Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Olympics offer a unique opportunity
- Shock tactics to inspire action
- Targeting the older consumer
- Men, in slimming clubs!
- Developing a simple message
Executive Summary
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- A hot topic
- The scale of the problem
- The new tobacco
- Both sides of the coin
- Related health issues
- The diet unravelled
- Slimming and fitness increase
- Convenience takes primacy
- RFRC foods booms
- Other markets fail to impress
- Diet evolution
- Strong media presence
- Consumer habits
- Why do we diet?
- What is on the horizon?
- Ticking time bomb
- Positive future
Market Drivers
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- Obesity – the new tobacco?
- Women more likely to be obese
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- Figure 1: Incidence of being obese among men and women, by age group, 1994 and 2003
- Middle-aged spread
- Watch out in your forties
- Hormones play a part
- Men get bigger with age
- Men more likely to be overweight
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- Figure 2: Incidence of being overweight or obese among men and women, by age group, 1994 and 2003
- Three in four men have a weight problem
- Diet paranoia not helping
- The ticking time bomb
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- Figure 3: UK population breakdown, by age, 2000 and 2005
- An ageing population
- One in seven under 11 are obese
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- Figure 4: Incidence of obesity amongst children aged 2-10 with a valid BMI, 1995 and 2003
- One in ten toddlers obese
- Sedentary children
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- Figure 5: Incidence of children aged 2-10 with a valid BMI, by gender, 1995 and 2003
- Boys worse than girls
- The other side of the coin
- Kids growing older younger
- Health-related issues – blood pressure
- Men more susceptible to high blood pressure
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- Figure 6: Incidence of high blood pressure, by gender and age, 2003
- Diabetes – a consequence of being overweight
- The hidden problem
- Where are the calories coming from?
- Surprising fats
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- Figure 7: Dietary sources of fat, 2004
- Processed foods hide the fat
- Carbohydrates in context
- Poor old spuds
- What about sugar?
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- Figure 8: Dietary sources of added sugar, 2004
- Surprising result?
- Changing consumer attitudes
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- Figure 9: Agreement with lifestyle statements about food and eating habits, 2001-05
- Snacking – a key consumer weakness
- Consumers are deluding themselves
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- Figure 10: Agreement with lifestyle statements about diet and health, 2001-05
- Slimming – taking back control?
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- Figure 11: Adults who are trying to slim, by gender, 1998-2005
- Men in denial?
- Slimming clubs
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- Figure 12: Membership of slimming clubs, by gender, 1998-2005
- Women seek support at clubs
- Looking at conversion rates
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- Figure 13: Proportion of slimmers attending a slimming club, by gender, 1998-2005
- Highlighting the emotional benefits of slimming clubs
- Male membership on the rise as traditional masculine values decline
- Getting active, getting fit
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- Figure 14: Agreement with lifestyle statements about personal appearance and lifestyle, 2001-05
- More active than ever before
- Membership of health and fitness clubs
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- Figure 15: Key health and fitness club member statistics, 2000-05
- The rich can afford to be fit?
- Regulatory developments
- White paper objectives
- Healthy Living Blueprint for Schools
- Convenience food under scrutiny
- Advertising restrictions lurk in the background
- FSA food labelling
Market Background
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- Food expenditure in context
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- Figure 16: Expenditure on food for in-home consumption, by value, 1999-2004
- Spending more than ever
- Convenience leads
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- Figure 17: Expenditure on convenience food for in-home consumption, by value, 2000-04
- Figure 18: Expenditure on fruit and vegetables for in-home consumption, by value, 2000-04
- Fruit and veg stagnate
- Food markets for consumers on specific diets
- RFRC foods
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- Figure 19: The UK estimated retail market for processed RFRC foods, 2000-05
- A strong performance
- Seasonal spikes
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- Figure 20: UK estimated retail sales of RFRC foods, by sector, 2002 and 2004
- Confectionery leads
- Dairy remains popular
- Chilled prepared foods
- Baked goods face technical challenges
- Slimming foods
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- Figure 21: UK retail sales of slimming foods, 1999-2004
- A pharmaceutical approach?
- Low-carb foods
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- Figure 22: UK retail sales of low-carb foods, 2002-05
- Fast growth but a very small base
- GI influence
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- Figure 23: Share of low-carb food sales, by sector, 2005
- Snack bars dominate…
- …and beverages do well
- Has the market peaked?
