO sales of select diet single-serve frozen meals, by leading companies, rolling 52 weeks 2013 and 2014
- Alli recall pushes weight control tablet sales down
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- Figure 22: MULO sales of weight control tablets, by leading companies, rolling 52 weeks 2013 and 2014
Marketing Strategies
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- Jenny Craig
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- Figure 23: Jenny Craig, video, 2014
- Medifast
- Nutrisystem
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- Figure 24: Nutrisystem, video ad, 2014
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- Figure 25: Behind the scenes with Nutrisystem success story, Jessica S., 2014
- Slim-Fast
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- Figure 26: Slim-Fast, “Welcome to the Slim-Fast 14-day Slimdown,” 2014
- Special K
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- Figure 27: Special K, “Size Sassy,” 2014
- Weight Watchers
Innovations and Innovators
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- New product launches help with weight loss
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- Figure 28: Share of weight loss product launches, by top subcategories, 2008-14
- Bars/meal replacements
- Prepared meals
- Supplements
- Skinny is the new black
Types of Diets
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- Key points
- Dieters use a variety of methods
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- Figure 29: Types of diets used or interested in trying, August 2014
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- Figure 30: Types of diets used/would use again, by number of diets used, August 2014
- Low fat still top food product sought
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- Figure 31: Diet food product claims, February 2007-March 2014
- Technology impacting diet trends
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- Figure 32: Types of diets (technology) used and would use again, by gender and age, August 2014
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- Figure 33: Types of diets (technology) not used but interested in trying, by gender and age, August 2014
- Meal replacements sought by “quick fix” dieters
- Pop culture impacts interest in diet methods
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- Figure 34: Types of diets used and would use again, by gender and age, August 2014
- Group competitions generate interest
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- Figure 35: Types of diets not used but interested in trying, by gender and age, August 2014
Reasons for Dieting
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- Key points
- Overall health most cited reason to diet
- Events motivate people to lose weight quickly
- Improving appearance cited among female dieters
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- Figure 36: Reasons for dieting, by gender, August 2014
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- Figure 37: Attitudes toward ideal weight, by gender, August 2014
- Health concerns motivate older dieters
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- Figure 38: Reasons for dieting, by age, August 2014
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- Figure 39: Reasons for dieting, by age, January 2013-March 2014
Trustworthiness of Information Sources
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- Key points
- Dieters trust professional sources
- Celebrity bias impacts source credibility
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- Figure 40: Most trustworthy sources for diet information, August 2014
- Trust in information sources varies by age
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- Figure 41: Most trustworthy sources for diet information – Any rank, by age, August 2014
Diet Advertisement Believability
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- Key points
- Most dieters do not believe diet advertising strategies
- Dieters believe ads that show the realistic struggles of dieting
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- Figure 42: Diet Advertisement believability, August 2014
Attitudes toward Dieting
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- Key points
- Skepticism abounds
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- Figure 43: Skepticism toward dieting, by gender and age, August 2014
- Women struggle with challenges to dieting
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- Figure 44: Challenges with dieting, by gender and age, August 2014
Spotlight on BMI
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- Key points
- Overweight/obese more likely to diet
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- Figure 45: Diet status, by BMI, August 2014
- Obese dieters less likely to have tried, but more likely to be interested
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- Figure 46: Types of diets used, and would use again, by BMI, August 2014
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- Figure 47: Types of diets not used but interested in trying, by BMI, August 2014
- Attitudes toward dieting
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- Figure 48: Diet temptations and challenges, by BMI, August 2014
Race and Hispanic Origin
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- Key points
- Hispanics have used a wider range of diets
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- Figure 49: Types of diets used, and would use again, by race/Hispanic origin, August 2014
- Non-White dieters believe advertising
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- Figure 50: Diet advertisement believability, by race/Hispanic origin, August 2014
Appendix – Other Useful Consumer Tables
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- Brands of liquid/powdered nutritional supplements or liquid breakfasts
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- Figure 51: Brands of liquid/powdered nutritional supplements or liquid breakfasts used, among those who are currently watching their diet, and those who are overweight, January 2013-March 2014
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- Figure 52: Brands of liquid/powdered nutritional supplements or liquid breakfasts used, February 2007-March 2014
- Diet status
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- Figure 53: Diet status, by gender and age, August 2014
- Types of diets
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- Figure 54: Types of diets used, by reasons for dieting, August 2014 (part 1)
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- Figure 55: Types of diets used, by reasons for dieting, August 2014 (part 2)
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- Figure 56: Diet food products purchased, by age, January 2013-March 2014
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- Figure 57: Repertoire of types of diets used, by BMI, August 2014
- Reasons for dieting
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- Figure 58: Reasons for dieting, by BMI, August 2014
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- Figure 59: Reasons for dieting, by gender and age, August 2014
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- Figure 60: Reasons for dieting, by race/Hispanic origin, August 2014
- Diet advertisement believability
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- Figure 61: Diet advertisement believability, by gender and age, August 2014
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- Figure 62: Diet advertisement believability, by BMI, August 2014
- Trustworthiness of sources
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- Figure 63: Most trustworthy sources for diet information – Any rank, by BMI, August 2014
- Attitudes toward dieting
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- Figure 64: Attitudes toward dieting, by gender, August 2014
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- Figure 65: Attitudes toward dieting, by age, August 2014
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- Figure 66: Temptations with dieting, by gender and age, August 2014
- Attitudes toward healthful eating
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- Figure 67: Attitudes and opinions about diet, by race/Hispanic origin, January 2013-March 2014
- Diet attributes
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- Figure 68: Diet plan attributes, July 2012
Appendix – Other Market Data
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- Population growth
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- Figure 69: US population by gender, 2009-19
- Prevalence of obesity
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- Figure 70: Prevalence of obesity by race and Hispanic origin, among adults aged 20 and over, US 2011-12
- Figure 71: Percent of people aged 20 or older who are healthy weight, overweight, or obese, by gender, 2009-12
- Figure 72: Age and gender profile, by BMI groups, August 2014
Appendix – Trade Associations
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