Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Terms
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 56% of respondents consider themselves overweight
- Who is dieting
- Self weight assessment and likelihood of being on a diet
- Most respondents diet for general health and wellness
- “All or nothing” food restrictions
- Of 19 popular diets, low fat and heart healthy are the most popular
- “Heart Healthy” Diet is the most popular
- “Low Fat” Diet popular for adaptation
- Calorie Counting
- Diets do not get high points for satisfaction
- Most common diet style is “healthy”
- When eating out, some leeway is allowed
- Using ideas or foods, but not diet plans
- New “diet” product launches
Insights and Opportunities
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- What do dieters hope to gain?
- Dieting for health and wellness
- Customization is a diet plan plus
- Natural and organic branded diet foods can grow the diet business
Fast Forward Trends
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- Trend: Fit or Fat
- What’s it about?
- Size acceptance
- Fit and fat is not a reality
- But it is possible to be too thin
- “Fit or fat” and the diet industry
- Trend: Binge On
- What’s it about?
- Binge eating can be replaced by other activities
- The diet industry can become the gatekeeper
Who is Overweight?
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- Key points
- Personal weight assessment
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- Figure 1: Assessment of current weight, March 2008
Market Drivers
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- Key points
- Overweight and obesity
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- Figure 2: Percentage of population who are overweight or obese, 2000-07
- Health and wellness
- Appearance obsession
How they are Dieting
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- Key points
- Dieting behavior
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- Figure 3: Eating pattern, by gender, March 2008
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- Figure 4: Eating pattern, by age, March 2008
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- Figure 5: Assessment of weight cross-tabulated with eating habits, March 2008
Why they are Dieting
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- Key points
- Wellness tops reasons for limiting food intake
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- Figure 6: Reasons for limiting food intake, by gender, March 2008
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- Figure 7: Reasons for limiting food intake, by age, March 2008
- Income and education influence motivations for limiting food intake.
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- Figure 8: Reasons for limiting food intake, by income, March 2008
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- Figure 9: Reasons for limiting food intake, by education, March 2008
- Self weight assessment and reasons for dieting
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- Figure 10: Cross-tabulation: assessment of current weight and reasons for limiting food intake, March 2008
The Diet Plans They Follow
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- Key points
- Even with so many options, few respondents follow diet plans
- Diet discards
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- Figure 11: Familiarity and experience with diet plans, March 2008
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- Figure 12: Currently using diet plans, 2006 and 2008
“Heart Healthy” Diet
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- Key points
- Highest income respondents most likely to follow diet plan
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- Figure 13: Demographics of “Heart Healthy” dieters, March 2008
“Low Fat” Diet
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- Key points
- Income determines usage
- High interest in “low fat” foods, but also high attrition rate
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- Figure 14: Demographics of “low fat” dieters, March 2008
Calorie Counting
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- Key points
- Only 6% of respondents actively count calories
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- Figure 15: Demographics of calorie counting dieters, March 2008
Satisfaction with and Interest in Diet Plans
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- Key points
- Only half of respondents satisfied with current diets
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- Figure 16: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
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- Figure 17: Satisfaction with diet plans (summary of agree completely/agree), by age, March 2008
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- Figure 18: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
- Interest in new diet trends
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- Figure 19: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by age, March 2008
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- Figure 20: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by race/Hispanic origin, March 2008
Attitudes towards Dieting
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- Key points
- Dieting styles
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- Figure 21: Ways of dieting, by age, March 2008
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- Figure 22: Ways of dieting, by race/Hispanic origin, March 2008
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- Figure 23: Ways of dieting, by presence of children in household, March 2008
- Dieting when eating out
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- Figure 24: Ways of dieting when eating out, by age, March 2008
- Dieting on the menu
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- Figure 25: Nutritional claims on healthy, light or low carb menus, Q4 2007
Using the Food, Not the Plan
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- Key points
- Usage of ideas or foods from specific diets
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- Figure 26: Usage of food or ideas from specific diets cross-tabulated with self-identified weight assessment, March 2008
- Sales of diet foods
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- Figure 27: Sales of specific “diet” foods through FDMx channels, 2002-07
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- Figure 28: Usage of specific diet foods, 2007, and usage of diets or food/ideas from diets, March 2008
- New product launches: weight control food and drink
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- Figure 29: New diet food launches, 2006-08
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- Figure 30: New product launches of branded weight control food and drink, 2006-07
- Weight Watchers
- South Beach
- Slim-Fast
Advertising and Promotion
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- Weight Watchers
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- Figure 31: Weight Watchers Slimming television ad, 2007
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- Figure 32: Weight Watchers Evergreen television ad, 2007
- Figure 33: Weight Watchers Progresso Soup television ad, 2007
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- Figure 34: Weight Watchers Whitman Chocolates television ad, 2007
- Jenny Craig
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- Figure 35: Jenny Craig television ad, 2007
- Slim-Fast
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- Figure 36: Slim-Fast television ad, 2007
- South Beach
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- Figure 37: South Beach television ad, 2007
Cluster Analysis—Diet Plan Searchers, Wellness Dieters, Prospective Dieters
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- Insight
- Cluster characteristics
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- Figure 38: Self weight assessment, by clusters, march 2008
- Figure 39: Attitudes towards dieting, by clusters, march 2008
- Cluster demographics
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- Figure 40: Diet trends clusters, by gender, march 2008
- Figure 41: Diet trends clusters, by age, march 2008
- Figure 42: Diet trends clusters, by income, march 2008
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- Figure 43: Diet trends clusters, by race/Hispanic origin, March 2008
- Methodology
Custom Consumer Groups—Moms Key to Diet Market
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- Key points
- Moms are different
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- Figure 44: Reasons for limiting food intake, moms, March 2008
- Satisfaction with diets is lower among moms
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- Figure 45: Satisfaction with diet plans (summary of agree completely/agree), Moms, March 2008
- Importance of a balanced diet
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- Figure 46: Ways of dieting, Moms, March 2008
Appendix: Other Useful Consumer Tables
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- Eating patterns
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- Figure 47: Eating pattern, by race/Hispanic origin, March 2008
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- Figure 48: Eating pattern, by income, March 2008
- Reasons for limiting the amount or kind of food eaten
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- Figure 49: Reasons for limiting food intake, by race/Hispanic origin, March 2008
- Satisfaction with diet plans
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- Figure 50: Satisfaction with diet plans (summary of agree completely/agree), by gender, March 2008
- Interest in specific diets
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- Figure 51: Interest in specific diet trends (summary of ‘very interested’ and ‘interested’), by income, March 2008
- Dieting strategies
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- Figure 52: Ways of dieting, by income, March 2008
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