- Media attention kills low-carb…
- …and product did not taste good
Selected Diet Plans and Clubs
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- Low-carbohydrate diet plans
- The Atkins Diet – the vehicle to learning about carbohydrates
- The Ketogenic Diet (Anabolic Diet and Bodyopus)
- The Scarsdale Medical Diet
- The Stillman Diet
- Traditional low-fat and low-calorie diets
- Dr Gillian McKeith Lifestyle Plan
- Rosemary Conley
- Slim-Fast
- Slimming World
- Weight Watchers
- Low-fat and calorie with carbohydrate control diets
- GI Diet
- GL Diet
- Other diets
- High Protein Health Fast Food Diet
- South Beach Diet
- Total Wellbeing Diet
- Blood Group Diet
- Food combining Diet
- Jesus Diet
- Macrobiotic diet
- Zone Diet
- Hay Diet
- Cambridge Diet
- Other diet plans
- Dieting on the Internet
- Boots Weight Loss Programme
- Changeone.com from Reader’s Digest
- Dietline
- ediets.com
- MP5 from Weight Watchers
Retailer Activities
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- Figure 24: Audit of retailer healthy eating ranges, November 2005
- Retailer-led new product activity
- Retailers above the line
- Retailer responsibility
- FSA targets make an impact
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- Figure 25: Retailer activities and policies towards health responsibility – product offering, June-July 2005
- Traffic-light confusion
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- Figure 26: Retailer labelling activity, 2005
- Widespread support for 5 A DAY
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- Figure 27: Responses for promotional support
- Information everywhere
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- Figure 28: Retailer responses for customer care advice
- Industry Associations
- Biscuit Cake, Chocolate and Confectionery Association (BCCCA)
- Food and Drink Federation (FDF)
- Food Standards Agency (FSA)
- Levy boards
- Milk Development Council (MDC) and UK National Dairy Council
- NGOs
- British Nutrition Foundation (BNF)
- Companies and brands
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- Figure 29: Selected healthy eating foods from manufacturers, 2005
- Brand partnership
- Burton’s Foods
- Cadbury Trebor Bassett (CTB)
- Carbolite Europe/Retail Brands Ltd
- Carbophobia Ltd
- Danone Group
- Dairy Crest
- EAS
- EQT
- FeelingOK.net Ltd
- Greencore
- Heinz
- Kellogg
- Kraft Foods
- McNeil Consumer Nutritionals Europe
- Müller Dairy (UK) Ltd
- Multiple Foods
- Nestlé
- Northern Foods
- Premier Foods
- PepsiCo Group
- Procter & Gamble
- RHM Ltd
- The Ryvita Company Limited
- Unilever
- United Biscuits (UB)
- Weight Watchers International
- Slimming Aid Products
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- Figure 30: Leading slimming aid brands, 2005
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The Consumer – Dieting Behaviour
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- Figure 31: General eating and lifestyle habits, September 2005
- 5 A DAY awareness getting through
- Health Inequality
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- Figure 32: Agreement with the statement ‘eating more fruit and/or vegetables’, by socio-economic group, September 2005
- Excluded consumer groups…the retired and…
- …the Scottish
- Are they meeting 5 A DAY?
- How to plug the gap
- Exercise gets moving
- It can cost nothing
- Skimming the Cream
- Diet clubs versus ‘going alone’
- Other diet options not as appealing
- Men control cholesterol
- Special requirements
- Changing consumer groups
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Dieting Behaviour – Detailed Demographics
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- Figure 33: General eating and lifestyle habits, by gender, age, and socio-economic group, September 2005
- Figure 34: General eating and lifestyle habits, by presence of children in household, lifestage and Mintel’s Special Groups, September 2005
- Figure 35: General eating and lifestyle habits, by marital status, working status and household size, September 2005
- Figure 36: General eating and lifestyle habits, by region and ACORN category, September 2005
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- Figure 37: General eating and lifestyle habits, by media usage, commercial TV viewing and supermarket used, September 2005
- Figure 38: General eating and lifestyle habits, by gender, age, and socio-economic group, September 2005
- Figure 39: General eating and lifestyle habits, by presence of children in household, lifestage and Mintel’s Special Groups, September 2005
- Figure 40: General eating and lifestyle habits, by marital status, working status and household size, September 2005
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- Figure 41: General eating and lifestyle habits, by region and ACORN category, September 2005
- Figure 42: General eating and lifestyle habits, by media usage, commercial TV viewing and supermarket used, September 2005
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The Consumer – Attitudes Towards Dieting
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- Figure 43: Consumer attitudes towards dieting, September 2005
- Consumers in denial
- A growing concern
- Exercise the way forward
- Diet difficulties
- Support is essential
- Arguing is not helping!
- Consumers overloaded with information
- Passing fads or here to stay?
- Moving upmarket
- Lifestyle management has some way to go
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Attitudes Towards Dieting – Detailed Demographics
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- Figure 44: Attitudes towards dieting, by gender, age and socio-economic group, September 2005
- Figure 45: Attitudes towards dieting, by presence of children, lifestage and Mintel’s Special Groups, September 2005
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- Figure 46: Attitudes towards dieting, by marital status, working status and household size, September 2005
- Figure 47: Attitudes towards dieting, by region and ACORN category, September 2005
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- Figure 48: Attitudes towards dieting, by media usage, commercial TV viewing and supermarket usage, September 2005
- Figure 49: Attitudes towards dieting, by gender, age and socio-economic group, September 2005
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- Figure 50: Attitudes towards dieting, by presence of children, lifestage and Mintel’s Special Groups, September 2005
- Figure 51: Attitudes towards dieting, by marital status, working status and household size, September 2005
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- Figure 52: Attitudes towards dieting, by region and ACORN category, September 2005
- Figure 53: Attitudes towards dieting, by media usage, supermarket usage and commercial TV viewing, September 2005
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The Consumer – Dieting Motivation
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- Figure 54: Dieting motivations, September 2005
- Health is the main motivation
- Self-esteem – the second most important reason
- Energy – a surprising third
- Older adults listen to the GP
- Vanity is way down the list
- Post-Christmas middle-aged spread
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Dieting Motivation – Detailed Demographics
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- Figure 55: Dieting motivations, by gender, age and socio-economic group, September 2005
- Figure 56: Dieting motivations, by presence of children in household, lifestage and Mintel’s Special Groups, September 2005
- Figure 57: Dieting motivations, by marital status, working status and household size, September 2005
- Figure 58: Dieting motivations, by region and ACORN category, September 2005
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- Figure 59: Dieting motivations, by media usage, commercial TV viewing and supermarket used, September 2005
- Figure 60: Dieting motivations, by gender, age and socio-economic group, September 2005
- Figure 61: Dieting motivations, by presence of children in household, lifestage and Mintel’s Special Groups, September 2005
- Figure 62: Dieting motivations, by marital status, working status and household size, September 2005
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- Figure 63: Dieting motivations, by region and ACORN category, September 2005
- Figure 64: Dieting motivations, by media usage, commercial TV viewing and supermarket used, September 2005
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The Consumer – Dieting Habits by Weight
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- Figure 65: Body weight perception, September 2005
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- Figure 66: Body weight perception, by general eating and lifetsyle habits, September 2005
- Exercise helps those slightly overweight
- Underweight madness
- Healthy habits for the ‘Right’ weight
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- Figure 67: Body weight perception, by dieting motivations, September 2005
- Tough times and mental attitude
- Underweight dieters
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- Figure 68: Body weight perception, by dieting motivations, September 2005
- The burden of responsibility
- Energy for all
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Targeting Key Target Market – Consumer Clusters
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- Figure 69: The five consumer clusters, September 2005
- Dieting Desperation (12% of sample)
- Exercise Over Excess (22% of sample)
- No diet – pop the pills
- Reticent Retirees (29% of sample)
- No peer pressure triggers
- Exercise shunners
- Cautious and Confused (9% of sample)
- Find it hard to stick to diets
- Lack of cooking skills
- Marketing Implications and strategy
- Healthy Already (28% of sample)
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Consumer Clusters – Detailed Demographics
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- Cluster demographics
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- Figure 70: The five dieting clusters, by gender, age and socio-economic group, September 2005
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- Figure 71: The five dieting clusters, by marital status, working status and household size, September 2005
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- Figure 72: The five dieting clusters, by presence of children, Mintel’s Special Groups and lifestage, September 2005
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- Figure 73: The five dieting clusters, by ACORN catgeory and region, September 2005
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- Figure 74: The five dieting clusters by media usage, supermarket usage and commercial TV viewing, September 2005
The Clusters by Attitudes
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- Figure 75: Attitudes towards healthy eating and exercise, by consumer clusters, September 2005
- Figure 76: Eating habits, by consumer clusters, September 2005
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- Figure 77: Weaknesses of the consumer clusters, September 2005
- Figure 78: Attitudes towards general eating and lifestyle, by consumer clusters, September 2005
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- Figure 79: Foods cut down on, by consumer clusters, September 2005
- Figure 80: Dieting motivations, by consumer clusters, September 2005
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- Figure 81: Attitudes towards dieting, by consumer clusters, September 2005
- Figure 82: Food eliminated from diet, by consumer clusters, September 2005
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- Figure 83: Body weight perceptions, by consumer clusters, September 2005
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The Future
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- Future is bright and the statistics are grim
- Ageing population
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- Figure 84: Projected UK population, by age, 2005 and 2010
- Targeting the Grey pound
- Which, not if
- Moving upmarket
- Sacrificing taste for quality?
- Gadgets may appeal to men
- Move over probiotics, cholesterol busters are here!
- More active less sporty
- Shock tactics
- Lessons from alcohol
- Confusion looming?
- Low-carb Loophole
- A mental problem
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